This research investigates UK multinational companies’ level of adaptation and/or standardisation across international marketing tactics. The research methodology consists of a questionnaire survey of the 500 biggest UK multinational companies. It examines whether multinational companies are adapting or standardising their marketing mix elements/7Ps (product, price, place, promotion, people, ph...

Vol. LII (February 2015), 90–104 *Jonathan Z. Berman is Assistant Professor of Marketing, London Business School (e-mail: [email protected]). Emma E. Levine is a doctoral candidate in Operations and Information Management (e-mail: emmased@ wharton. upenn.edu), Alixandra Barasch is a doctoral candidate in Marketing (e-mail: [email protected]), and Deborah A. Small is Associate Professo...

The development of research explaining the structure and operations of interfirm relations and networks in marketing channels and business markets is described. The focus is on the main contributors and research themes that have underpinned the development of marketing thought in this area since the beginning of the 20th century. I show how ideas have been borrowed from other disciplines such a...

Psychiatric diagnoses often reflect a matrix of sociological factors associated with professional prestige, economic forces, and cultural fashions. Diagnostic systems conceptualize the same underlying psychosocial problems in very different ways during various time periods. Since the publication of the third edition of the Diagnostic and Statistical Manual (DSM-III) in 1980, psychological distr...

Business enterprises exist in a world that is fiercely competitive, tied with huge global uncertainties. They always encounter increasing pressure on prices and margins. Hence, irrespective of their domain of operations and industry, businesses are naturally concerned about their growth, specifically sustained profitable growth, in today’s world. Marketing is a key business function to market a...

The prevalence of attention deficit hyperactivity disorder (ADHD) diagnoses is rising. ADHD is closely linked to its treatment with medications such as methylphenidate and amphetamines, which have popular appeal as neuroenhancement drugs by persons without a neurological disorder. The three main reasons for the increase in ADHD medication demand, production, and consumption are a) the inclusion...

Many markets are converging, as communications and logistic networks become more integrated and firms from all parts of the world are expanding operations on a global scale. At the same time, other markets are becoming more diverse, and marketers are increasingly encountering economic and cultural heterogeneity. The authors examine the implications of these trends and the extent to which they n...