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The United Kingdom, United States, Jamaica, and Greece are used to assess the equivalence of customer satisfaction survey utilization. Findings show that the differences in satisfaction measurement are outweighed by the similarities. Implications for future cross-cultural measures are discussed.

The Guest Editors of this special issue of the 'European Journal of Marketing' (Volume 36, No. 4, 2002) offer an overview of the articles featured in this edition. The articles included in this issue are solely dedicated to the presentation of the findings generated during an academic 'think tank' in marketing, organized by the University of Glasgow at Lake of Menteith in Scotland in 2000. The articles discussed include 'Exploring key neo-marketing directions through the use of an academic 'think tank': a methodological framework,' by Luiz Moutinho, Fiona Davies, and Graeme Hutcheson, 'Relationship marketing: what if??,' by Cleopatra Veloutsou, Michael Saren, and Nikolaos Tzokas, 'Determining marketing strategy: a cybernetic systems approach to scenario planning,' by Robert E. Morgan and Shelby D. Hunt, and 'Predicting a diverse future: directions and issues in the marketing of services,' by Angus Laing, Barbara Lewis, Gordon Foxall, and Gillian Hogg.