Larry G. Gresham

• PhD
• Texas A&M University

Not understanding the cultural aspects of doing business overseas can jeopardize the success of international negotiations, entry strategies, joint ventures, technology transfer, marketing, and human resources. This article reports a study of the perceptions of U.S. and Mexican executives concerning the importance of 15 cultural dimensions of doing...

Consumers favor retailers that save them time and energy. By understanding a retail experience from drive in to check. out, you can maximize the speed and ease of shopping and build lasting customer relationships.

Although specific retailing subjects related to marketing have been extensively researched and presented in academic literature, the overall topic of marketing in retailing has received little attention. This paper identifies and discusses some principal marketing in retailing issues that warrant empirical assessment. Research attention to the ques...

The contributions of current models of ethical decision making are described and evaluated on a comparative basis. From the synthesis of these frameworks an integrated model is derived. The integrated model combines both cognitive-affect and social-learning theory to produce a more complete perspective of the ethical decision process. This perspect...

This article addresses a significant gap in the theoretical literature on marketing ethics. This gap results from the lack of an integrated framework which clarifies and synthesizes the multiple variables that explain how marketers make ethical/unethical decisions. A contingency framework is recommended as a starting point for the development of a...

The confusing, and often contradictory, implications for channel strategy emerging from existing theories and empirical studies of power, conflict, and control in marketing channels are discussed. A contingency theory of organizational structure is integrated with propositions concerning the effects of conflict level of channel efficiency to illus...

This article addresses a significant gap in the theoretical literature on marketing ethics. This gap results from the lack of an integrated framework which clarifies and synthesizes the multiple variables that explain how marketers make ethical/unethical decisions. A contingency framework is recommended as a starting point for the development of a...

Used affectively valenced TV commercials for supermarket products as stimuli in a laboratory test of the impact of consumer attitudes toward an advertisement on consumers' brand attitudes. 168 undergraduates served as Ss. The test was designed to evaluate the classical-conditioning model of the influence of an advertisement. Theoretically, the mode...

Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands....

Typescript. Thesis (Ph. D.)--University of South Carolina, 1982. Includes bibliographical references (leaves 194-201).

Los consumidores se muestran menos dispuestos a invertir tiempo y energías en el acto de compra, lo cual obliga al comercio minorista a multiplicar esfuerzos para satisfacer sus deseos y necesidades. Cuatro áreas básicas engloban la experiencia de compra: el acceso al comerciante; la identificación y selección de productos; la obtención del product...