Proceedings of the 19 Marketing Congress93 World

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Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Editors

Proceedings of the 1993 WorldMarketing Congress

M. Joseph Sirgy, Kenneth D. Bahn and Tunc Erem

Istanbul, Turkey

July 15-19, 1993

Editors

ISBN 978-3-319-17322-1 ISBN 978-3-319-17323-8 (eBook) DOI 10.1007/978-3-319-17323-8 Library of Congress Control Number: 2015938797

© Academy of Marketing Science 2015

Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)

Reprint from Original edition

Copyright © Academy of Marketing Science 1993All rights reserved.

Springer Cham Heidelberg New York Dordrecht London

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

V

, , USA

I edited by M. Joseph Sirgy, Kenneth D. Bahn, and Tunc Erem

Kadiköy,

, , USA

M. Joseph Sirgy Kenneth D. Bahn

Tunc Erem

Virginia TechBlacksburg VA

James Madison UniversityHarrisonburg VA

Marmara University

World Marketing Congress, Volume

Istanbul, Turkey

v

Organized and Sponsored by the

ACADEMY OF MARKETING SCIENCE

In Cooperation With The

TURKISH MARKETING ASSOCIATION

and

VIRGINIA TECH

Host:

MARMARA UNIVERSITY

Major Financial Sponsor:

UNION OF CHAMBERS AND COMMODITY EXCHANGES OF TURKEY

vi

ACKNOWI,EDGMENT

Many people and organizations are responsible for the successful outcome of this World Marketing Congress. The Academy extends its many thanks to the fmancial sponsors of this conference. The Union of Chambers and Commodity Exchanges of Turkey was the major fmancial sponsor. Other sponsors include Marmara University (Turkey), Koc Holding Company (Turkey), Garanti Bankasi (Turkey), Yasar Holding Company (Turkey), Computer and Education Services, Inc. IMC/BILKOM (Turkey), Cenajans/Grey (Turkey), Inter PR (Turkey), Turyag AS. (Turkey), and Ege Yildiz Plastics Marketing Company (Turkey).

The local arrangements committee did an outstanding job in taking care of all the local programs. There were hundreds of things to take care of, and they did a super job. The Academy extends its many thanks to all those who labored hard being part of the local arrangements committee.

A conference of this size cannot be possible without the special co­operation and care of the program division chairs (and co-chairs) and track chairs (and co-chairs). Hence, the most important acknowledgement goes to the division and track chairs (and co-chairs) for building the conference. Furthermore, many thanks go to the reviewers for reviewing the many pa­pers that were submitted to this conference.

The Academy gratefully acknowledges the support provided by Virginia Tech, Marmara University, University of Texas at Arlington, James Madison University, the Turkish Marketing Association, and the many other universities which provided support for the program division chairs (and co-chairs) and the track chairs (and co-chairs).

We would like to express our gratitude to Omni Press (the printing firm) for printing the proceedings and operating under enormous time pressure. Similar thanks are extended to Wanda Belcher (secretary at Virginia Tech) who labored hard to develop this proceedings.

The last but not the least important acknowledgement goes to all those who submitted their work to be considered for presentation at the conference. Also our many thanks go to the session chairs and discussants for taking the extra time to make this conference a success.

vii

1993 WORLD MARKETING CONGRESS PROGRAM COMMITI'EE

David Kurtz, VICE- PRESIDENT /PROGRAMS University of Arkansas, USA

M. Joseph Sirgy, PROGRAM CO-CHAIR, PROCEEDINGS CO-EDITOR Virginia Tech, USA

Tunc Erem, PROGRAM CO-CHAIR, PROCEEDINGS CO-EDITOR, PROGRAM DIVISION CHAIR FOR EUROPE/TURKEY LOCAL ARRANGEMENTS CHAIR Mannara University, Turkey

Kenneth D. Bahn, PROCEEDINGS CO-EDITOR, PROGRAM DIVISION CHAIR FOR NORTH AMERICA .James Madison University, USA

Nassim Hanna, PROGRAM DIVISION CO-CHAIR FOR MIDDLE EAST/AFRICA Northern Illinois University, USA

Awad B. El-Haddad, PROGRAM DIVISION CO-CHAIR FOR MIDDLE EAST/AFRICA Assuit University, Egypt

Wee Chow Hou, PROGRAM DIVISION CHAIR FOR THE FAR EAST AND AUSTRALIA National University of Singapore, Singapore

Luis Dominguez, PROGRAM DIVISION CO-CHAIR FOR LATIN AMERICA University of Miami, USA

.Jorge Talavera, PROGRAM DIVISION CO-CHAIR FOR LATIN AMERICA ESAN, Peru

viii

I,OCAL ARRANGEMENTS COMMITfEE

Chair:

Tunc Erem

Members:

Orner Baybars Tek, Dokuz Eylul University, Turkey Cevik Uraz, Anadolu University, Turkey Serna Tapan, Boazici University, Turkey Ibrahim Birkan, Demir Group, Inc., Turkey Avni Demirci, Istanbul Chamber of Industry, Turkey Ercan Gegez, Marmara University, Turkey Serd<lf Pirtini, Marmara University, Turkey Muge Arslan, Marmara University, Turkey Mehmet Tigli, Marmara University, Turkey Muhittin Karabulut, Istanbul University, Turkey Tunc dan Baltacioglu, Gazi University, Turkey Zafer Kesebir, Marmara University, Turkey

ix

TRACK CHAIRS AND CO-<:HAIRS

INTERNATIONAL TRADE AND BUSINESS STRATEGIES Salah S. Hassan, George Washington University, USA Mary K. Ericksen, Bloomsburg University, USA

EMERGENCE OF THE EUROPEAN COMMUNITY Mehmet Diriker, Salisbury State University, USA Robert King, University of Richmond, USA

COMPARATIVE MARKETING SYSTEMS William Lazer, Michigan State University, USA Erdener Kaynak, Pennsylvania State University-Harrisburg, USA

INNOVATION, TECHNOLOGY, AND PRODUCT STRATEGY Luca Pellegrini, Universita Commerciale Luigi Bocconi, Italy Reinhard Angelmar, INSEAD, France

BUYER BEHAVIOR Salah S.Hassan, George Washington University, USA Mary K. Ericksen, Bloomsburg University, USA

CONSUMER MARKETING .Jay Lindquist, Western Michigan University, USA Kemal Kutrtulus, Istanbul University, Turkey

INDUSTRIAl, MARKETING lkka Ronkainen, Georgetown University, USA George Avlonitis, Athens University of Economics and Business, Greece

SERVICES MARKETING C. P. Rao, University of Arkansas, USA Don Rahtz, College of William and Mary, USA

MACRO MARKETING Stanley Shapiro, Simon Fraser University, Canada H. Lee Meadow, Northern IJlinois University, USA

MARKETING COMMUNICATIONS George Zinkhan, University of Houston, USA .J. S . .Johar, California State University-San Bernardino, USA

INTERNATIONAL MARKETING MANAGEMENT Tamer Cavusgil, Michigan State University, USA Muzaffer Bodur, Bogazici University, Turkey

RETAILING Richard Feinberg, Purdue University, USA Ugar Yavas, East Tennessee University, USA

MARKETING CHANNELS Adel El-Ansari, University of North Florida, USA Roy Thurik, Erasmus University Rotterdam, Netherlands

LOGISTICS James R. Stock, University of South Florida, USA Roger Gomes, Clemsen University, USA

PRICING AND COUNTERTRADE A. C. Samli, University of North Florida, USA Dhruv Grewal, University of Miami, USA

MARKETING AND DEVELOPMENT James E. Littlefield, Virginia Tech, USA Erdogan Kumcu, Ball State University, USA

SALES MANAGEMENT John C. Mowen, Oklahoma State University, USA Janet Keith, Virginia Tech, USA

x

SPECIAl. ACKNOWLEDGMENT TO THE OFFICERS OJ< THE ACADEMY

President James R. Lumpkin University of Southwestern Louisiana, USA

President-Elect

Immediate Past President

Executive Vice-President/Director

Vice- President for Programs

Naresh K. Malhotra Georgia Institute of Technology, USA

John T. Mentzer Virginia Tech, USA

Harold W. Berkman University of Miami, USA

David L. Kurtz University of Arkansas, USA

Vice- President for Finance and Treasurer Robert B. Woodruff University of Tennessee, USA

Vice- President for Publications

Vice-President for Membership - USA

Charles W. Lamb, .Jr. Texas Christian University, USA

Joyce Grahn University of Minnesota, USA

Vice-President for Membership - Canada Tansu Barker Brock University, Canada

Vice-President for Membership - International

Vice-President for Academic Affairs

Vice- President for Development

Vice-President for Publicity and Public Relations

Secretary

Board of Governor (Chair)

Board of Governor

Board of Governor

Board of Governor

Board of Governor

Louis V. Dominguez University of Miami, USA

C. P. Rao University of Arkansas, USA

William F. Lewis University of Dayton, USA

Roy Adler Pepperdine University, USA

Kathleen A. Kentlcr San Diego State University, USA

.Joseph F. Hair, .Jr. Louisiana State University, USA

Gerald Albaum University of Oregon, USA

Lyn S. Amine St. Louis Uni~ersity, USA

Michael R. Czin.kota Georgetown University, USA

Douglas Hawes University of Wyoming, USA

xi

Board of Governor

Board of Governor

Board of Governor

Board of Governor

Board of Governor

Board of Governor

Robert L. King University of Richmond, USA

Irene Lange California State University- Fullerton, USA

Michael Levy University of Miami, USA

Robin Luke Southwest Missouri State University, USA

Stanley J. Shapiro Simon Fraser University, Canada

M . .Joseph Sirgy Virginia Tech, USA

.Journal of the Academy of Marketing Science (Editor)

Robert A Peterson University of Texas-Austin, USA

xii

ACKNOWI,EDGMENT TO REVIEWERS

Yesim Toduk Akis

Jale Akmel

A. Al-Sanie

Otto Andersen

Tariq Anwar

Nizamettin Aydin

Emin Babakus

Barry .J. Babin

Tansu Barker

Joseph A. Beliz.?J

David Bejou

Harry Bloemen

Charles D. Bodkin

Unal 0. Boya

Cern Cane!

Mary L. Carsky

Tamer Cavusgil

George Chryssochoidis

Dennis E. Clayson

Hali1 Copur

Michael R. Czinkota

Tevfik Dalgic

Rene' Y. Darmon

Sayeste Daser

Nejdet Delener

I. Atilla Dicle

Ulku Dicle

f. A. Fretwell-Downing

Serna Dundar

Colin Egan

Asim Erdilek

Tunc Erem

Dogan Eroglu

Sevgin Eroglu

Cuneyt Evirgen

Guliz Ger

Cathy Goodwin

Amjad Iladjikhani

Mark C. Hall

Talha Harcar

Bogazici University, Turkey

Marmara University, Turkey

Sheffield University, United Kingdom

Agder State College, Norway

West Texas State University, USA

Suffolk University, USA

Memphis State University

LouiRiana State University, USA

Brock University, Canada

Arizona State University, USA

University of North Carolina-Wilmington, USA

Cooper & Lybrand Management Consultants, Netherlands

University of North Carolina-Charlotee, USA

Appalachian State University, USA

University of North Carolina-Wilmington, USA

University of Hartford, USA

Michigan State University, USA

University of Glamorgan, United Kingdom

University of Northern Iowa, USA

Rhode Island College, USA

Georgetown University, USA

The Management College, Netherlands

ESSEC, Prance

Wake Forest University, USA

St. .John's University, USA

Rhode Island College, USA

Rhode Island College, USA

Sheffield University, United Kingdom

Istanbul University, Turkey

University of Warwick, United Kingdom

Case Wetsem Reserve UniverRity, USA

Marmara University, Turkey

Georgia State University, USA

Georgia State University, USA

Michigan State University, USA

Bilkent University, Turkey

University of Manitoba, Canada

Uppsala University, Sweden

Mankato State University, USA

Istanbul University, Turkey

xiii

Farouk I. Heiba

John S. Hill

Graham .J. Hooley

Yaolung James Hsieh

R. G. Javalgi

Johny K. Johansson

Wesley .J. Johnston

Mary Joyce

Karen Kaigler-Walker

Lea Prevel Katsanis

Carol Kaufman

Fahri Karakaya

Basheer M. Khumawala

John Keyt

Ozcan Kilic

Masaaki Kotahe

Vinay Kothari

Anathanasios Kouremenous

Gunseli Kurt

Kemal Kutulus

David Kurtz

Paul M. Lane

W alfried Lassar

Maarten Leeuw

Mushtaq Luqmani

Arthur Median

Jim McCullough

II. Lee Meadow

Sammy Medina

Jale Meric

Gordon E. Mtracle

Michel Mitri

Soo-Young Moon

Charles P. de Mortanges

Hormoz Movassaghi

Michael Mullen

Hugh Murray

G. M. Naidu

Glenn S. Omura

Aysegul Ozsomer

A. Ben Oumlil

United States International University, USA

University of Alabama, USA

Aston University, United Kingdom

National Chengchi University, Taiwan

Cleveland State University, USA

Georgetown University, USA

Georgia State University, USA

Bryantt College, USA

Woodbury University, USA

Concordia University, Canada

Rutgers University, USA

University of Massachusetts- Dartmouth, USA

University of Houston, USA

East Tennessee State University, USA

Istanbul University, Turkey

University of Texas-Austin, USA

Stephen F. Austin State University, USA

Pireaus University, Greece

Anadolu University, Turkey

Istanbul University, Turkey

University of Arkansas, USA

Western Michigan University, USA

University of Miami, USA

IBM Nederland, Netherlands

Western Michigan University, USA

Sheffield University, United Kingdom

Washington State University, USA

Northern Illinois University, USA

Ithaca College, USA

East Carolina University, USA

Michigan State University, USA

Eastern Michigan University, USA

University of Wisconsin-Oshkosh, USA

Rijksuniversiteit Limburg, Netherlands

Ithaca College, USA

Michigan State University, USA

City University Business School, United Kingdom

University of Wisonsin-Whitewhater, USA

Michigan State University, USA

Michigan State University, USA

University of Dayton, lJSA

xiv

Robert L. Owen

Aysegul Ozsomer

Vinay Pandit

George G. Panigyrakis

Ravi Parameswaran

R. Mohan Pisharodi

Zahir Quraeshi

C. P. Rao

Nabil Razouk

Gary K. Rhoads

Gillian Rice

Glen Riecken

Philip Rosson

Dominique Rouzies

Marjo- Riitta Rynning

Eugene Salorio

Stanley Scott

Ahmet Sekerkaya

Sanjit Sengupta

Rolf Seringhaus

Arun Sharma

Daniel L. Sherrell

Zoher E. Shipchanler

.Jagdip Singh

M. Joseph Sirgy

Michael R. Solomon

Harlan Spotts

Michael .f. Stahl

David Strutton

Mary Ann Stutts

Anne Thompson

John Thonopoulos

Julie T oner-Schrader

Fahri Unsal

Jean Claude Usunier

Pierre V alette-Florence

Willem Verbeke

Julian Vincze

David Wheeler

Jerome Witt

Arch G. Woodside

Gerhard A. Wuhrer

Bloomsburg University, USA

Michigan State University, USA

St. Bonaventure University, USA

Athens University of Economics & Business, Greece

Oakland University, USA

Oakland University, USA

Western Michigan University, USA

University of Arkansas, USA

California State University-San Bernardino, USA

Idaho State University, USA

American C'rraduate School of International Management, USA

East Tennessee State University, USA

Dalhousie University, Halifax, Canada

Group HEC, France

Agder State College, Norway

Georgetown University, USA

University of Alaska, USA

Istanbul University, Turkey

University of Maryland, USA

Wilfrid Laurier University, Canada

lJniversity of Miami, USA

Louisiana State University, USA

Indiana-Purdue University-Fort Wayne, USA

Case Western Reserve, lJSA

Virginia Tech, USA

Rutgers University, USA

Northeaster University, USA

University of Tennessee, USA

University of Southwestern Louisiana, USA

Southwest Texas State University, USA

Western Michigan University, USA

University of Akron, USA

Bloomsburg University, USA

Ithaca College, USA

ESA, France

ESA, Prance

Erasmus University, Netherlands

Rollins College, USA

Suffolk University, USA

Philadelphia College of Textiles & Science, USA

Tulane University, USA

Institut fur Wirtschal'tswissenschaften, Austria

xv

Attila Yaprak

Oliver H. M. Yau

Ugar Yavas

Chan Wing Yiu

Wayne State University, USA

University of Southern Queensland, Australia

East Tennessee State University, USA

The Chinese University of Hong Kong, Hong Kong

xvi

FOREWORD

The purpose of this international congress is to increase the know­ledge base of marketing thought and practice as it exists in a variety of countries around the world. Marketing academicians, practitioners and public policy makers at all levels throughout the world submitted original papers for conference presentation and for publication in this proceedings. AU competitive were refereed (subjected to a peer review). The result of this effort produced 312 empirical, conceptual, and methodological papers involving all functional areas of marketing with a special focus on interna­tional aspects. Out of the 162 which were accepted, 141 were published in this proceedings.

TABLE OF CONTENTS

INNOVATION, TECHNOLOGY, AND PRODUCT STRATEGY

HProduct Modification Strategies Used by Food Companies For Fast Entry Into New Geographic Segrnentsn ....................................................................................................... ..

Kaye Crippen, National University of Singapore Christopher Oates, National University of Singapore

nMarketing of Economic Development Programs -- Expectations and IIandling New OfferingsH .............................................................................................................. .

Timothy Wilson, Clarion University, USA

nMandated Safety Recalls in the U.S. Automobile Industry--Years Experiencen ................................................................................................................................ .

Timothy Wilson, Clarion University, USA Albert L. Page, University of Illinois at Chicago, USA

"Success Factors in Global Product Innovation: An Illustration from the Pharmaceutical Industry" .................................................................................................... ..

Poh-Lin Yeoh, University of South Carolina Roger Calantone, Michigan State University

PRICING AND COUNTERTRADE

nGovernment Mandated-Countertrade in Australia: Some International Marketing lmplicationsn ...................................................................................... .

Peter W. Liesch, University of Southern Queensland

nThe Impact of Eastern Liberalisation on East-West Countertraden ................................................. . C. W. Neale, University of Bradford, U.K. C. L. Pass, University of Bradford, U.K. D. D. Shipley, Trinity College, Dublin, Ireland

nCountertrade Experiences of Turkish Firms in USSR Marketsn ...................................................... . Yesim Toduk Aids, Bogazici University

ncountertrade as a Reaction to Lack of LiquidityH ............................................................................ . Burhan Fatih Yavas, California State University, D.H. Hamdi Bilici, California State University, Long Beach

J. .. OGISUCS

nPerceived Consequences of Business Product Stockouts in Canada and the U.S.A.H .......................................................................................................................................... ..

Peter M. Banting, McMaster University David Blenkhorn, Wilfrid Laurier University Paul A Dion, Susquehanna University

COMPARATIVE MARKETING SYSTEMS

nComparative Analysis of Food and Agribusiness Marketing Systemsn ............................................ . Safak Aksoy, Trakya University Erdener Kaynak, The Pennsylvania State University

Hlnternational Marketing of Airline Services: U.S. Versus Foreign Carriersn ................................................................................................................................. ..

Erdener Kaynak, Pennsylvania State University at Harrisburg Orsay Kucukemiroglu, Pennsylvania State University at York

xvii

3

4

10

11

15

20

25

26

29

37

38

"Models of Retail Firms in Europe" .................................................................................................. .. Luca Zanderighi, Bocconi University Enrico Zaninotto, University of Venezia

"An Intercultural Analysis of Danish Experience with Investments in Turkey" ....................................................................................................................... ..

Muzaffer Bodur, Bogazici University, Turkey Tage Koed Madsen, Odense University, Denmark

INDUSTRIAL MARKETING

"Contribution of Strategic Marketing Planning to the Performance of Small and Medium Sized Firms - An Empirical Research" ............................................................... .

Minoo Parhangmehr, University of Minho, Braga- Portugal

"Evaluating Managers' Perceptions of Competitive Industry Structure" Leslie de Chernatony, City University Business School Kevin Daniels, Cranfield School of Management Gerry .Johnson, Cranfield School of Management

"Information Exchange in Buyer-Seller Relationships" ...................................................................... . Lars-Erik Gadde, Chalmers University of Technology Hakan Ilabnsson, University of tJppsala

"Strategic Versus Opportunistic Sourcing: An Exploration" A. Coskun Samli, University of North Florida Carolyn Busbia, University of North Florida Elizabeth Davidson, University of North Florida John Browning, University of North Florida

"Understanding Distributors' Purchase Criteria in International Industrial Markets: Differences Between High-Involvement and Low-Involvement Exporters" ............................................................................................................. ..

Constantine S. Katsikeas, University of Wales Ali AI- Khalifa, University of Bahrain

SALES MANAGEMENT

"The Effects of a Salesperson's Utilities on Optimal Sales Force Compensation Structures in Uncertain Environments" ..................................................................... ..

Rene Y. Darmon, C"Jtoupe ESSEC Dominique Rouzies, Groupe HEC

"Perceptions of Foreign Field Sales Forces: An Exploratory Factor Analysis of Their Characteristics, Behaviors and Sales" .................................................................... ..

John S. Hill, University of Alabama, U.S.A. Arthur W. Allaway, University of Alabama, tJ.S.A. Colin Egan, University of Warwick, U.K. Unal 0. Boya, Appalachian State University, U.S.A.

"Ethical Beliefs of Sales Managers Operating in South Africa" ......................................................... .. Nicola Susan Higgs, University of the Witwatersrand, Johannesburg Russell Abratt, University of the Witwatersrand, .Johannesburg

"A Comparative Study of Sales Managers From Two Disparate Political, Cultural and Economic Environments" .............................................................................................. .

Brian van der Westhuizen, California State llniversity, Northridge

xviii

77

72

71

39

40

43

49

54

59

64

82

'Trust in Horizontal Selling Alliances" ............................................................................................... . J. Brock Smith, University of Victoria

SERVICES MARKETING

"Understanding the UK Health Care Consumer- A Study of Management Orientation in UK llealth Care" ......................................................................................................... .

Gillian H. Wright, University of Bradford

"Marketing Strategies for Financial Instruments in Ukraine" ............................................................. . Myroslaw J. Kyj, Widener University Larissa S. Kyj, Rowan College of New Jersey

"International Services Marketing: A Comparative Evaluation of the Dimensions of Service Quality Between Developed and Developing Countries" ............................................................................................................................................. .

Naresh K. Malhotra, Georgia Institute of Technology Francis M. Ulgado, Georgia Institute of Technology James Agarwal, Georgia Institute of Technology Imad B. Baalbaki, Georgia Institute of Technology

"Consumer Switching Behavior of Banking Services: A Conceptual Model" ................................... .. Ajay K. Manrai, University of Delaware Lalita A Manrai, University of Delaware

"Franchising and Global Services Marketing" ..................................................................................... . A. Ben Oumlil, University of Dayton

"Innovation Management, Market Orientation and Performance in the Consumer Service Sector: An Empirical Research" ............................................................................ .

Frederic Jallat, Paris Graduate School of Management

"Measuring Loyalty in Travel Services: A Multi-Dimensional Approach" ........................................ . Mark P. Pritchard, University of Victoria, Canada Dennis R. Howard, Ohio State University, U.S.A.

"Modelling Site Location Decisions in Tourism" .............................................................................. .. Luiz Moutinho and Bruce Curry, Cardiff Business School, UK

"Perception of Key Management Contribution Factors to the Future Development of the Hotel Industry: A Comparative Analysis of British/Irish & Spanish Samples" ........................................................................................................ .

Luiz Moutinho, Cardiff Business School Pierre McDonagh, Cardiff Business School Salvador Miguel Peris, University of Valencia, Spain Enrique Bigne, University of Valencia, Spain

MARKETING CHANNEL4i.

"Distribution Channel Systems of Resort Hotels in Turkey" ............................................................. . Ibrahim Birkan

'Total Quality Management in International Distribution Channels" ............................................... . Sven A. Haugland, Norwegian Research Centre in Organization and Management

"Industrial Networks as Governance Structures: A Framework Integrating <:hannels, Logistics and Pricing" .......................................................................................................... ·

Aysegul Ozsomer, Michigan State {Jniversity

xix

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87

100

105

106

111

115

120

125

130

139

140

146

"Securing Marketing Support From Channel Members: Insights From An Empirical Study" ..... ....................... ....... ..................... ... ..... .. ..... .. ............. ........... ... ............. ........... .

Nermin Eyuboglu, Baruch College - CUNY

INTERNATIONAL MARKETING MANAGEMENT

"Gestalt-and Network Approach- Avenues to a New Paradigm of Intrnationalization Theory?" ......................... ........................ .. ..... ............ ......... .. .. ............ .... ..... ........ .. .

Gerhard A. Wuhrer, University of Klagenfurt/Austria

"Marketing in Four East European Countries" ................... ... ..... ........ ......... ... ... ....................... .. ....... . Gabriel F . Buntzman, Western Kentucky University Yunus Kathawala, Eastern Illinois University Edgar T. Busch, Western Kentucky University

"Marketing Business Services to Developing Countries: An Examination of Environmental Challenges to Service Exports" ................................ ........ ........................ .......... .... .

S. Altan Erdem, University of Houston, Clear Lake

"Profile of Turkey in International Tourism Market" Jale Akmel, Marmara University Gunseli Kurt, Anadolu University

"Demand Estimation for Passenger Cars in Turkey" ...................................... .............................. .. .. .. . Kemal Kurtulus, Istanbul University

"An Exploratory Study on the Marketing Activities of Turkish Firms in the Former USSR Market" ............ ... ......... .. .. .... .. ... .. .. ... ......... .. .................. .. ................... ..... ... .. .. .. ..

Yesim Toduk Alds, Bogazici University

"Internationalisation of the Eurofood Retail Sector with Special Reference to Foreign Market Entry Modes" .. .. .. .... .. .... .. .... .. ...... .. .. ........... .. .. .. .... .... .............. ...... .... .. .. .

Tevfik Dalgic, Henley, Management College-Nederland, Zeist, The Netherlands Harry Btoemen, Coopers and Lybrand, Management Consultants, Utrecht, The Netherlands

"Selecting International Freight Forwarders: An Expert Systems Application" Aysegul Ozsomer, Michigan State University Michel Mitri, Eastern Michigan University

"Global Marketing Opportunities in Services for Third World Business" C. P. Rao, University of Arkansas Vinay Kothari, Austin State University David Kurtz, University of Arkansas

"Market Orientation Revisited -A European View" ...... .. .......................... .. .... .. ................ .......... .. .... . Tevfik Dalgic, Henley, Management College-Nederland, Zeist, The Netherlands Maarten Leeuw, Henley, Management College-Nederland, Zeist, The Netherlands

"Exports in the Globalization Strategies of Korean, Japanese and U.S. Firms - An Interactive Analysis" ..... ....... ...... ......... ... ......... ... .. ...................... .... .. .. ... ... .. .......... ... .. ........ .

Robert G. Vambery, Pace l..Jniversity ,br Tae Yun Urn, Pace University

"Marketing of Free Trade Zones (FTZs)- A Comparison of FTZs in Developed vs Developing Countries" .. ... ........ ..... .. .. .. ............ ........ .. .. .......................................... ... .... . .

A. Meidan, Sheffield University A. Al-Sanie, Sheffield University F. A. Fretweli-Downing, Sheffield University

'The World Trading System After the Gatt Uruguay Round" Asim Erdilek, Case Western Reserve University

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155

159

160

161

166

171

176

178

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183

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192

198

"An Application of Global Marketing Via International Locations" ....... ... ... ... ........ .. ...................... . Cern Cane!, The University of North Carolina at Wilmington David Bejou, The University of North Carolina at Wilmington Basheer M. Khumawala, University of Houston

"Global Barriers to Market Entry for Developing Country Businesses" ... ........ ... .. .................. ......... . fahri Karakaya, University of Massachusetts Dartmouth Michael .J. Stahl, The University of Tennessee

"Export Promotion Services in the United States: Is it Time for a Serious Soul Searching?" ............. ....... .. .. .... ................... ....... .. .. .. ... ... ...... ...... ..................... ... ..... .. ..... .

Hormoz Movassaghi, Ithaca College fahri Unsal, Ithaca College Sammy Median, Ithaca College

"Product/Market Portfolio, Extent of Access to Distribution Channels and Branding in Export Success Factors Research - An Exploratory Study" ... .... ... ................ ... .... ....... ..

George M. Chryssochoidis, University of Glamorgan

"The Influence of Economic Factors on Export Marketing Performance: An Empirical Study of Taiwanese Computer Firms" ..... .. ............ ................. ... ..... .. ............. .... ... .... .. .

Yaolung .James Hsieh, National Changchi University

"An Empirical Analysis of Internal Determinants Affecting Exporting and Non-Exporting Companies in Turkish Textile Industry" ........ ................. .... .. ..... .... ................... ....... . .

Talha Harcar, University of Istanbul

"Attitudes Towards Exporting: Discriminating firms with Low and High Levels of International Operations in Australia" ....... ... ........ ..... ............... ... ... .... ............ .... ... .. .. .... ..... .

Oliver H. M. Yau, University of Southern Queensland Leslie R . Brown, University of Southern Queensland

"The Competitive Strategies of Chinese Export" ...... .......... ............... .. .. .. ...... ..... ....... .... .... .... ...... .. ... . . Chan Wing-yiu, The Chinese University of Hong Kong

"Examining the Role of Mter Sales Service In International Marketing" .. .. ... .... ............... .. .... ......... . . Gulden Asugman, Washington State University .Jim McCullough, Washington State University

'When Global Markets Get Tough: A Call as Yet Unanswered" ....... ...... ......... .... .. ....... .......... ... .... . . Nejdet Delener, St. John's University

"An Algorithm to Assess the Potential For Standardizing International Advertising Messages" ... .. .. ............................. ...... ......... ........ .. ............... .... ... ... ... .. .. .... .. ..... .... ... ..... ... .. .

Cuneyt Evirgen, Michigan State University, USA Gordon E. Miracle, Michigan State University, USA

"A Cross-Cultural Comparison of Individual Time Orientations" .. .. .... ............. ....... .... ... .. .... ........... . Pierre Valette-Florence, E.S.A., France Jean-Claude Usunier, E.S.A., France

"Effects of Industry Origin and National Origin on the Complexity of Alliance Agreements" ... ..... ......... ............. .... ... ... ... ....... .... ................................ .... .. .. .. ... .... .. ... ....... .... .

Senjit Sengupta, University of Maryland

"Developing Country Business Strategies for Partnership in Transnational Strategic AUiance Networks" ......... ... .. .. ....... ... .... .............. .. ....... .... .. ....... ..... ....... .. .. ...... .

Ulku Dicle, Rhode Island College Halil Copur, Rhode Island College I. Atilla Dicle, Rhode Island College

xxi

213

208

203

239

234

229

223

218

252

248

243

257

262

267

"Country-of-Origin Effects in a Cross-Cultural Setting" .................................................................... . R. Mohan Pisharodi, Oakland University Ravi Parameswaran, Oakland University Attila Yaprak, Wayne State University

"On the Use of Surrogates in Consumer Research: A Country-of-Origins Study" Ugur Yavas, East Tennessee State University

MARKETING COMMUNICATIONS

"The Status of Advertising by Attorneys: An International Perspective Provided by the Legal Literature" ...................................................................................................... .

Robert I,, King, University of Richmond

"A Comparison of American and Japanese Consumer Perceptions of Sex Role Portrayals in Advertising" .......................................................................................................... .

John B. Ford, Old Dominion University MichaelS. LaTour, Auburn University Earl D. Honeycutt, Jr., Old Dominion University Patricia K. Voli, Old Dominion University Mathew Joseph, University of Waikato

"College Students' Perceptions of Personal Selling: An Empirical Investigation" Sammy G. Amin, Frostburg State University Abdalla F. llayajneh, Grambling State University

''An Empirical Investigation of Advertising Agency - Client Relationship In An Advanced Developing Country" .............................................................................................. .

Erdener Kaynak, Pennsylvania State University at Harrisburg Orsay Kucukerniroglu, Pennslyvania State University at York Yavuz Odabasi, Anadolu University

'The Use of Fear Appeals in Greek Magazine Advertisements" ....................................................... . Yorgos C. Zotos, Aristotle's University, Greece Steven Lysonski, Mrquette University, USA Lilia Ziamou, Universite de Bourgogne, France

"The Changing Character of American Cigarette Advertising: Content Analysis Findings" ................................................................................................................ .

Richard W. Pollay, University of British Columbia (Canada)

"Cigarette Advertising in India - An Exploratory Study" ................................................................. .. Sipra Mukhopadhyay, Indian Institute of Management, India Sonal Kureshi, Indian Institute of Management, India

"Scope of Marketing Communication in a Developing Nation: An Empirical Analysis of Managerial Practices and Perceptions" ............................................................................ .

Madhav N. Segal, Southern Illinois University at Edwardsville Ralph W. Giacobbe, Southern Il1inois University at Edwardsville

"The Medium is Not Always the Message: The Case of 'Total Paint Buses"' ................................ .. ChristianS. Dussart, ESCP, Paris Didier Gruson, Perspective, Paris

"A Critical Assessment of the Frequency Question and It's Ability to Provide Valid Measurements of Readership Figures: Lessons from a Study Involving a Voice Response Based Panel of Respondents" .................................................... .

Marcus Schmidt, Southern Denmark Business School at Sonderborg Morten Jansen and Soren Sten Hansen, Southern Denmark Business School at Sonderborg

xxii

283

295

290

272

277

284

300

306

311

318

322

328

"Information Content Analysis of TV Advertising - The Spanish Case" Enrique Bigne, Universitat de Valencia Marcelo Royo, Universitat e Valencia Antonio C. Cuenca, Universitat de Valencia

"An Application of Means-End Analysis in a Cross-Cultural Context" .......................................... .. Ali Kara, Florida International University, USA II. A Laskey, Florida International University, USA F. B. Seaton, Plorida International University, USA

"Effect of Colour in Advertising: A Comparative Study of British and French Advertising Creative Executives" ........................................................................................... .

George G. Panigyrakis, Athens University of Economics and Business

"Relative Positioning of Self Image Projective Products Across Europe: A Content Analysis of Print Advertising" ............................................................................ .

Victoria A. Seitz, Ph.D. 1. S. (Vic) Johar, Ph.D.

"A Cross Cultural Comparison of Selected Effects of Language on Consumers' Attitudes and Intentions" ............................................................................................... .

John H. Holmes, Skidmore College DaleN. Shook, Skidmore College

"Preferences for Promotion Programs- A Study of Japanese Consumers" ...................................... . .James S. Gould, Pace University, White Plains, NY

"Art Sponsorship and Promotion Strategy: An Investigation of Firm Characteristics that Relate to the Choice of Sponsorship as a 'fool in the Protnotion Mix" ............................................................................................................... .

Serna Sakarya Tapan, Bogazici University

EMERGENCE OF THE EUROPEAN COMMUNITY

"Europe 1992: The Impact of Regulatory Forces on U.S. Global Financial Marketing" ........................................................................................................................... .

Nejdet Delener, St. John's University Herbert Katzenstein, St. .John's University .John S. Manna, St. John's University

"Developing Effective Marketing Strategies for Europe Now and in the Future" ................................................................................................................................ .

A. Coskun Samli, University of North Florida Julius Polymeneas, University of North Florida Donna Sutton, University of North Florida Kristen .Jones, University of North Florida

"Pricing Conditions in the European Common Market: An Empirical Cross-Country Analysis" ...................................................................................................................... .

Hermann Diller, University of Nuremberg Imaan Bukhari, University of Nuremberg

"The Viability of Pan-European Marketing" ...................................................................................... . Ron A Schaeffer, University of Oklahoma Anne L. Balazs, University of Oklahoma

"Strategies of Firms in the Era of Integration" .................................................................................... . Uolevi Lehtinen, University of Tampere, Finland Rainer Vallius, University of Tampere, Finland

xxiii

333

339

344

349

355

360

364

371

377

381

386

390

"The Implications of Europe 1992 on U.S. Companies: An Empirical Study of New York Manufactures" .................................................................................................... ..

Fahri M. Unsal, Ithaca College Hormoz Movassaghi, Ithaca College Sammy Medina, Ithaca College

"European Integration: A Consumer Perspective" .............................................................................. . Timo Ranta, Helsinki School of Economics Liisa lJusitalo, Helsinki School of Economics

"European Integration and Developing Countries: A Survey of International Students" ........................................................................................................................ .

Gul Butaney, Bentley College Abdolreza Eshghi, Bentley College Vineet Gandhi, Bentley College

BUYER BEHAVIOR

"Country of Origin Effect for Taiwanese-Made Personal Computer Products in Australia" ......................................................................................................................... .

Muris Cicic, University of Wollongong Jiin-Jang Tsai, University of Wollongong Paul G. Pattemson, University of Wollongong

"An Examination of Preference Structures of Japanese and Non-Japanese Customers for Bank Branches in an Era of Transition" .................................................................... .

Jonathan S. Kim, International University of Japan Koichi Ichitsubo, International University of Japan

"Predicting Video Camera Adopters Based on Personality Traits, Socioeconomic Variables, and Expectations About the Rate of Technologicla Innovation" ............................................................................................................. .

B. Kemal Buyukkurt, Concordia University Catherine O'Farrel, Kodak, Canada

"Psychological Time Perspective Differences: A Look at Young Malaysians and Americans Using the FAST Scale" ............................................................................................. .

Jay D. Lindquist, Western Michigan University Paul M. Lane, Western Michigan University Carol F. Kaufman, Rutgers University

"A Model of Consumer Decision Making Under Severe Time Constraints: First Empirical Test" ........................................................................................................................... .

William M. Strahle, Rider College E. II. Bonfield, Rider College

"An Empirical Evaluation of Decision J leuristics in the Process of Evoked Set Formation" ...................................................................................................................... .

Michel Laroche, Concordia University, Montreal, Canada Chankon Kim, Concordia University, Montreal, Canada Takahashi Matsui, Concordia University, Montreal, Canada

"Self-Monitoring, Social Approval of Appearance and Conformity of Asian­American and Anglo-American Women: Implications for Consumer Behavior"

Karen Kaigler-Walker, Woodbury University

'The Effect of Psychographic Variables on Consumer Satisfaction" Soo-Young Moon, University of Wisconsin Oshkosh

"Schematic Discrepancy and Product Involvement Among Light and Heavy Users" ...................... .

xxiv

400

405

413

417

395

422

423

428

437

443

448

453

Corinna T. de Leon, City Polytechnic of Hong Kong Jan Selmer, Hong Kong Baptist College

"Country-of-Origin Effects as a Function of Personality Variables" ................................................ . Alain d'Astous, University of Sherbrooke Sadrudin A. Ahmed, University of Ottawa

"Personality Traits and Country-of-Origin Cues: Evaluation Consumer Predispositions to Seck Country or Origin Information" ................................................................. .

Harold Babb, University of Richmond Dana-Nico]eta Lascu, University of Richmond Elizabeth Vann, University of Richmond

"Forty Shades of Green Towards a Classification of Consumer Greenness" ................................... . C. A. Davies, The Queen's University of Belfast A. J. Titterington, The Queen's University of Belfast M. E. Cowan, The Queen's University of Belfast

"The Identification of Pan-European Segments: An Application of Means-End Analysis in a Cross-Cultural Context" .......................................................................... .

Pierre Valette-Florence, E.S.A., France Bernard Rapacchi, C.I.C.G., France

"A Cross-National Comparison of Selected Effects of Language and Country or Origin on Consumers' Attitudes and lntentionsn ...................................... ~ .................. ..

John II. Holmes, Skidmore College Karen McPhail, Skidmore College

RETAILING

"Success Factors for Japanese Convenience Stores" ......................................................................... .. Linda M. Delene, Western Michigan University Gail L. Stautamoyer, Western Michigan University Toshiyuki Sasaki, Asatsu, Inc., Tokyo, Japan

"Electronic Shopping Service: Crucial Customer Consideration so ................................................... .. Huat-Tatt Gan, National University of Singapore Chow-Hou Wee, National University of Singapore

"The Role of International Retailing in Marketing and Economic Developmentn .......................... . Mushtaq Luqmani, Western Michigan University Zahir A. Quraeshi, Western Michigan University Frank Gambino, Western Michigan University

"Shopping Behavior of Different Age Groups: How Different Are They?" ...................................... . Chow-Hou Wee, National University of Singapore

"Utilization of Distribution Channels for Market Entry: The Case of Turkish Textiles and Apparel in Germany" ....................................................................................... .

Zeynep Bilgin, Marmara University

"Reactions to Dissatisfaction in Marketplace: Complaint Styles of Optimist and Pessimist Consumers" .................................................................................................. .

Ernin Babakus, Memphis State University

"Hong Kong Retailers: The Effects of Perceived Environmental Hostility on Operational and Strategic Planning Processesn ............................................................................. ..

Lisa A. Phillips, Michigan State University Brenda J. Sternquist, Michigan State University

"Ethical Perceptions of Retail Managers in Australia, Singapore,

xxv

458

462

467

473

477

481

487

492

498

504

510

515

South Africa and Zimbabwe" .............................................................................................................. . Russell Abratt, University of the Witwatersrand, .Johannesburg Nicola Higgs, University of the Witwatersrand, Johannesburg Deon Net, Aston Business School

"An Analysis of the Retail Sector in the Russian Federation" .......................................................... .. Donald F. Dixon, Penn State University

MARKETING AND DJ<:VELOPMENT

"An Evaluation of The Role of Marketing Programs in the Development Process: l'he Case of Eastern Europe" ............................................................................................... .

A. Ben Oumlil, University of Dayton C. P. Rao, University of Arkansas Allan C. Reddy, Valdostra State College

'Windward Islands' Marketing and Development: Implications for Canadian Trade" .................................................................................................................................. .

Lionel A. Mitchell, Acadia University

'The Efficiency of Channels of Distribution in a Developing Society: The Case of Nigerian Distributive Sector" ......................................................................................... ..

Joseph Fola Aiyeku, Lewis-Clark State College

"Economic Development: Strategic Considerations on Project Portfolios" ...................................... .. Timothy Wilson, Clarion University, USA

'The Impact of Transforming Eastern Europe on Foreign Investment Strategies-Estonia from the Perspective of a Foreign Service Company" .......................................................... ..

Karl Liuhto, Institute for East-West Trade Pasi Hellman, Turku School of Economics and Business Administration, Turku, Finland

'The Importance of Total Quality Marketing in Export Growth" ................................................... .. Nurhan Gecgil, The American Graduate School of International Management

"Developing Nations' Marketing Dilemmas are Impairing the Global Economic Development" ..................................................................................................................... .

Hasan Tekeli, A I. Baysal University

"Exploring the Relationship Between Consumer Productivity and the Socio-Economic Development of LDCs" ........................................................................................... .

Zoher E. Shipchandler, Indiana-Purdue University at Fort Wayne

CONSUMER MARKETING

'The Role of Turkish Woman in Family's Consumption" ............................................................... .. Mahir Nakip, Erciyes University

"A Strategic Framework for Analysing Negative Rumors in the Market Place: The Case of Wash & Go in Denmark" ................................................................................... ..

.Jan Moller Jensen, Odense University

"Buyer's Perception of the Price-Quality Relationship: The Turkish Case" ..................................... .. Ugur Yucelt, Penn State Harrisburg Nadeem M. Firm~. Montclair State College

"Analysis of the Image of .Japanese Life Insurance Companies" ........................................................ . Jonathan S. Kim, International University of Japan Saburo Katsuki, International University of Japan

xxvi

516

521

529

534

539

543

549

554

558

561

567

575

580

585

'The Key Mediating Variables Linking Marketing Strategy and Profitability: A Study of Indian Textile and Clothing Industry" ....... oo •• oo •• ············oo·························oo·····················

Shan Rajagopal, University of Strathclyde

''Are C'.rrocery Brands Involving?" 00 .... 00 00.0000.00 •• oo ••• 0000 •• 00 ••••• 00 •••••• 00 0000 •• oo· •• 00. oo• ••• oo· 00 •• oo ••• oo•. oo···. oo· 0000 00 00 000

Dr. Simon Knox, Cranfield School of Management David Walker, The Planning Business Charles Marshall, Silsoe College, Cranfield Institute of Technology

INTERNAllONAL TRADE AND BUSINESS STRATEGIES

"lJnilever: A Marketing C'rtant" .. 00 00 oo• 0000 00 oooo· 0000 0000 oo•. 0000.0000 00 ••• 00. oo. 0000 oooo•. oo•. 0000 •• oo• 0000.00 •• 00 ••• oooo 0000. oo•. 00.00.

Charles R. Patton, University of Texas at Brownsville, U.S.A. Karin Holstius, Turku School of Economics and Business Administration, Finland

"Global Strategy and Local Management: How Does It Work?" Tom Morris, lJnjversity of San Diego Cynthia Pavett, University of San Diego

"International Facility Locations: A Competitive Marketing Strategy for Multinational Enterprises" .. oo.oooooooo·oo·oo•oooooooooooo••••oo••·oooo, ••• oooo•ooooooooooooooooooo •• oo,oooo·oooooooooooo·

Cern Canel, The University of North Carolina at Wilmington David Bejou, The University of North Carolina at Wilmington Basheer M. Khumawala, University of Houston

"Strategic Alliances: A New Way Forward for Business Education" oooooooooooooooooooooo•oooooooooooooo•oooooooooo•

Philip A Dover, Babson College Aydin Muderrisoglu, Babson College

"Marketing Differences Between High and Low Performing Firms" 00 00 00 00 00 00 00 00 00 00 00.00 00 00 00 00 00 00 00 00 00 00 00 00

Ven Sriram, Morgan State University

MACROMARKETING

"A wakening the Sleeping Giant: Marketing Oriented Reforms in Brazil" 0000 oooooo•oo 00 00 00 00 00 00 00 00 0000 00 oooo•

Raul de Gouvea Neto, University of New Mexico, Albuquerque, NM

'Wastes Exchanges: Marketing Intermediaries Bridging the Gap Between Economic Development and the Natural Environment" 000000 00 0000 oooo 00 0000 00 00 0000 00 oo•oo·oo 00 00 00 00 0000 0000 00 00 00 oooo·

M. B. Neace, Mercer University

'The Price of Peace: Adjustment Strategies for Reductions in Defense Spending in the lJnited States" ··oo··oo···•ooooooooooo••oo····oo··oo·•oo••oo··oo·····oooooo•oo•oo•oooo•·oo·oo·····•oooo.oo······oooooo•oo··

A vraham Shama, University of New Mexico

"A Comparison of Marketing Proftles Between Profitable and Unprofitable Greek Manufacturing Firms" ooooooooooo·····oo···oo·•oo•oo· •oooo·oooooooo.oo •• oooooooooo········oo···oo····· oo•oooo••

George J. Avlonitis, Athens University of Economics & Business Athanassios Kouremenos, University of Pireaus Spiros P. Gounaris, Athens University of Economics & Business

"Spectators as Consumers - The Motivating Forces" 0000 00 0000 00 oooo•oo 00 0000 00000000 00 0000 00 00 00 0000 0000 00 0000 00 00 00 00000000

Sean de Burca, University College Dublin Teresa Brannick, University College Dublin Tony Meenaghan, University College Dublin

"Regional Economic Development: The Structure of the Public and Private Contributions" ·oo·• .. oooooooo ... oo ... oooo··oooo·oo••oo·oo ... oo .... oooooooo ............ oo ...... oo.oo•ooooooooooo ....... oo.oo ... oo.

James Beckman, California State University, San Bernardino

xxvii

603

629

623

617

612

607

649

644

639

635

634

590

596

"Consumer Sentiment Toward Marketing in Austria and Some Exploratory Cross-National Compar-isons" .................................................................................................................................................... .

Hartmut H. llolzmuller, University of Economics and Business Admin., Vienna, Austria Bemhard Ilafenscher, University of Economics and Business Admin., Vienna, Austria

MARKETING RESEARCH

"Reducing Questionnaire Length by Incidence Sampling: Balanced Incomplete Block Designs Versus Random Sampling of Questions" .................................................................... .

B. Kemal Buyukkurt, Concordia University Meral Demirbag Buyukkurt, Concordia University

PURCHASING MANAGEMENT

· "Negotiation Styles Among American Purchasing Managers: An Empirical Study" .................................................................................................... · ........................ .

Abdalla F. Hyajneh, Grambling State University Sammy G. Amin, Frostburg State University

PUBUC POUCY AND MARKETING

"'Ibe Marketing Roles of the Govemment and the Firm in The Development of a High-Technology Industry in Taiwan" ........................................................................................ .

Tung-lung Chang, New Jersey Institute of Technology, Schoo) of Industrial Management, Newark, NJ, U.S.A.

xxviii

AUTHOR INDEX ......................................................................................................................................... 672

667

659

655

650