Since 1978 business marketing has seen a great deal of research activity. It is reasonable to
ask whether this has led to advances in theory development and a general increase in our …

Although segmentation decisions are critical for achieving differential advantage in an
increasingly competitive marketplace, the empirical investigation of how segmentation …

Compared to other issues examined in the exporting literature, less attention has been paid
to the performance implications of following a standardisation or adaptation strategy. In …

Business to business markets are considerably more challenging than consumer markets
and as such demand a more specific skillset from marketers. Buyers, with a responsibility to …

Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation
has gained increasing importance, in both the consumer and the business domains …

This paper investigates the effect of product adaptation on performance of exporters in
Thailand. It focuses on an issue that has not been addressed in past research: Does market …

Even though market segmentation is one of the most established concepts in marketing,
there are still some shortfalls in the body of research, which create a gap between theory …

Under local protectionism, environmental regulation may harm market integration and create
expensive domestic trade cost. After matching data of trade flows from Chinese Customs to …

In recent years, export segmentation effectiveness has attracted increasing attention in
academic literature. The current study acknowledges this construct's ability to capture the …

The debate about standardization versus adaptation for foreign market has received
increased attention in the literature since the early 1980s. This increase is due in part to the …