Purpose – This paper, anchored in the resource‐based view of the firm, attempts to develop linkages between firm‐level resources, Porter's competitive strategy space and firm performance and explores them in the context of a new industry – the marketing technology industry....

Purpose – This article aims at offering and validating a theory‐driven conceptualization of the cultural distance index. Design/methodology/approach – First, the cultural distance index is conceptualized, its conceptual properties are discussed, and a generic formula is proposed....