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Segmenting corporate exporting activities: sporadic versus regular exporters

Article Abstract:

The primary focus of this study is an examination of differences between characteristics and activities of sporadic and regular exporters. This mode of classifying exporting firms, which has not previously been studied in a rigorous fashion, is shown to be valid and has important policy implications. This classification is robust, with a high degree of convergent and internal validity. The two groups are shown to be similar along several key dimensions of exporting behavior such as size, age, and size of export orders. However, there are distinct differences with regard to such factors as initial market entry influences, export profit margins, export distribution channels, and information use. These critical differences relate to dynamism and level of export marketing activities undertaken. Conceptual, practical, and policy implications are discussed. (Reprinted by permission of the publisher.)

International business enterprises, Multinational corporations, Exports

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Homage to a marketing scholar: Robert D. W. Bartels, 1913-1989 Professor Emeritus The Ohio State University

Article Abstract:

For nearly five decades Robert Bartels studied and sought to shape and bring order to the marketing literature. His contributions to marketing theory and the history of marketing have influenced several generations of marketing scholars. Once in a great while, a scholar emerges that makes truly unique contributions. The timely, innovative, and trend-setting contributions, as well as scholarly approach of Professor Bartels to the study of marketing and marketing literature is deserving of such a status. Although the impact of his contributions was broad, their influence were perhaps the greatest for those of us who were his students. (Reprinted by permission of the publisher.)

Analysis, Marketing, Study and teaching, Marketing research, Market research, Bartels, Robert D. W.

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Global market segmentation: methodologies and challenges

Article Abstract:

Business enterprises tend to group countries together in their global marketing strategy. Sometimes they divide up consumer groups across countries in accordance to general lifestyle and purchasing behaviour patterns. Recent research shows that a combination of both methods is preferable to either method alone. Further research is required to study international segmentation and global marketing strategy.

Intnl Marketing

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