International segmentation is defined as the identification of groups of consumers with
similar needs and wants in the food domain across cultural units. Four criteria for such …

This research advances four propositions and a conceptual model of country and company
characteristics influencing key International Business Decisions (IBDs). The IBDs in this …

The accelerating cross-border flow of products, services, capital, ideas, technology and
people is driving businesses--large and small--to internationalise. International Business …

Purpose The purpose of this paper is to provide a comprehensive survey of the literature
about the use of agent-based simulation (ABS) in the study of organizational behavior …

The purpose of this study is to examine the relationship between digital marketing (DM),
digital transformation, and brand position and brand promotion in companies of different …

This study examined Chinese consumers' perceptions of brand personality of tourism real
estate firms, and classified Chinese consumers based on their brand personality …

Purpose This study aims to conceptualize the basic Islamic marketing (IM) process
according to Shari'ah, addressing some of the queries raised by scholars on halal and …

Despite its importance, positioning has not received due attention in the business-to-
business (B2B) context. Using franchising as the B2B context, this study identifies the …

The use of celebrities in marketing communications has become the practice of the major
companies in the emplacement of the brand in the mind of consumers. Firms are making …

This is a theoretical paper about managerial marketing variables that describe new
dimensions of the marketing mix. The paper discusses the current 4P's model of marketing …