Nadine Waehning, I. Sirkeci, Stephan Dahl, Sinan Zeyneloğlu
This case study examines and illustrates within country regional cultural differences and cross border cultural similarities across four western European countries. Drawing on the data from the World Values Survey (WVS), we refer to the Schwartz Cultural Values Inventory in the survey. The demographic variables of age, gender, education level, marital status and income vary across the regions and hence, have significant effects on the cultural value dimensions across regions. The findings help a better understanding of the homogeneity and heterogeneity of regions withinand across countries. Both researchers and managers will have to justify their sampling methods and generalisations more carefully when drawing conclusions for a whole country. This case study underlines the limited knowledge about regional within country cultural differences, while also illustrating the simplification of treating each country as culturally homogeneous. Cross-country business strategies connecting transnational regional markets based on cultural value characteristics need to take these similarities and differences into account when designating business plans.
{"title":"CASE STUDY: Regional Cultural Differences Within and Across Four Western European Countries","authors":"Nadine Waehning, I. Sirkeci, Stephan Dahl, Sinan Zeyneloğlu","doi":"10.33182/TMJ.V6I1.377","DOIUrl":"https://doi.org/10.33182/TMJ.V6I1.377","url":null,"abstract":"This case study examines and illustrates within country regional cultural differences and cross border cultural similarities across four western European countries. Drawing on the data from the World Values Survey (WVS), we refer to the Schwartz Cultural Values Inventory in the survey. The demographic variables of age, gender, education level, marital status and income vary across the regions and hence, have significant effects on the cultural value dimensions across regions. The findings help a better understanding of the homogeneity and heterogeneity of regions withinand across countries. Both researchers and managers will have to justify their sampling methods and generalisations more carefully when drawing conclusions for a whole country. This case study underlines the limited knowledge about regional within country cultural differences, while also illustrating the simplification of treating each country as culturally homogeneous. Cross-country business strategies connecting transnational regional markets based on cultural value characteristics need to take these similarities and differences into account when designating business plans.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46265334","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study investigates the promise of mobile marketing and the negative attitudes that millennials express toward it. The literature on mobile marketing is dominated theoretically by the Technology Acceptance Model and methodologically with quantitative methodologies. Within this framework, privacy concerns lead to negative attitudes toward opting in to marketing text messages. This study, by way of contrast, seeks to understand the context of the phone as an environment within which millennials ask to receive marketing messages. Specifically, it explores the meaning to millennials attribute to their phone texting space, the content of this space and why they choose to opt in to corporate messages (vs. personal messages). These data suggest that privacy concerns and negative attitudes toward messages are mitigated when a brand is seen as a part of the consumers’ digital and social identity. The scholarly implication of this work is that specific brands as well as consumer brand engagement should be included in models assessing technology acceptance. The practical implication of this research is that opt-in to SMS is an invitation by the consumer to the brand to enter their self-created social network. It is a potential indicator of customer loyalty and deep brand engagement.
{"title":"Got To Get You Into My Life: A qualitative investigation into opt-in text marketing","authors":"B. Ghiloni","doi":"10.33182/TMJ.V6I1.378","DOIUrl":"https://doi.org/10.33182/TMJ.V6I1.378","url":null,"abstract":"This study investigates the promise of mobile marketing and the negative attitudes that millennials express toward it. The literature on mobile marketing is dominated theoretically by the Technology Acceptance Model and methodologically with quantitative methodologies. Within this framework, privacy concerns lead to negative attitudes toward opting in to marketing text messages. This study, by way of contrast, seeks to understand the context of the phone as an environment within which millennials ask to receive marketing messages. Specifically, it explores the meaning to millennials attribute to their phone texting space, the content of this space and why they choose to opt in to corporate messages (vs. personal messages). These data suggest that privacy concerns and negative attitudes toward messages are mitigated when a brand is seen as a part of the consumers’ digital and social identity. The scholarly implication of this work is that specific brands as well as consumer brand engagement should be included in models assessing technology acceptance. The practical implication of this research is that opt-in to SMS is an invitation by the consumer to the brand to enter their self-created social network. It is a potential indicator of customer loyalty and deep brand engagement.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47946965","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Falafel and Shwarma are two iconic national Israeli dishes that are widely recognized and loved in Mexico. They are also the most mentioned by the participants. Kosher stores selling Israeli snack like Bamba, Bisli and Shkedei Marak (soup almonds) have a long-standing tradition in Mexico. However, restaurants serving Israeli food are far less common. In fact, for most of the 1980s and 1990s there were only three establishments, until recently when a new gourmet Israeli cuisine restaurant opened up. So, why is Strauss Israel’s largest food company bothering to invest in Mexico? Why are they marketing a line of Israeli popular items there? In addition to answering these questions. other queries to be explored include: How is Israeli food perceived in Mexico by the Jewish community? How did it go from a simple snack/street food to a gourmet affair? How are they framed and marketed? The main objective is to compare three different groups: Jewish Mexicans in Israel, Israelis in Mexico and Jewish Mexicans who remained in Mexico and how they perceive Israeli food in Mexico and in Israel. In addition to this, how marketing of Israeli food in Mexico has evolved. Twenty interviews will be conducted in Israel in total. Ten will be conducted with Mexican Jews living in Israel and ten will with Israelis who lived in Mexico and who have returned to Israel. To date, eight interviews have been conducted. They will be carried out in various cities in Israel. So far the median age is 45. It seems that for the Israelis eating their national food in Mexico represented an attempt at trying to connect to a symbolic sense of home. For Jewish Mexicans, eating Israeli food was either a way to connect to their future home (those that later immigrated to Israel) or a means to show their solidarity with Israel. Israeli companies investing in Mexico have a vested interest in selling and marketing their authentic wares in Mexico as they seek to gain a foothold in this emerging market.
{"title":"Falafel and Shwarma: Israeli Food in Mexico","authors":"P. Schuster","doi":"10.33182/TMJ.V6I1.376","DOIUrl":"https://doi.org/10.33182/TMJ.V6I1.376","url":null,"abstract":"Falafel and Shwarma are two iconic national Israeli dishes that are widely recognized and loved in Mexico. They are also the most mentioned by the participants. Kosher stores selling Israeli snack like Bamba, Bisli and Shkedei Marak (soup almonds) have a long-standing tradition in Mexico. However, restaurants serving Israeli food are far less common. In fact, for most of the 1980s and 1990s there were only three establishments, until recently when a new gourmet Israeli cuisine restaurant opened up. So, why is Strauss Israel’s largest food company bothering to invest in Mexico? Why are they marketing a line of Israeli popular items there? In addition to answering these questions. other queries to be explored include: How is Israeli food perceived in Mexico by the Jewish community? How did it go from a simple snack/street food to a gourmet affair? How are they framed and marketed? The main objective is to compare three different groups: Jewish Mexicans in Israel, Israelis in Mexico and Jewish Mexicans who remained in Mexico and how they perceive Israeli food in Mexico and in Israel. In addition to this, how marketing of Israeli food in Mexico has evolved. Twenty interviews will be conducted in Israel in total. Ten will be conducted with Mexican Jews living in Israel and ten will with Israelis who lived in Mexico and who have returned to Israel. To date, eight interviews have been conducted. They will be carried out in various cities in Israel. So far the median age is 45. It seems that for the Israelis eating their national food in Mexico represented an attempt at trying to connect to a symbolic sense of home. For Jewish Mexicans, eating Israeli food was either a way to connect to their future home (those that later immigrated to Israel) or a means to show their solidarity with Israel. Israeli companies investing in Mexico have a vested interest in selling and marketing their authentic wares in Mexico as they seek to gain a foothold in this emerging market.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44632669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Robert L. Williams and Helena A. Williams, Vintage Marketing Differentiation: The Origins of Marketing and Branding Strategies. New York, NY, Palgrave MacMillan, 2017, 256 pp, ISBN: 978-1-137-39431-6.Vintage Marketing Differentiation by Robert and Helena Williams is a historical analysis of the origins of the Marketing and Branding strategies used by organizations throughout the world. The book examines the origins of marketing and branding strategies that were used for over 100 years. Many of the Marketing and Branding strategies used today are actually variations of past strategies. The book examines and traces 16 Vintage Differentiation strategies back to their original business source. The purpose of the books is to show the cyclical nature of innovation grounded in evolutionary modeling in which managers become aware of changes in their environment and adapt accordingly.
Robert L.Williams和Helena A.Williams，《葡萄酒营销差异化：营销和品牌战略的起源》。纽约州纽约市，Palgrave MacMillan，2017，256页，ISBN:978-1-137-39431-6.Robert和Helena Williams的Intage Marketing Differentiation是对世界各地组织使用的营销和品牌战略起源的历史分析。这本书探讨了使用了100多年的营销和品牌策略的起源。今天使用的许多营销和品牌策略实际上是过去策略的变体。本书考察并追溯了16种复古差异化策略的原始商业来源。这些书的目的是展示基于进化模型的创新的周期性，在进化模型中，管理者会意识到环境的变化并相应地适应。
{"title":"Book review","authors":"S. Rohr, Abrar M. Fitwi","doi":"10.33182/tmj.v6i1.379","DOIUrl":"https://doi.org/10.33182/tmj.v6i1.379","url":null,"abstract":"Robert L. Williams and Helena A. Williams, Vintage Marketing Differentiation: The Origins of Marketing and Branding Strategies. New York, NY, Palgrave MacMillan, 2017, 256 pp, ISBN: 978-1-137-39431-6.Vintage Marketing Differentiation by Robert and Helena Williams is a historical analysis of the origins of the Marketing and Branding strategies used by organizations throughout the world. The book examines the origins of marketing and branding strategies that were used for over 100 years. Many of the Marketing and Branding strategies used today are actually variations of past strategies. The book examines and traces 16 Vintage Differentiation strategies back to their original business source. The purpose of the books is to show the cyclical nature of innovation grounded in evolutionary modeling in which managers become aware of changes in their environment and adapt accordingly.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46657925","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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