Patriya Tansuhaj, James W. Gentry, Joby John, L. Lee Manzer and Bong Jin Cho
Do consumers in countries that differ widely in cultural values andin economic development also differ in their resistance to innovations?And, if so, why? Addressing these…
Abstract
Do consumers in countries that differ widely in cultural values and in economic development also differ in their resistance to innovations? And, if so, why? Addressing these questions will help international marketing managers formulate an appropriate strategy for a successful product introduction in diverse foreign markets. In this five‐country study, the cultural values of fatalism, traditionalism, and religious commitment were found to explain cross‐cultural variation in innovation resistance in Senegal and in the United States, but not in India, South Korea, or Thailand. Even though the results were different for every country, fatalism was generally associated with less willingness to try new non‐technical products and with higher levels of perceived product risk. Differences were found to be related to entertainment and media innovations as opposed to technical or fashion‐oriented innovations. The results do not support the contention that a global, standardised marketing strategy may be appropriate for the introduction of new products in foreign markets.
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JinHyo Joseph Yun and Bong-Jin Cho
The purpose of this paper is to discover the economic effects of open innovation investigated the following research questions: do economic effects of open innovation – a certain…
Abstract
Purpose
The purpose of this paper is to discover the economic effects of open innovation investigated the following research questions: do economic effects of open innovation – a certain economic phenomenon or economic paradigm that surpasses the level of the management strategies of individual enterprises – exist? If so, what are the economic effects?
Design/methodology/approach
The authors analyse the change of classical economic characteristics, such as diminishing marginal products, economy of scale, and X-inefficiency, which are selected by literature review to find out the effects of open innovation. The authors select long-tailed phenomena and App Store phenomena, which are a direct result of open innovation. From these, the authors find out the effects of open innovation.
Findings
Through exploratory-level studies, the economic characteristics of open innovation have been identified: gradual increases of marginal products, the economy of diversity, and X-efficiency improvement.
Research limitations/implications
These three economic characteristics of open innovation have been verified through secondary analysis methods based on the long-tailed phenomenon and App Store phenomenon. Open innovation triggers new economic effects. Thus, the authors should create new strategies and policies to treat open innovation that are based on additional deep research.
Practical implications
This paper introduces new ideas about open innovation in economics.
Social implications
According to the findings, open innovation will give the authors new ways to develop continuously in a knowledge-based economy.
Originality/value
For the first time, the authors understand the economic value of open innovation and its implications.
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Arpita Khare and Pradeep Kautish
The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the…
Abstract
Purpose
The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.
Design/methodology/approach
A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.
Findings
Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.
Research limitations/implications
The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.
Practical implications
Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.
Social implication
The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.
Originality/value
The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.
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Clara Lee Brown, Natalia Ward and Benjamin H. Nam
While conceived to examine key factors affecting post-retirement career advancement of retired elite athletes in South Korea, the purpose of this paper is to report how English…
Abstract
Purpose
While conceived to examine key factors affecting post-retirement career advancement of retired elite athletes in South Korea, the purpose of this paper is to report how English, as a de facto global lingua franca, functions as a powerful gatekeeper in the sports administration field.
Design/methodology/approach
Interpreted through the lens of Bourdieu’s linguistic capital and Gramsci’s hegemony of language, the present study draws on content analysis of semi-structured individual interviews, as well as focus group interviews, conducted with thirty former South Korean elite athletes.
Findings
Based on the data analysis, systematic bias toward athletes was uncovered, privileging English as the single determining factor for employment. Furthermore, the educational implications for adult learners of English as a Foreign or English an Additional Language reveal unrealistic expectations of top–down language policies.
Originality/value
Perspectives of athlete participants, an underrepresented group in educational research, within the South Korean globalization context shed critical light on the pervasive aspects of English hegemony and its unexamined dimensions.