Lyn S. Amine and Peter Magnusson
Global counterfeiting is escalating despite resistance by many parties. We identify three groups of stakeholders who have vested interests in either resisting or promoting…
Abstract
Global counterfeiting is escalating despite resistance by many parties. We identify three groups of stakeholders who have vested interests in either resisting or promoting counterfeiting. Among resistors to counterfeiting are national governments, international policymakers, and corporate intellectual property owners; among promoters are the counterfeiters themselves and many consumers. We argue that current supply‐side resistance approaches alone are inadequate; attention is also needed to resisting consumer promoters on the demand‐side of the market. Drawing from a review of the literature, we develop a new analytical framework which depicts complex interfaces between IP owners and consumers. A second framework presents actionable marketing strategies targeted to different consumer segments.
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Lyn S. Amine and J. Alexander Smith
We re‐evaluate modern segmentation assumptions and methods by referencing several postmodern characteristics of consumers in global markets. Drawing on contributions from…
Abstract
We re‐evaluate modern segmentation assumptions and methods by referencing several postmodern characteristics of consumers in global markets. Drawing on contributions from sociology, political sociology, social theory, anthropology, philosophy, psychology, consumer behavior, and international marketing, we posit three research questions, discussion of which leads to the formulation of research propositions. Real‐life consumer and marketing examples are quoted as evidence of the need to go beyond reliance on modern segmentation to incorporate postmodern thinking into consumer analysis as a necessary ‘second step.’ This paper invites reflection on how marketers should adapt to new, complex, and changing consumer realities, which are summarized as multi‐dimensionality, unpredictability, inconsistency, search for meaning, and peak experiences by means of consumption.
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This paper is positioned as a manager's guide to the new export opportunity, the export trading company (ETC). ETCs are defined in terms of both the legislative provisions and…
Abstract
This paper is positioned as a manager's guide to the new export opportunity, the export trading company (ETC). ETCs are defined in terms of both the legislative provisions and practical managerial opportunities. A number of different ETC models are presented, both hypothetical and real. Guidelines for creating or joining an ETC are offered, and expectations for short‐term performance are assessed by reference to practical examples of new ETCs. Perspectives for future development of U.S. ETCs are also presented.
Lyn S. Amine and S. Tamer Cavusgil
Introduction In approaching the field of export marketing, the practitioner and the academic researcher face the same dilemma — a host of unanswered questions about the “best”…
Abstract
Introduction In approaching the field of export marketing, the practitioner and the academic researcher face the same dilemma — a host of unanswered questions about the “best” policy decision in any given situation. Each one looks for answers in different areas. The practitioner reflects on past experience, either within his own company or within his industry. He substitutes “hunches” and informed guesses where past experience is lacking, and works with the constant realization that his information will probably never be optimal. Satisficing is a way of life in the export business. Multiple market environments and geographic separation often render potentially useful information out‐of‐date by the time it is received and processed.
Lyn S. Amine, Edward Vitale and S. Tamer Cavusgil
Discusses the various stages in the launch of a new weaning food in Morocco. Highlights inherent problems in marketing a product in Morocco, including government inefficiencies…
Abstract
Discusses the various stages in the launch of a new weaning food in Morocco. Highlights inherent problems in marketing a product in Morocco, including government inefficiencies and weaknesses in the retailing infrastructure. Examines the need for a new weaning food in the country due to high levels of malnutrition. Describes the launch of the mew product by the World Health organization and the US Agency for International Development. Discusses the products failure and analyses reasons for this failure including: The Moroccan market environment; The pricing strategy; The distribution strategy; Conflicting aims of the government and the individual entrepreneur. Examines lessons to be learnt from the failure, and techniques to be used in the future including: The conduct of a detailed marketing strategy by an advertising agency. The creation of a focused distribution strategy. Enhance support from the Moroccan government. Concludes that the success of a product in a country like Morocco will depend upon the quality of future marketing planning, and the programme implementation and follow‐up, in addition to the personal commitment of those carrying out the new venture.
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Lyn S. Amine and S. Tamer Cavusgil
Reports on a study based on research using a micro‐level or company‐based approach to exporting, this involved a standardized, pre‐tested questionnaire used for collecting data…
Abstract
Reports on a study based on research using a micro‐level or company‐based approach to exporting, this involved a standardized, pre‐tested questionnaire used for collecting data, along with a personal interview sample. Identifies factors associated with export success and classifies them into two types: empirical studies of exporting companies taken together as an industry; and on cross‐industry samples of exporting companies. Concludes that in this study, determining causality on the basis of cross‐sectional data, as been problematical which leads to the data's differing interpretations.
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Lyn Suzanne Amine and Golam Mostafa Khan
A new case study of accelerated internationalization (AI) shows that in only two years, Saudi telecom (STC) entered markets across the Middle East, Asia, and Africa. Managerial…
Abstract
Purpose
A new case study of accelerated internationalization (AI) shows that in only two years, Saudi telecom (STC) entered markets across the Middle East, Asia, and Africa. Managerial analysis identifies reasons for success while questioning strategic choices and their implications. Theory-driven analysis reviews STC's experience in light of selected theories and frameworks. This case is also intended for teaching purposes. The paper aims to discuss these issues.
Design/methodology/approach
Responding to Welch et al.'s call, the authors use “interpretive sense-making” and “contextualized explanation” and highlight environmental context in the case study development. The authors review case-based research, explain data collection problems, present managerial and theoretical analyses of the case, discuss the findings relative to the literature, and suggest directions for research.
Findings
Case analysis reveals STC's focus on global portfolio development as a driver of AI. Theoretical analysis confirms the psychic distance construct and its paradox, as well as the notion of epochs of internationalization while warning that the path and stages models of internationalization are at odds with AI. The authors call for a contingency view of the resource-based view as a function of context.
Research limitations/implications
Limitations arise from the use of secondary data for case development because direct access to this Saudi company was not feasible.
Practical implications
AI is popular among wealthy Gulf telecoms ambitious for growth. Regional competition in the Gulf is characterized by copycat and follow-the-leader strategies which preclude elaboration of unique, inimitable or non-substitutable assets, resources or capabilities.
Originality/value
This innovative approach to case development provides a rich database for probing analyses of managerial and theoretical implications of AI in a Gulf-based company.
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Rick T. Wilson and Lyn S. Amine
The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping…
Abstract
Purpose
The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE).
Design/methodology/approach
The paper utilizes a longitudinal case‐study approach to present and discuss resource asymmetry between global and local advertising agencies operating in Hungary.
Findings
RBV proves to be valuable theory, revealing an interesting and unexpected range of sources and types of resources that are being used to advantage by local and global agencies competing in Hungary. Earlier historical asymmetries in resource endowments contributed to a notable division between global and local agencies according to market sector. Specific resources, such as reputation, access to global resources, and use of Western‐style business practices, proved beneficial to global firms after Hungarian market liberalization in 1989, while interpersonal relationships have emerged as a valuable resource, regardless of context.
Research limitations/implications
Use of a convenience cross‐sectional sampling method may contribute to some halo effects and personal bias. Additionally, results may be limited in their applicability only to the advertising industry and to Hungary as a specific TE. Future research should validate these findings in other industries and other TEs.
Practical implications
Findings from this study offer marketing managers operating in TEs fresh insights into how asymmetries in resource endowments at various points in an infant industry's life cycle act to influence choice of market positioning strategies and subsequent success of firms competing in the industry.
Originality/value
This paper provides rich detail of the advertising industry in Hungary, suggesting directions for study of advertising industries in other TEs, not only in Eastern Europe. Results from this study increase confidence in the generalizability of RBV theory by demonstrating its usefulness and flexibility when applied to an unusual context in terms of time and space.
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This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The…
Abstract
This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.
In order to portray the ethical and social responsibility implications of marketing potentially harmful products to vulnerable consumers in less developed countries, newly…
Abstract
In order to portray the ethical and social responsibility implications of marketing potentially harmful products to vulnerable consumers in less developed countries, newly emerging democracies, and in newly industrializing countries, presents a descriptive model depicting relationships between the individual manager, the global company, the home market environment, the host market environment, the global business environment, and the target customer abroad. The model shows how these different influences may act on a manager to shape the ethical character of decisions affecting overseas consumers. Lays a conceptual basis for the argument presented in part two, supporting the need for moral champions. Recognizes and refutes counter‐arguments, assesses managerial implications and, in conclusion, outlines an agenda for future research.