Editorial

No abstract available for this article.     

Editorial

This article examines the moderating effect of institutional distance on the relation between personal experiences of chief executive officers (CEOs) and entry mode choice. Hypotheses are tested with data on 156 foreign direct investments made by west-European multinational enterprises in 10 central and eastern European economies in the 1992–2002 period of transition. Two demographic features are examined: CEOs’ age and international experience. The results provide support for the theory that the impact of CEOs’ experiences on the entry mode choice is conditional on the institutional distance between home and host countries.     

Editorial

The relationship marketing paradigm is gaining increasing credence in consumer markets. Marketers need to get close to their customers to establish exchange relationships, and this “intimacy” is achieved using database technology and direct marketing communications. However, in implementing relationship marketing in this way, the potential exists for the use of technology to result in invasions of individual consumer privacy. The literature on relationship marketing and privacy are reviewed, and the findings of six exploratory focus group discussions, conducted in the UK, are presented. The study suggests that what some consumers define as “intrusion” is similar to what has been called “intimacy” by marketers. Nine propositions are presented which reflect the implications of current approaches to relationship marketing in consumer markets. In particular, the integral elements of meaningful relationships are absent or inhibited as a result of consumer concerns over intrusions of their privacy. Thus, marketers need to adapt their attitudes, behaviours, and processes in order to accommodate the participation of the consumer in the relationship. The implications for marketers are identified, and directions are offered for future research.     

Editorial

Last year, the JMM published a 'New Blood Edition' for the Academy of Marketing, to support the development of new academics in marketing. The call resulted in 36 submissions, four of which were selected for publication within the very short timescales to which we were working.     

Editorial

Small Business Economics -