Purpose – The purpose of this paper is to explore country‐of‐origin (COO) effects on service evaluation in an emerging market. Design/methodology/approach – To gain insight, 24 in‐depth interviews were conducted with stakeholders in five West African countries. A conjoint analysis was...

Establishing the validity and measurement equivalence of core marketing concepts in the emerging market economies of Africa is a key step in assessing the transferability of modern marketing theory and managerial practice to these countries. However, measurement equivalence issues are rarely...

Purpose – This study aims to examine the nature of business‐to‐business marketing practices in two West African nations, Ghana and Ivory Coast, and compare them with marketing practices in another emerging market economy (Argentina) and a developed economy (the USA)....

Explores the structure of the buying center for logistics automation technologies. Examines the relationships between the degree of participation of key functional areas, the extent of coalescence on buying decision criteria, and the hazard rate of adoption. Analyses an event history, and...