Linking consumer behavior constructs to international marketing strategy: A comment on wills,samli, and jacobs and an extension

In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented. Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process, were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development. It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two rates of product learning. Finally, suggestions for future research are outlined. She received a Ph.D. in International Marketing from Bradford University Management Centre, England, and is bilingual in English and French. She has taught in England, France, and Morocco, and has published in theJournal of the Market Research Society, Journal of the Operational Research Society, Journal of the Academy of Marketing Science, Journal of Business Research, International Marketing Review, Advances in International Marketing, International Journal of Advertising, European Journal of Marketing, and theJournal of Business and Industrial Marketing.