Stephen K. Keiser, James R. Krum and Pradeep A. Rau
The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are…
Abstract
The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are sometimes merged, while the establishment of computerised marketing information systems is increasing. Questionnaire survey results of Fortune 500 companies are compared for 1965, 1975 and 1985, and the implications for the organisation of the marketing research function findings discussed.
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Pradeep A. Rau and John F. Preble
This paper presents an analysis of the current debate on “global marketing” and the degree to which multinational firms can standardise their marketing practices across countries…
Abstract
This paper presents an analysis of the current debate on “global marketing” and the degree to which multinational firms can standardise their marketing practices across countries. World markets are getting increasingly homogenised but the authors contend that the framework and associated propositions generated in the paper could help multinational firms determine the degree of standardisation that is possible in different markets.
Kashef A. Majid, Andrew Bryant and Pradeep A. Rau
This paper aims to investigate the presence of varying price points on the impact of product valuations in both English and reverse auctions on potential bidders, that is, those…
Abstract
Purpose
This paper aims to investigate the presence of varying price points on the impact of product valuations in both English and reverse auctions on potential bidders, that is, those not yet engaged in the auction. Internet auctions, both English style and reverse, constitute one of the success stories of digital commerce.
Design/methodology/approach
As its method of research, this paper uses an experimental approach to explore the effects of multiple reference prices.
Findings
While previous research has done well to show that a lower initial price decreases barriers to entry and can lead to a higher final price in English-style auctions, this research shows that such a strategy may harm potential bidders’ product perceptions due to multiple reference prices. The authors explore situations of multiple reference prices in the context of reverse auctions, where both higher and lower reference prices are shown to be able to increase product valuations.
Research limitations/implications
Additional research of a variety of products and using a representative sample would enhance the findings of this paper.
Practical implications
The findings show that reference prices have differing impacts, which are dependent upon the goal of either maximizing or minimizing the distance between the initial price and the price consumers are willing to pay in an online auction.
Originality/value
The investigation links differing goals created by the type of auction to the potential impact of the reference price. In addition, we explore the effects of multiple reference prices on consumer valuations.
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Aruna Chandra, Tim Fealey and Pradeep Rau
The IT industry, particularly IT enabled services (ITES), in India has shown remarkable growth over the past decade and continues to show resilience even in the face of a global…
Abstract
The IT industry, particularly IT enabled services (ITES), in India has shown remarkable growth over the past decade and continues to show resilience even in the face of a global downturn in the sector. While India has not been able to match China in manufacturing prowess, it may have found its competitive advantage in the area of knowledge‐based services to which its factor endowments are uniquely suited. Yet, the tremendous potential and promise of this sector in spurring economic growth and national competitiveness may not be realized, if the numerous obstacles to the sector’s growth are not removed. This paper traces the evolution of the IT industry in India, its positives and negatives and its potential to contribute to India’s global competitiveness. Structural barriers in the national environment to the growth of this industry are identified and discussed. Conclusions and policy implications are presented.
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Tejas R. Shah, Pradeep Kautish and Sandeep Walia
This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness…
Abstract
Purpose
This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs).
Design/methodology/approach
Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique.
Findings
Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs.
Research limitations/implications
This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct.
Practical implications
The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs.
Originality/value
The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.
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Mairi Gunn, Irene Hancy and Tania Remana
This chapter reports on research that explores new and emerging extended reality [XR] technologies and how they might provide opportunities to trial, investigate, and put into…
Abstract
This chapter reports on research that explores new and emerging extended reality [XR] technologies and how they might provide opportunities to trial, investigate, and put into practice their potential to reverse processes of atomisation, polarisation, and intercultural discomfort, in our contemporary society. This transdisciplinary practice-led research was underpinned by disciplines of computer science and engineering, social sciences, history, diverse community economics, human ecology, and Indigenous psychology. The collaboration between these various disciplines with the Māori and non-Māori community members allowed researchers to understand current societal stressors, prioritise relationality, and explore our shared values in the creation of XR experiences for exhibition in the galleries, libraries, archives, and museums [GLAM] sector.
A discursive design framework motivated, inspired, provoked, persuaded, and reminded inspiring collaborators, and visitors to the exhibitions, the value of (re)connecting with people and overcoming interracial awkwardness through these curated experiences. The XR technologies provided women a platform to discuss and reimagine first encounters between people from different cultural backgrounds. The technologies included a 180° stereoscopic projection, Common Sense, in which Māori Elder Irene Hancy shared her insight about social engagement and haptic HONGI in which visitors were greeted by a Māori woman Tania Remana via augmented reality. This research has been motivated by a desire to promote and support intercultural understanding in Aotearoa New Zealand, and it extends research by other non-Māori and Māori scholars.
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Robert Ayitey Stephens, Jean J. Boddewyn and Sterling Ross Sproul
Smuggling represents a significant proportion of world trade. However, its nature and rationale are not sufficiently understood in comparison with those of counterfeiting…
Abstract
Smuggling represents a significant proportion of world trade. However, its nature and rationale are not sufficiently understood in comparison with those of counterfeiting, parallel importing and contraband trade. The willing or unwilling involvement of MNCs in smuggling is also poorly perceived. These issues are reviewed here as well as actions aimed at reducing smuggling's growth.
As the third part of an article, this explores and reviews current trans‐national protection for brands in Europe. How have the recent European trade mark reforms impacted on the…
Abstract
As the third part of an article, this explores and reviews current trans‐national protection for brands in Europe. How have the recent European trade mark reforms impacted on the whole area? Looks at a pan‐European strategy which benefits the large players. Linguistic and cultural differences still affect the behaviour of the European consumer. Future applicants of a CTM need to understand these implications in order to follow a cost‐effective and practical means to safeguard their brands.
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Paul Chao, Saeed Samiee and Leslie S.C. Yip
Presents and discusses areas for future research into international marketing in the Asia‐Pacific region based on recent trends and gaps in the literature. Continues and develops…
Abstract
Presents and discusses areas for future research into international marketing in the Asia‐Pacific region based on recent trends and gaps in the literature. Continues and develops the themes presented in the first Special Issue on international marketing in the Asia‐Pacific region (International Marketing Review, Vol. 20 No. 5).
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Luis Lisandro Lopez Taborda, Heriberto Maury and Jovanny Pacheco
There are many investigations in design methodologies, but there are also divergences and convergences as there are so many points of view. This study aims to evaluate to…
Abstract
Purpose
There are many investigations in design methodologies, but there are also divergences and convergences as there are so many points of view. This study aims to evaluate to corroborate and deepen other researchers’ findings, dissipate divergences and provide directing to future work on the subject from a methodological and convergent perspective.
Design/methodology/approach
This study analyzes the previous reviews (about 15 reviews) and based on the consensus and the classifications provided by these authors, a significant sample of research is analyzed in the design for additive manufacturing (DFAM) theme (approximately 80 articles until June of 2017 and approximately 280–300 articles until February of 2019) through descriptive statistics, to corroborate and deepen the findings of other researchers.
Findings
Throughout this work, this paper found statistics indicating that the main areas studied are: multiple objective optimizations, execution of the design, general DFAM and DFAM for functional performance. Among the main conclusions: there is a lack of innovation in the products developed with the methodologies, there is a lack of exhaustivity in the methodologies, there are few efforts to include environmental aspects in the methodologies, many of the methods include economic and cost evaluation, but are not very explicit and broad (sustainability evaluation), it is necessary to consider a greater variety of functions, among other conclusions
Originality/value
The novelty in this study is the methodology. It is very objective, comprehensive and quantitative. The starting point is not the case studies nor the qualitative criteria, but the figures and quantities of methodologies. The main contribution of this review article is to guide future work on the subject from a methodological and convergent perspective and this article provides a broad database with articles containing information on many issues to make decisions: design methodology; optimization; processes, selection of parts and materials; cost and product management; mechanical, electrical and thermal properties; health and environmental impact, etc.