Pub Date : 2020-11-11DOI: 10.1177/1069031X20976542
Pravin Nath, Ahmet H. Kirca, Saejoon Kim
While the internationalization–performance relationship has been extensively studied in the international business literature, it has only recently begun to be systematically and empirically explored in the retailing context, albeit with mixed findings. This study extends this emerging stream of research on retail internationalization by investigating the moderating role of brand standardization, or the extent to which retailers standardize their domestic store-as-a-brand across foreign markets, using longitudinal data from global retailers. The authors demonstrate that the internationalization–performance relationship is positive and curvilinear for retailers, and it is positively moderated by brand standardization. In particular, brand standardization offers benefits at low and high levels of internationalization, which suggests a learning curve with respect to global brand management as retailers internationalize. The study also finds that cultural diversity in retailers’ foreign markets acts as a boundary condition by weakening this moderating effect of brand standardization. This research contributes to firm internationalization, standardization–adaptation, and global brand management literature streams, with implications for global retailers.
{"title":"A Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity","authors":"Pravin Nath, Ahmet H. Kirca, Saejoon Kim","doi":"10.1177/1069031X20976542","DOIUrl":"https://doi.org/10.1177/1069031X20976542","url":null,"abstract":"While the internationalization–performance relationship has been extensively studied in the international business literature, it has only recently begun to be systematically and empirically explored in the retailing context, albeit with mixed findings. This study extends this emerging stream of research on retail internationalization by investigating the moderating role of brand standardization, or the extent to which retailers standardize their domestic store-as-a-brand across foreign markets, using longitudinal data from global retailers. The authors demonstrate that the internationalization–performance relationship is positive and curvilinear for retailers, and it is positively moderated by brand standardization. In particular, brand standardization offers benefits at low and high levels of internationalization, which suggests a learning curve with respect to global brand management as retailers internationalize. The study also finds that cultural diversity in retailers’ foreign markets acts as a boundary condition by weakening this moderating effect of brand standardization. This research contributes to firm internationalization, standardization–adaptation, and global brand management literature streams, with implications for global retailers.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"57 - 76"},"PeriodicalIF":5.8,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20976542","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46822549","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 : 2020-11-10DOI: 10.1177/1069031X20963712
Marie Schill, Delphine Godefroit-Winkel, Mine Üçok Hughes
Country-of-origin (COO) research cites the influence of country-level actions on consumers’ attitudes but does not specify how such actions might influence the COO image, particularly in a climate change context. However, various countries adopt different climate change actions, with notable potential implications for products associated with the nations’ images; therefore, it is vital to understand the relationship between climate change actions and consumers’ attitudes toward their country. This study, which solicits responses from 1,389 consumers in France, Morocco, and the United States, investigates whether and how climate change actions influence each COO image and consumers’ attitudes toward it, which vary with consumers’ level of climate change concern. Such climate change actions also exert distinct effects that are moderated by the cultural context. Therefore, this study extends the COO literature to a climate change context and provides relevant implications for policy makers and marketing managers aiming to improve their COO image.
{"title":"A Country-of-Origin Perspective on Climate Change Actions: Evidence from France, Morocco, and the United States","authors":"Marie Schill, Delphine Godefroit-Winkel, Mine Üçok Hughes","doi":"10.1177/1069031X20963712","DOIUrl":"https://doi.org/10.1177/1069031X20963712","url":null,"abstract":"Country-of-origin (COO) research cites the influence of country-level actions on consumers’ attitudes but does not specify how such actions might influence the COO image, particularly in a climate change context. However, various countries adopt different climate change actions, with notable potential implications for products associated with the nations’ images; therefore, it is vital to understand the relationship between climate change actions and consumers’ attitudes toward their country. This study, which solicits responses from 1,389 consumers in France, Morocco, and the United States, investigates whether and how climate change actions influence each COO image and consumers’ attitudes toward it, which vary with consumers’ level of climate change concern. Such climate change actions also exert distinct effects that are moderated by the cultural context. Therefore, this study extends the COO literature to a climate change context and provides relevant implications for policy makers and marketing managers aiming to improve their COO image.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"23 - 38"},"PeriodicalIF":5.8,"publicationDate":"2020-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20963712","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43228430","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 : 2020-11-03DOI: 10.1177/1069031X20974326
Sergej von Janda, G. Shainesh, Christina Hillebrand
This multimethod study develops a context-sensitive approach to subsistence consumer segmentation as advocated in the international market segmentation literature. Building on the theory of consumption values, the authors conduct multisited rapid ethnography research to collect primary data from urban subsistence consumers in South Africa and India who were presented with a simulated product choice situation. The authors convert the data into quantifiable segmentation variables for further analysis. This approach is particularly useful in subsistence consumer markets that are characterized by a dearth of quantifiable consumer data. The study reveals four distinct subsegments—Family-Oriented Workers, Low-Skilled Price-Sensitives, Young Performers, and Conscious Conservatives—that differ significantly in education level, number of children, age, consumption values, and purchase behavior. A detailed discussion of the context-sensitive segmentation approach applied in this study enables scholars and practitioners to deploy and adapt it to different environments and requirements.
{"title":"Studying Heterogeneity in the Subsistence Consumer Market: A Context-Sensitive Approach","authors":"Sergej von Janda, G. Shainesh, Christina Hillebrand","doi":"10.1177/1069031X20974326","DOIUrl":"https://doi.org/10.1177/1069031X20974326","url":null,"abstract":"This multimethod study develops a context-sensitive approach to subsistence consumer segmentation as advocated in the international market segmentation literature. Building on the theory of consumption values, the authors conduct multisited rapid ethnography research to collect primary data from urban subsistence consumers in South Africa and India who were presented with a simulated product choice situation. The authors convert the data into quantifiable segmentation variables for further analysis. This approach is particularly useful in subsistence consumer markets that are characterized by a dearth of quantifiable consumer data. The study reveals four distinct subsegments—Family-Oriented Workers, Low-Skilled Price-Sensitives, Young Performers, and Conscious Conservatives—that differ significantly in education level, number of children, age, consumption values, and purchase behavior. A detailed discussion of the context-sensitive segmentation approach applied in this study enables scholars and practitioners to deploy and adapt it to different environments and requirements.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"39 - 56"},"PeriodicalIF":5.8,"publicationDate":"2020-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20974326","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48591413","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 : 2020-11-02DOI: 10.1177/1069031X20973663
A. Sadeghi, Elizabeth L. Rose, T. Madsen
Despite considerable research on export performance, relatively little scholarly attention has been devoted to incorporating managers’ perspectives into operationalizing this concept. This study proposes a new approach for measuring small and medium-sized enterprises’ export performance in the presence of multiple, potentially conflicting, goals while accounting for different approaches to assessing export performance. Adopting a contingency approach, the authors develop two customized measures of perceived export performance: the individualized perceived export performance framework and the simplified model. They demonstrate the application of both measures with a sample of 78 exporting small and medium enterprises in New Zealand and compare the outcomes. The proposed frameworks are intended to measure export performance considering managers’ specific priorities and by incorporating manager- and firm-specific differences in the types and importance of goals, indicators, and benchmarks. This article extends the understanding of export performance by proposing a more nuanced and holistic measurement approach that is tailored to individual firms and reflects firm-specific idiosyncrasies.
{"title":"Perceived Export Performance: A Contingent Measurement Approach","authors":"A. Sadeghi, Elizabeth L. Rose, T. Madsen","doi":"10.1177/1069031X20973663","DOIUrl":"https://doi.org/10.1177/1069031X20973663","url":null,"abstract":"Despite considerable research on export performance, relatively little scholarly attention has been devoted to incorporating managers’ perspectives into operationalizing this concept. This study proposes a new approach for measuring small and medium-sized enterprises’ export performance in the presence of multiple, potentially conflicting, goals while accounting for different approaches to assessing export performance. Adopting a contingency approach, the authors develop two customized measures of perceived export performance: the individualized perceived export performance framework and the simplified model. They demonstrate the application of both measures with a sample of 78 exporting small and medium enterprises in New Zealand and compare the outcomes. The proposed frameworks are intended to measure export performance considering managers’ specific priorities and by incorporating manager- and firm-specific differences in the types and importance of goals, indicators, and benchmarks. This article extends the understanding of export performance by proposing a more nuanced and holistic measurement approach that is tailored to individual firms and reflects firm-specific idiosyncrasies.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"63 - 84"},"PeriodicalIF":5.8,"publicationDate":"2020-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20973663","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46296898","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 : 2020-10-28DOI: 10.1177/1069031X20973184
Hao Liu, K. Schoefer, F. Fastoso, Efstathia Tzemou
Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand. In this systematic literature review, the authors organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. They identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.
{"title":"Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research","authors":"Hao Liu, K. Schoefer, F. Fastoso, Efstathia Tzemou","doi":"10.1177/1069031X20973184","DOIUrl":"https://doi.org/10.1177/1069031X20973184","url":null,"abstract":"Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand. In this systematic literature review, the authors organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. They identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"77 - 94"},"PeriodicalIF":5.8,"publicationDate":"2020-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20973184","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41958474","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 : 2020-10-20DOI: 10.1177/1069031X20963617
Carlos M. P. Sousa, R. Li, Xinming He
This study examines the short- and long-term implications of the impact of exploitation and exploration on export sales growth. It also explores the moderating role of external collaborations by differentiating between domestic collaborations and international collaborations. The authors tested their conceptual model with data from the U.K. Community Innovation Survey (2010–2016). Using different time lags for exploitation and exploration, the findings indicate that the impact varies over time. Specifically, they reveal that the effect of exploitation is negative in the long term but positive in the short term, while exploration has no significant effect in the short term but a positive influence on export sales growth in the long term. Similarly, the moderating effect of domestic and international collaborations has been found to vary over time. The authors conclude with a discussion of the theoretical and practical implications.
{"title":"The Impact of Exploitation and Exploration on Export Sales Growth: The Moderating Role of Domestic and International Collaborations","authors":"Carlos M. P. Sousa, R. Li, Xinming He","doi":"10.1177/1069031X20963617","DOIUrl":"https://doi.org/10.1177/1069031X20963617","url":null,"abstract":"This study examines the short- and long-term implications of the impact of exploitation and exploration on export sales growth. It also explores the moderating role of external collaborations by differentiating between domestic collaborations and international collaborations. The authors tested their conceptual model with data from the U.K. Community Innovation Survey (2010–2016). Using different time lags for exploitation and exploration, the findings indicate that the impact varies over time. Specifically, they reveal that the effect of exploitation is negative in the long term but positive in the short term, while exploration has no significant effect in the short term but a positive influence on export sales growth in the long term. Similarly, the moderating effect of domestic and international collaborations has been found to vary over time. The authors conclude with a discussion of the theoretical and practical implications.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"28 1","pages":"1 - 20"},"PeriodicalIF":5.8,"publicationDate":"2020-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20963617","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48740463","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 : 2020-10-20DOI: 10.1177/1069031X20963672
Zhaofang Chu, F. Lai, Linlin Wang
With the growing importance of strategic alliances and supply chains as competitive units, academics and practitioners are interested in understanding the techniques used by firms to leverage interfirm relationships to gain a competitive advantage. Studies conducted in the Western context underline the role of relational governance (i.e., the modern Western way), whereas works in the Chinese context highlight the importance of guanxi (i.e., the traditional Chinese way). Today’s Chinese economy operates as a hybrid of the Western modern business model and traditional Chinese patterns with the coexistence of Western relational governance and guanxi. Therefore, this study addresses two issues: (1) whether these two types of governance interact as substitutes or complements in leveraging interfirm relationships and (2) whether and how foreign firms differ from their Chinese domestic counterparts in the use of these two types of governance to improve performance. Drawing on data collected from 132 third-party logistics providers in China, this study shows that Western relational governance and guanxi function as substitutes in improving performance. Moreover, while guanxi contributes to performance in a similar manner in Chinese domestic firms and foreign firms, Western relational governance is more effective for foreign firms than for Chinese domestic firms. Furthermore, the joint role (i.e., interaction effect) of Western relational governance and guanxi in improving performance also differs: these two forms of governance function as substitutes in foreign firms, whereas they have no significant interaction in Chinese domestic firms.
{"title":"Leveraging Interfirm Relationships in China: Western Relational Governance or Guanxi? Domestic Versus Foreign Firms","authors":"Zhaofang Chu, F. Lai, Linlin Wang","doi":"10.1177/1069031X20963672","DOIUrl":"https://doi.org/10.1177/1069031X20963672","url":null,"abstract":"With the growing importance of strategic alliances and supply chains as competitive units, academics and practitioners are interested in understanding the techniques used by firms to leverage interfirm relationships to gain a competitive advantage. Studies conducted in the Western context underline the role of relational governance (i.e., the modern Western way), whereas works in the Chinese context highlight the importance of guanxi (i.e., the traditional Chinese way). Today’s Chinese economy operates as a hybrid of the Western modern business model and traditional Chinese patterns with the coexistence of Western relational governance and guanxi. Therefore, this study addresses two issues: (1) whether these two types of governance interact as substitutes or complements in leveraging interfirm relationships and (2) whether and how foreign firms differ from their Chinese domestic counterparts in the use of these two types of governance to improve performance. Drawing on data collected from 132 third-party logistics providers in China, this study shows that Western relational governance and guanxi function as substitutes in improving performance. Moreover, while guanxi contributes to performance in a similar manner in Chinese domestic firms and foreign firms, Western relational governance is more effective for foreign firms than for Chinese domestic firms. Furthermore, the joint role (i.e., interaction effect) of Western relational governance and guanxi in improving performance also differs: these two forms of governance function as substitutes in foreign firms, whereas they have no significant interaction in Chinese domestic firms.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"28 1","pages":"58 - 74"},"PeriodicalIF":5.8,"publicationDate":"2020-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20963672","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46802813","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 : 2020-10-08DOI: 10.1177/1069031X20961112
Dario Miocevic, Srdan Zdravkovic
The number of expatriates has been steadily growing during the last two decades. For these reasons, academia has exhibited a growing research interest in expatriates’ food consumption choices. Although interest is there, the extant literature is inconclusive about conditions under which expatriate consumers make trade-offs between host-country (local) and global food products and brands. The present study presents mechanisms that explain expatriate consumers’ compensatory coping behaviors and choices between local versus global food brands. By drawing on compensatory control theory and the person–environment fit framework, the authors test the influence of adaptation efforts and retail system properties on expatriate consumers’ food brand choices. Survey findings from 232 expatriates who currently live in five Middle Eastern countries reveal that a higher engagement in adaptation efforts (acculturation and general adjustment) leads to a dominant preference for local (vs. global) food brands. Moreover, this study illuminates the importance of retail system properties by showing that a host country’s retail system development positively moderates the relationship between adaptation efforts and local food brand choices, whereas retail similarity has a negative impact.
{"title":"Expatriate Consumers’ Adaptations and Food Brand Choices: A Compensatory Control Perspective","authors":"Dario Miocevic, Srdan Zdravkovic","doi":"10.1177/1069031X20961112","DOIUrl":"https://doi.org/10.1177/1069031X20961112","url":null,"abstract":"The number of expatriates has been steadily growing during the last two decades. For these reasons, academia has exhibited a growing research interest in expatriates’ food consumption choices. Although interest is there, the extant literature is inconclusive about conditions under which expatriate consumers make trade-offs between host-country (local) and global food products and brands. The present study presents mechanisms that explain expatriate consumers’ compensatory coping behaviors and choices between local versus global food brands. By drawing on compensatory control theory and the person–environment fit framework, the authors test the influence of adaptation efforts and retail system properties on expatriate consumers’ food brand choices. Survey findings from 232 expatriates who currently live in five Middle Eastern countries reveal that a higher engagement in adaptation efforts (acculturation and general adjustment) leads to a dominant preference for local (vs. global) food brands. Moreover, this study illuminates the importance of retail system properties by showing that a host country’s retail system development positively moderates the relationship between adaptation efforts and local food brand choices, whereas retail similarity has a negative impact.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"28 1","pages":"75 - 89"},"PeriodicalIF":5.8,"publicationDate":"2020-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20961112","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65797721","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 : 2020-09-17DOI: 10.1177/1069031X20949457
Noman Shaheer, Sali Li, Richard L. Priem
Firms strategically expand to countries that offer important location advantages. Yet, for digital firms, which can instantly release their technologies worldwide, it is unclear whether a focus on specific locations can still provide strategic advantages. The authors argue that digital firms reap critical demand-side location advantages for the internationalization of their technologies by strategically interacting with users in lead markets that exhibit either high within-country demand heterogeneity or preference overlaps with several other countries. Simply penetrating a lead market is not enough, however, as both demand-side and supply-side factors influence the digital firm’s potential to take advantage of lead markets. On the demand side, a digital firm should avoid focusing on paying users or acquiring light users. On the supply side, the digital firm must deploy adequate technological and marketing capabilities to benefit from user interactions in lead markets. Thus, the authors link demand-side opportunities and supply-side firm capabilities to develop nuanced theory on how digital firms can spur international expansion. They find empirical support for their arguments by analyzing a large multicounty database of mobile apps in Apple’s App Store.
{"title":"Revisiting Location in a Digital Age: How Can Lead Markets Accelerate the Internationalization of Mobile Apps?","authors":"Noman Shaheer, Sali Li, Richard L. Priem","doi":"10.1177/1069031X20949457","DOIUrl":"https://doi.org/10.1177/1069031X20949457","url":null,"abstract":"Firms strategically expand to countries that offer important location advantages. Yet, for digital firms, which can instantly release their technologies worldwide, it is unclear whether a focus on specific locations can still provide strategic advantages. The authors argue that digital firms reap critical demand-side location advantages for the internationalization of their technologies by strategically interacting with users in lead markets that exhibit either high within-country demand heterogeneity or preference overlaps with several other countries. Simply penetrating a lead market is not enough, however, as both demand-side and supply-side factors influence the digital firm’s potential to take advantage of lead markets. On the demand side, a digital firm should avoid focusing on paying users or acquiring light users. On the supply side, the digital firm must deploy adequate technological and marketing capabilities to benefit from user interactions in lead markets. Thus, the authors link demand-side opportunities and supply-side firm capabilities to develop nuanced theory on how digital firms can spur international expansion. They find empirical support for their arguments by analyzing a large multicounty database of mobile apps in Apple’s App Store.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"28 1","pages":"21 - 40"},"PeriodicalIF":5.8,"publicationDate":"2020-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20949457","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45000880","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 : 2020-09-01DOI: 10.1177/1069031x20936278
Berrak Bahadir, S. C. Bahadir
Firms invest in brand capital through advertising. Financial constraints hinder firms’ ability to fund their investment projects. Empirical studies in the finance literature suggest that firms’ access to external financial resources, labeled “financial development,” affects their investment behavior. The authors take the view of advertising spending as investment in brands and study the effect of financial development on advertising spending at the country level using a panel of 59 developing and developed countries during 1990–2016. The results suggest that financial development has a positive and significant effect on advertising spending, and this effect is stronger in countries with a low level of economic development. Furthermore, the authors investigate the role of national culture dimensions including uncertainty avoidance, long-term orientation, collectivism, masculinity, and power distance in the relationship between financial development and advertising. Overall, the results provide evidence that the impact of financial development on advertising spending depends on the national culture dimensions.
{"title":"Financial Development and Country-Level Advertising Spending: The Moderating Role of Economic Development and National Culture","authors":"Berrak Bahadir, S. C. Bahadir","doi":"10.1177/1069031x20936278","DOIUrl":"https://doi.org/10.1177/1069031x20936278","url":null,"abstract":"Firms invest in brand capital through advertising. Financial constraints hinder firms’ ability to fund their investment projects. Empirical studies in the finance literature suggest that firms’ access to external financial resources, labeled “financial development,” affects their investment behavior. The authors take the view of advertising spending as investment in brands and study the effect of financial development on advertising spending at the country level using a panel of 59 developing and developed countries during 1990–2016. The results suggest that financial development has a positive and significant effect on advertising spending, and this effect is stronger in countries with a low level of economic development. Furthermore, the authors investigate the role of national culture dimensions including uncertainty avoidance, long-term orientation, collectivism, masculinity, and power distance in the relationship between financial development and advertising. Overall, the results provide evidence that the impact of financial development on advertising spending depends on the national culture dimensions.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"28 1","pages":"20 - 3"},"PeriodicalIF":5.8,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031x20936278","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46818425","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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