Pub Date : 2024-09-02DOI: 10.1177/1069031x241282431
Maria Rouziou, Willy Bolander, Karen Peesker, Pia Hautamäki, Deva Rangarajan, Manoshi Samaraweera, Jorge Bullemore, Michel Klein, Raj Agnihotri, Karina Burgdorff Jensen, Danny Pimentel Claro, Christophe Fournier, Gabriel R. Gonzalez, Paolo Guenzi, Selma Kadić-Maglajlić, Christine Lai-Bennejean, Walter Palomino-Tamayo, Carla Ramos, Lynette Ryals, Jim Salas, Huanhuan Shi, Philip Squire, Jörg Westphal
In the context of the global crisis presented by the COVID-19 pandemic, we investigate the perspectives of sales managers regarding their organizations’ responses to the crisis and future expectations in a post-COVID-19 world. While there has been much discussion about these topics in the sales literature, very little research has examined them globally by collecting data from many nations and across many continents. Yet, how can global events be understood without analyzing global data? In response, we conducted the first, to our knowledge, global data coalition by hosting video-recorded group interviews with 76 sales executives representing twenty-seven nations. Our inductive investigation, informed by institutional logics, reveals how organizations accepted new norms, retained old ones, or blended the old with the new in response to the crisis. Our results simultaneously validate certain emerging concepts on a global scale (e.g., Customer Success Management, bricolage, etc.) and give rise to several insights not currently detailed by extant scholarship (e.g., localization, cultural cringe, etc.). This work also catalyzes new, relevant avenues for international research and sheds light on issues facing sales practice globally.
{"title":"EXPRESS: Global Events Demand Global Data: COVID-19 Crisis Responses and the Future of Selling and Sales Management around the Globe","authors":"Maria Rouziou, Willy Bolander, Karen Peesker, Pia Hautamäki, Deva Rangarajan, Manoshi Samaraweera, Jorge Bullemore, Michel Klein, Raj Agnihotri, Karina Burgdorff Jensen, Danny Pimentel Claro, Christophe Fournier, Gabriel R. Gonzalez, Paolo Guenzi, Selma Kadić-Maglajlić, Christine Lai-Bennejean, Walter Palomino-Tamayo, Carla Ramos, Lynette Ryals, Jim Salas, Huanhuan Shi, Philip Squire, Jörg Westphal","doi":"10.1177/1069031x241282431","DOIUrl":"https://doi.org/10.1177/1069031x241282431","url":null,"abstract":"In the context of the global crisis presented by the COVID-19 pandemic, we investigate the perspectives of sales managers regarding their organizations’ responses to the crisis and future expectations in a post-COVID-19 world. While there has been much discussion about these topics in the sales literature, very little research has examined them globally by collecting data from many nations and across many continents. Yet, how can global events be understood without analyzing global data? In response, we conducted the first, to our knowledge, global data coalition by hosting video-recorded group interviews with 76 sales executives representing twenty-seven nations. Our inductive investigation, informed by institutional logics, reveals how organizations accepted new norms, retained old ones, or blended the old with the new in response to the crisis. Our results simultaneously validate certain emerging concepts on a global scale (e.g., Customer Success Management, bricolage, etc.) and give rise to several insights not currently detailed by extant scholarship (e.g., localization, cultural cringe, etc.). This work also catalyzes new, relevant avenues for international research and sheds light on issues facing sales practice globally.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"119 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142226330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/1069031x241274180
Hyeyoon Jung, Peter Magnusson, Stanford A. Westjohn, Yi Peng, Douglas Dow
Previous research on the impact of distance on the choice between full vs. shared control international market entry has produced inconsistent results. The authors suggest that the characteristics of the decision-maker may be an important boundary condition, which helps explain this inconsistency. Specifically, the authors examine how differences in decision-maker self-construal influence the effects of distance on entry mode decisions. To investigate the phenomenon, the authors use multiple methods to conduct three separate studies, including two experiments and a meta-analysis. The results offer consistent evidence that the distance-entry mode relationship is stronger for managers with an independent self-construal versus interdependent self-construal.
{"title":"EXPRESS: Distance and Preference for Full vs. Shared Control: The Moderating Role of Decision-maker Self-construal","authors":"Hyeyoon Jung, Peter Magnusson, Stanford A. Westjohn, Yi Peng, Douglas Dow","doi":"10.1177/1069031x241274180","DOIUrl":"https://doi.org/10.1177/1069031x241274180","url":null,"abstract":"Previous research on the impact of distance on the choice between full vs. shared control international market entry has produced inconsistent results. The authors suggest that the characteristics of the decision-maker may be an important boundary condition, which helps explain this inconsistency. Specifically, the authors examine how differences in decision-maker self-construal influence the effects of distance on entry mode decisions. To investigate the phenomenon, the authors use multiple methods to conduct three separate studies, including two experiments and a meta-analysis. The results offer consistent evidence that the distance-entry mode relationship is stronger for managers with an independent self-construal versus interdependent self-construal.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"169 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141864311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/1069031x241270606
Paurav Shukla, Veronica Rosendo-Rios, Dina Khalifa
Brand activism, taking a stance on current and divisive socio-political issues, has emerged as a novel means of expressing a brand’s values and engaging with the firm’s customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance. This research asks a novel question: should global brands engage in activism? Using varying activism manipulations (e.g., statements and actions), five studies reveal consumer preference for activist global brands. More importantly, guided by schema change theory, the authors find that the positive brand activism effect is particularly strong for global brands associated with negative brand origin irrespective of consumers’ prior attitude valence. However, brands with positive origin associations benefit from activism only when consumers’ prior attitude valence is in alignment. The authors also identify the mediating effects of self-brand connection, which has downstream consequences for behavioral intentions. Taken together, this work sheds new light on consumer perceptions of brand activism across cultures, elucidates why consumers prefer global brands that engage in activism and offers actionable insights for global brand managers.
{"title":"EXPRESS: Should Global Brands Engage in Brand Activism?","authors":"Paurav Shukla, Veronica Rosendo-Rios, Dina Khalifa","doi":"10.1177/1069031x241270606","DOIUrl":"https://doi.org/10.1177/1069031x241270606","url":null,"abstract":"Brand activism, taking a stance on current and divisive socio-political issues, has emerged as a novel means of expressing a brand’s values and engaging with the firm’s customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance. This research asks a novel question: should global brands engage in activism? Using varying activism manipulations (e.g., statements and actions), five studies reveal consumer preference for activist global brands. More importantly, guided by schema change theory, the authors find that the positive brand activism effect is particularly strong for global brands associated with negative brand origin irrespective of consumers’ prior attitude valence. However, brands with positive origin associations benefit from activism only when consumers’ prior attitude valence is in alignment. The authors also identify the mediating effects of self-brand connection, which has downstream consequences for behavioral intentions. Taken together, this work sheds new light on consumer perceptions of brand activism across cultures, elucidates why consumers prefer global brands that engage in activism and offers actionable insights for global brand managers.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"66 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141864312","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-31DOI: 10.1177/1069031x241268613
Onur Osmanoglu, Ayşegül Özsomer, Gunes Biliciler
Cobranding initiatives between a local and a global brand have become a prominent practice. This research contributes to the cobranding and global branding literatures by investigating the effects of positioning strategy of the cobranded product (global consumer culture positioning versus local consumer culture positioning) on consumer evaluations in emerging markets. In five experiments, we show that using global consumer culture positioning for the cobranded product leads to heightened word of mouth intentions and more favorable product valuations. This effect holds for both local and global product categories. Building on signaling theory, we show that brand credibility mediates the effect of positioning strategy on word of mouth intentions. Further, when the local (vs. global) brand is the announcement source, using a global rather than a local consumer culture positioning leads to enhanced word of mouth intentions. Yet, for consumers with stronger ethnocentrism, when the global brand makes the announcement of a cobranded product positioned on local consumer culture, word of mouth intentions are higher. Altogether, the findings have nuanced implications for local branding, global branding, and young consumers in emerging markets.
{"title":"EXPRESS: Local-global Cobrand Positioning and Consumer Evaluations in Emerging Markets","authors":"Onur Osmanoglu, Ayşegül Özsomer, Gunes Biliciler","doi":"10.1177/1069031x241268613","DOIUrl":"https://doi.org/10.1177/1069031x241268613","url":null,"abstract":"Cobranding initiatives between a local and a global brand have become a prominent practice. This research contributes to the cobranding and global branding literatures by investigating the effects of positioning strategy of the cobranded product (global consumer culture positioning versus local consumer culture positioning) on consumer evaluations in emerging markets. In five experiments, we show that using global consumer culture positioning for the cobranded product leads to heightened word of mouth intentions and more favorable product valuations. This effect holds for both local and global product categories. Building on signaling theory, we show that brand credibility mediates the effect of positioning strategy on word of mouth intentions. Further, when the local (vs. global) brand is the announcement source, using a global rather than a local consumer culture positioning leads to enhanced word of mouth intentions. Yet, for consumers with stronger ethnocentrism, when the global brand makes the announcement of a cobranded product positioned on local consumer culture, word of mouth intentions are higher. Altogether, the findings have nuanced implications for local branding, global branding, and young consumers in emerging markets.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"49 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141864350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-03DOI: 10.1177/1069031x241255094
Jonathan A. Jensen, Joe B. Cobbs, Alex Mazer, B. David Tyler
Firms from a variety of industries regularly partner with Formula One (F1) racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world’s most famous athletes and iconic teams, yet the partnership decision-making process remains opaque, particularly concerning the impact of geographic origin and team performance among other criteria, including macroeconomic conditions and brand-related factors. This study contributes a quantitative model that analyzes 53 years of data encompassing more than 3,000 sponsorships across six continents. The findings improve understanding of brand partnership continuity/dissolution by explicating a shared nationality effect and a link with sponsored organizational performance that is robust across three distinct eras of F1. In doing so, the paper contributes to theory by completing the sponsorship performance cycle and distilling partnership limits to brand foreignness. The theory and quantitative analyses are buttressed by interviews with brand decision-makers, excerpts from which also shape the discussion of managerial applications. Implications include efficiencies in partner prospecting that enhance the likelihood of enduring brand relationships in sponsorship-linked international marketing.
各行各业的公司经常与一级方程式（F1）赛车队合作，以实现国际范围内的营销目标。受赞助的财产提供了品牌外来性/本地性、原产国的信号，并有可能取得引人注目的成就。企业与一些世界上最著名的运动员和标志性车队建立并退出品牌合作关系，但合作关系的决策过程仍然不透明，特别是在地理来源和车队表现等标准的影响方面，包括宏观经济条件和品牌相关因素。本研究建立了一个定量模型，分析了 53 年来六大洲 3000 多个赞助项目的数据。研究结果通过解释共同的国籍效应以及与赞助组织绩效之间的联系，加深了人们对品牌合作伙伴关系的延续/解体的理解，而这种联系在 F1 的三个不同时期都很稳固。在此过程中，本文完成了赞助绩效周期，并提炼出了合作伙伴关系对品牌外来性的限制，从而为理论做出了贡献。对品牌决策者的访谈为理论和定量分析提供了支持，访谈摘录也为管理应用的讨论提供了依据。研究的意义包括提高寻找合作伙伴的效率，从而增加在与赞助相关的国际营销中建立持久品牌关系的可能性。
{"title":"EXPRESS: Analyzing Brand Strategy on an International Scale: the Sponsorship Performance Cycle in Formula One Racing","authors":"Jonathan A. Jensen, Joe B. Cobbs, Alex Mazer, B. David Tyler","doi":"10.1177/1069031x241255094","DOIUrl":"https://doi.org/10.1177/1069031x241255094","url":null,"abstract":"Firms from a variety of industries regularly partner with Formula One (F1) racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world’s most famous athletes and iconic teams, yet the partnership decision-making process remains opaque, particularly concerning the impact of geographic origin and team performance among other criteria, including macroeconomic conditions and brand-related factors. This study contributes a quantitative model that analyzes 53 years of data encompassing more than 3,000 sponsorships across six continents. The findings improve understanding of brand partnership continuity/dissolution by explicating a shared nationality effect and a link with sponsored organizational performance that is robust across three distinct eras of F1. In doing so, the paper contributes to theory by completing the sponsorship performance cycle and distilling partnership limits to brand foreignness. The theory and quantitative analyses are buttressed by interviews with brand decision-makers, excerpts from which also shape the discussion of managerial applications. Implications include efficiencies in partner prospecting that enhance the likelihood of enduring brand relationships in sponsorship-linked international marketing.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"3 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140839429","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-29DOI: 10.1177/1069031x241254038
Rafid Ur Rahman, Martin Heinberg, Sourindra Banerjee, Constantine S. Katsikeas
Abundant consumer data has made decision making more complicated rather than simple for marketers. The abundance of consumer data raises an important question about which variables in the data contain reliable information for retailers to predict future consumer purchase value (CPV) to guide strategic decisions. The authors address this question by exploring the variables “distinctive choice of brand country of origin” (DBCOO) and “country of origin diversity” (COO diversity) as analytical tools to extract insights from consumer purchase data. Building on signaling theory, the authors theorize and empirically test that DBCOO and COO diversity in a consumer’s purchase history can signal, and therefore help predict CPV. Moreover, we explore high-involvement product categories and purchase frequency as boundary conditions to develop a comprehensive framework of COO signals as strategic analytical tools. We find that DBCOO in a consumer’s purchase history indeed increases CPV and that this relationship is enhanced for high-involvement product categories but moderated curvilinearly by purchase frequency. Moreover, we find that the COO diversity – CPV link is positive but depicts a negative interaction with both moderators. This allows retailers to successfully distinguish high- from low-CPV consumers and thus enables them to manage marketing mix and resources more effectively.
{"title":"EXPRESS: A Good Signal: How Firms Can Utilize Country of Origin as a Strategic Analytical Tool","authors":"Rafid Ur Rahman, Martin Heinberg, Sourindra Banerjee, Constantine S. Katsikeas","doi":"10.1177/1069031x241254038","DOIUrl":"https://doi.org/10.1177/1069031x241254038","url":null,"abstract":"Abundant consumer data has made decision making more complicated rather than simple for marketers. The abundance of consumer data raises an important question about which variables in the data contain reliable information for retailers to predict future consumer purchase value (CPV) to guide strategic decisions. The authors address this question by exploring the variables “distinctive choice of brand country of origin” (DBCOO) and “country of origin diversity” (COO diversity) as analytical tools to extract insights from consumer purchase data. Building on signaling theory, the authors theorize and empirically test that DBCOO and COO diversity in a consumer’s purchase history can signal, and therefore help predict CPV. Moreover, we explore high-involvement product categories and purchase frequency as boundary conditions to develop a comprehensive framework of COO signals as strategic analytical tools. We find that DBCOO in a consumer’s purchase history indeed increases CPV and that this relationship is enhanced for high-involvement product categories but moderated curvilinearly by purchase frequency. Moreover, we find that the COO diversity – CPV link is positive but depicts a negative interaction with both moderators. This allows retailers to successfully distinguish high- from low-CPV consumers and thus enables them to manage marketing mix and resources more effectively.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"50 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140839497","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-29DOI: 10.1177/1069031x231224712
Nawar N. Chaker, Johannes Habel, Kelly Hewett, Alex Ricardo Zablah
As companies expand their international footprint, insight regarding how to effectively organize international selling and sales management (ISSM) efforts is becoming increasingly important. Unfortunately, most prior research on personal selling and sales management is grounded in a domestic market perspective, which limits the relevance of its findings to situations in which sales activities occur between stakeholders located in different national markets. This special issue responds to the need for dedicated research on ISSM through six articles that explore phenomena arising from the interaction between international salespeople and international customers and their domestic counterparts. Moreover, this editorial builds on these six articles to advance a research agenda rooted in an interaction-based conceptualization of the ISSM field that identifies areas of inquiry related to international salespeople, international customers, and international managers, and subsequently prioritizes these research opportunities using input provided by sales practitioners. This special issue and editorial thus identify critical, underexplored research topics in the ISSM domain that are accompanied by a series of illustrative examples of how best to contribute to this emerging but important literature stream.
{"title":"The Future of Research on International Selling and Sales Management","authors":"Nawar N. Chaker, Johannes Habel, Kelly Hewett, Alex Ricardo Zablah","doi":"10.1177/1069031x231224712","DOIUrl":"https://doi.org/10.1177/1069031x231224712","url":null,"abstract":"As companies expand their international footprint, insight regarding how to effectively organize international selling and sales management (ISSM) efforts is becoming increasingly important. Unfortunately, most prior research on personal selling and sales management is grounded in a domestic market perspective, which limits the relevance of its findings to situations in which sales activities occur between stakeholders located in different national markets. This special issue responds to the need for dedicated research on ISSM through six articles that explore phenomena arising from the interaction between international salespeople and international customers and their domestic counterparts. Moreover, this editorial builds on these six articles to advance a research agenda rooted in an interaction-based conceptualization of the ISSM field that identifies areas of inquiry related to international salespeople, international customers, and international managers, and subsequently prioritizes these research opportunities using input provided by sales practitioners. This special issue and editorial thus identify critical, underexplored research topics in the ISSM domain that are accompanied by a series of illustrative examples of how best to contribute to this emerging but important literature stream.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"65 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139955529","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-04DOI: 10.1177/1069031x241226668
Preethika Sainam, S. Cem Bahadir
Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared to developed market firms (DMFs). In this paper, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, they could generate higher profits even when charging a lower price than the local competitor. Additionally, we find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effect. Finally, we propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs.
{"title":"EXPRESS: Emerging Market Firms’ Internalization Pricing Strategies: the Role of Country-of-Origin and Organizational Learning","authors":"Preethika Sainam, S. Cem Bahadir","doi":"10.1177/1069031x241226668","DOIUrl":"https://doi.org/10.1177/1069031x241226668","url":null,"abstract":"Over the last decade there has been significant interest in international expansion of emerging market firms (EMFs) due to their distinctive patterns compared to developed market firms (DMFs). In this paper, the authors develop an analytical model to generate prescriptive insights for pricing strategies when EMFs enter new foreign markets. Grounded in the international marketing and organizational learning literatures, the model accounts for local and multinational competition, the influence of country-of-origin effects and the role of organizational learning in foreign markets. The results suggest that when an EMF enters a host market with a local competitor, they could generate higher profits even when charging a lower price than the local competitor. Additionally, we find that DMFs enjoy greater profitability than EMFs in foreign markets as a result of positive country-of-origin effect. Finally, we propose and validate the use of organizational learning as a process EMFs can use to surmount the negative impact of country-of-origin effects and achieve greater profitability than DMFs.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"18 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2024-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139385394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-12DOI: 10.1177/1069031x231222865
E. Sayin, Nilüfer Z. Aydınoğlu, Ayşegül Özsomer, Zeynep Gürhan‐Canli
Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (versus local) brands. Higher initial expectations from global brands are the underlying cause for this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis compared to when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.
{"title":"EXPRESS: Shifting Standards in Consumer Evaluations of Global and Local Brands after Product-harm Crises","authors":"E. Sayin, Nilüfer Z. Aydınoğlu, Ayşegül Özsomer, Zeynep Gürhan‐Canli","doi":"10.1177/1069031x231222865","DOIUrl":"https://doi.org/10.1177/1069031x231222865","url":null,"abstract":"Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (versus local) brands. Higher initial expectations from global brands are the underlying cause for this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis compared to when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"17 9","pages":""},"PeriodicalIF":5.8,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139007362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Customer Success (CS) Management is being implemented across global business markets. CS Management is unique, as it exists within a broader CS Community of professionals who actively support the new customer management practice. However, academic research has yet to investigate non-firm epistemic communities (i.e., knowledge related to a specific domain) that support CS Management and how they differ across geographic settings in ways that may affect the overall practice of CS Management. To address this gap, we investigate how the CS Community is implemented across countries that vary in their levels of uncertainty avoidance. We focus on the CS Community and its impact on CS Management operational factors that represent people, process, and performance factors of CS Management. Following a phenomenological approach, interviews from the United States, Brazil, and Portugal drive our findings and indicate different levels of reliance on the external CS Community to guide internal CS Management operational factors. Our research contributes by establishing the importance of the CS Community and by uncovering insights based on CS Managers’ perceptions of the CS Community and its effect on CS Management operational factors. We also offer salient insights into how managers can optimize CS Management operational factors, as well as provide a discussion of future research topics.
{"title":"EXPRESS: The Customer Success Community: an Exploration of Non-firm Epistemic Communities and Their Influence on a New Sales Practice","authors":"Roberto Madruga, Bryson Hilton, Hyeyoon Jung, Edison Renato Silva, Bryan Hochstein","doi":"10.1177/1069031x231222417","DOIUrl":"https://doi.org/10.1177/1069031x231222417","url":null,"abstract":"Customer Success (CS) Management is being implemented across global business markets. CS Management is unique, as it exists within a broader CS Community of professionals who actively support the new customer management practice. However, academic research has yet to investigate non-firm epistemic communities (i.e., knowledge related to a specific domain) that support CS Management and how they differ across geographic settings in ways that may affect the overall practice of CS Management. To address this gap, we investigate how the CS Community is implemented across countries that vary in their levels of uncertainty avoidance. We focus on the CS Community and its impact on CS Management operational factors that represent people, process, and performance factors of CS Management. Following a phenomenological approach, interviews from the United States, Brazil, and Portugal drive our findings and indicate different levels of reliance on the external CS Community to guide internal CS Management operational factors. Our research contributes by establishing the importance of the CS Community and by uncovering insights based on CS Managers’ perceptions of the CS Community and its effect on CS Management operational factors. We also offer salient insights into how managers can optimize CS Management operational factors, as well as provide a discussion of future research topics.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"8 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138979304","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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