Imad B. Baalbaki and Naresh K. Malhotra
By standardizing the marketing effort over similar worldwidesegments and differentiating it across dissimilar worldwide segments,the international marketing manager is able to…
Abstract
By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the global market is crucial. Traditionally, purely environmental bases (geographic, political, economic, and cultural) were used as bases for international market segmentation. Proposes that international marketers group relevant markets based on both environmental as well as marketing management bases. The marketing management bases are classified as: (1) product‐related; (2) promotion‐related; (3) price‐related; and (4) distribution‐related. Derives number of propositions with direct implications for international marketing strategy and segmentation with respect to these bases. Highlights the managerial implications of the variables encompassed by these bases. Proposes the empirical investigation of the derived propositions as a research agenda for the future.
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Joe Bogue, Thérèse Coleman and Douglas Sorenson
The objectives of this study were: to investigate Irish consumers' attitudes to diet, health and health‐enhancing foods; to determine Irish consumers' knowledge and awareness of…
Abstract
Purpose
The objectives of this study were: to investigate Irish consumers' attitudes to diet, health and health‐enhancing foods; to determine Irish consumers' knowledge and awareness of the health benefits of health‐enhancing foods; to examine the health‐related factors perceived to be most important in food choice; and to examine the relationships between attitudes, beliefs and dietary behaviour.
Design/methodology/approach
A total of 340 questionnaires were distributed to consumers using a multi‐stage cluster‐sampling technique.
Findings
The key variables that accounted for the variation in dietary behaviour were attitudes to healthy food behaviours, perceived influence of diet on health, and nutrition knowledge. Differences were observed between attitudes and awareness of health‐enhancing foods across gender, age and social grouping.
Research limitations/implications
The results and conclusions of this research are derived from a study conducted in Dublin only and, therefore, it is not possible to generalise about the Irish population from these results. It would prove beneficial to conduct further consumer research on determinants of consumers' dietary behaviour for health‐enhancing foods at different urban and rural centres in Ireland, as well as across European states for a cross‐cultural perspective.
Practical implications
Market segmentation, accompanied by appropriate carefully targeted educational messages, and addressing the attitudes, beliefs and knowledge of the target group can help to close the gap between actual and healthful diets for the entire population.
Originality/value
This research can assist health policy makers implement promotional strategies to improve the nutritional status of at‐risk groups while supporting efforts by the food industry in identifying appropriate marketing strategies within the healthy foods sector.
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Douglas Sorenson and Joe Bogue
The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of…
Abstract
Purpose
The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of market‐oriented research methodologies to the development and strategic marketing of innovative functional beverages.
Design/methodology/approach
A conjoint‐based survey was administered to 400 purchasers of chilled orange juice in both Dublin and Cork between May and September 2004.
Findings
New product development (NPD) opportunities exist for probiotic juice‐based beverages, although functionality should not be relied on solely to leverage a competitive advantage.
Research limitations/implications
The survey sample only included primary purchasers of chilled orange juice, owing to the increased importance of the chilled orange juice category in Ireland. Further research that would incorporate purchasers of ambient orange juice, and end‐users of both chilled and ambient orange juice in Ireland, as well as across European states for a cross‐cultural perspective, would prove beneficial to both manufacturers and retailers.
Practical implications
Advanced market‐oriented research methodologies during the concept stage of the NPD process can assist both food and beverage firms and retailers to develop and market functional foods and beverages that more closely meet consumers' needs and values.
Originality/value
This research can assist beverage manufacturers to optimally design a range of chilled probiotic orange juice beverages targeted at specific market segments, and provide guidance for effective positioning, communication and pricing strategies of innovative functional beverages.
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The importance of the European Union (EU) to international business cannot be stressed too greatly. Recently it has expanded to 25 country markets. Its total population has…
Abstract
Purpose
The importance of the European Union (EU) to international business cannot be stressed too greatly. Recently it has expanded to 25 country markets. Its total population has reached 455 million people, which is the world's largest economic organisation. Previous international marketing standardisation (IMS) studies focused on the EU are mainly descriptive in nature and they have not specifically examined issues related to firms’ operations in two or more EU country markets at one time. The purpose of this study is to examine issues related to the crossmarket standardisation strategy, i.e. whether a standardised marketing programme and process can be used across the country markets in the EU.
Design/methodology/approach
Using the pair‐wise comparison method originally developed by Sorenson and Wiechmann this study examines the marketing standardisation strategies selection process of 66 New Zealand firms which were concurrently operating in two or more EU markets. In total these firms were operating in 13 different EU country markets.
Findings
The outcomes of this study suggest that, although a complete similarity in the marketing environment is not likely to occur in the EU, it is possible for firms to locate a group of country markets which have shared similar marketing characteristics in the EU region. For instance, country pairs such as UK‐France, UK‐Germany, UK‐Ireland, Germany‐France, Germany‐Italy and Germany‐Sweden could offer some extent of similarity which allows firms to adopt a standardised marketing strategy across these countries.
Originality/value
This study generates a research framework for future studies and firms intending to operate in the EU region. The findings generated contribute to research in the areas of international marketing standardisation and international segmentation.
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Focuses on the issue of product standardization versus adaptation, with special reference to the practices of Japanese multinational companies (MNCs) operating in the Middle East…
Abstract
Focuses on the issue of product standardization versus adaptation, with special reference to the practices of Japanese multinational companies (MNCs) operating in the Middle East. Reveals that the degree of adaptation of Japanese goods is generally moderate, with labelling, packaging and internal features attracting most alterations. Product adaptations were more profound among firms producing consumer goods, as well as those having a long presence in the Arab market. Also suggests that the impact of factors affecting the standardization/ adaptation decision differed according to the specific product aspect, with demographic and political‐legal forces being the most influential overall. With respect to future product strategy, participant firms stated that they would proceed more or less as at present, the only exception being some additional adaptations as regards external characteristics of the product.
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Shaoming Zou, David M. Andrus and D. Wayne Norvell
Examines empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms. Also investigates standardization of the finer…
Abstract
Examines empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms. Also investigates standardization of the finer aspects of the marketing mix variables than previous studies have addressed. In addition, links marketing standardization to Colombian firms’ export intensity. Suggests that Colombian firms appear to pursue different degrees of standardization with respect to different dimensions of their international marketing strategy. Also suggests that there are several relationships between marketing standardization and Colombian firms’ export intensity, and the nature and strength of each relationship depends on the specific dimension of marketing standardization being examined. Discusses the implications of these findings for research and management.
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İrem Eren Erdoğmuş, Muzaffer Bodur and Cengiz Yilmaz
This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product…
Abstract
Purpose
This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored.
Design/methodology/approach
The study develops a model based on the extant literature and tests its relevance through a survey of eligible managers in charge of international brand operations of 94 strategic business units in Turkey.
Findings
The empirical findings indicate that several factors exist as significant drivers of standardization decisions at various levels of brand management. Interestingly, even though firm characteristics and strategic resources were found to be the most critical drivers of brand performance, standardization versus adaptation approaches did not have any significant impact on strategic brand performance.
Originality/value
The study takes a standardization perspective to strategic brand management in international markets and tests it from the perspective of emerging markets.
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The rapid advancement of technology poses many social challenges including the emerging issue of technology-facilitated abuse (TFA) and violence. In Australia, women from…
Abstract
The rapid advancement of technology poses many social challenges including the emerging issue of technology-facilitated abuse (TFA) and violence. In Australia, women from culturally and linguistically diverse (CALD) backgrounds are found to be more vulnerable to domestic violence (DV) and abuse, including TFA. This chapter presents a snapshot of CALD women's technology-facilitated domestic abuse (TFDA) experiences in Melbourne through the eyes of a small group of DV practitioners. Findings show CALD women experience TFA similar to that of the mainstream, with tracking and monitoring through the use of smartphone and social media most common. Their migration and financial status, and language and digital literacy can increase their vulnerability to TFDA, making their experience more complicated. Appropriate digital services and resources together with face-to-face support services can be a way forward. Further research should focus on better understanding CALD women's perceptions of and responses to TFDA and explore ways to improve engagement with and use of community media channels/platforms.
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Xavier Ordeñana, Paul Vera-Gilces, Jack Zambrano-Vera and Adriana Amaya
The purpose of this paper revisits the effect of entrepreneurship on economic growth.
Abstract
Purpose
The purpose of this paper revisits the effect of entrepreneurship on economic growth.
Design/methodology/approach
Using a cross-country panel data set of 61 countries in the period 2002–2014, this paper empirically analyzes the differences in contribution to economic growth. Particularly, using an extension of the Cobb–Douglas production function, the authors show the role of entrepreneurship in developed and developing economies. Global entrepreneurship monitor data were used to estimate the proposed types of entrepreneurship.
Findings
Results indicate that economic growth can be explained by growth-oriented entrepreneurship, including developing economies. These results remain robust to a variety of specifications that include economic, social and cultural controls, and two ways of sorting countries by stage of development.
Originality/value
The authors split the total entrepreneurial activity (TEA) according to job expectations, in order to isolate the effect of entrepreneurial activity that is growth oriented (dynamic) and not (regular). Lastly, the empirical application presented comprises a more adequate timeframe to analyze the proposed relationship, determining possible differences for developed and developing economies.
Propósito
El presente documento analiza el efecto de la actividad emprendedora sobre el crecimiento económico.
Diseño/Metodología/Enfoque
Mediante el uso de un panel de 61 países durante el periodo 2002–2014, se analizan las diferencias en contribución del emprendimiento hacia el crecimiento económico. Particularmente, con el uso de una función de producción extendida al estilo Cobb–Douglas, se muestra el rol del emprendimiento en países desarrollados y en vías de desarrollo. Por último, para la generación de las diversas medidas de emprendimiento propuestas se utilizó datos del Global Entrepreneurship Monitor (GEM).
Resultados
La evidencia proporcionada indica que el crecimiento económico podría ser explicado por el emprendimiento orientado al crecimiento. Los resultados han permanecido robustos ante varias especificaciones que incluyen variables de control de corte económico, social y cultural, así como dos maneras de dividir la muestra de países según su etapa de desarrollo.
Originalidad/valor
Los autores separan la TEA según expectativas de empleo futuro, aislando el efecto de la actividad emprendedora que está orientada hacia el alto crecimiento (dinámico) y la que no (regular). Finalmente, La aplicación empírica presentada comprende un periodo de estudio más adecuado para el análisis planteado, y a su vez permite encontrar diferencias para países desarrollados y en vías.
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Sania Arif and Sidrah Al Hassan
Employees of Pakistani public sector organizations feel thwarted toward their goal attainment because of strict adherence to rules and regulations and tall hierarchies existing in…
Abstract
Purpose
Employees of Pakistani public sector organizations feel thwarted toward their goal attainment because of strict adherence to rules and regulations and tall hierarchies existing in this region. Therefore, keeping in view the harmful effects of perceived organizational obstruction, the aim of the current study was to investigate the perceived organizational obstruction as an attribution that triggers job neglect through perceived organizational frustration. Harvey’s expanded attribution-emotion model of workplace aggression and an attributional perspective on workplace aggression provide the theoretical justification. Moreover, the moderating role of self-control was proposed to mitigate the indirect effect of organizational obstruction on job neglect through perceived organizational frustration.
Design/methodology/approach
A three-wave data collection was done by using a close-ended questionnaire distributed to a total of 600 administrative employees of public sector organizations operating in Rawalpindi/Islamabad (Pakistan). However, matching three times and discarding the incomplete questionnaires led to a sample of 375 on which the analysis was done.
Findings
Perceived organizational obstruction positively predicted job neglect. Likewise, organizational frustration mediated the aforementioned link. Moreover, the higher level of self-control weakens this underlying process by suppressing job neglect behavior.
Originality/value
The current study added to the limited literature on public sector organizations that has taken perceived organizational obstruction as a predictor variable. Moreover, this study explains how this phenomenon translates into non-hostile behavior that is difficult to identify and punish in public sector organizations. Moreover, the trait of self-control is added to the literature of non-hostile behaviors that dampen the impulsivity to indulge in job neglect.