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Article
Publication date: 6 January 2025

Show-Hui Huang, Wen-Kai Hsu, Thu Ngo Ngoc Le and Nguyen Tan Huynh

A popular production model for high-tech manufacturers is that they move most production lines abroad to produce formal products for sale and just keep a few production lines in…

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Abstract

Purpose

A popular production model for high-tech manufacturers is that they move most production lines abroad to produce formal products for sale and just keep a few production lines in headquarters to manufacture sample products for new product development. Under such a production model, the paper aims to develop a selection model of International Air Express (IAE) for high-tech manufacturers in airfreight of sample products using the fuzzy best-worst method (BWM).

Design/methodology/approach

In this paper, an assessment model based on the fuzzy BWM approach is proposed for high-tech manufacturers in selecting airfreight carriers for the shipping of sample products. Further, one high-tech electronic manufacturer in Taiwan was empirically investigated to validate the assessment model.

Findings

The result indicates that electronics manufacturer pays more attention to Promptness, Mutual trust, Freight rate and Financial status of fixed assets when selecting IAEs. Besides, FedEx is argued to be the most preferred IAE for the transportation of sample products. Based on the findings, some practical management implications were discussed.

Research limitations/implications

Some literature limitations should be addressed. Initially, the adoption of the fuzzy BWM assumes independence among criteria. Nonetheless, this assumption is not yet to confirm in this study. Accordingly, this limitation leaves room for improvement in future studies. Further, in this paper, five experienced experts from the Radiant Opto-Electronics Corporation (ROEC) case were empirically surveyed. To ensure the validity of the surveying, this paper adopted an interviewing survey instead of a traditional mailed survey. However, more representative samples are still necessary to confirm the empirical results in future research.

Practical implications

Firstly, the proposed research model provides a systematic framework to the decision-making process, which assists high-tech manufacturers in identifying the most suitable IAEs based on multiple criteria. It has been illustrated that high-tech companies deliver their sample products requiring timely and secure means of transport. In practice, manufacturers can assess various IAEs considering some main factors, such as Operational Flexibility (OF), Partner Relationship (PR), Transportation Capability (TC) and Management, using fuzzy BWM. This process ensures the selection of IAEs aligning with their logistical needs and business priorities, ultimately enhancing operational efficiency and customer satisfaction. Secondly, empirical results from the ROEC case indicate that electronics manufacturer pays more attention to Promptness, Mutual trust, Freight rate and Financial status of fixed assets when selecting IAEs. Besides, FedEx is argued to be the most preferred IAE for transportation of sample products. In other words, ROEC should consider establishing long-term contracts with preferred IAEs (i.e. FedEx) to secure favorable rates and service commitments. On top of that, results not only provide practical information for manufacturers in selecting IAEs but also for IAE partners to improve their service policies.

Originality/value

The results not only provide practical information for high-tech manufacturers in selecting airfreight carriers but also for the airfreight carriers to improve their service quality.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Content available
Article
Publication date: 1 November 2013

194

Abstract

Details

The International Journal of Logistics Management, vol. 24 no. 3
Type: Research Article
ISSN: 0957-4093

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Article
Publication date: 6 July 2023

Xiaodan Zhang, Zhanbo Zhao and Kui Wang

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms…

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Abstract

Purpose

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.

Design/methodology/approach

This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.

Findings

The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.

Originality/value

This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 3
Type: Research Article
ISSN: 2040-7122

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