International differences in product perception: a product map analysis

Article Abstract:

Product maps provide a convenient way of summarizing consumers' perceptions regarding a product or brand. However, the deterministic and common space assumptions of product maps may make them ineffective for use in the study of international differences in product perception. Such assumptions may be overcome by employing a probabilistic unfolding model that represents actual and ideal products by multinormal distributions in a multidimensional space. This model is applied to the birthday gift markets for young men in the US and Japan.

Other Direct Selling Establishments, Direct selling establishments, Direct Sales-Giftware, Research, Japan, Direct marketing, Consumer behavior, Giftware industry

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Key to key account management: relationship (guanxi) model

Article Abstract:

A key account relationship model has been developed in an effort to provide international business enterprises an efficient means of analyzing customer relationships and carrying out various marketing strategies. The model centers on the use of perceptual maps for evaluating guanxi positions in order to come up with a comprehensive and highly-effectual marketing plan. The proposed mode generated convincing results when subjected to Cronbach's alpha coefficient reliability test.

Marketing, Customer Relations, Management, International business enterprises, Multinational corporations, Customer service

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Export performance measurement: reflective versus formative indicators

Article Abstract:

This article examines formative versus reflective indicators as a means of evaluating export performance.

World, Measurement, Exports

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