| 1. |
- Gaston-Breton, Charlotte, et al.
(författare)
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International market selection and segmentation : a two-stage model
- 2011
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Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 28:3, s. 267-290
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to present a two-stage international market selection and segmentation model addressed to help decision makers such as foreign institutions and market-seeking multinational enterprises (MNEs) identify and select the most suitable European countries and groups of consumers. Design/methodology/approach - The first stage is conceived as a macro-segmentation screening process based on market attractiveness. The second is a micro-segmentation process addressed to identify which groups of people are most similar across Europe in terms of social and personal values. The authors' model is rooted in previous assumptions and findings from international market selection (IMS) and Inglehart's theory of material and post-material values. Findings - The model is applied to the current 27 European Union (EU) member states and is validated through the groups of countries empirically obtained. The model allows us to cluster the European countries by market attractiveness, group the European consumers by personal and social values and describe the value orientation of the resulting clusters. Research limitations/implications - The authors used cross-sectional data to validate their model. Among the implications, they encourage international marketing and business scholars to make use of Inglehart's framework. Practical implications - Institutional decision makers and market-seeking MNEs can follow or adapt the prescribed model in order to identify the most promising and similar European countries and groups of consumers. Public policy makers can gain an in-depth understanding of specific personal and social values allowing them to shape public policy agendas. Originality/value - This paper contributes to the existing literature on IMS and segmentation in three ways: it proposes an original and parsimonious two-stage IMS and segmentation integrative model for both country-level and consumer-related analyses (suitable to handle and reduce the European diversity that decision makers have to face when dealing with the general public or consumer products); it applies theoretically grounded general segmentation bases and an alternative established framework of consumer values (Inglehart's value system), and it adopts an updated and pan-European perspective over the enlarged EU.
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| 2. |
- Martín Martín, Oscar, et al.
(författare)
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Towards an Integrative Framework of Brand Country of Origin Recognition Determinants : A Cross-Classified Hierarchical Model
- 2011
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Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 28:6, s. 530-558
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to propose a framework integrating the types and levels of thedeterminants of brand country of origin (CO) recognition and to provide evidence on internet users’brand CO recognition rates, using a sample of multi-regional and global brands from a variety ofproduct categories and countries.Design/methodology/approach – The authors integrate “level-1” consumer and brandcharacteristics and “level-2” product category and country effects in a single framework. Dataobtained through an original on-line survey hosted by Yahoo provide the basis for the empiricalanalysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (HCM2).Findings – It is found that: education is positively related with brand CO recognition; experience withbrands is positively related with brand CO recognition; integration between the consumer and thecountry of a foreign brand is positively related with brand CO recognition; internet users’ classificationperformance is significantly better for domestic than for foreign brands; brand-name congruence withtrue brand origin is positively related with brand CO recognition; brand equity explains brand COrecognition; and product categories with higher consumer involvement enhance brand CO recognition.Brand CO recognition performance by internet users is in line with classification performance ratesreported in other studies dealing with well-known and global brands.Practical implications – Managers would benefit from considering product category and countryaspects of their most valuable brands. Policy makers should encourage firms to promote a clearassociation between brands and countries (when these countries have a positive image) anddiscriminate between high and low involvement product categories.Originality/value – The paper contributes to the brand CO awareness literature by integratingconsumer and brand characteristics in a theoretical model, and identifying level-2 product categoryfeatures and CO effects previously disregarded in brand CO recognition frameworks. In addition, thestudy positively contrasts with previous research by providing empirical evidence on brand COrecognition from the largest set of global brands (109), countries of origin (19) and product categories(15) ever investigated.
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| 3. |
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| 4. |
- Payan, Janice M., et al.
(författare)
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A "cross-cultural RELQUAL-scale" in supplier-distributor relationships of Sweden and USA
- 2010
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Ingår i: International Marketing Review. - London : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 27:5, s. 541-561
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this paper is to develop a cross-cultural RELQUAL-scale in supplier-distributor relationships in Sweden and the USA. Design/methodology/approach: The Swedish and US sampling frames consisted each of a random sample of 600 owners and managers of distribution firms of specialty tools and fasteners. A total of 161 usable surveys were returned from the US-survey, for a response rate of 27 percent, while 121 usable surveys were returned from the Swedish survey, for a response rate of 20 percent. An overall response rate of 24 percent was achieved across both countries. Findings: The paper provides support for the dimensional distinctiveness of cooperation, coordination, specific assets, satisfaction, trust, and commitment. Four of the dimensions are reflective of relationship quality or the "cross-cultural RELQUAL-scale" (cooperation, coordination, trust, and commitment) and relationship quality was found to be associated with relationship-satisfaction with suppliers. A test of metric invariance confirmed the RELQUAL-scale is appropriate for cross-cultural research. Research limitations/implications: Examining the tested in other industrial and cultural contexts and countries in other inter-organizational settings could help establish the generality of findings beyond Sweden and the USA and that beyond the context of the distributor-supplier relationship of fasteners and specialty tools. Practical implications The "cross-cultural RELQUAL-scale" is of interest to business practice as it provides a structure of dimensions to be considered in the organizational effort of maintaining satisfactory levels of relationship quality with suppliers. Originality/value: The paper focuses on two different cultural contexts, which is an approach rarely seen in inter-organizational research. The focal constructs are frequently included in inter-organizational research, but have previously not been included in the same empirical study of RELQUAL.
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| 5. |
- Sandberg, Susanne
(författare)
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Emerging market entry node pattern and experiential knowledge of small and medium-sized enterprises
- 2013
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Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 30:2, s. 106-129
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – To conceptualize “entry node”, to describe the entry node pattern (i.e. the initial entry node and changes in it) of SMEs entering emerging market business networks, and to determine how network nodes are associated with experiential knowledge.Design/methodology – Using data from an on-site survey based on a standardized questionnaire, hypotheses were tested using ANOVA on 197 SMEs in southern Sweden that entered the emerging markets of the Baltic States, Poland, Russia, or China. Findings – The entry node is the establishment point into a foreign market network. Four entry situations are defined – triad via home market, triad via host market, dyad from home market, and dyad at host market – each using different entry nodes. After initial entry, one third of the firms changed their nodes, primarily into a more committed node. Various nodes display significant differences in the level of accumulated societal, business network and customer-specific experiential knowledge. A more committed node is associated with more experiential knowledge. Research limitations – Knowledge is complex to measure, since various factors influence the level of accumulated experiential knowledge. This study examines the association between types of nodes and experiential knowledge, but does not aim to explain knowledge accumulation. Perceptual measures are used and possible method biases involved are safeguarded through an on-site survey method.Originality – This paper conceptualizes the novel concept of entry node, provides insight into the SME node pattern in emerging markets, and examines the association between nodes and experiential knowledge.
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| 6. |
- Vahlne, Jan-Erik, 1941, et al.
(författare)
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The Uppsala model on evolution of the multinational business enterprise : from internalization to coordination of networks
- 2013
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Ingår i: International Marketing Review. - : Emerald. - 0265-1335 .- 1758-6763. ; 30:3, s. 189-210
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - This paper seeks to offer a model on the evolution of the multinational business enterprise (MBE). It is meant to be an alternative to the eclectic paradigm, the preeminent theoretical tool applied in studies of the multinational enterprise (MNE) and foreign direct investment. The label MBE aims at moving focus from structure of production to change processes in business relations and entrepreneurship. Design/methodology/approach - While the eclectic paradigm is grounded in neo-classical economics meant primarily to be applied in studies of macroeconomic interest and is based on assumptions not applicable in studies of individual firms, the model of the MBE is meant to be used in studies at the micro-level. It is rooted in assumptions consistent with behavioural theory consequently being more realistic. The model is based on the Uppsala model with input from studies on dynamic capabilities, entrepreneurship research and research on management under uncertainty. Findings - The realistic assumptions of the model imply that it is relevant for understanding the dynamics of strategy and management of the MBE. Research limitations/implications - As the model aims at enriching our understanding of the dynamics of the MBE the paper recommends empirical longitudinal studies of firms. Originality/value - Realistic and relevant assumptions imply that the model differs in critical respects from received theory in international business.
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| 7. |
- Öberg, Christina, 1970-
(författare)
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Customer relationship challenges following international acquisitions
- 2014
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Ingår i: International Marketing Review. - Yorkshire, United Kingdom : Emerald Group Publishing Limited. - 0265-1335 .- 1758-6763. ; 31:3, s. 259-282
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: An important task following international acquisitions is to coordinate customer relationships; that is, to organise customer interfaces and possibly establish new relationships between customers and the acquirer/the acquired party. Yet, such coordination may prove to be problematic, not the least since customers react to acquisitions. The purpose of this paper is to describe and discuss customer relationship coordination challenges following international acquisitions. Focus is placed on business-to-business customers in the country of the acquired party.Design/methodology/approach: The paper is based on three case studies representing overlapping customers, customers of an acquired party new to the acquirer, and customers new to the acquired party. Non-standardised, face-to-face interviews were the main data source, and were complemented with secondary data such as newspaper items and annual reports.Findings: Three main challenges are identified: internal competition and cannibalisation; customers not being interested in the new party; and the acquired party demonstrating its independence through customers.Practical implications: Managerially, any coordination of customer relationships needs to be weighted towards risks for customer losses. It is important to maintain ties to customers – sales and maintenance staff, the product/service, etc. – if customers are to continue with the firm. It is also important that sales and maintenance staff see the benefits of the acquisition. Originality/value – While international acquisitions are a frequent means to reach new markets and customers, the problems of coordinating customer relationships following them have not been previously researched. Theoretically, the paper contributes to research through categorising and contextually explaining customer relationship coordination challenges in international acquisitions.
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