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| Mamalis, Spyridon; Ness, Mitchell; Bourlakis, Michael. |
| Fast food restaurants have expanded globally in recent years. As companies become global marketers to acquire new knowledge and a greater understanding of the fast food business and the environment, in which they operate in order to determine and adopt an appropriate marketing mix. Managers can use knowledge of a market's national culture to develop successful image strategies. This paper aims to explore the role of culture in the formation of consumer perceptions. To measure cultural influences a store image scale was constructed for fast food restaurants. An eight - step process based on Churchill's (1979), model, guided the development, validation and refinement of the scale. The final structure of the scale included six factors consisting of 14 items.... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Store image; Internationalisation; Adaptation to locality; Consumer/Household Economics. |
| Ano: 2006 |
URL: http://purl.umn.edu/10056 |
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| Heyder, Matthias; Theuvsen, Ludwig. |
| The objective of this paper is to identify the strategies and instruments that agribusiness companies currently use to cope with the globalisation of agricultural markets. This aim is achieved by means of presenting the empirical results of an online and telephone survey that was undertaken between April and August 2010 with the participation of 113 German agribusiness firms. The majority of respondents expect that the importance of the markets in the BRIC countries will increase remarkably in the future. For developing international business activities, comparatively simple strategies such as direct and indirect exports via domestic and international traders are most widely used. This may be the result of challenges the agribusiness companies are facing... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Agribusiness; Internationalisation; Firm strategy; BRIC; Agribusiness; Q13; L10. |
| Ano: 2011 |
URL: http://purl.umn.edu/115532 |
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