Identifying innovative national markets for technical consumer goods

Article Abstract:

A study extending Chol Lee's (1990) research was conducted. This examination focused not only on cultural and economic predictors of national innovativeness but also looked at population characteristics that make one nation develop innovative markets for technical consumer products. Results showed that individualism, uncertainty avoidance and purchasing power were related to national levels of new product ownership within Europe.

Innovations, Marketing, International aspects, Technological innovations

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Implementing global marketing strategy: an interview with Whirlpool Corporation

Article Abstract:

Whirlpool marketing VP Ivan Menezes stated that his company's policy of integrating regional businesses and leveraging capabilities has allowed it to succeed not only in the highly-fragmented European market but in Asia and Latin America as well. Menezes believes that the key to global success is in the organization's ability to combine talent and best practices and to provide customers with value.

Consumer Goods Production, Officials and employees, Interview, Whirlpool Corp., WHR, Menezes, Ivan

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