Abstract Over the recent years, money has become one of the most compelling topics in modern societies. Consequently, financial literacy turns out to be an indispensable ability in today’s complex reality. Numerous studies reveal that the level of financial literacy is dependent on the socio-economic context in which the financial experience is formed. Against this background, this study aims to verify how the specific socio-economic context affects the perception of students with regard to the main sources of private wealth in the Western and Eastern Bloc countries. The research problem focuses on the following question: Do students’ perceptions precisely reflect the economic reality in their countries? Data from 115 essays written by students from Poland, Austria, Russia, The Netherlands, Germany, Sweden, and Ukraine were analyzed using directed qualitative content analysis. A structured matrix of four predetermined sources of wealth – CEO compensation, financial trading, entrepreneurship, and inheritance – was developed and subsequently compared with students’ observations. As a result, two conceptual models were developed presenting differences in the perceptive schemes of Western and Eastern Bloc students. Then the perceptions were compared with empirical data from the Forbes list of billionaires. This paper provides an example of how essays written by students can become a source of empirical research. Its added value lies in showing the usefulness of directed qualitative content analysis in socio-economic studies.
{"title":"Perception of sources of private wealth. A qualitative study of perceptive schemes of Western and Eastern Bloc students","authors":"J. Pietrzak","doi":"10.2478/ijme-2021-0008","DOIUrl":"https://doi.org/10.2478/ijme-2021-0008","url":null,"abstract":"Abstract Over the recent years, money has become one of the most compelling topics in modern societies. Consequently, financial literacy turns out to be an indispensable ability in today’s complex reality. Numerous studies reveal that the level of financial literacy is dependent on the socio-economic context in which the financial experience is formed. Against this background, this study aims to verify how the specific socio-economic context affects the perception of students with regard to the main sources of private wealth in the Western and Eastern Bloc countries. The research problem focuses on the following question: Do students’ perceptions precisely reflect the economic reality in their countries? Data from 115 essays written by students from Poland, Austria, Russia, The Netherlands, Germany, Sweden, and Ukraine were analyzed using directed qualitative content analysis. A structured matrix of four predetermined sources of wealth – CEO compensation, financial trading, entrepreneurship, and inheritance – was developed and subsequently compared with students’ observations. As a result, two conceptual models were developed presenting differences in the perceptive schemes of Western and Eastern Bloc students. Then the perceptions were compared with empirical data from the Forbes list of billionaires. This paper provides an example of how essays written by students can become a source of empirical research. Its added value lies in showing the usefulness of directed qualitative content analysis in socio-economic studies.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91039834","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}
Abstract The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile loyalty cards were developed. The basis for the use of mobile loyalty cards is sufficient consumer acceptance. This work is expected to contribute to the explanation of acceptance in the form of usage behavior. Based on the Technology-Acceptance-Model-2 (TAM2) and the literature, hypotheses were derived and a research model was developed. For model testing, a dataset of 255 participants was generated through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that in addition to financial benefits, convenience benefits and psychological factors also have an influence on acceptance. Furthermore, the usage behavior is not negatively influenced by the expected loss of control over personal data. Based on the findings, indications for marketing implementation are given for the confirmed factors.
消费品市场具有竞争激烈的特点。因此，为了将客户绑定到公司，需要将客户保留措施列为更高的优先级。这些措施包括会员卡，但实物卡的使用正在减少。为了抵消这种下降，移动忠诚卡被开发出来。使用移动忠诚卡的基础是有足够的消费者接受度。这项工作有望有助于以使用行为的形式解释接受。基于技术接受模型2 (technology - acceptance model -2, TAM2)和相关文献，提出假设并建立研究模型。为了进行模型测试，通过在线调查生成了255个参与者的数据集，并使用偏最小二乘结构方程模型(PLS-SEM)进行分析。结果表明，除了经济利益外，便利利益和心理因素也会影响接受度。此外，使用行为不会受到预期失去对个人数据控制的负面影响。根据调查结果，对确认的因素给出了营销实施的指示。
{"title":"Acceptance of mobile loyalty cards in the German B2C consumer goods market","authors":"S. Schneider","doi":"10.2478/ijme-2021-0004","DOIUrl":"https://doi.org/10.2478/ijme-2021-0004","url":null,"abstract":"Abstract The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile loyalty cards were developed. The basis for the use of mobile loyalty cards is sufficient consumer acceptance. This work is expected to contribute to the explanation of acceptance in the form of usage behavior. Based on the Technology-Acceptance-Model-2 (TAM2) and the literature, hypotheses were derived and a research model was developed. For model testing, a dataset of 255 participants was generated through an online survey and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that in addition to financial benefits, convenience benefits and psychological factors also have an influence on acceptance. Furthermore, the usage behavior is not negatively influenced by the expected loss of control over personal data. Based on the findings, indications for marketing implementation are given for the confirmed factors.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73105900","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}
Abstract Foreign direct investment (FDI) in advanced business services (ABSs), referred to here as the offshoring of white-collar jobs, has become one of the major developments in the operations of multinational corporations (MNCs). However, a specific theoretical approach to this phenomenon has not been adequately defined. In this article, we have two objectives. The first objective is to outline the key elements of the theoretical framework and introduce a simple formal model for business services within MNCs. The second objective is to verify the assumptions of the model in the empirical part. We use the sample of the largest European companies having foreign affiliates. Special attention is paid to Visegrád economies (i.e. Czech Republic, Hungary, Poland, and Slovakia) as host economies. We applied here a multinomial logistic model, which indicates the probability of having an ABS subsidiary taking into consideration the characteristics of MNCs.
{"title":"Offshoring of white-collar jobs: theory and evidence","authors":"Artur Klimek","doi":"10.2478/ijme-2021-0003","DOIUrl":"https://doi.org/10.2478/ijme-2021-0003","url":null,"abstract":"Abstract Foreign direct investment (FDI) in advanced business services (ABSs), referred to here as the offshoring of white-collar jobs, has become one of the major developments in the operations of multinational corporations (MNCs). However, a specific theoretical approach to this phenomenon has not been adequately defined. In this article, we have two objectives. The first objective is to outline the key elements of the theoretical framework and introduce a simple formal model for business services within MNCs. The second objective is to verify the assumptions of the model in the empirical part. We use the sample of the largest European companies having foreign affiliates. Special attention is paid to Visegrád economies (i.e. Czech Republic, Hungary, Poland, and Slovakia) as host economies. We applied here a multinomial logistic model, which indicates the probability of having an ABS subsidiary taking into consideration the characteristics of MNCs.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73370280","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}
Abstract The position of information and communication technology (ICT) services is growing in the European Union (EU) trade, however to different extend in different EU countries. The article aims to identify trade positions of the EU Member States in intra-EU trade and extra-EU trade in ICT services and to assess changes that have taken place in the years 2013–2018. The importance of the EU Member States in trade in ICT services is assessed, followed by the analysis of their trade positions in terms of selected indices. We discovered that countries of the highest importance for the intra-EU and extra-EU trade in ICT services are not holding the best positions in trade in this area, except for Ireland. Additionally, leaders in ICT services trade do better in extra-EU trade rankings than in the EU Internal Market, since the distance does not matter to business operations consequent to the digitalization of economic activities.
{"title":"Intra-EU vs. extra-EU trade in ICT services","authors":"J. Stefaniak, Adam A. Ambroziak","doi":"10.2478/ijme-2021-0001","DOIUrl":"https://doi.org/10.2478/ijme-2021-0001","url":null,"abstract":"Abstract The position of information and communication technology (ICT) services is growing in the European Union (EU) trade, however to different extend in different EU countries. The article aims to identify trade positions of the EU Member States in intra-EU trade and extra-EU trade in ICT services and to assess changes that have taken place in the years 2013–2018. The importance of the EU Member States in trade in ICT services is assessed, followed by the analysis of their trade positions in terms of selected indices. We discovered that countries of the highest importance for the intra-EU and extra-EU trade in ICT services are not holding the best positions in trade in this area, except for Ireland. Additionally, leaders in ICT services trade do better in extra-EU trade rankings than in the EU Internal Market, since the distance does not matter to business operations consequent to the digitalization of economic activities.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85581582","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}
Abstract Many studies raise the issue of relationships between internationalization and innovativeness, linking them with firms’ international competitiveness. However, very few of these studies focus on the influence of internationalization on innovativeness and regard the multifaceted nature of these two concepts. The study presented in this paper is based on a holistic approach to internationalization and innovativeness. It explores the influence of the outward (e.g. exporting, outward FDI) and inward (e.g. importing, inward FDI) internationalization on the outward (product and marketing) and inward (process and organizational) innovativeness of 274 firms in Poland, adopting formative variables and a correlations analysis. The key contribution of the research is that the outward internationalization is conducive to both the outward and inward innovativeness, while the inward internationalization supports only the inward innovativeness. It shows that learning by outward and inward internationalization supports innovativeness of firms, responsible for their international competitiveness. The findings might be unique for transition and emerging economies characterized with a low degree of internationalization and innovativeness, while the holistic approach is more universal, and might bring interesting results when applied to the research of highly advanced economies.
{"title":"Learning by outward and inward internationalization and the outward/inward innovativeness of firms in Poland","authors":"M. Szymura-Tyc","doi":"10.2478/ijme-2020-0030","DOIUrl":"https://doi.org/10.2478/ijme-2020-0030","url":null,"abstract":"Abstract Many studies raise the issue of relationships between internationalization and innovativeness, linking them with firms’ international competitiveness. However, very few of these studies focus on the influence of internationalization on innovativeness and regard the multifaceted nature of these two concepts. The study presented in this paper is based on a holistic approach to internationalization and innovativeness. It explores the influence of the outward (e.g. exporting, outward FDI) and inward (e.g. importing, inward FDI) internationalization on the outward (product and marketing) and inward (process and organizational) innovativeness of 274 firms in Poland, adopting formative variables and a correlations analysis. The key contribution of the research is that the outward internationalization is conducive to both the outward and inward innovativeness, while the inward internationalization supports only the inward innovativeness. It shows that learning by outward and inward internationalization supports innovativeness of firms, responsible for their international competitiveness. The findings might be unique for transition and emerging economies characterized with a low degree of internationalization and innovativeness, while the holistic approach is more universal, and might bring interesting results when applied to the research of highly advanced economies.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82587952","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}
Rana Yassir Hussain, Wen Xuezhou, H. Hussain, Muhammad Saad, Sikander Ali Qalati
Abstract Studies indicate that a consistent rise in insolvency risk should be addressed at the strategic level. Vigilant boards can use leverage maturity structure as a tool to control insolvency risk. However, according to the information asymmetry theory, leverage acquisition is subject to the presence of fixed assets which can be used as collateral. The current study focuses on the relationship between board vigilance and insolvency risk, mediated by debt maturity and moderated by fixed collaterals in Pakistan based non-financial firms. A data set of 284 firms is constructed between the years 2013 and 2017. Hierarchical multiple regression analysis is used to test the proposed hypothesis using ordinary least squares (OLS) and panel corrected standard errors (PCSE) regression estimators. The results indicate that debt maturity mediates the relationship between board vigilance and insolvency risk. New information is generated about the fixed collaterals, and these negatively moderate the relationship between leverage maturity and emerging market z-score indicating inefficiency in the usage of fixed assets as collaterals. These results are robust to both regression techniques confirming that the non-productive fixed collaterals overshadow the positives of tangible assets in asset structure.
{"title":"Corporate board vigilance and insolvency risk: a mediated moderation model of debt maturity and fixed collaterals","authors":"Rana Yassir Hussain, Wen Xuezhou, H. Hussain, Muhammad Saad, Sikander Ali Qalati","doi":"10.2478/ijme-2020-0032","DOIUrl":"https://doi.org/10.2478/ijme-2020-0032","url":null,"abstract":"Abstract Studies indicate that a consistent rise in insolvency risk should be addressed at the strategic level. Vigilant boards can use leverage maturity structure as a tool to control insolvency risk. However, according to the information asymmetry theory, leverage acquisition is subject to the presence of fixed assets which can be used as collateral. The current study focuses on the relationship between board vigilance and insolvency risk, mediated by debt maturity and moderated by fixed collaterals in Pakistan based non-financial firms. A data set of 284 firms is constructed between the years 2013 and 2017. Hierarchical multiple regression analysis is used to test the proposed hypothesis using ordinary least squares (OLS) and panel corrected standard errors (PCSE) regression estimators. The results indicate that debt maturity mediates the relationship between board vigilance and insolvency risk. New information is generated about the fixed collaterals, and these negatively moderate the relationship between leverage maturity and emerging market z-score indicating inefficiency in the usage of fixed assets as collaterals. These results are robust to both regression techniques confirming that the non-productive fixed collaterals overshadow the positives of tangible assets in asset structure.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2021-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73446352","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}
Abstract This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted to survey 368 postpaid subscribers. The respondents were selected through multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions were correlated to and significantly predicted customer retention. The study concluded that improvement of all the four dimensions of brand equity is indispensably vital to customer retention in the mobile telecom industry. The study recommended that telecom operator that is desirous of sustaining high brand notch in the marketplace should intensify their effort to improve on all the four dimensions of brand equity to enhance subscribers’ retention. Findings of this study fill important gaps and contribute to the body of literature related to brand equity dimensions and customer retention from customers’ perspective.
{"title":"An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria","authors":"Ladipo Patrick Kunle, R. A. Ganiyu, Peace Nkechi","doi":"10.2478/ijme-2020-0029","DOIUrl":"https://doi.org/10.2478/ijme-2020-0029","url":null,"abstract":"Abstract This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted to survey 368 postpaid subscribers. The respondents were selected through multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions were correlated to and significantly predicted customer retention. The study concluded that improvement of all the four dimensions of brand equity is indispensably vital to customer retention in the mobile telecom industry. The study recommended that telecom operator that is desirous of sustaining high brand notch in the marketplace should intensify their effort to improve on all the four dimensions of brand equity to enhance subscribers’ retention. Findings of this study fill important gaps and contribute to the body of literature related to brand equity dimensions and customer retention from customers’ perspective.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72504427","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}
G. Stadtmann, K. Moritz, Kristin Berthold, Tobias Stadtmann
Abstract Since the ECB has lowered the interest rate on deposits into negative territory, more and more commercial banks are also passing on this negative interest rate to their customers. The main aim of this paper is to answer the question under which conditions the commercial banking sector will be more or less reluctant to pass the negative deposit rate on to its private customers. We first clarify the circumstances under which demand deposits and excess liquidity arise, and what role quantitative easing plays in this context. Within a game-theoretical framework, it is derived that the pressure to pass on the negative interest rate is particularly high if there are no switching costs, and the banking market follows a Bertrand competition.
{"title":"Passing on negative interest rates","authors":"G. Stadtmann, K. Moritz, Kristin Berthold, Tobias Stadtmann","doi":"10.2478/ijme-2020-0022","DOIUrl":"https://doi.org/10.2478/ijme-2020-0022","url":null,"abstract":"Abstract Since the ECB has lowered the interest rate on deposits into negative territory, more and more commercial banks are also passing on this negative interest rate to their customers. The main aim of this paper is to answer the question under which conditions the commercial banking sector will be more or less reluctant to pass the negative deposit rate on to its private customers. We first clarify the circumstances under which demand deposits and excess liquidity arise, and what role quantitative easing plays in this context. Within a game-theoretical framework, it is derived that the pressure to pass on the negative interest rate is particularly high if there are no switching costs, and the banking market follows a Bertrand competition.","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72984116","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}
{"title":"List of IJME reviewers in 2020","authors":"","doi":"10.2478/ijme-2020-0033","DOIUrl":"https://doi.org/10.2478/ijme-2020-0033","url":null,"abstract":"","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80359714","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}
Warsaw School of Economics Press The monograph by Marzanna Witek-Hajduk touches upon issues important for the contemporary development of knowledge about international brand strategies implemented by companies from the so-called emerging economies and markets (Latin America, Asia, Africa, China, and Eastern Europe). The author concentrates on the so-called “brand orientation of a company” and its significance for the strategy of creating a strong brand with an international outreach, especially in the context of shaping the international competitiveness of entities representing an emerging economy. In general, International Brand Strategies. The Emerging Markets Perspective is an extensive study of a total of 355 pages, including an Introduction, five chapters, a Conclusion, and the corresponding tables. The layout of the publication is neat – the chapters have a clearly defined subject matter and an intelligible internal structure. Certainly, the rich bibliography is worth highlighting as in large part it contains publications by foreign authors and documents the author’s excellent knowledge of the international achievements in the examined area. With regard to the content of the individual parts of this extensive monograph, one needs to emphasize the logic and legibility of the argumentation noticeable in the internal layout of the publication. First, in the introduction to the book, the author formulates an ambitious set of research goals (theoretical, empirical, methodical, and practical), a list of research questions, and a group of research hypotheses concerning the realization of the empirical goal. There is also a diagram showing the subsequent stages of research carried out by the author, which is a good preparation for the further reading of this original work. The first three chapters of Marzanna Witek-Hajduk’s monograph are of a theoretical and cognitive nature and contain a full identification of the challenges for companies representing Eastern markets, in terms of creating international product brand strategies. The author directs the reader’s attention to the new problem of brand management on the international market in the context of the resource management concept and the concept of a company’s dynamic capabilities. It should be agreed that the main challenge for companies from the emerging markets is to adapt their internationalization strategies to their resources and competitive advantages, and to create or acquire key resources and capabilities, including brand management in foreign markets. In Chapter 1, Brand and Enterprise Competitiveness, the author discusses, among other things, the potential of the brand as a source of competitive advantage in foreign markets, the elements of the brand orientation model and their relation to the performance of the brand and the organization, as well as the problem of international brand management in the context of the resource management concept and the dynamic capabilities concept o
{"title":"International Brand Strategies. The Perspective of the Companies from Emerging Markets","authors":"Mirosława Pluta-Olearnik","doi":"10.2478/ijme-2020-0027","DOIUrl":"https://doi.org/10.2478/ijme-2020-0027","url":null,"abstract":"Warsaw School of Economics Press The monograph by Marzanna Witek-Hajduk touches upon issues important for the contemporary development of knowledge about international brand strategies implemented by companies from the so-called emerging economies and markets (Latin America, Asia, Africa, China, and Eastern Europe). The author concentrates on the so-called “brand orientation of a company” and its significance for the strategy of creating a strong brand with an international outreach, especially in the context of shaping the international competitiveness of entities representing an emerging economy. In general, International Brand Strategies. The Emerging Markets Perspective is an extensive study of a total of 355 pages, including an Introduction, five chapters, a Conclusion, and the corresponding tables. The layout of the publication is neat – the chapters have a clearly defined subject matter and an intelligible internal structure. Certainly, the rich bibliography is worth highlighting as in large part it contains publications by foreign authors and documents the author’s excellent knowledge of the international achievements in the examined area. With regard to the content of the individual parts of this extensive monograph, one needs to emphasize the logic and legibility of the argumentation noticeable in the internal layout of the publication. First, in the introduction to the book, the author formulates an ambitious set of research goals (theoretical, empirical, methodical, and practical), a list of research questions, and a group of research hypotheses concerning the realization of the empirical goal. There is also a diagram showing the subsequent stages of research carried out by the author, which is a good preparation for the further reading of this original work. The first three chapters of Marzanna Witek-Hajduk’s monograph are of a theoretical and cognitive nature and contain a full identification of the challenges for companies representing Eastern markets, in terms of creating international product brand strategies. The author directs the reader’s attention to the new problem of brand management on the international market in the context of the resource management concept and the concept of a company’s dynamic capabilities. It should be agreed that the main challenge for companies from the emerging markets is to adapt their internationalization strategies to their resources and competitive advantages, and to create or acquire key resources and capabilities, including brand management in foreign markets. In Chapter 1, Brand and Enterprise Competitiveness, the author discusses, among other things, the potential of the brand as a source of competitive advantage in foreign markets, the elements of the brand orientation model and their relation to the performance of the brand and the organization, as well as the problem of international brand management in the context of the resource management concept and the dynamic capabilities concept o","PeriodicalId":43388,"journal":{"name":"International Journal of Management and Economics","volume":null,"pages":null},"PeriodicalIF":0.8,"publicationDate":"2020-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81335715","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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