Purpose Country-level marketing strategies are increasingly unreliable in emerging markets, and treating nationally diverse consumers as homogeneous might be misleading. This study examines how intra-national market heterogeneity shapes consumer evaluations by comparing Chinese consumers’ product purchase …

This quasi-experimental study examines the effect of short instruction videos on students’ business statistics learning. Two hundred and thirty-one Dutch students attended 6-week online seminars on Business Statistics. One hundred and nineteen students were in an experimental group, and 112 in a control …