The dyadic relationship between U.S. parent advertising agencies and their foreign affiliates were examined, using information gathered from 344 respondents in 52 countries. Parent agencies tended to position themselves to control their overseas affiliates by either totally or majority owning...

The Japanese typically demand much higher levels and quality of service than expected elsewhere in the world. Extensive after‐sales support, service, and personal attention are required to obtain and keep the Japanese customer. This paper examines the following questions and their...

The success of Europe 1992 has compelled both the Pacific Rim and the Americas into examining economic unions. The United States has entered into a Free Trade Agreement with Canada and has begun serious negotiations with Mexico for a like treaty. What are the possibilities of the formation of a...

Trade Shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and aboveadvertising. Thisessay summaries pervious research and indicates validation of certain signigicant findings of earlier research with a current study.