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A vicarious learning perspective on the relationship between home-peer performance and export intensity among SMEs 中小企业家庭同伴绩效与出口强度关系的替代学习视角
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-10-10 DOI: 10.1108/imr-01-2022-0026
Matthias Baum, Sui Sui, Shavin Malhotra
PurposeHome-peer firms (i.e. firms from the same industry and country) noticeably influence the internationalization behavior of small-to-medium-sized enterprises (SMEs). Drawing from vicarious learning literature, the authors theorize how home-peer firms' success in export markets affects SMEs' export intensity into those markets.Design/methodology/approachThe authors test the hypotheses on a sample of 32,108 Canadian SME exporters. A Tobit model was used to examine the effect of home-peer performance and its interactions with firm age, export experience, and geographic and institutional distance on export entry intensity.FindingsThe authors find that SMEs are more likely to enter export markets with higher intensity if home-peer firms perform well in those markets. This home-peer influence is stronger when the SME lacks export experience, when the home-peer information is more recent, and when environmental uncertainty is high.Originality/valueThe study is among the first to show empirically that the performance of home-peers positively influences the export intensity of SMEs in international markets, suggesting that SMEs use this measure to inform their internationalization strategies.
目的国内同行企业(即来自同一行业和国家的企业)显著影响中小企业的国际化行为。根据替代学习文献,作者推断了国内同行企业在出口市场上的成功如何影响中小企业对这些市场的出口强度。设计/方法/方法作者对32108家加拿大中小企业出口商的样本进行了假设检验。Tobit模型用于检验国内同行绩效及其与企业年龄、出口经验、地理和机构距离的相互作用对出口进入强度的影响。研究结果作者发现,如果国内同行企业在出口市场表现良好,中小企业更有可能以更高的强度进入出口市场。当中小企业缺乏出口经验、国内同行信息较新以及环境不确定性较高时,这种国内同行影响力更强。独创性/价值该研究是首批实证表明国内同行的表现对中小企业在国际市场上的出口强度产生积极影响的研究之一,表明中小企业利用这一衡量标准来为其国际化战略提供信息。
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引用次数: 0
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions 不同宏观环境条件下国外服务化市场进入模式:分类与主张
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-10-06 DOI: 10.1108/imr-09-2021-0287
A. Agnihotri, S. Bhattacharya, N. Yannopoulou, A. Thrassou
PurposeThe article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely, market attractiveness, institutional environment and national culture differences between the home and host country.Design/methodology/approachThe study employs a conceptual framework typology that interrelates, contextualizes and conceptualizes extant knowledge to develop explicit propositions.FindingsBased on the extant literature, using a 2 × 2 matrix, the authors delineate the influence of two dimensions of servitization on entry mode decisions: customer relationship focus and digitalization focus. They conceptualize that relationship management and digitalization-based servitization have an antagonistic effect on the need for entry mode resource commitments, and macroenvironmental factors' favorability moderates this tension.Research limitations/implicationsThe study extends and incorporates the servitization literature into the context of international marketing by exploring the combined effect of the two most significant dimensions of servitization, i.e. investment in customer relations versus investment in digitalization on entry mode, thus delivering valuable new insights and perspectives, as well as explicit propositions toward empirical testing.Practical implicationsThe authors’ framework increases foreign market managers' awareness of how servitization drives entry mode decisions of firms in international markets. Also, the framework explicates how the host country's market attractiveness, institutional environment and difference with the home country's national culture tangibly influence the relationship.Originality/valueThe study provides novel insights into the implications of servitization on international marketing, particularly regarding foreign market entry mode. The study also elucidates the combined effect of two servitization dimensions, i.e. customer relations and digitalization – a critical research area in which the literature is scant.
目的探讨服务化对企业海外市场进入模式决策的影响。这种关系是在东道国宏观环境因素的偶然作用下进行研究的,即母国与东道国之间的市场吸引力、制度环境和民族文化差异。设计/方法/方法本研究采用概念框架类型学,将现有知识相互联系、语境化和概念化,以发展明确的命题。在现有文献的基础上,作者利用2 × 2矩阵描述了服务化对进入模式决策的两个维度:客户关系焦点和数字化焦点。他们的概念是,关系管理和基于数字化的服务化对进入模式资源承诺的需求具有拮抗作用,而宏观环境因素的有利调节了这种紧张关系。研究局限/启示本研究通过探索服务化的两个最重要维度,即客户关系投资与数字化投资对进入模式的综合影响,将服务化文献扩展并纳入国际营销的背景下,从而提供有价值的新见解和观点,以及明确的实证检验命题。实践意义作者的框架提高了国外市场管理者对服务化如何驱动国际市场企业进入模式决策的认识。此外,该框架还阐明了东道国的市场吸引力、制度环境以及与母国民族文化的差异如何对这种关系产生切实的影响。独创性/价值本研究为服务化对国际营销的影响提供了新颖的见解,特别是在外国市场进入模式方面。该研究还阐明了两个服务化维度的综合效应,即客户关系和数字化——这是一个关键的研究领域,但文献很少。
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引用次数: 3
Same, same but different! New service development in the context of emerging markets: a review 相同,相同但不同!新兴市场背景下的新服务发展:综述
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-10-03 DOI: 10.1108/imr-01-2021-0047
Anna Dubiel, Prokriti Mukherji
PurposeThe purpose of this paper is to systematically review and critically examine the international marketing and innovation management research on new service development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and managerial relevance of the field.Design/methodology/approachA systematic review of published empirical literature from peer-reviewed journals focusing on an 11-year period, 2010–2020, was undertaken. Further, bibliometric and text mining analyses were conducted using VOSviewer and Leximancer software programmes.FindingsThis analysis of 36 journal articles reveals that NSD research is a dynamic field with an increasing number of quantitative, multi-country and multi-method studies encompassing a variety of geographical settings and industries.Originality/valueDoing justice to this vibrant field of research and its managerial importance, the authors create an overview of existing empirical studies to serve as a repository of knowledge on NSD for both academics and practitioners. Further, the authors offer a thematic and temporal overview of the content of existing studies. Drawing upon the abovementioned, the authors suggest some promising avenues for future research.
本文的目的是系统地回顾和批判性地审视新兴市场(EM)背景下新服务开发(NSD)的国际营销和创新管理研究。新兴市场是一组异质国家,对全球经济产出的贡献越来越大,但对新兴市场服务业的研究很少。本文试图强调该领域的学术和管理相关性。设计/方法/方法对同行评议期刊上发表的实证文献进行了系统回顾,重点是2010-2020年11年期间。此外,使用VOSviewer和Leximancer软件程序进行文献计量学和文本挖掘分析。对36篇期刊文章的分析表明,NSD研究是一个充满活力的领域,越来越多的定量、多国和多方法研究涵盖了各种地理环境和行业。原创性/价值为了公正对待这个充满活力的研究领域及其管理重要性,作者对现有的实证研究进行了概述,为学术界和实践者提供了关于NSD的知识库。此外,作者提供了现有研究内容的主题和时间概述。在此基础上,作者提出了未来研究的一些有希望的途径。
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引用次数: 1
Supply chains and ecosystems for servitization: a systematic review and future research agenda 服务化的供应链和生态系统:系统回顾和未来研究议程
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-09-27 DOI: 10.1108/imr-10-2021-0318
Philip Davies, Yipeng Liu, M. Cooper, Y. Xing
PurposeRecent research has recognised the importance of supply chains and ecosystems as key drivers of successful servitization strategies, especially in the context of inter-organisational relations (IOR). The body of knowledge has, however, become increasingly fragmented and diverse due to different disciplinary roots of both servitization and IOR research. The purpose of this paper is to take stock of current knowledge and to generate a set of future research directions for servitization-related supply chain and ecosystem research.Design/methodology/approachA systematic review methodology was applied. A thematic analysis was conducted on a sample of 34 papers in the period 2010–2021 to identify the key themes within the servitization-related supply chain and ecosystem literature.FindingsThe review revealed a limited, but expanding, knowledge base for servitization-related supply chain and ecosystem research. The findings provide insight into current trends across four thematic areas: theoretical orientation, methodological approaches, research context and research content. Within these themes, it was found that four main areas of research content have been studied (supplier relationships, risk perception and uncertainty, capability development and resource integration), with most research adopting case-based methodologies within three main industrial contexts: manufacturing, industrial and software. Finally, a broad range of theoretical orientations have led to an increasingly fragmented and diverse literature base.Originality/valueThis study is the first to review servitization-related supply chains and ecosystems. It contributes insights through an IOR lens to categorise and organise a core set of themes and concepts for servitization-related supply chain and ecosystems research. It identifies research gaps within the extant literature and presents a set of future research directions.
目的最近的研究已经认识到供应链和生态系统作为成功服务化战略的关键驱动因素的重要性,特别是在组织间关系(IOR)的背景下。然而,由于服务化和IOR研究的不同学科根源,知识体系变得越来越分散和多样化。本文的目的是总结当前的知识,并为服务化相关的供应链和生态系统研究提供一套未来的研究方向。设计/方法/方法采用了系统评审方法。对2010-2021年期间的34篇论文样本进行了主题分析,以确定服务化相关供应链和生态系统文献中的关键主题。发现该综述揭示了服务化相关供应链和生态系统研究的有限但不断扩大的知识库。这些发现深入了解了四个主题领域的当前趋势:理论方向、方法论方法、研究背景和研究内容。在这些主题中,研究发现研究内容的四个主要领域(供应商关系、风险感知和不确定性、能力开发和资源整合),大多数研究在三个主要行业背景下采用了基于案例的方法:制造业、工业和软件。最后,广泛的理论取向导致了越来越碎片化和多样化的文学基础。原创性/价值本研究首次回顾了与服务化相关的供应链和生态系统。它通过IOR视角对服务化相关供应链和生态系统研究的一组核心主题和概念进行分类和组织,从而提供见解。它确定了现存文献中的研究空白,并提出了一套未来的研究方向。
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引用次数: 4
CSR communication and international marketing: Insights from the COVID-19 pandemic 企业社会责任传播与国际营销:新冠肺炎疫情的启示
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-09-15 DOI: 10.1108/imr-12-2021-0375
A. Farmaki, Elias Hadjielias, Hossein Olya, Babak Taheri, Maria Hadjielia Drotarova
PurposeThe purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying what international companies communicate, the authors determine the motives of companies' COVID-19-related CSR communication as well as how companies strategically approach CSR communication.Design/methodology/approachUsing Nvivo, the authors carried out content analysis of the COVID-19-related tweets of the Fortune top-100 companies using Twitter's ‘advanced search’ tool. The analysis included tweets posted between 1 February 2020 and September 2021, a period that represents the peak of the pandemic.FindingsStudy findings indicate that COVID-19-related CSR responses of international companies are driven by commitment to organizational values, attainment of recognition for timely response to COVID-19, altruistic motives to combat COVID-19 and congruence with social movements that create expectations from customers to respond to the COVID-19 pandemic. Most companies adopt a response strategy to CSR communication, by informing customers of their COVID-19 responses in relation to several issues such as alterations in companies' processes and the impacts of the pandemic on health.Practical implicationsThe study suggests that the CSR practices of companies should be strategically embedded in organizations' international marketing plans and not remain just on-off responses to crises should marketing-related benefits be obtained. Several recommendations are made to strengthen companies' adoption of a proactive, engagement-oriented approach to CSR communication.Originality/valueThe CSR communication of international companies during external crises has not been sufficiently studied in relation to international marketing, as most studies considered internal corporate crises. Focusing on an external crisis (COVID-19 pandemic) with global impacts, this study advances existing knowledge on international companies' CSR communication to their customers. Additionally, this study offers new insights on the role of integrated, coordinated and consistent CSR messages and strategies, which are targeted to the needs and expectations of domestic and international customers in response to COVID-19 pandemic.
目的本研究旨在分析2019冠状病毒病(新冠肺炎)大流行期间《财富》百强企业的企业社会责任(CSR)沟通。具体而言,作者研究了国际公司在疫情期间向客户传达的企业社会责任信息,特别关注这些公司在推特上的帖子。除了确定国际公司交流的内容外,作者还确定了公司与新冠肺炎相关的企业社会责任交流的动机,以及公司如何从战略上进行企业社会责任沟通。设计/方法/方法使用Nvivo,作者使用Twitter的“高级搜索”工具对《财富》前100强公司的新冠肺炎相关推文进行了内容分析。该分析包括2020年2月1日至2021年9月期间发布的推文,这段时间代表了疫情的高峰期。研究结果表明,国际公司与新冠肺炎相关的企业社会责任反应是由对组织价值观的承诺、对及时应对新冠肺炎的认可、抗击新冠肺炎的无私动机以及与社会运动的一致性驱动的,这些社会运动创造了客户应对新冠肺炎大流行的期望。大多数公司对企业社会责任沟通采取应对策略,告知客户他们对公司流程变更和疫情对健康的影响等几个问题的新冠肺炎应对措施。实际含义研究表明,企业的企业社会责任实践应战略性地纳入组织的国际营销计划,而不是仅仅是对危机的断断续续的反应,以获得与营销相关的利益。提出了一些建议,以加强公司对企业社会责任沟通采取积极主动、以参与为导向的方法。独创性/价值国际公司在外部危机期间的企业社会责任沟通与国际营销的关系尚未得到充分研究,因为大多数研究都认为是内部企业危机。本研究以具有全球影响的外部危机(新冠肺炎大流行)为重点,推进了国际公司与客户进行企业社会责任沟通的现有知识。此外,这项研究为综合、协调和一致的企业社会责任信息和战略的作用提供了新的见解,这些信息和战略针对的是国内和国际客户在应对新冠肺炎大流行时的需求和期望。
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引用次数: 3
Consumer pandemic animosity: scale development and validation 消费者对疫情的敌意:规模开发和验证
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-09-01 DOI: 10.1108/imr-07-2021-0231
José I. Rojas-Méndez, M. Massi, Elena Gallito
PurposeThis study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism.Design/methodology/approachThe CPAS factor structure was initially tested on a sample of 201 American consumers based on participant interviews and expert evaluations. This exploratory phase identified two factors, namely CPAS emotions and beliefs, which were subsequently supported in the confirmatory factor analysis. Measurement and configural invariance of CPAS and discriminant and nomological validity were confirmed in an independent sample of 303 American consumers. A new sample of 203 Canadian consumers was used to test the external validity of CPAS by controlling for other types of consumer animosity dimensions. Structural equation modelling was used to test the effects of CPAS on consumer purchase intentions in general product consumption and tourism.FindingsThis study contributes to expanding on the conceptualization of the consumer animosity construct that has been dealt with in economics, politics, culture and religion but never of a pandemic health crisis to date. Results indicate the psychometric soundness of the CPAS and the multifaceted nature of this construct by clearly identifying two levels of animosity (i.e. beliefs and emotions). Moreover, the structural model shows a significant and unique impact of pandemic animosity on consumer purchase intentions and travel intentions.Originality/valueThis is the first empirical study proposing a new scale to measure the consumer disposition of animosity developed due to a pandemic affecting the world. It also offers a new dimension to the typology of animosity proposed by Jung et al. (2002): intentionality (intention-driven vs non-intention-driven). This paper presents a number of propositions that serve to identify testable hypotheses amenable both to validation and usefulness.
目的本研究引入并调查了消费者流行病敌意的概念,以(1)开发和验证一个量表(即CPAS)来衡量健康流行病背景下的消费者敌意;以及(2)确定疫情敌意对普通消费和旅游领域消费者购买意愿的影响。设计/方法论/方法基于参与者访谈和专家评估,CPAS因素结构最初在201名美国消费者的样本上进行了测试。这一探索阶段确定了两个因素,即CPAS情绪和信念,随后在验证性因素分析中得到了支持。在303名美国消费者的独立样本中证实了CPAS的测量和结构不变性以及判别和法理有效性。采用203名加拿大消费者的新样本,通过控制其他类型的消费者敌意维度来测试CPAS的外部有效性。结构方程模型用于检验CPAS对一般产品消费和旅游业消费者购买意愿的影响。发现这项研究有助于扩展消费者敌意结构的概念化,这种结构在经济、政治、文化和宗教中都有涉及,但迄今为止从未涉及过大流行性健康危机。结果表明,通过明确识别两个层次的敌意(即信念和情绪),CPAS的心理测量学稳健性和这种结构的多方面性质。此外,该结构模型显示,疫情敌意对消费者的购买意愿和旅行意愿产生了重大而独特的影响。独创性/价值这是第一项实证研究,提出了一个新的量表来衡量消费者对因影响世界的疫情而产生的敌意的倾向。它也为Jung等人提出的敌意类型提供了一个新的维度。(2002):意向性(意向驱动与非意向驱动)。本文提出了一些命题,这些命题有助于确定既可验证又有用的可测试假设。
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引用次数: 2
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic COVID-19大流行期间新兴市场企业在发达市场采取的复合协作和差异化战略
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-09-01 DOI: 10.1108/imr-11-2021-0328
Huda Khan
PurposeThis article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in turn, will enable them to strengthen their images and market shares, i.e. their strategic marketing performance in advanced markets.Design/methodology/approachThis study is based on survey data obtained from 86 Pakistani firms exporting to advanced economies.FindingsThe study found that compositional collaboration capabilities positively influence the differentiation strategies and strategic marketing performance of emerging market exporting firms conducting business in advanced host markets. Furthermore, the findings indicate that differentiation strategies mediate the influence of compositional collaboration capabilities on the strategic marketing performance of these firms.Originality/valueBy taking a new compositional based theoretical perspective, this study examined the underexplored phenomenon of how emerging market firms can differentiate their offerings in advanced export markets in order to achieve a better strategic performance during external shocks such as the COVID-19 pandemic. Given that export growth is a strategic priority for many emerging markets, including Pakistan, due to their substantial trade deficits, this study provides important contributions from both the theoretical and practical perspectives.
目的本文阐述了在新冠肺炎大流行期间,新兴市场出口企业如何利用基于组合的能力采取差异化战略,这反过来将使它们能够加强自己的形象和市场份额,即在先进市场的战略营销表现。设计/方法/方法本研究基于86家向发达经济体出口的巴基斯坦公司的调查数据。研究发现,组合协作能力对在发达东道国市场开展业务的新兴市场出口公司的差异化战略和战略营销绩效产生了积极影响。此外,研究结果表明,差异化战略中介了组合协作能力对这些企业战略营销绩效的影响。原创/价值通过采用一种新的基于成分的理论视角,本研究研究了新兴市场企业如何在先进的出口市场区分其产品,以在新冠肺炎疫情等外部冲击期间实现更好的战略绩效这一未充分探索的现象。鉴于出口增长是包括巴基斯坦在内的许多新兴市场的战略优先事项,因为它们存在巨大的贸易赤字,本研究从理论和实践角度提供了重要贡献。
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引用次数: 13
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance 出口商如何以及何时从国际适应战略中受益?正式和非正式制度距离的调节作用
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-08-24 DOI: 10.1108/imr-01-2021-0007
Jie Gao, Tao Wang, Yufu Jia, C. Wang
PurposeDrawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export performance via enhanced legitimacy is differently moderated by formal and informal institutional distances from the host country market.Design/methodology/approachSurvey data were collected from a sample of 251 exporters in China and analyzed with a multiple regression model to test the hypotheses.FindingsExporters' use of an international adaptation strategy affects their perceived legitimacy, which in turn influences their export performance. Moreover, formal institutional distance strengthens the indirect effect of an international adaptation strategy on export performance via legitimacy, whereas informal institutional distance weakens this indirect effect.Originality/valueThe study contributes to the knowledge of how and when adoption of an international adaptation strategy by exporters benefits export performance from an institutional perspective.
目的:利用制度理论,本研究试图促进对出口商采用国际适应战略通过增强合法性对出口绩效的间接影响如何受到与东道国市场的正式和非正式制度距离的不同调节的理解。设计/方法/方法从251家中国出口商中收集调查数据,并使用多元回归模型对假设进行分析。发现出口商对国际适应战略的使用影响其合法性认知,进而影响其出口绩效。此外,正式制度距离通过合法性强化了国际适应战略对出口绩效的间接影响,而非正式制度距离则削弱了这种间接影响。独创性/价值本研究有助于从制度角度了解出口商采用国际适应战略如何以及何时有利于出口绩效。
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引用次数: 10
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis 新冠肺炎疫情危机期间全球快速消费品品牌的有效营销策略
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-08-18 DOI: 10.1108/imr-11-2021-0327
Meletios I. Niros, Angelica Niros, Y. Pollalis, Q. Ding
PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.Design/methodology/approachThis study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.FindingsCET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.Practical implicationsPractitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.Originality/valueThis research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.
目的本研究提出了全球快速消费品(FMCG)品牌在新冠肺炎造成的动荡经济环境中生存和繁荣的营销策略。作者研究了消费者种族中心主义(CET)和消费者信心(CC)对客户权益驱动因素(CED)影响全球快速消费品品牌回购意愿(RI)的有效性的间接影响。设计/方法论/方法本研究采用了mall截距技术。受访者在希腊雅典的热门零售和购物目的地被随机联系,228名客户参与者完成了调查。CET和CC削弱了快速消费品品牌某些CED与RI之间的正向关系。特别是,对于低信心或低种族中心的消费者,关系公平(RE)和价值公平(VE)对加强重复购买的影响更大。因此,在经济动荡期间,提高价值和建立更牢固的消费者-品牌关系的营销策略更能有效地促进重复购买。实践意义从业者和学者可以利用从这项研究中获得的见解,根据消费者对国内或全球产品的偏好、消费者士气和对未来财务状况的期望,确定如何在当地环境中分配资源并采取最有效的营销策略。独创性/价值本研究利用社会认同和系统正当性理论揭示了CET和CC对全球快速消费品环境中CED有效性的调节作用背后的机制。疫情导致的国际和本地市场动荡表明,营销职能部门需要重新设计战略和协调做法,以促进重复购买。
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引用次数: 2
The “indie” premium: how independent firms create product value across cultures “独立”溢价:独立公司如何跨文化创造产品价值
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2022-08-05 DOI: 10.1108/imr-04-2021-0157
Vasileios Davvetas, Alessandro Biraglia
PurposeAlthough firm growth through the acquisition of independent players is at a record high, market reports reveal a parallel increase in independent firms that enjoy noticeable consumer support across industries and threaten MNC-owned brands in several countries. Despite this evident contrast, no research has investigated how independent firms stack up against their non-independent counterparts from a consumer perspective. This study examines this standoff and proposes that independent firms outperform their non-independent contenders in fostering perceptions of product craftmanship and warmth in specific product categories and cultures.Design/methodology/approachThree experimental studies were conducted across five countries (Study 1: N = 360; USA and China – Study 2: N = 487; UK and India – Study 3: N = 323; Italy). Data were analysed using experimental techniques (Analysis of Variance) and conditional process analyses (Moderated Mediation) using PROCESS.FindingsThe findings suggest that (1) firm independence fosters perceptions of product craftmanship and warmth in individualistic cultures, (2) consumers view products sold by independent firms as warmer and more authentic than products sold by non-independent firms in hedonic but not in utilitarian product categories, (3) the positive effects of firm independence on product craftmanship and warmth are neutralized for vertically collectivist cultures (India) and reversed in horizontally collectivist cultures (China), (4) loss of firm independence leads to higher drops in perceived craftmanship and product preference when it is caused by a takeover from a foreign multinational (compared to a domestic corporation).Originality/valueThis research provides a first account of how perceptions of firm independence drive assessments of product craftmanship and authenticity, elicit feelings of warmth and build product preference. The findings inform decisions of multinational corporations regarding (1) how to communicate the acquisition of independent firms in local markets, (2) how to balance an international brand portfolio in culturally diverging markets and different product industries, (3) how to optimize brand architecture through the relative exposure of the corporate brand image vis-à-vis the image of standalone brands owned by the corporation and (4) offer smaller independent players an alternative positioning strategy to differentiate from global competitors enjoying the resources or support of bigger corporations.
目的尽管通过收购独立企业实现的企业增长创下历史新高,但市场报告显示,在多个国家,独立企业同时增加,这些企业在各个行业都获得了显著的消费者支持,并威胁到跨国公司旗下的品牌。尽管存在这种明显的对比,但没有研究从消费者的角度调查独立公司与非独立公司的竞争情况。这项研究考察了这种僵局,并提出独立公司在培养特定产品类别和文化中的产品工艺和热情方面优于非独立竞争者。设计/方法/方法在五个国家进行了三项实验研究(研究1:N=360;美国和中国——研究2:N=487;英国和印度——研究3:N=323;意大利)。数据使用实验技术(方差分析)和条件过程分析(适度中介)进行分析。结果表明:(1)企业独立性促进了个人主义文化中对产品工艺和热情的感知,(2)消费者认为独立公司销售的产品在享乐而非功利的产品类别中比非独立公司出售的产品更温暖、更真实,(4)当企业独立性的丧失是由外国跨国公司(与国内公司相比)的收购引起时,会导致感知的工艺和产品偏好的更高下降。独创性/价值这项研究首次说明了企业独立性感知如何推动对产品工艺和真实性的评估,引发温暖感并建立产品偏好。研究结果为跨国公司的决策提供了信息:(1)如何沟通在当地市场收购独立公司的情况;(2)如何在文化差异的市场和不同的产品行业中平衡国际品牌组合,(3)如何通过公司品牌形象相对于公司拥有的独立品牌形象的相对暴露来优化品牌架构;(4)为较小的独立参与者提供一种替代定位策略,以区别于享有较大公司资源或支持的全球竞争对手。
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引用次数: 1
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International Marketing Review
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