Search results

Purpose: This chapter aims to find the impact of cultural marketing on consumer buying behaviour and analyse the cultural factors affecting consumers’ buying behaviour. Cultural marketing aims to offer and promote a product, a message, or a service to a group of people who may be their potential purchasers and belong to the same culture or particular demographic.

Methodology: This study uses the published research for different countries viz. India, Canada, Germany, the UAE, the UK, the USA, Japan, etc., in the field of culture, cross-culture, and consumer buying behaviour considering various factors and their impact; but in particular, this study focussed on the cultural factors only and analysed their impact on the consumer behaviour of the different countries.

Findings: The study revealed that different countries have their own unique culture. Cultural factors have a positive relationship with consumers’ buying behaviour and exhibit that consumers behave differently towards the same product as per their perception developed by their culture.

Need of the study: Today, the world has become global, and to become a successful consumer oriented market service provider, marketers have to study the psychology of the customers to procure them. This study focusses on one of the essential factors, that is, culture and how cultural factors affect consumer buying behaviour. The study of culture is the gateway to attracting consumers in the market.

Practical implications: The study would help multinational companies in segmentation, targeting, and positioning and developing several marketing strategies for their products. Companies would be able to understand changes in consumer purchasing behaviours that arise from cultural differences, which helps them cater to the needs of their global consumers.

There is currently a gap in the research regarding the effect of corporate culture on corporate innovation capability. Based on cultural hierarchy theory, in this paper, we explore the interactions between cultural factors and innovation capability in emerging market firms (EMFs). We discuss the mechanisms by which incentive, institutional, and vibrant corporate cultures influence corporate innovation capability. Furthermore, we consider the transformation of artificial general intelligence (AGI) from a tool into a colleague and how this affects the relationship between corporate culture and innovation capability.

An online questionnaire was distributed to corporate employees to explore their attitudes towards AGI and corporate culture. In total, 523 valid questionnaires were empirically analysed using partial least squares structural equation modelling and multigroup analysis (MGA).

The results showed that incentive culture, institutional culture, and vibrant culture had a positive impact on corporate innovation capability. MGA revealed significant differences between employees who considered AGI a tool and those who considered it a colleague. Employees who treated AGI as a colleague were likely to be influenced by a vibrant culture, whereas employees who treated AGI as a tool were likely to be influenced by an incentive or institutional culture.

Building on cultural hierarchy theory, our study provides a new theoretical framework to enrich current research on the relationship between corporate culture and AGI. The study can help EMF managers adjust incentive and institutional cultures before AGI shifts from being a tool to a colleague and negatively impacts innovation capacity.

In the past 10 years, the scale of running events in China has increased dramatically, and the forms of running events have also become rich and diverse. Running is not only a social phenomenon but also a historical and cultural phenomenon as an organic part of human culture with its own sociological values in China. This chapter offers insight into the development of Chinese running culture and how this has emerged from ancient and modern Chinese running cultures based on Foucault's disciplinary power theory, biopower and the technologies of the self. This chapter argues that running culture in China constructs the subjectivity of the Chinese runners under the joint action of the technologies of power and the technologies of the self. The findings acknowledge how Chinese Runners present and express themselves by showing a ‘sense of presence’. Runners illustrate the implicit or explicit meaning and value of a particular way of life through running. Runners regard running as the technology of the self for self-expression and self-creation so that individuals can control their bodies and soul, thoughts, behaviours and ways of existence. Emerging technologies of power provide possibilities for the production of running culture in China, and the current policy under the technologies of power meets the needs of runners. In Chinese running culture, power was not oppressive but productive.

This paper aims to investigate the innovation pathway of gerontechnological enterprises under the market-organization-technology (MOT) perspective through configuration analysis.

Based on the analytical framework of technology, organization and market, this paper conducts configuration analysis on the cases of 55 elderly-friendly enterprises in China combined with fuzzy-set qualitative comparative analysis (fsQCA).

First, this study identifies the three first-level preconditions affecting innovation performance: organization's architectural innovation, technology adapting to aging and market environment attention on the innovation pathway of gerontechnological enterprises. These three first-level conditions include six sub-conditions. Second, this study investigates three innovation pathways by analyzing the configuration effects of preconditions: Configuration 1, technology-balanced type; Configuration 2, organization-market linkage type and Configuration, 3 balanced type. Third, there are differences in the distribution of different configuration types in subdivided industries. The technology-balanced configuration is mainly concentrated in design-driven innovative enterprises, the organization-market linkage configuration is mainly concentrated in medical auxiliary equipment enterprises and the balanced configuration is mainly concentrated in smart elderly care service platform enterprises empowered by digital technology. Fourth, there are differences in the innovation impact paths of the same configuration type. However, the essence lies in the high-level innovation performance formed by the coordinated evolution of technology, organization and market factors, reflecting the characteristics of the same goal through different routes.

The authors' study generates new insights for innovation managers of gerontechnological enterprises about the innovation pathway.

This research enriches innovation management by integrating the linkage adaptation relationship among market, organization and technology factors; further research studies on the different configuration types suitable for different types of enterprises, as well as differentiated innovation pathways under the same configuration type, could contribute to the study on the innovation pathway under a premise of MOT.

Considering the direct impact of retailers' performance on the economy, this paper aimed to propose a comprehensive framework to evaluate the performance of different branches of a retailer.

Through a case study, the weights of indicators were calculated by the best-worst method (BWM) and the branches' performance was appraised using data envelopment analysis (DEA).

The branches were ranked in terms of performance, and sensitivity analysis and statistical tests were conducted to realize the weaknesses and strengths of the branches. Then, some strategies were proposed using strengths, weaknesses, opportunities and threats (SWOT) analysis to improve the performance of the weak branches.

This paper contributes to previous studies on the evaluation of retailers' performance by proposing a triple framework based on resilience, sustainability and sales-marketing indicators. This paper focused on branches' operations and branches' optimization by improving performance in terms of these three indicators. This paper also offers a qualitative and quantitative analysis of retailers' performance, which has received less attention in previous studies.

The study aims to investigate the influence of critical socio-cultural factors common in developing countries on the ethical behaviour of professional accountants and the extent to which their self-control strengthens or weakens the relationships.

This paper relied on the quantitative approach to collect data from 366 professional accountants and used the partial least squares structural equation modelling technique to test hypotheses in the study.

This paper established that susceptibility to positive peer influence, materialism and political trust influence the ethical behaviour of professional accountants. Also, self-control moderates the relationship between susceptibility to positive peer influence and ethical behaviour of professional accountants. However, self-control does not moderate the relationships between materialism and ethical behaviour as well as political trust and ethical behaviour of professional accountants.

The regulatory institutions should review the existing ethical codes and standards to clarify the guidelines on conflicts of interest, financial temptations, materialistic influence and other related matters. Further, training programs must integrate self-control lessons. These programs should focus on enhancing self-control skills, particularly in situations where peer influence and political mistrust are entrenched.

This paper demonstrates the novelty in how critical socio-cultural factors could be contingent on individual circumstances and personal idiosyncrasies in influencing ethical behaviour.