Strategic Global Marketing: Issues and Trends

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In the first paper Shoham et al. introduce as a new extension of multi-attribute models suggested and used in previous studies. Briefly, technometrics is a benchmarked approach to measure the scores of competing brands on a set of attributes. Thus, it accounts for competing brandâ€™s performance, relative to competitorsâ€™. Moreover, it is more objective than customer-based, subjective assessments of performance on important product attributes. As a result, it can be used as an aid in selecting appropriate strategic tools along the price and quality dimensions for existing, modified, and new brands and products. Importantly, with rapid globalization of many product-markets, there is an increase in the importance of measuring the competitiveness of international firms objectively. The use of benchmark technometrics allows such objectivity. The authors provide an illustration for the use of this technique, which combines objective and subjective product assessments in the executive jet industry. This illustrations is used to generate many managerial implications, both in domestic markets, which new, international firs, enter, and in international markets. The research by Ali et al, examines Taiwanese executiveâ€™ attitudes toward exporting and their perceptions of personal and professional qualities for effective international conduct.

ABOUT THE AUTHOR Erdener Kaynak

Erdener Kaynak, PhD, DSc, is currently Professor of Marketing and Chair of the Department of Marketing at the School of Business Administration of The Pennsylvania State University at Harrisburg. For his search, he was awarded the D.Sc. degree in Economics (Honorary) from Turku School of Economics and business Administration, Turku, Finland, in 1995. Dr. Kaynak has served as a business consultant and a Senior Training Advisor to various United Nations agencies as well as governments and private and public sector companies in over forty countries spanning five continents. He has developed thirty-six business cases related to emerging economies. He is the co-founder, Director and Executive Vice-President of the International Management Development Association (IMDA), a professional organization with over a thousand members. He serves as Executive editor for The Haworth Press, Inc. of New York, London and Oxford In this capacity, he edits six managerially-oriented international marketing/business journals and a Book Series in International Business. He is the author of twenty-four books and co-authro of several dozen book chapters, and has had over 200 of his scholarly and practitioner-oriented articles published ina variety of scholarly and professional journals. during 1995-1997, he served as Educational Technology Advisor to President of Kyrgyz Republic, his excellency Askar Akayev. In the summer of 2002, Dr. Kaynak was the recipient of the Fulbright Senior Specialist Fellowship in Gabarone, Botswana.