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Available. Open Access. Open Access
Article
Publication date: 12 February 2024

Helena Barnard

International business as a field values perspectives from various contexts, but scholars from emerging markets face a number of often-unseen challenges preventing them from fully…

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Abstract

Purpose

International business as a field values perspectives from various contexts, but scholars from emerging markets face a number of often-unseen challenges preventing them from fully contributing to the field. This study aims to explain those challenges and what the author has done to manage them.

Design/methodology/approach

This is a Reflexive piece in which the author makes sense of her own experience as a scholar not only of but also in an emerging market, as well as the experiences at her school in seeking to develop a high-quality doctoral program.

Findings

When leading scholars interact, whether in writing or in person, they tend to be in academically and otherwise well-resourced locations. This is true even for the leading international business scholars of emerging markets, and it imposes time and financial costs on scholars located in emerging markets wanting to participate in such conversations. Having experienced such challenges, the author worked with colleagues to design a doctoral program that could nurture rich scholarly conversations at the school. However, there remains a clear and pervasive tension between the inclusive aspirations of the field and the tendency for cutting-edge academic conversations to be concentrated in the developed world.

Originality/value

The experiences of emerging market scholars remain underrepresented in the field. By drawing on her own experience, both as a scholar and the head of the doctoral program at her school, the author provides suggestions for how to think about and develop a more inclusive scholarly conversation.

Details

Critical Perspectives on International Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1742-2043

Keywords

Available. Open Access. Open Access
Article
Publication date: 1 April 2022

Christian Nedu Osakwe

The purpose of this paper is to increase the understanding of customer share of wallet (SoW) based on research in customer characteristics and the retail service quality model…

1016

Abstract

Purpose

The purpose of this paper is to increase the understanding of customer share of wallet (SoW) based on research in customer characteristics and the retail service quality model. Specifically, this study adopts an asymmetrical modelling approach to provide insights into the necessary and sufficient conditions leading to increased customer SoW in the context of neighbourhood shops in Southern Africa.

Design/methodology/approach

This study uses fuzzy-set qualitative comparative analysis to analyse survey data collected from 523 current customers of the shops.

Findings

This study reveals that large household size and low income are necessary conditions for increased SoW. It also reveals five unique customer profiles, or casual recipes, associated with increased customer SoW. More generally, this study demonstrates that service quality constituents (personal interaction, reliability, policy and physical aspects of the shop) and customer characteristics, namely, relationship duration, household size, gender and income-level act in combination to lead to customer SoW.

Originality/value

This study illustrates how service quality constituents and customer characteristics compete and/or complement each other in relation to increased customer SoW. To the best of the author’s knowledge, this is the first study to provide evidence on the necessary conditions for increased SoW, especially in the neighbourhood shop context of a developing economy. Value-wise, this paper provides a more nuanced perspective to understanding how unique customer profiles are associated with increased SoW.

Details

European Business Review, vol. 34 no. 4
Type: Research Article
ISSN: 0955-534X

Keywords

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