Khondker Galib B. Mohiuddin, Ross Gordon, Christopher Magee and Jeong Kyu Lee
The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool.
Abstract
Purpose
The purpose of this paper is to present a conceptual framework of cool for social marketing through a comprehensive literature review and integrating extant literature on cool.
Design/methodology/approach
A comprehensive search and review of extant literature across social marketing, business disciplines, arts, psychology, social sciences and humanities was undertaken to develop an understanding of cool and its relevance to social marketing. The review permitted developing a comprehensive set of characteristics that are associated with cool.
Findings
A conceptual framework of cool organised according to the following dimensions is presented and discussed: deviating from norm, self-expressive, indicative of maturity, subversive, pro-social, evasive, and attractive.
Originality/value
This paper advances theoretical knowledge in the social marketing domain by offering a conceptual framework of cool, and by suggesting a set of guidelines to develop cool social marketing programs.
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The purpose of this paper is to analyse international political economy (IPE) thought in Korea during its pre-modern and colonial eras.
Abstract
Purpose
The purpose of this paper is to analyse international political economy (IPE) thought in Korea during its pre-modern and colonial eras.
Design/methodology/approach
It divides these eras into three periods. The first period is the eighteenth century, in which Silhak arose. The second is the mid- and late nineteenth century, a time characterised by conflicts between Wijeong-cheoksa and Gaehwa thoughts. The final period is that of colonial Korea under imperial Japan, and during this time economic nationalist movements were pursued while Marxist theories were also introduced to the country.
Findings
This research shows that IPE thoughts analogous to Western economic liberalism and economic nationalism did emerge endogenously in Korea when its environment was similar to those in which these Western thoughts arose, although in ways that reflected Korea’s peculiar situations of the times. This study also demonstrates that the “economic” thoughts of the Koreans in these periods were shaped largely by their political thoughts.
Originality/value
This research contributes to the building of a more “globalised” intellectual history of classical IPE thought.
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China is currently developing and promoting an industrial cluster policy at the government level. By enacting the ‘Opinion on promoting industrial cluster development’, China is…
Abstract
China is currently developing and promoting an industrial cluster policy at the government level. By enacting the ‘Opinion on promoting industrial cluster development’, China is supporting the development of industrial clusters. Building an industrial cluster is done by using a single factor but requires many additional factors like regional characteristics, competitiveness factors are also diversified. To evaluate the competitiveness of the Chinese automobile industry cluster, a competitiveness element index should be developed and a competitiveness evaluation method is needed to evaluate the importance of each element. To accomplish this objective, this research applied the analytic hierarchy process (AHP) and focused on the importance of the competitiveness elements.
This research investigated the character is tics regarding cases of clusters and also analyzed the competitiveness of the Changchun automobile cluster located in northeastern China. The purpose of this research is to help Korean enterprises who enter China in the hopes that Korea will emerge as a top automobile production country.
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Jeong-Yang Park, Yong Kyu Lew and Byung Il Park
The purpose of this paper is to answer why some multinational enterprises (MNEs) fail within the international business (IB) domain.
Abstract
Purpose
The purpose of this paper is to answer why some multinational enterprises (MNEs) fail within the international business (IB) domain.
Design/methodology/approach
Conceptually, the study takes an organismic approach to MNE failure. Methodologically, it adopts an elite interview approach derived from the Delphi technique. Respondents are 39 IB and strategic management academics.
Findings
The paper finds that MNE failure is rooted in strategic leadership and capabilities (i.e. internal deterioration of organizational resources and strategies) and institutional pressures and differences, and these factors lead to deterioration of institutional legitimacy for an MNE.
Originality/value
The paper conducts a review of the firm failure and foreign divestment literature and undertakes an organismic approach to the analysis of MNE failure in the IB context. The paper provides useful insights on developing and implementing both market and non-market strategies for overcoming MNE internationalization failure.
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Jiwon Chung, Hyunbin Won, Hannah Lee, Soah Park, Hyewon Ahn, Suhyun Pyeon, Jeong Eun Yoon and Sumin Koo
The objective of this study was to develop wearable suit platforms with various anchoring structure designs with the intention of improving wearability and enhancing user…
Abstract
Purpose
The objective of this study was to develop wearable suit platforms with various anchoring structure designs with the intention of improving wearability and enhancing user satisfaction.
Design/methodology/approach
This study selected fabrics and materials for the suit platform through material performance tests. Two anchoring structure designs, 11-type and X-type are compared with regular clothing under control conditions. To evaluate the comfort level of the wearable suit platform, a satisfaction survey and electroencephalogram (EEG) measurements are conducted to triangulate the findings.
Findings
The 11-type exhibited higher values in comfort indicators such as α, θ, α/High-β and lower values in concentration or stress indicators such as β, ϒ, sensorimotor rhythm (SMR)+Mid-β/θ, and a spectral edge frequency of 95% compared to the X-type while walking. The 11-type offers greater comfort and satisfaction compared to the X-type when lifting based on the EEG measurements and the participants survey.
Originality/value
It is recommended to implement the 11-type when designing wearable suit platforms. These findings offer essential data on wearability, which can guide the development of soft wearable robots.
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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.
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This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on…
Abstract
Purpose
This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement.
Design/methodology/approach
A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model.
Findings
The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media.
Originality/value
This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.