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The purpose of this paper is to investigate the impact of intrinsic religious orientation (IRO) on environmental attitudes (EA) and green product purchases (GPP) in Mexico.

The study uses structural equation modeling to analyze the survey results of 242 consumers from Northern Mexico.

The results of the study show a significant influence of EA on purchasing green products. In addition, the findings suggest that consumers with higher levels of IRO have a higher propensity to buy environmentally-friendly products, but do not show more favorable attitudes toward the environment than less-religious consumers.

The study relies on a convenience sample from Northern Mexico. Further, the study relies on self-reported measures of green product purchase (GPP) and future research should incorporate real purchases of green products in addition to self-reported measures.

The findings of the study imply that marketers and policy makers striving to increase the purchasing of green products should try to induce positive attitude changes concerning the protection of the natural environment and the effectiveness of buying green products.

Since religiosity in Mexico influences the purchasing of green products positively, policy makers may reflect on what parts of current Catholic social norms could be leveraged to promote green behaviors among the general Mexican population. Social institutions and change agents, such as the Church and its representatives, may be central to achieving behavioral compliance to environmentally-friendly doctrines.

Investigating the factors that influence consumers’ environmentally-friendly attitudes and behaviors in emerging economies is imperative for attenuating the negative environmental consequences of economic growth and consumption.

The purpose of this paper is to explore cultural sources of variation on consumers’ expectations and evaluations of service quality within local emerging markets.

The authors employ a multi-method approach. The multi-method research design utilizes: first, netnography to examine foreign consumers’ blogs and online communities; second, interviews with local and foreign consumers to unveil critical incidents in service encounters; and third, an online survey of 139 foreign consumers living in Chile and 460 Chilean consumers to map differences in their expectations and evaluations of services.

A general analysis of local and foreign consumers living in an emerging market reveals that these two groups do not differ significantly in their expectations of service quality. The authors also find that differences in expectations and evaluations of service quality within a local emergent market are only partially explained by aggregating consumers according to their country or region of origin. Finally, the findings demonstrate that examining cultural differences at the individual level generates a better understanding of how cultural factors impact consumer expectations and evaluations of service quality within emerging markets.

The research is limited to one emerging market (Chile) and focusses largely in one industry (banking). Further research should be conducted to examine the findings in other contexts, including developed markets, and to identify how other cultural differences (e.g. language mastery) within local markets may impact consumer expectations and evaluations of services.

Service companies operating in emerging markets should account for cultural differences when determining service standards and protocols. These differences may cut across the local-foreign divide and suggest that profiling foreign customers depending on their country of origin is not the most adequate approach for providing excellence in service and enjoying the benefits that follow.

Foreign consumers living in a local market are frequently considered a homogeneous group distinct from local consumers, and are treated as such by public and private service providers. The study demonstrates that foreign consumers may be more or less similar to local consumers depending on their cultural values, and should not be considered as a uniform group.

The findings extend research on consumer expectations and evaluations of service quality to account for cultural diversity within local emerging markets. The authors demonstrate that a cluster-approach to examining consumer expectations and evaluations of service quality better accounts for variations due to cultural values within local markets.

The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry.

An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site.

The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets.

The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries.

The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption.

This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.

The purpose of this paper is to offer a state of the art description of open air markets (OAM), a little-known phenomenon that is indispensable in Africa’s consumer packaged goods industry.

A qualitative methodology comprising in-depth semi-structured interviews and direct observation was employed.

Analysis of data from Nigeria, Africa’s largest economy and most populous country, reveals that channel members have roles that are different from that of their Western counterparts. For example, distributors often do not distribute and principals are expected to actively sell on behalf of their distributors to empty the latter’s warehouse. Also, while many end-users in developing countries expect credit sales and opportunity to bargain, extant literature does not include these demands in the formal list of service output demands. Another major finding is the surprising order underlying OAM. It is the bedrock of commercial activities: for most consumer packaged goods manufacturers, sales through OAM account for over 90 percent of revenue.

The focus on one industry and country limits the generalizability of the above findings.

Africa is the next growth frontier. Tapping into this growth requires a deep understanding and appreciation of the important role played by its unique marketing channels.

Given the dearth of documented knowledge about marketing channels in emerging markets, this study addresses an important gap. Its findings could inform theory development and encourage more research on marketing channels in developing countries.

The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)).

A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572).

The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK.

The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible.

This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

Halal food endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such potentially controversial endorsements, in-group animosity against out-group associated product endorsements could lead to a rejection and even an outspoken disapproval of these food products. The purpose of this paper is to explain what drives in-group reactions to Halal endorsements.

The authors use Social Identity Theory and the Social Dominance Theory in explaining animosity toward out-groups and willingness to buy products with Halal endorsements. Specifically, the authors analyze the reaction of more than 800 in-group majority Christians toward out-group minority Muslim directed Halal endorsements. Following the development of hypotheses and a conceptual model, structural equation modeling is used to measure the relationships between the constructs.

Constructs based on Social Dominance Theory and Social Identity Theory predict animosity toward out-group endorsements, but the relationship between Social Dominance Theory and animosity is much stronger. Animosity is a mediator between these two constructs and willingness to purchase products with out-group focussed endorsements (Halal).

The research has been conducted in one particular country (Austria) and focusses on a specific type of controversial endorsement, namely a religious (Halal) endorsement. Other research contexts (i.e. other countries and/or different types of controversial endorsements) should be used to widen the empirical base and validate the findings.

Marketers should be aware of a possible negative impact of out-group focussed endorsements. In particular, they should be cognizant that racism and ethnocentrism prevailing in a society could reduce the purchase intent of in-groups.

Efforts are required to combat the drivers of animosity between in-groups and out-groups. This paper provides insights on how this may be achieved.

This study focusses on a hitherto neglected phenomenon, i.e. controversial endorsements. It uses two alternative theories and advances the understanding of the role of animosity in a domestic consumer setting; an issue that has nearly exclusively been discussed with regard to cross-border purchasing.

The purpose of this paper is to examine how country-of-origin (COO) perceptions of managers affect their provider selection for offshoring and offshore-outsourcing of services. In particular, it examines how economic and cultural attributes of the supplier’s host nation shape these choices and identifies whether these attributes have a substitutive, complementary, or competing relationship.

A quantitative study was performed using data collected from 235 managers in Saudi Arabia, which has relatively homogeneous managerial population with a clear significant cultural attribute and so presents an ideal setting to study the theory developed in this paper. Data were analyzed using a repeated-measures analysis of variance and a repeated-measures and doubly multivariate analysis of variance.

Building on signaling theory, it is shown that buyers from developing countries prefer suppliers from developed rather than culturally distant developing economies as stronger institutions in developed nations increase the credibility of firms. It is also shown that they prefer suppliers from developing countries that share a common cultural attribute such as religion over other developing countries, supporting social identification behavior and a substitutive relationship between cultural and economic attributes. Finally, they are indifferent between suppliers located in a developed and in a culturally similar developing country, even when the cost of obtaining the service is the same in both countries. In such cases, economic and cultural COO attributes have a competing relationship in provider selection.

It would be interesting to examine if the results of the current study extend to cultural attributes/cues other than religion that may shrink the social distance between buyers and suppliers.

Service multinationals from developing countries may struggle to establish credibility in the eyes of potential customers, who consistently evaluate them lower than firms in developed markets or firms from developing countries that share a common social trait with the potential customers. They can compensate for this by adopting policies that enhance pre-contract trust, invest in homogeneity capital that decreases the social distance between the two firms, or by focussing their sales efforts on countries with which they share a social/cultural attribute.

This paper contributes to the marketing and international business literatures by providing insights on how firms from developing countries can effectively compete in the global marketplace given COO effects. Overall, the results provide novel evidence of the importance of co-membership in transnational communities (for instance, religious groups across countries) in supplier selection and its relationship to economic attributes.

SheEO, established in 2015, is a new ecosystem empowering female entrepreneurs with funding, advice, and support. Based on the philosophy of Radical Generosity, and in four countries with plans to go global in the next decade, SheEO Ventures are crowd-funded and crowd-selected by women and focus on social impact to improve lives and change the world. Early results demonstrate the model’s effectiveness, both financially and in terms of social impact, as well as its global potential.