Arilova Randrianasolo, Alexey Semenov, Mark Arnold and Kristy Reynolds
This paper aims to propose an original model of cultural intelligence (CQ), global identity and consumer willingness to buy foreign products. Previous research has discussed the…
Abstract
Purpose
This paper aims to propose an original model of cultural intelligence (CQ), global identity and consumer willingness to buy foreign products. Previous research has discussed the relationships between CQ and global identity but only in the context of multi-cultural management teams. The research presented here proposes a model that is applicable to consumer marketing.
Design/methodology/approach
Online surveys are used to collect data from the USA with a snowball sampling technique and from the UK with panel data. A structural equation model (SEM) is estimated in analysis of moment structures 25 and Hayes bootstrap mediation tests are used to test the hypotheses.
Findings
The SEM results show that global identity influences motivational CQ, motivational CQ influences cognitive, metacognitive and behavioral CQ and cognitive and behavioral CQ influence consumer willingness to buy foreign products. Results from Hayes Bootstrap mediation tests show that motivational CQ mediates the relationships between global identity and the other three CQ dimensions.
Practical implications
The findings imply that firms can gauge and enhance consumer CQ levels by investigating or influencing levels of global identity; managers can influence or gauge consumer metacognitive, cognitive and behavioral CQ through motivational CQ; and managers can target consumers with high cognitive and behavioral CQ levels when marketing foreign products.
Originality/value
This paper not only provides a deeper understanding of the relationships between global identity and cultural intelligence but also incorporates CQ in a consumer context. Previous research has only discussed CQ in the context of managers.
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Alexey V. Semenov and Arilova Randrianasolo
Advertising intensity is treated either as a resource that allows firms to create competitive advantages (intangible asset view) or as an investment to build advertising resource…
Abstract
Purpose
Advertising intensity is treated either as a resource that allows firms to create competitive advantages (intangible asset view) or as an investment to build advertising resource (investment expense view). This current research supports the investment expense view. The authors do so by examining the moderating role of firm age (a proxy for knowledge) in the relationship between advertising intensity and performance as well as the influence of cultural communication styles on this moderation.
Design/methodology/approach
Secondary data were collected from multiple sources. With a sample of 262 companies from 10 countries (149 firms from high-context cultures and 113 firms from low-context cultures), ordinary least squares was used to estimate the regression coefficients to test the hypotheses. An instrumental variable approach with two-stage least squares estimates was used to address an endogeneity bias. Average industry advertising intensity excluding the focal firm was used as an instrumental variable.
Findings
The findings demonstrate that firm age significantly moderates the advertising intensity/performance relationship, but this moderation is only significant in high-context cultures. These findings imply that firms within high-context cultures must continually invest in advertising expenditures, while firms in low-context cultures may not need to do so to increase performance.
Practical implications
The results of this study provide insight into the debate of whether advertising expenditures boost performance, as well as provide international marketing managers with a clearer picture on how to invest in advertising within their respective markets.
Originality/value
A majority of the studies that examine the advertising intensity/performance link rely solely on the resource-based view. The authors utilize a multi-theoretical perspective to provide a fine-grained understanding of this relationship. Moreover, the authors apply the investment expense view to examine advertising intensity as an investment to build advertising resources, rather than a resource. This investment must be incorporated with the knowledge to properly employ the investment to develop advertising resources. Further, the authors find that firms expanding into high-context cultures must devote more effort into developing advertising capabilities to properly employ advertising resources than firms in low-context cultures.
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Ilya V. Avdeev, Alexei I. Borovkov, Olga L. Kiylo, Michael R. Lovell and Dipo Onipede
This paper presents a new finite element (FE) approach to modeling edge effects in beam sandwich structures. The approach is based on a mixed 2D and beam formulation conjuncted by…
Abstract
This paper presents a new finite element (FE) approach to modeling edge effects in beam sandwich structures. The approach is based on a mixed 2D and beam formulation conjuncted by means of a penalty function method. Several results from analysis of sandwich beams and frames bending with different boundary conditions and laminate properties are solved in order to demonstrate the accuracy of the algorithms and software developed. The influence of the penalty factor on the spectral condition number of the stiffness matrix and on the residual norm of the solution is also investigated for different isotropic and sandwich structures. The FE analysis of complex sandwich beam joint is subsequently presented. Results of this analysis show the advantages of the developed approach for large problems.
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During the first quarter of the twentieth century in Russia rapidly developed management thought, generated by many reasons, including socio-economic and political…
Abstract
Purpose
During the first quarter of the twentieth century in Russia rapidly developed management thought, generated by many reasons, including socio-economic and political transformations, the results of scientific and practical activities of domestic and foreign experts in management. The purpose of this paper is, first, to acquaint readers with some of factors of the development of the history of Russian Management Thought in nineteenth century and at the beginning of twentieth century and, second, to present the most striking results of the formation of the History of Soviet Management Thought (SMT) in post-revolutionary Russia in the form of the movement of the so-called “The scientific organization of labor” (SOL), including “The scientific organization of managerial labor” (or SOML).
Design/methodology/approach
The review and causal analysis of the process of formation of the SMT and historiography of the SMT, a brief description of the institutions of SOL and SOMT and a comparative analysis of little-known works of some Russian authors on management topics of nineteenth century are chosen as research methods.
Findings
The paper emphasizes the action of objective historical inertia (or “non-Markoviness”) of the process of development of managerial thought, manifested, on the one hand, in the stable action of some management paradigms but, on the other hand, in identifying paradigmatic anomalies, in identifying the need for constant development of managerial thought, in the development of sought-after ideas and concepts of management, and even in the institutionalization of applied scientific research in the field of management throughout the country (in the form of SOL and SOML).
Originality/value
The paper attempts to attract the attention of researchers to the little-known Russian and Soviet authors and their little-known works in the field of management thought.
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This study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and medium-sized…
Abstract
Purpose
This study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and medium-sized enterprises (ESMEs) via international marketing capability in crises. It also examines whether these ESMEs’ adoption of digital technology strengthens the impact of strategic flexibility of ISAs on international marketing capability.
Design/methodology/approach
Based on the international alliance and dynamic capability perspectives on strategic flexibility, the authors develop a conceptual model and empirically examine the mediation and moderation effects between strategic flexibility of ISAs, international marketing capability, export performance and adoption of digital technology. The authors collected survey data from 129 ESMEs located in Pakistan between May 2021 and August 2021 and tested the conceptual model with hierarchical-moderated regression analysis.
Findings
The findings suggest that strategic flexibility of ISAs positively impacts on export performance of ESMEs in crises. Moreover, the authors found that international marketing significantly mediates the relationship between strategic flexibility of ISAs and export performance of ESMEs. Also, the adoption of digital technologies significantly moderates the relationship between strategic flexibility of ISAs positively and international marketing capability.
Originality/value
The authors take strategic flexibility of ISAs in the context of the emerging market and how ESMEs enhance export performance in a time of crisis, which extends the prior ESMEs’ international marketing strategy and crisis management literature. In particular, the authors show that strategic flexibility of ISAs is a vital dynamic capability to enhance export performance of ESMEs via international marketing capability and adoption of digital technologies.