Pub Date : 2023-04-02DOI: 10.1177/1069031x231170206
V. Iurkov, Mariia Koval, Ghasem Zaefarian
Business-to-business (B2B) firms leverage the advantages of their domestic location to export goods and services. However, little empirical research has examined the extent to which domestic location effects explain variation in B2B firms’ export intensity, despite their potentially critical role. In this study, the authors explore this question with a variance decomposition analysis—an approach that allows them to quantitatively examine the relative contribution of domestic location and other effects on B2B firms’ export intensity. Their analysis uses a large longitudinal sample of 7,465 European B2B firms over 15 years (2004–2018). Splitting domestic location effects into the home country and subnational region (a geographic space within a country) effects, they find that each explains a substantial portion of the variation in export intensity. Notably, the results show that the examined effects are more critical for small and medium-sized enterprises than for larger B2B firms. Domestic location factors also matter more for B2B manufacturing than service firms. The findings enhance scholarly and managerial understanding of the application and predictive power of domestic location effects in explaining firm internationalization through exports.
{"title":"EXPRESS: How much does domestic location matter for B2B firms’ export intensity? A variance decomposition study","authors":"V. Iurkov, Mariia Koval, Ghasem Zaefarian","doi":"10.1177/1069031x231170206","DOIUrl":"https://doi.org/10.1177/1069031x231170206","url":null,"abstract":"Business-to-business (B2B) firms leverage the advantages of their domestic location to export goods and services. However, little empirical research has examined the extent to which domestic location effects explain variation in B2B firms’ export intensity, despite their potentially critical role. In this study, the authors explore this question with a variance decomposition analysis—an approach that allows them to quantitatively examine the relative contribution of domestic location and other effects on B2B firms’ export intensity. Their analysis uses a large longitudinal sample of 7,465 European B2B firms over 15 years (2004–2018). Splitting domestic location effects into the home country and subnational region (a geographic space within a country) effects, they find that each explains a substantial portion of the variation in export intensity. Notably, the results show that the examined effects are more critical for small and medium-sized enterprises than for larger B2B firms. Domestic location factors also matter more for B2B manufacturing than service firms. The findings enhance scholarly and managerial understanding of the application and predictive power of domestic location effects in explaining firm internationalization through exports.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":" ","pages":""},"PeriodicalIF":5.8,"publicationDate":"2023-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48918310","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 : 2023-03-08DOI: 10.1177/1069031X231165234
Welf H. Weiger
Engaging customers online through effective customer experience design is critical, as practitioners and researchers agree that engaged customers contribute value to firms. However, in the multinational business-to-business context—due to its complex decision-making processes, which involve various stakeholders—global marketers face challenges in their attempts to localize (vs. standardize) the online experience across their regional websites to meet customer needs, which vary across cultures. Although standardization entails cost benefits, localization provides more culturally relevant customer experiences. Accordingly, to help global marketers solve this dilemma, this study examines how culture shapes the effectiveness of online customer experiences with regard to driving psychological and behavioral customer engagement in a business-to-business context. The study draws on survey and observed data collected from the business customers of a multinational firm who were located in 79 countries to demonstrate when global marketers should fine-tune such experiences in accordance with between-country cultural differences. The results show that different cultural factors can enhance or hamper engagement responses to cognitive and social online customer experiences and thus have actionable practical implications for prioritizing distinct localization strategies.
{"title":"Engaging Business Customers Through Online Experiences in Different Cultures","authors":"Welf H. Weiger","doi":"10.1177/1069031X231165234","DOIUrl":"https://doi.org/10.1177/1069031X231165234","url":null,"abstract":"Engaging customers online through effective customer experience design is critical, as practitioners and researchers agree that engaged customers contribute value to firms. However, in the multinational business-to-business context—due to its complex decision-making processes, which involve various stakeholders—global marketers face challenges in their attempts to localize (vs. standardize) the online experience across their regional websites to meet customer needs, which vary across cultures. Although standardization entails cost benefits, localization provides more culturally relevant customer experiences. Accordingly, to help global marketers solve this dilemma, this study examines how culture shapes the effectiveness of online customer experiences with regard to driving psychological and behavioral customer engagement in a business-to-business context. The study draws on survey and observed data collected from the business customers of a multinational firm who were located in 79 countries to demonstrate when global marketers should fine-tune such experiences in accordance with between-country cultural differences. The results show that different cultural factors can enhance or hamper engagement responses to cognitive and social online customer experiences and thus have actionable practical implications for prioritizing distinct localization strategies.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"59 - 79"},"PeriodicalIF":5.8,"publicationDate":"2023-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45619258","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 : 2023-03-01DOI: 10.1177/1069031X221112642
Sarah Mady, Dibyangana Biswas, Charlene A. Dadzie, R. Hill, Rehana Paul
Skin color affects women’s self-image, a fact that has long been a consequence of racial discrimination and dominance as well as the prevalence of light-skinned models in modern advertisements and other forms of communication. Although not all women aspire to greater whiteness of complexion, this standard has influenced many countries that were once dominated by white invaders. As multiculturalism infuses developed and developing nations, however, these standards may be shifting away from generic and hegemonic visions toward more realistic and varied standards, requiring international marketers to be proactive rather than reactive in their customer engagement practices under the ethical frame of “perfectionism.” To examine this perspective, the authors completed a cross-national qualitative study (in-depth interviews) in India, Egypt, and Ghana, where lightness of skin tone has been a culturally imposed prerequisite for women to be considered (and consider themselves) beautiful. Using customer engagement literature and the ethical perfectionism framework, this study investigates women in these countries who embrace or reject this standard, further contextualizing customer engagement research across international markets. Implications are offered as a way to advance multinational corporations’ development of customer engagement along a mutually beneficial path.
{"title":"“A Whiter Shade of Pale”: Whiteness, Female Beauty Standards, and Ethical Engagement Across Three Cultures","authors":"Sarah Mady, Dibyangana Biswas, Charlene A. Dadzie, R. Hill, Rehana Paul","doi":"10.1177/1069031X221112642","DOIUrl":"https://doi.org/10.1177/1069031X221112642","url":null,"abstract":"Skin color affects women’s self-image, a fact that has long been a consequence of racial discrimination and dominance as well as the prevalence of light-skinned models in modern advertisements and other forms of communication. Although not all women aspire to greater whiteness of complexion, this standard has influenced many countries that were once dominated by white invaders. As multiculturalism infuses developed and developing nations, however, these standards may be shifting away from generic and hegemonic visions toward more realistic and varied standards, requiring international marketers to be proactive rather than reactive in their customer engagement practices under the ethical frame of “perfectionism.” To examine this perspective, the authors completed a cross-national qualitative study (in-depth interviews) in India, Egypt, and Ghana, where lightness of skin tone has been a culturally imposed prerequisite for women to be considered (and consider themselves) beautiful. Using customer engagement literature and the ethical perfectionism framework, this study investigates women in these countries who embrace or reject this standard, further contextualizing customer engagement research across international markets. Implications are offered as a way to advance multinational corporations’ development of customer engagement along a mutually beneficial path.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"69 - 89"},"PeriodicalIF":5.8,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44789232","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 : 2023-01-18DOI: 10.1177/1069031X231154469
Jamel Khenfer
Advertising campaigns that explicitly claim that the advertised product can bring happiness to the consumer's life are often standardized across national markets. While it seems intuitive that most people want to be happy and might respond favorably to calls for happiness, the literature offers little to no evidence to support this common managerial practice. Through two studies conducted in cultural settings as different as the United Arab Emirates and the United States, this research shows that cross-cultural factors matter less than personal and situational factors such as religiosity and religious priming, respectively. Specifically, the author found that lower (higher) religiosity levels led to worse (better) ratings for happiness-based (vs. control) claims. Moreover, exposure to religious cues flipped the relationship between higher religiosity levels and liking for ads featuring happiness-based claims because of altered perceptions of the brand's control over the claim. This research sheds light on the interactive role of religiosity and religious priming on consumer response to standardized secular advertising.
{"title":"Promising Happiness in Light of International Advertising Standardization: Religiosity and Religious Priming Overshadow Cross-Cultural Factors","authors":"Jamel Khenfer","doi":"10.1177/1069031X231154469","DOIUrl":"https://doi.org/10.1177/1069031X231154469","url":null,"abstract":"Advertising campaigns that explicitly claim that the advertised product can bring happiness to the consumer's life are often standardized across national markets. While it seems intuitive that most people want to be happy and might respond favorably to calls for happiness, the literature offers little to no evidence to support this common managerial practice. Through two studies conducted in cultural settings as different as the United Arab Emirates and the United States, this research shows that cross-cultural factors matter less than personal and situational factors such as religiosity and religious priming, respectively. Specifically, the author found that lower (higher) religiosity levels led to worse (better) ratings for happiness-based (vs. control) claims. Moreover, exposure to religious cues flipped the relationship between higher religiosity levels and liking for ads featuring happiness-based claims because of altered perceptions of the brand's control over the claim. This research sheds light on the interactive role of religiosity and religious priming on consumer response to standardized secular advertising.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"41 - 58"},"PeriodicalIF":5.8,"publicationDate":"2023-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44764589","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 : 2023-01-18DOI: 10.1177/1069031X231154483
Vitor Azzari, Felipe Zambaldi, L. Guissoni, Jonny Mateus Rodrigues, Eusebio Scornavacca
Drawing on the signaling theory perspective, this study examines the effect of perceived country of origin on brand performance during economic contractions. The authors specify an econometric model linking brand market share to recession periods and analyze the interaction with brand origin perception. They test the model on four years of longitudinal data on consumer packaged goods brands combined with a self-administrated consumer questionnaire to infer consumers’ perceptions about brands’ origins. The authors find that economic contractions differentially affect brands with different country-of-origin perceptions. The results indicate that the market share of brands that customers most identify as domestic suffers more damage during contractions than brands they perceive as foreign. The main contribution of this article is in generating a better understanding of brands’ resistance to economic contractions based on their perceived country of origin. Moreover, the authors provide strategic recommendations to brands based on their origin perception and the country's economic situation.
{"title":"Brand Origin Effects During Economic Declines: Evidence from an Emerging Market","authors":"Vitor Azzari, Felipe Zambaldi, L. Guissoni, Jonny Mateus Rodrigues, Eusebio Scornavacca","doi":"10.1177/1069031X231154483","DOIUrl":"https://doi.org/10.1177/1069031X231154483","url":null,"abstract":"Drawing on the signaling theory perspective, this study examines the effect of perceived country of origin on brand performance during economic contractions. The authors specify an econometric model linking brand market share to recession periods and analyze the interaction with brand origin perception. They test the model on four years of longitudinal data on consumer packaged goods brands combined with a self-administrated consumer questionnaire to infer consumers’ perceptions about brands’ origins. The authors find that economic contractions differentially affect brands with different country-of-origin perceptions. The results indicate that the market share of brands that customers most identify as domestic suffers more damage during contractions than brands they perceive as foreign. The main contribution of this article is in generating a better understanding of brands’ resistance to economic contractions based on their perceived country of origin. Moreover, the authors provide strategic recommendations to brands based on their origin perception and the country's economic situation.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"25 - 42"},"PeriodicalIF":5.8,"publicationDate":"2023-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47553038","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 : 2023-01-05DOI: 10.1177/1069031X231151659
A. Sood, Shaphali Gupta, V. Kumar
This study uses adoption and usage data on the client and firm–client interactions across four technology generations of new-age products/services from 13 developed and emerging markets over an eight-year period to describe how multigenerational service (MGS) adoption behavior influences direct (purchases) and indirect (references and feedback) global client engagement and whether this relationship is moderated by product/service failures and cultural factors. The authors propose metrics to measure the number of generations adopted (MGD), the number of products and features within a generation (MGFs), and the adoption time between generations (MGT). They find that client usage revenue (CUR) is enhanced by greater MGD and higher MGFs combined with lower MGT. However, CUR varies by differences in the needs of clients' own customers, failures, and culture. Greater direct engagement affects reference and feedback behavior, moderated by cultural differences in individualism, power distance, and masculinity. For a typical client in the United States and Canada, a one-unit improvement in MGD and MGFs and a one-year improvement in MGT enhance CUR by $8,150, $5,200, and $2,310 per client, respectively, versus a corresponding enhancement of $4,820, $3,640, and $1,620, respectively, per client in Colombia and Mexico. These findings provide several implications for executives who manage multigenerational innovations across countries regarding client engagement, launching MGS, market entry, and failure recovery.
{"title":"Consequences of Multigenerational Services Adoption Behavior: Global Client Engagement","authors":"A. Sood, Shaphali Gupta, V. Kumar","doi":"10.1177/1069031X231151659","DOIUrl":"https://doi.org/10.1177/1069031X231151659","url":null,"abstract":"This study uses adoption and usage data on the client and firm–client interactions across four technology generations of new-age products/services from 13 developed and emerging markets over an eight-year period to describe how multigenerational service (MGS) adoption behavior influences direct (purchases) and indirect (references and feedback) global client engagement and whether this relationship is moderated by product/service failures and cultural factors. The authors propose metrics to measure the number of generations adopted (MGD), the number of products and features within a generation (MGFs), and the adoption time between generations (MGT). They find that client usage revenue (CUR) is enhanced by greater MGD and higher MGFs combined with lower MGT. However, CUR varies by differences in the needs of clients' own customers, failures, and culture. Greater direct engagement affects reference and feedback behavior, moderated by cultural differences in individualism, power distance, and masculinity. For a typical client in the United States and Canada, a one-unit improvement in MGD and MGFs and a one-year improvement in MGT enhance CUR by $8,150, $5,200, and $2,310 per client, respectively, versus a corresponding enhancement of $4,820, $3,640, and $1,620, respectively, per client in Colombia and Mexico. These findings provide several implications for executives who manage multigenerational innovations across countries regarding client engagement, launching MGS, market entry, and failure recovery.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"43 - 63"},"PeriodicalIF":5.8,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65797374","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 : 2022-12-23DOI: 10.1177/1069031X221150007
Alireza Safargholi
Despite the prominence given to firm-level international experience (IE), there is a dearth of comprehensive and unified conceptualizations of this concept in the literature. This problem necessitates a targeted study to investigate IE, compile its common conceptualization methods, and integrate the existing literature with a new comprehensive approach. The author aims to achieve this by employing Dewey's philosophy to define IE, reviewing 306 high-quality articles to extract extant approaches to the concept, and integrating these results to provide a new conceptualization. This article supports situations as generators of experience and demonstrates that previous approaches primarily focus on only some aspects of IE, overlooking the phenomenon as a whole. The new IE conceptualization is a seven-dimensional construct that includes length, breadth, depth, intensity, diversity, complexity, and echo. Additionally, the author discusses that IE can be analyzed at six levels depending on its origin (entry mode specific, international marketing specific, or both) and geographical scope (regional vs. global). The results provide a robust foundation for scholars and managers aiming to investigate and explore the realm of experiential knowledge and learning.
{"title":"Firm International Experience in Global Markets: A Systematic Literature Review and Reconceptualization","authors":"Alireza Safargholi","doi":"10.1177/1069031X221150007","DOIUrl":"https://doi.org/10.1177/1069031X221150007","url":null,"abstract":"Despite the prominence given to firm-level international experience (IE), there is a dearth of comprehensive and unified conceptualizations of this concept in the literature. This problem necessitates a targeted study to investigate IE, compile its common conceptualization methods, and integrate the existing literature with a new comprehensive approach. The author aims to achieve this by employing Dewey's philosophy to define IE, reviewing 306 high-quality articles to extract extant approaches to the concept, and integrating these results to provide a new conceptualization. This article supports situations as generators of experience and demonstrates that previous approaches primarily focus on only some aspects of IE, overlooking the phenomenon as a whole. The new IE conceptualization is a seven-dimensional construct that includes length, breadth, depth, intensity, diversity, complexity, and echo. Additionally, the author discusses that IE can be analyzed at six levels depending on its origin (entry mode specific, international marketing specific, or both) and geographical scope (regional vs. global). The results provide a robust foundation for scholars and managers aiming to investigate and explore the realm of experiential knowledge and learning.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"80 - 96"},"PeriodicalIF":5.8,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45678121","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 : 2022-12-23DOI: 10.1177/1069031X221149951
J. R. Wichmann, Thomas P. Scholdra, W. Reinartz
Geospatial data have a long history in marketing research that goes back to Huff’s seminal gravity model from the 1960s. Their applications in research and practice range from location-based mobile targeting of individual consumers to store competition analysis and city marketing. In the past decades, geospatial data have become more readily available and have grown considerably in both breadth (i.e., countries and regions covered) and depth (i.e., granularity and diversity of information covered). Nonetheless, international marketing research has not yet fully embraced the opportunities that geospatial data bring to the field. To address this shortcoming, this article shows how geospatial data may propel international marketing research in various domains and develops future research questions for the field. In addition, it introduces OpenStreetMap as a rich geospatial data source to the discipline. The authors illustrate the use of geospatial data in general and OpenStreetMap in particular through a concrete application in which they analyze city center composition in nine countries across three continents. In doing so, they reproducibly describe the extraction of geospatial data, constructions of metrics and operationalizations, and visualizations.
{"title":"Propelling International Marketing Research with Geospatial Data","authors":"J. R. Wichmann, Thomas P. Scholdra, W. Reinartz","doi":"10.1177/1069031X221149951","DOIUrl":"https://doi.org/10.1177/1069031X221149951","url":null,"abstract":"Geospatial data have a long history in marketing research that goes back to Huff’s seminal gravity model from the 1960s. Their applications in research and practice range from location-based mobile targeting of individual consumers to store competition analysis and city marketing. In the past decades, geospatial data have become more readily available and have grown considerably in both breadth (i.e., countries and regions covered) and depth (i.e., granularity and diversity of information covered). Nonetheless, international marketing research has not yet fully embraced the opportunities that geospatial data bring to the field. To address this shortcoming, this article shows how geospatial data may propel international marketing research in various domains and develops future research questions for the field. In addition, it introduces OpenStreetMap as a rich geospatial data source to the discipline. The authors illustrate the use of geospatial data in general and OpenStreetMap in particular through a concrete application in which they analyze city center composition in nine countries across three continents. In doing so, they reproducibly describe the extraction of geospatial data, constructions of metrics and operationalizations, and visualizations.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"82 - 102"},"PeriodicalIF":5.8,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47984033","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 : 2022-11-23DOI: 10.1177/1069031X221143780
Hannah S. Lee, Goksel Yalcinkaya, D. Griffith
The marketing literature has long recognized the positive relationship between advertising spending and sales at the firm level. However, this literature overlooks country-level heterogeneity of both the advertising channel and retail format evolution, limiting global managers’ understanding of the heterogeneity and evolution of advertising channels and retail formats across country markets and, therefore, managers’ ability to effectively formulate a global marketing strategy that adjusts for such differences. The authors call for a glocal approach when considering the association between ad spend by media channels and retail format sales at the country level, accounting for country institutional environments. They explore this topic using a 29-country, seven-year unbalanced panel data set. The authors find that there is substantive heterogeneity in ad spend by media channels and retail format sales across countries. Further, they find that changes in ad spend in specific media channels are positively associated with changes in related retail format sales at the country level, whereas the associations between changes in ad spend in media channels with unrelated retail format sales are more nuanced. The findings are informative to international marketing managers navigating the complex and ever-evolving retail landscape and highlight the importance of thinking globally while acting locally.
{"title":"Understanding the Coevolution of Ad Spend by Media Channel and Retail Format Sales at the Country Level: A Multicountry Examination","authors":"Hannah S. Lee, Goksel Yalcinkaya, D. Griffith","doi":"10.1177/1069031X221143780","DOIUrl":"https://doi.org/10.1177/1069031X221143780","url":null,"abstract":"The marketing literature has long recognized the positive relationship between advertising spending and sales at the firm level. However, this literature overlooks country-level heterogeneity of both the advertising channel and retail format evolution, limiting global managers’ understanding of the heterogeneity and evolution of advertising channels and retail formats across country markets and, therefore, managers’ ability to effectively formulate a global marketing strategy that adjusts for such differences. The authors call for a glocal approach when considering the association between ad spend by media channels and retail format sales at the country level, accounting for country institutional environments. They explore this topic using a 29-country, seven-year unbalanced panel data set. The authors find that there is substantive heterogeneity in ad spend by media channels and retail format sales across countries. Further, they find that changes in ad spend in specific media channels are positively associated with changes in related retail format sales at the country level, whereas the associations between changes in ad spend in media channels with unrelated retail format sales are more nuanced. The findings are informative to international marketing managers navigating the complex and ever-evolving retail landscape and highlight the importance of thinking globally while acting locally.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"64 - 81"},"PeriodicalIF":5.8,"publicationDate":"2022-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46855767","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 : 2022-11-20DOI: 10.1177/1069031X221143095
Vasileios Davvetas, Christina Sichtmann, Charalampos Saridakis, A. Diamantopoulos
Accelerating antiglobalization challenges previously undisputed assumptions about the importance of a product's globalness/localness in purchase decisions. Putting these assumptions to test, this article conceptualizes globalness/localness as a distinct product attribute and decomposes its utility into weight and preference components. Subsequently, it offers an equity-theory-based prediction of the attribute's declining relevance/trivialization and quantifies its trade-offs with other attributes by calculating global/local price premiums. Conjoint experiments in two countries (Austria and India) reveal that (1) emerging- (developed-) market consumers exhibit relative preference for global (local) products, (2) emerging-market consumers perceive higher preference inequity between global and local products than developed-market consumers, and (3) the corresponding inequity triggers consumers’ cognitive inequity regulation (manifested through attribute trivialization in developed markets) and behavioral inequity regulation (manifested through asymmetrical willingness to pay for global/local products across developed/emerging markets). In addition, attribute trivialization and price premium tolerance are moderated by consumers’ spatial identities and price segment. The findings contribute to the theoretical debate on the relevance of product globalness/localness in deglobalizing times and inform competitive strategies; segmentation, targeting, and positioning; and international pricing decisions.
{"title":"The Global/Local Product Attribute: Decomposition, Trivialization, and Price Trade-Offs in Emerging and Developed Markets","authors":"Vasileios Davvetas, Christina Sichtmann, Charalampos Saridakis, A. Diamantopoulos","doi":"10.1177/1069031X221143095","DOIUrl":"https://doi.org/10.1177/1069031X221143095","url":null,"abstract":"Accelerating antiglobalization challenges previously undisputed assumptions about the importance of a product's globalness/localness in purchase decisions. Putting these assumptions to test, this article conceptualizes globalness/localness as a distinct product attribute and decomposes its utility into weight and preference components. Subsequently, it offers an equity-theory-based prediction of the attribute's declining relevance/trivialization and quantifies its trade-offs with other attributes by calculating global/local price premiums. Conjoint experiments in two countries (Austria and India) reveal that (1) emerging- (developed-) market consumers exhibit relative preference for global (local) products, (2) emerging-market consumers perceive higher preference inequity between global and local products than developed-market consumers, and (3) the corresponding inequity triggers consumers’ cognitive inequity regulation (manifested through attribute trivialization in developed markets) and behavioral inequity regulation (manifested through asymmetrical willingness to pay for global/local products across developed/emerging markets). In addition, attribute trivialization and price premium tolerance are moderated by consumers’ spatial identities and price segment. The findings contribute to the theoretical debate on the relevance of product globalness/localness in deglobalizing times and inform competitive strategies; segmentation, targeting, and positioning; and international pricing decisions.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"19 - 40"},"PeriodicalIF":5.8,"publicationDate":"2022-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45937701","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：