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Title: Predicting the principles of marketing strategy: Cross-border and expertise effects
Authors: Leong, S.M. 
Keywords: Cross-border
Expertise effects
Issue Date: 2001
Citation: Leong, S.M. (2001). Predicting the principles of marketing strategy: Cross-border and expertise effects. Journal of Asia-Pacific Business 3 (3) : 3-23. ScholarBank@NUS Repository.
Abstract: This paper aims to furnish further evidence regarding the robustness of the PIMS principles. It examines whether the principles hold in Singapore, and whether experts and novices have similar perceptions of their applicability. Results indicated that Singaporean marketing managers endorsed the PlMS principles, and that their perceptions were more in line with their American than Japanese counterparts. The veracity perceptions of Singaporean salespeople and business undergraduates were also found to be positively correlated with those of Singaporean, American, and Japanese managers. These findings suggest that the PIMS principles are relevant across markets and have sufficient intuitive appeal to be predicted similarly by individuals of varying expertise. ©2001 by The Haworth Press, Inc.
Source Title: Journal of Asia-Pacific Business
ISSN: 10599231
Appears in Collections:Staff Publications

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