Tony C. Garrett, Sungkyu Lee and Kyounghee Chu
The purpose of this paper is to assess the relative importance of country-of-origin (COO) and its dimensions – country of design (COD), country of technology (COT), and country of…
Abstract
Purpose
The purpose of this paper is to assess the relative importance of country-of-origin (COO) and its dimensions – country of design (COD), country of technology (COT), and country of manufacture (COM) – in comparison to store image in terms of consumer product evaluation and purchase intention of store brands. The authors also explore consumer regulatory focus effects.
Design/methodology/approach
Empirical data were collected from 270 young Korean adults. Two scenarios were given using two high-involvement store brands, an electronic product and clothing product that have hedonic and utilitarian elements. Data analysis was conducted using AMOS structural equation modeling software.
Findings
COO affects product evaluation and purchase intention and store image affects purchase intention. By product, store image influences product evaluation and purchase intention (electronics). COO directly influences purchase intention (clothing). By COO dimensions, overall COD weakly affects product evaluation. COT affects electronic product evaluation but directly affects clothing purchase intention. Promotion-focused consumers use COO for product evaluation, with store image directly affecting purchase intention. Promotion-focused consumers consider COD, an affective dimension, and COM in product evaluations. Prevention-focused consumers did not consider COO, but consider store image for product evaluation. Prevention-focused consumers consider utilitarian COT and COM dimensions during product evaluation.
Originality/value
This is the first paper to consider the simultaneous effect of COO (and its dimensions) and store image on product evaluation and purchase intention. It is also the first to consider the regulatory focus theory with regards to COO and store image evaluative and purchase intention criteria.
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Sheelagh Matear, Brendan J. Gray and Tony Garrett
This paper investigates how three marketing‐related sources of advantage – market orientation, new service development and brand investment – contribute to service firm…
Abstract
This paper investigates how three marketing‐related sources of advantage – market orientation, new service development and brand investment – contribute to service firm performance by operationalising the sources‐position‐performance framework in a multi‐sector sample of service organisations. New service development and brand investment are found to contribute to the attainment of positional advantage and thence to performance. Market orientation, when considered in combination with these other sources, does not contribute directly to positional advantage and performance. Cost, brand and new service success positions are found to contribute to service firm performance.
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Sheelagh Matear, Phil Osborne, Tony Garrett and Brendan J. Gray
This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to…
Abstract
This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to service firm performance. Three mechanisms (direct, mediated and moderator) are examined using regression analysis and structural equation modelling in a sample of 231 firms which develop new services. Market orientation is found to contribute to performance through a dual mechanism in that it contributes both directly and through innovation, with innovation mediating the contribution. These results emphasise that researchers should consider the inter‐relationships between multiple sources of advantage in seeking explanations of firm performance.
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The Select group of metrology companies based at Torpoint, Cornwall, has appointed Jonathan S. Kiernan, as general manager.
The purpose of this paper is to review the current literature on transnational education (TNE) as a form of business relationship and reflects on the experience of a mid‐ranking…
Abstract
Purpose
The purpose of this paper is to review the current literature on transnational education (TNE) as a form of business relationship and reflects on the experience of a mid‐ranking post‐92 UN institution in developing and managing TNE programmes in China. It seeks to highlight the challenges encountered at the various stages of partnership development and evaluate the effectiveness of the practical measures taken.
Design/methodology/approach
The underpinning research employs a combination of longitudinal live case study tracing the history of three of the institution's TNE partnerships in China over the past ten years and action research involving the author both as the researcher and active participant.
Findings
This paper suggests that there is no set formula for initiating a Sino‐UK TNE partnership but personal connections and Chinese speaking staff would help to increase the chance of success. At the outset it is important to work out the precise form of partnership and its associated financial implications for both parties. Whilst cultural differences and differences in educational tradition, communication style and organisational practices are among the factors affecting the operation of a TNE partnership over its life‐cycle, changes in macro‐economic factors such as exchange rate can also lead to termination of a TNE project. Partners in a TNE relationship are therefore advised to develop an exit strategy in case things do not work out.
Originality/value
Based on the actual experiences of a real UK institution, the challenges identified in this paper are likely to be encountered by similar UK institutions operating in China and thus the solutions discussed may be adopted or adapted.
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AN ‘INTELLIGENT’ transport system built for Normalair Garrett (NGL) by PE Inbucon under an ESPRIT project has been returned to the conveyor builders, Marwin Production Machines…
Abstract
AN ‘INTELLIGENT’ transport system built for Normalair Garrett (NGL) by PE Inbucon under an ESPRIT project has been returned to the conveyor builders, Marwin Production Machines, for modification to bring it up to production capability. It will then be used by Marwin for demonstration purposes before going into service in one of NGL's product groups.
Update on what is happening in the wine market in South Africa.