Reports exploratory research which examines the relationship between the extent to which executives have a positive attitude towards a foreign culture and the level of competence they have achieved in that language. Suggests that this was a weak correlation but a much stronger one existed...

Purpose – The variety of differences encountered when interacting with people from other cultures can be daunting for foreign nationals operating in another country. Consequently, many companies send their managers on some form of cultural orientation training, before beginning their duties in...

This conceptual paper outlines why, when working in the international as opposed to the domestic environment, the success of a relationship marketing strategy is heavily dependent on levels of psychic distance. The higher the level of psychic distance, the greater the time and effort required to...

Examines the role of foreign language ability in international marketing. Suggests that the importance of language is more than much recent language‐oriented literature would have us believe. Looks at how and why language can become a barrier to communication, and then details the uses of a...

Purpose – The purpose of this paper is to examine the attitudes and behaviour of Ukrainian consumers in terms of the purchase of beer (both foreign and domestic brands). There is an emphasis on the relative importance of the country of origin (COO), when compared to other factors....

Deals with the relationship between cultural closeness and cultural affinity. The basis of the research is that a correlation exists between the level of affinity (or “liking”) executives feel for a foreign culture, and the extent to which they feel psychologically close to that culture....