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The purpose of this paper is to explore snacking behavior and perspectives on healthy and unhealthy food choices among adolescents in Mainland China.

Four focus-group interviews were conducted. Altogether 24 participants were recruited in Changsha, a second-tier city in China, through a convenience sampling process. They were asked to report their snacking behaviors, identify whether certain snacks are healthy or unhealthy and elaborate on factors affecting food choices.

Snacking was prevalent among the participants. The most frequently consumed snacks included fruit, milk and instant noodles. Participants’ evaluations for the healthiness of foods were based on the actual nutritional values of those foods, the effects on growth and body weight and word-of-mouth. Choice of snack was driven mainly by taste, image, convenience and health consciousness.

The finding was based on a non-probability sample. The paper also did not explore the contexts where snacks were consumed.

Parents can make healthy snacks more accessible at home and at schools. Educators can teach adolescents how to read food labels. Schools can increase the availability of healthy snacks on campus. Social marketers can promote healthy snacks by associating them with fun and high taste.

This is the first paper on snacking behaviors among adolescents conducted in a second-tier city in China using focus-group methodology.

This study aims to examine how the organizational structure of arts groups and their administrative personnel’s socio-demographic attributes affect the working conditions of and create tensions for their staff. Recent discussion about the cultural industries and labor has pursued two strands – macro-level research expounds on the organization of cultural industries and labor market; and micro-level studies focus on the work and employment of cultural practitioners. Very few of them, however, articulate the relationships between the two levels. This study contributes to the literature with a multilevel framework that examines the interplay between the structural conditions and personal factors in which labor–capital relationships evolve.

This study applies a qualitative approach to collect and analyze data. It conducted 39 in-depth interviews with arts managers and administrators from a sample of 18 performing arts organizations across four performing arts sectors in Hong Kong, namely, drama, music, dance and opera. The stratified sample covers arts organizations of different funding models – the public “nationalized” form, the mixed-economy form, and the privatized form.

This study shows that the funding and organization model of arts organizations resulted in various forms of job structure, and that the practitioners’ socio-demographic background shapes their career expectations. The job structure and career expectations together affect the labor turnover and influence organization strategies.

This study’s methodological contribution lies on its application of a multilevel framework to analyze the relationships between the macro- and the micro-level factors underpinning the working conditions of labor in the cultural industries. Besides, it contributes to the discussion about “labor precariousness” with empirical evidence from a comparative study of arts managers and administrators from organizations across four performing arts sectors.

Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can improve consumer responses to an endorsement.

A preliminary study empirically distinguishes perceptions of warmth and competence from prevailing celebrity endorser evaluative criteria. Then, the authors conduct multiple 2 (warmth vs competence) × 2 (symbolic vs utilitarian) between-subjects experiments to demonstrate the effect of matching social judgments and advertising messaging, across celebrity genders (i.e. male and female), forms of marketing communications (i.e. print ads and interactive online ads) and types of brands (i.e. well-established and new/unknown).

The findings demonstrate that matching celebrity endorser social judgments with the appropriate type of advertising messaging positively influences consumer response to the brand for both male and female endorsers. Additionally, despite a commonly held belief that celebrity endorsements are more effective at changing attitudes than actual behaviors, for interactive online ads, the authors find that the match strategy can motivate consumer response through two different pathways. For well-established brands, the match improves overall brand response predominately through cognitive and behavioral mechanisms. Alternatively, for new or unknown brands, the match initially impacts affective responses, which are subsequently related to consumers shopping a brand’s product category, rating a brand higher in customer recommendations, choosing a brand’s products over top competitors and paying more for the brand’s offerings.

The main contribution of this research is the demonstrated support for an alternative and effective application of the match-up hypothesis, based on a fit between the endorser and the advertising messaging itself.

This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.

The research is exploratory and interpretative in nature. It follows a qualitative design with in-depth analysis of consumption experiences by utilizing semi-structured interviews.

The research shows that country of origin effect is product specific, and when it exists, it has an essential effect on product evaluations. It reveals that the country of origin effect is intrinsically constituted with the individual perceptions of and attitudes toward brands, countries, and past experiences, and it is extrinsically constituted with socially created perceptions by media, marketplace myths, and popularity.

This research investigated country of origin effect in a specific context of a developing country with a qualitative methodology. Unlike the existing literature, this study analyzes consumers’ actual purchase decisions in different product categories. Country of origin effect is found to be formed by individual and societal factors.

Traditional Chinese medicine (TCM) had a long history and has been widely practiced worldwide. TCM includes acupunctures, herbal medicine and chiropractic. However, limited studies examined the relationship between knowledge, attitude, utilisation and satisfaction of TCM among the Hong Kong general public. This study has developed a research model which aims to examine the relationship between knowledge, attitude, utilisation and satisfaction of TCM in Hong Kong by using partial least square structural equation model.

An online-based questionnaire was distributed by using convenience sampling. The questionnaire consisted of five parts to collect the data regarding the knowledge, attitude, utilisation and satisfaction of TCM of respondents. The reflective measurement model and structural model were examined with SmartPLS 3.0 statistical software.

A total of 131 respondents completed the survey, and all data were valid after data screening and cleaning. Around 60% of the participants received TCM information from their friends and family members, and 42% from the internet. Likewise, there is positive relationship from the knowledge of TCM to the utilisation, from the attitude to the utilisation and from the utilisation of TCM to the satisfaction. However, the positive relationship of knowledge regarding TCM and attitude is not proven. A t-test and one-way analysis of variance showed no significant differences between gender and age groups on each measurement items.

This paper provides insights for researchers and policymakers to understand the significance of attitude and perception of the benefits of treatments in the use of TCM. The positive experience of TCM from other people is essential for enhancing the willingness to use TCM while education is also fundamental in promoting TCM to the public.

This chapter elaborates on the usefulness of embracing complexity theory, modeling outcomes rather than directionality, and modeling complex rather than simple outcomes in strategic management. Complexity theory includes the tenet that most antecedent conditions are neither sufficient nor necessary for the occurrence of a specific outcome. Identifying a firm by individual antecedents (i.e., noninnovative vs. highly innovative, small vs. large size in sales or number of employees, or serving local vs. international markets) provides shallow information in modeling specific outcomes (e.g., high sales growth or high profitability) – even if directional analyses (e.g., regression analysis, including structural equation modeling) indicate that the independent (main) effects of the individual antecedents relate to outcomes directionally – because firm (case) anomalies almost always occur to main effects. Examples: a number of highly innovative firms have low sales while others have high sales and a number of noninnovative firms have low sales while others have high sales. Breaking-away from the current dominant logic of directionality testing – null hypothesis significance testing (NHST) – to embrace somewhat precise outcome testing (SPOT) is necessary for extracting highly useful information about the causes of anomalies – associations opposite to expected and “statistically significant” main effects. The study of anomalies extends to identifying the occurrences of four-corner strategy outcomes: firms doing well in favorable circumstances, firms doing badly in favorable circumstances, firms doing well in unfavorable circumstances, and firms doing badly in unfavorable circumstances. Models of four-corner strategy outcomes advance strategic management beyond the current dominant logic of directional modeling of single outcomes.

The present study sheds light on the role of strategic orientations (SOs) in explaining business growth. The purpose of this paper is to examine how different SOs, namely learning orientation, entrepreneurial orientation, market orientation and brand orientation simultaneously affect business performance measured with brand performance, market performance and business growth in SME context and whether these effects vary across countries.

An extensive data set of 1,120 effective responses is collected from two European countries, namely Hungary, representing a post socialist rapidly growing market, and Finland with a stable, highly developed and competitive economy. A multigroup moderation analysis is conducted. Confirmatory factor analysis is used in testing measurement invariance, subsequently followed by structural equation modeling procedure used in testing research hypotheses developed on the basis of a literature review.

The results show that entrepreneurial orientation, market orientation and brand orientation have a positive effect on business growth in SMEs in both Hungary and Finland through brand and market performance. With regard to learning orientation, a positive yet somewhat weak effect on growth is found only in the Hungarian sample. The moderation analysis reveals that country moderates several of the hypothesized paths from SOs to business performance.

Prior studies on SOs have mainly focussed on single orientations at any given time. However, researchers increasingly argue that many firms are better off if they build their strategies on multiple SOs. To the best of the authors’ knowledge, this study is one of the first empirical studies to address multiple (four) SOs in the same research model. Furthermore, little is known about if and how the performance effects of different SOs vary across countries.

The case integrates frameworks on business models, the business model canvas (BMC) and Porter’s generic strategies in the context of the coffee industry in China. The case enables students to construct a Business Model Canvas for competing companies, analyze the canvas to deduce the generic strategy they are pursuing, and formulate recommendations based on this analysis.

The case is derived from secondary sources, including publicly available reports and information about Starbucks and Luckin.

This case looks at Starbucks in China as it faces a fierce Chinese competitor and evolving consumer behavior. Luckin, a Chinese coffee store company, had seen explosive growth since its inception in Beijing in 2017. By late 2019, its number of brick-and-mortar locations surpassed the number of Starbucks’ coffee stores in China, which had entered the Chinese market two decades earlier in 1999. Luckin’s focused on convenience through leveraging technology and reducing costs by limiting physical stores. Although Luckin’s fortunes turned in March of 2020, after an accounting scandal came to light, Luckin’s success suggests that consumers were attracted to its positioning as a “fast coffee pickup and delivery” provider. The case describes Starbucks’ strategy in China, which it sees as an important long-term growth market. It also describes the strategic activities of fast-growing, Chinese coffee company Luckin and discusses Chinese culture and consumer behavior.

The case is written for undergraduate students enrolled in a business strategy or corporate entrepreneurship course. Given that the case centers on China, it could also be used in international entrepreneurship/business courses.