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Attitude verbs like think and want describe mental states (belief and desire) that lack reliable physical correlates that could help children learn their meanings. Nevertheless, children succeed in...

The portrayal of women in advertising has received much attention over the past three decades. However, most of the research is focused on U.S. women and lacks a global perspective. Little is known about the attitudes of non-U.S. women toward female role portrayal in advertising. This study, building on previous research conducted by Ford, LaTour and Lundstrom, reports the findings regarding the attitudes of European women, specifically French, towards their sex role portrayal in advertising and its affect on purchase intention. Furthermore, it compares these results to a recent baseline study conducted in the U.S. for the express purpose of illustrating what differences, if any, exist between the cultures of women who live in two different, post-industrial societies.

The purpose of this research is to examine the global intensity of professional service firms in light of the firms' and top managements' characteristics. Questionnaires were sent to 1,600 service firms in the United States representing a broad cross-section of service industries potentially engaged in international business. The results indicate that the international experience and focus of top management, as well as firm size, contribute to differences among the levels of global intensity investigated.

This article reports on a two-part study of graduate international business programs in the United States. The first study presents comparative information from 21 top U.S. graduate international business institutions. The second study presents three guidelines developed from in-depth conversations with a number of internationally recognized experts on international business education. A case is made, based upon the comparisons and guidelines, for a re-examination of the structure of U.S. graduate international business programs.

Recently, the American Assembly of Collegiate Schools of Business (AACSB) called for more interaction between business schools and the business community. This is in partial response to the growing perception of U.S. businesses that business schools are out of touch with the needs of the business community. The authors of this paper document a market driven approach to international business curriculum development-one which includes the business community from the onset. To provide a high-quality international business education, the collegiate schools of business can no longer afford to remain aloof from their customers. The conceptual framework used here broadens curriculum design norms. Academic leaders interested in internationalizing the education of professionals in all academic disciplines will find this paper useful.

The authors surveyed professional members of the American Marketing Association who designated international marketing as a field of interest. The study measures which international business research topics marketing practitioners perceive to be of high utility or importance. In addition, the data reduction technique of factor analysis identified five latent factors (Global Market Expansion; International Marketing Management; Management Issues in an International Context; Quality, Values and Expectations; and Theoretical Considerations in International Business) which summarize the perceived research needs of the practitioner community. The findings offer insight into the international research topics of interest to professional marketers, thereby providing the academic marketing community with an additional source of input when determining future research agendas.

This study examines the international marketing literature published during the period 1987-1993. Twenty journals, which publish international marketing articles on a variety of topics, were reviewed, yielding 1,645 articles with an international marketing perspective. Classification of the articles on the basis of subject content yielded twenty-four distinct topic categories. Topical trends and frequent contributors in the international marketing literature are identified and implications for future research are discussed.

This study examines the extent to which Western cultural influence is visible in the print advertising of four Asian countries: Hong Kong, Japan, South Korea, and Taiwan. To measure the level of Westernization of print advertising, two indicators were used: The presence of Western models and/or celebrities and the inclusion of Western language or words. It was found that English was the dominant Western language contained in the sampled ads and Western females were the most frequently portrayed Western models. Judicious use of Western words and of Western models is called for in order to minimize possible cultural backlash against overt foreign influences.