This research tested a model in both Germany and the USA that contained marketing variables known to impact new product development success in high technology firms. We explore the link between national culture and new product development. A multi‐group LISREL analysis revealed that while the...

Purpose – Despite the proliferation of retail loyalty programs, little is known about differences in the behavior patterns of the consumers within them. There may be several unique segments within a loyalty program, and significant managerial implications may accrue from identification of...

Addresses the socialization process among marketing doctoral students. Four modes of doctoral student socialization are provided from depth interviews conducted with 28 purposively selected individuals. These four modes are based upon two characteristics: degree of program structure, or formal...

Contends that adapting consumer products to foreign market tastes is one of the more difficult challenges facing international marketers; the stakes are high, with even minor cultural mistakes resulting in lost sales and corporate embarrassment. Chronicles how one company in the global greeting...