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- Drennan, Todd, et al.
(author)
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Does a Sustainable Orientation Affect Global Consumers' Relationships with International Online Brands?
- 2023
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In: Creating a Sustainable Competitive Position. - : Emerald Publishing Limited. - 9781804552520 ; , s. 219-236
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Book chapter (peer-reviewed)abstract
- This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.
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| 2. |
- Drennan, Todd
(author)
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Global Consumer Online Purchase Intention : A Relationship Approach
- 2024
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Doctoral thesis (other academic/artistic)abstract
- In today's rapidly evolving digital landscape, understanding global consumer online purchase intention is paramount for firms to thrive in international markets. This dissertation investigates the evolving relationships between buyers and sellers online, focusing on the online purchase intention of consumers labeled as "global consumers". The purpose of this dissertation is to provide insights into and broaden the knowledge of the global consumer online purchase intention. Employing a relationship marketing approach, this dissertation examines the effects of various cues and relational factors on global consumer online purchase intention. This dissertation is comprised of five papers, each contributing insight into the complexities of global consumer online purchase intention. Paper Ⅰ introduces a methodology for collecting large-scale, multinational data on global consumer online purchase intention. Papers Ⅱ–Ⅴ employ this methodology to investigate the impact of specific cues and relational factors on online purchase intention. Through a mix of qualitative and quantitative methods, including focus group interviews, standardized surveys, and experiments, this dissertation reveals a nuanced interplay between cues, relational factors, and online purchase intention. The findings highlight the importance of building strong consumer-brand relationships, establishing credible product ratings, strategically aligning brand perceptions, and fostering trust in online retailers to enhance global consumer purchase intention. Thus, this dissertation contributes to relationship marketing research by offering a different perspective on online global consumers and demonstrating the applicability of a relationship approach in understanding online purchase intention on a global scale. The insights gained have significant practical implications, emphasizing the need for online retailers to prioritize relationship building, personalization, ethical practices, and positive online experiences to succeed in the competitive global marketplace.
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| 3. |
- Lindh, Cecilia, 1974-, et al.
(author)
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Digitalization and International Online Sales : Antecedents of Purchase Intent
- 2020
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In: Journal of International Consumer Marketing. - : Informa UK Limited. - 0896-1530 .- 1528-7068. ; 32:4, s. 324-335
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Journal article (peer-reviewed)abstract
- This paper seeks to contribute to the literature on consumers’ online purchasing behavior as an international phenomenon. Specifically, to address consumers’ Internet skills, website perceived ease of use, and website trust as antecedents of purchase intent. With a crossnational dataset of 788 consumers from different countries, five hypotheses are tested, and a model is suggested. The findings highlight that consumers’ Internet skills and website perceived ease of use positively impact purchase intent. Interestingly, trust in the website does not. To overcome the cases where consumers feel a lack of trust, this study highlights the need for website usability and adapting to consumers’ Internet skills. The findings also illustrate that online shopping is a global phenomenon, a finding that was made possible by analyzing a large international dataset. Future studies can benefit from an online international purchasing approach, which takes the internationality of consumers’ purchasing into account.
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| 5. |
- Safari, Aswo, et al.
(author)
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Does Internet Reduce the Need for Experiential Knowledge? : A Case Study about the Importance of Online Marketing Capability Development in a Retail SMEs’ International Marketing Processes
- 2022
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In: EIBA 2022. Walking the talk? Transitioning towards a sustainable world, December 8-10, 2022, Oslo, Norway.
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Conference paper (peer-reviewed)abstract
- There are two different types of firm online internationalization retailers, default, and active online retailers. Previous research has shown that it mostly is mangers who decide if firms participate in international markets as a default or an active online retailer. There are, however, a lack of previous studies about the development processes of international SMEs that move from being default into becoming active online retailers. Therefore, this paper studies this process by analyzing a case-study from the Swedish retail industry. The results imply that an international retail SMEs that wants to change from being a default into becoming an active online retailer needs to develop an online marketing capability. International retailing SMEs need an online marketing capability to develop the kinds of websites and business concepts that they need to support their internationalization journeys.
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| 7. |
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| 8. |
- Safari, Aswo, et al.
(author)
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Firm Active Online Internationalization : A Case Study of Online Marketing Capability Development in a Retail SME
- 2023
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In: EIBA 2023 - 49th Conference of the European International Business Academy.
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Conference paper (other academic/artistic)abstract
- There are two different types of firm online internationalization retailers, default, and active online retailers. Previous research has implied that managers decide if a firm participates in international markets as a default or an active online retailer. However, there is a lack of previous studies about the development processes of international SMEs that move from default into becoming active online internationalization retailers. Therefore, this paper examines this process by analyzing a case study from the Swedish retail industry. More specifically, the aim of this paper is to narrowly study the process of how an international SME can transform from being a DOI into becoming an AOI retailer. The results imply that an international retail SME that wants to change from being a default into becoming an active online internationalization retailer needs to develop an online marketing capability. Internationalizing retailing SMEs need an online marketing capability to develop the online shops and business concepts they need to support their continuous internationalization journeys.
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| 9. |
- Safari, Aswo, et al.
(author)
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Graftee and Grafting in Firm Internationalization
- 2023
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In: Journal of East-West Business. - : Routledge. - 1066-9868 .- 1528-6959.
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Journal article (peer-reviewed)abstract
- This study focuses on enhancing the understanding of how firm internationalization is triggered by investigating how firms cope with the lack of knowledge and networks when entering a foreign market. More specifically we are interested in answering the following research question: How do firms enter foreign markets without market-specific knowledge and market-specific network insidership? To this end, the present study implements a case study of 12 Swedish firms internationalizing into emerging markets. The study found that firms “graft” expert individuals to help firms penetrate foreign markets where they have no prior history or experience. Further, we observed the qualities of a specific type of actor we refer to as a “graftee” by describing grafting actions and showing how these graftees help firms acquire experiential knowledge and network insidership. Our empirical evidence shows that grafting impacts the form and process of internationalization, sometimes enabling an effectuation-driven market entry while, at other times, enabling a causation-driven process.
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| 11. |
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| 14. |
- Safari, Aswo, et al.
(author)
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Strategic consensus and digital transformation for firm internationalization
- 2022
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In: EIBA 2022. Walking the talk? Transitioning towards a sustainable world, December 8-10, 2022, Oslo, Norway.
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Conference paper (peer-reviewed)abstract
- The aim of this paper is to shed light on the concept of strategic consensus and its development connected to digital transformation for firm internationalization. Based on one in-depth case study we show that strategic consensus develops over time among top managers. Once strategic consensus has been achieved among the top management team (TMT), the work to implement the strategic consensus among the other organization members remains. This paper sheds light on the importance of resource-commitment in achieving strategic consensus, especially connected to digital transformation and internationalization. Resource-commitment is necessary to convince and motivate organizational members to partake in digital transformation processes, which often will have strong implications for the continued internationalization of firms.
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| 15. |
- Safari, Aswo
(author)
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Triadic multilevel psychic distance in firm internationalization
- 2024
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In: International Marketing Review. - 0265-1335 .- 1758-6763. ; 41:7, s. 23-58
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Journal article (peer-reviewed)abstract
- PurposeThis study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study examines the triadic MPD among these three entities and its impact on firm internationalization.Design/methodology/approachThis study uses qualitative and case study research approaches. It is based on 8 case companies and 24 internationalization cases. Secondary data were collected, and interviews with bridge-makers and industry experts were conducted.FindingsThe study found that MPD appeared in the triad. The MPD between firms and markets is related to country-specific differences and business difficulties. The MPD between the firm and the bridge-maker is based on the latter's lack of knowledge vis-a-vis bridging the firm's MPD. Finally, the MPD between bridge-makers and the market is based on the former's lack of knowledge of the home country's business difficulties.Originality/valueThis is the first study to develop and adopt a triadic multilevel psychic distance conceptualization that provides evidence for and sheds light on the triadic MPD and its effect on firm internationalization. This study identifies the reasons behind triadic MPD in connection to firm internationalization. Notably, firm internationalization is interdependent on the triadic MPD setting between the firm, bridge-maker and target market. It has theoretical value and contributes to the recent advancement in the understanding of MPD in international marketing literature.
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