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In response to certain important gaps in the international marketing literature, an attempt is made to investigate the profile characteristics of highly effective export sales organisations and how they are differentiated from other export units with respect to key sales management aspects. Following a review of the pertinent literature, certain organisational elements and managerial factors were identified as potentially important discriminators between high‐ and low‐effectiveness of export sales units. The study findings indicate that compared to poorly performing export units, highly effective export sales organisations are characterised by higher levels of export sales management control and organisation design. They also have export managers demonstrating superior behavioural attributes, such as export sales planning, presentation, adaptive selling, sales support, and technical knowledge; and distinctive characteristics such as professional competence and customer orientation. The implications of the study findings for business practitioners are highlighted and future research streams suggested.

Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization.

An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)).

The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category.

The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

This study examines the effects of workplace rumors and organizational formalization on the degree of role ambiguity and emotional exhaustion that university employees in the Philippines are experiencing during the coronavirus disease 2019 (COVID-19) pandemic. The interaction between the two variables is also analyzed.

Online survey data were obtained from 522 faculty members and staff at three public universities in the Philippines. The data were analyzed using partial least squares structural equation modeling.

The results show that both workplace rumors and organizational formalization are associated positively with role ambiguity and emotional exhaustion, and role ambiguity mediates workplace rumors' effect on emotional exhaustion. Moreover, the moderating effect analysis shows that workplace rumors and organizational formalization interact and intensify the degree of role ambiguity and emotional exhaustion that employees experience.

This study extends previous research by showing that employees who work in a highly formal structure can be extremely sensitive to workplace rumors during a period of uncertainty.

This study aims to conceptually propose and empirically validate a path perspective on the servitization process of manufacturing firms. It identifies a customer and an outcome path to servitization, sheds light on the pivotal role of digital technology usage for both value-creating paths and explores their financial and relational performance outcomes.

The authors use a mixed-method approach, combining a qualitative study with a cross-sectional survey in the USA, the UK and Germany.

Manufacturing firms choose between two generic paths to servitization, a customer and an outcome path. Digital technology usage is equally important for both value-creating paths. Progress on the outcome path has a positive effect on firms’ financial performance, whereas the customer path has an indirect effect only, fully mediated by firms’ relational performance. Customer tenure and customer’s open-mindedness are contingency variables in the digital technology usage – servitization path – firm performance framework.

A path perspective is useful to conceptualize the servitization processes in manufacturing industries. Future research should investigate the sequential choice of servitization paths and explore its drivers and performance outcomes.

To create and claim superior value for their customers, managers can choose between two servitization paths, leading to differential performance outcomes. While digital technology usage is key to progress on both paths, it is particularly effective for newly acquired customers on the customer path. Suppliers should target their value-creating service offerings at open-minded customer firms to reap their full performance potential.

Propose and empirically validate a path-perspective on servitization. Understand the pivotal importance of digital technology usage for both servitization paths.

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to consumer willingness by integrating the green concept in deriving the consumer willingness to purchase green products. Based on the underpinning theories of marketing strategies, it was found that marketing mix was still fundamental in business. Therefore, green marketing mix was proposed to describe the consumer's green purchase willingness. Furthermore, corporate social responsibility (CSR) plays an important role as the key to organizational strategy. Thus, CSR is also included in the proposed framework. As this is a conceptual paper, further empirical study needs to carry out to verify the proposed hypotheses. This study contributes to the market practitioners or entrepreneurs in terms of re-considering marketing mix and CSR in deriving customer willingness to purchase green products. This study extends the literature of behavioural intention by integrating green marketing strategies with CSR in determining consumer willingness to purchase.

In the academic field of business management, several potential theories were established during the last decades to explain companies' decisions, organizational behavior, consumer patterns, and internationalization, among others. As a result, businesses and scholars were able to analyze and decide based on theoretical approaches to explain the current conditions of the market. Secondary research was conducted to collect more than 36 management theories. This chapter aims to develop the most famous theories related to business applied in the international field. The novelty of this chapter relies on the compilation of recognized previous research studies from the academic literature and evidence in international business.

The new teleworking conditions imposed by extreme events such as the COVID-19 pandemic blur the border between home and official working space, amplifying the conflicting demands of family and work life experienced by employees across national cultures. Drawing on conservation of resources (COR) theory, this study explores cross-national variances in the underlying mechanism of how family–work conflict (FWC) affects employees’ operational and marketing productivity in the global epidemic-induced teleworking context.

This study conducts a large-scale and cross-national survey of 710 remote employees who worked from home partially or fully during the COVID-19 outbreak across three countries: the USA, the UK and Vietnam.

The results show that FWC drives affective commitment, leading to greater employees’ operational and marketing productivity when teleworking. We also find distinct moderating effects of organizational factors (i.e. task control) and employees’ psychological factors (i.e. emotional exhaustion) on the FWC–operational productivity link across the three countries. Moreover, centralization positively moderates the effect of operational productivity on marketing productivity in the teleworking context in Vietnam, while it is not the case in the USA and the UK.

This study fills a gap in the literature by revealing cross-national differences in the underlying mechanism of the FWC effects on employees’ operational and marketing productivity in the pandemic-induced teleworking conditions. It extends extant studies in the work–family literature by introducing affective commitment as an important mediator in translating the negative consequences of FWC to operational and marketing productivity gain in crisis-driven teleworking across national cultures. We also provide insights into the distinct moderating roles of task control and emotional exhaustion in determining the FWC effect on operational productivity as well as that of centralization in driving marketing productivity. The findings have substantive implications for teleworking design and management to improve employee productivity across different national settings.

This study is undertaken to explain how servant leadership affects employees’ service performance through their felt obligation toward their leaders. Furthermore, the study explores how the relationship between felt obligation and service performance is moderated by performance pressure.

The data were collected from 312 manager–subordinate dyads working in private sector hospitals of Karachi. The data were analyzed through covariance-based structural equation modeling.

The study found that employees’ performance is affected by servant leadership and felt obligation toward managers. Furthermore, the study found that felt obligation toward leader mediates the relationship between servant leadership and employees’ performance. Finally, the study found that the relationship between felt obligation toward leader and employees’ performance was not contingent upon perceived performance pressure.

The study confirms the mediating role of felt obligation toward leaders linking servant leadership to employees’ service performance. The study also tests the moderating role of performance pressure influencing the relationship between relationship between felt obligation toward leaders and employees' service performance.

This study aims to compare the performance of stocks of companies with high brand equity with the stocks of other companies listed on the stock market of emerging countries of Latin America: Brazil, Chile, Colombia, Mexico and Peru.

The valuable brands (brands with high brand equity) considered were the most valuable Latin America brands according to the Millward Brown reports. Carhart four-factor model was used to analyze performance and the total sample included 732 stocks in the Latin American market collected at Economatica, monthly, for a period of 10 years.

The Valuable Brands Portfolio presents the lowest investment risk, suggesting that stocks of companies with valuable brands ensure lower risk investment to shareholders in these emerging markets.

This study is the first to associate brand equity with the creation of shareholder value in the context of emerging Latin American countries. In addition, the proposed method has also not been used previously to study emerging countries. The association found between a marketing asset (brand equity) and stock market performance contributes to improve the relationship between marketing and finance areas. The results of this study in emerging markets corroborate previous studies in developed markets, strongly suggesting the confirmation of the effect of brand equity on the reduction of risk stock.

“Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy.

The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method.

Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market.

The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.