Pub Date : 2022-04-04DOI: 10.1177/1069031X221095076
Leonore Riitsalu, W. van Raaij
Financial well-being—the evaluation of current personal finances and expectations for the financial future—has gained attention in research, practice, and policy. Yet, there is no consensus on its conceptualization or its operationalization. The authors contribute to this area of research by proposing a conceptual framework and reassessing a measure used in data on subjective financial well-being from 16 countries. The findings highlight methodological concerns in international marketing studies and show not only financial well-being but also its measures to be context dependent. Furthermore, although many studies use unidimensional financial well-being measures, some conceptualizations have at least two components: a current and a future element. The authors analyze the effects of individual and contextual factors on current and future financial well-being and explore their possible interaction. They observe income to be a significant predictor of both components of financial well-being, while institutional settings are correlated with current financial well-being and national culture with future financial well-being. They conclude that initiatives aimed at increasing financial well-being need to clearly target either its current or its future component as their antecedents differ.
{"title":"Current and Future Financial Well-Being in 16 Countries","authors":"Leonore Riitsalu, W. van Raaij","doi":"10.1177/1069031X221095076","DOIUrl":"https://doi.org/10.1177/1069031X221095076","url":null,"abstract":"Financial well-being—the evaluation of current personal finances and expectations for the financial future—has gained attention in research, practice, and policy. Yet, there is no consensus on its conceptualization or its operationalization. The authors contribute to this area of research by proposing a conceptual framework and reassessing a measure used in data on subjective financial well-being from 16 countries. The findings highlight methodological concerns in international marketing studies and show not only financial well-being but also its measures to be context dependent. Furthermore, although many studies use unidimensional financial well-being measures, some conceptualizations have at least two components: a current and a future element. The authors analyze the effects of individual and contextual factors on current and future financial well-being and explore their possible interaction. They observe income to be a significant predictor of both components of financial well-being, while institutional settings are correlated with current financial well-being and national culture with future financial well-being. They conclude that initiatives aimed at increasing financial well-being need to clearly target either its current or its future component as their antecedents differ.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"35 - 56"},"PeriodicalIF":5.8,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44073325","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 : 2022-03-09DOI: 10.1177/1069031X221089347
Sora Kim, Xiaojing Sheng, Seth Ketron
Through two studies conducted with cross-cultural samples (the United States and China), this research examines the psychological mechanism of consumer hoarding during COVID-19. Findings from Study 1 suggest that consumer hoarding is differently affected by legacy and social media information seeking, perceived scarcity, and scarcity attributions in the United States versus China. For China, while social media information seeking has a negative downstream relationship to hoarding, legacy media information seeking has a positive relationship with hoarding. In the United States, only social media information seeking has a positive relationship with hoarding. Further, these effects are significant when consumers attribute the scarcity responsibility to insufficient supply but not high demand. Study 2 shows that when the cause of scarcity is stated directly, perceived scarcity increases hoarding intention for Chinese consumers when the scarcity cause is due to supply but not demand, whereas U.S. consumers’ hoarding intention does not vary with the scarcity cause. The findings underscore cross-cultural differences in how legacy and social media information seeking influence consumer hoarding and highlight implications for situations in which hoarding is likely.
{"title":"The Roles of Legacy Versus Social Media Information Seeking in American and Chinese Consumers’ Hoarding During COVID-19","authors":"Sora Kim, Xiaojing Sheng, Seth Ketron","doi":"10.1177/1069031X221089347","DOIUrl":"https://doi.org/10.1177/1069031X221089347","url":null,"abstract":"Through two studies conducted with cross-cultural samples (the United States and China), this research examines the psychological mechanism of consumer hoarding during COVID-19. Findings from Study 1 suggest that consumer hoarding is differently affected by legacy and social media information seeking, perceived scarcity, and scarcity attributions in the United States versus China. For China, while social media information seeking has a negative downstream relationship to hoarding, legacy media information seeking has a positive relationship with hoarding. In the United States, only social media information seeking has a positive relationship with hoarding. Further, these effects are significant when consumers attribute the scarcity responsibility to insufficient supply but not high demand. Study 2 shows that when the cause of scarcity is stated directly, perceived scarcity increases hoarding intention for Chinese consumers when the scarcity cause is due to supply but not demand, whereas U.S. consumers’ hoarding intention does not vary with the scarcity cause. The findings underscore cross-cultural differences in how legacy and social media information seeking influence consumer hoarding and highlight implications for situations in which hoarding is likely.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"38 - 55"},"PeriodicalIF":5.8,"publicationDate":"2022-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42634650","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 : 2022-01-27DOI: 10.1177/1069031X221079609
M. Vecchi, P. Elf, Akiko Ueno, Athina Dilmperi, C. Dennis, Luke Devereux
Mental health issues are increasingly prevalent worldwide, emphasizing the need to research antecedents and consequences of well-being. Prior research shows that within organizations, higher levels of subjective well-being (SWB) promote productivity performance. Building on this research, the authors hypothesize that recreational dance positively influences productivity through higher SWB. Survey data from Brazil, Italy, and the United Kingdom reveal that recreational dancers are more productive than nondancers due to their higher intrinsic motivation and SWB. Dancing has an additional direct effect on productivity, beyond the mediating role of SWB. The results indicate well-being and productivity improvements in all three countries, although they show a moderating effect such that the relationship between recreational dance and SWB is stronger when social norms are perceived to be looser. This study indicates potentially far-reaching benefits that could be achieved by including recreational dance in corporate well-being programs. International dance organizations could market dance classes as a pathway to increase productivity at work and explore synergies with public health marketing to promote the benefits of recreational dance in joint international campaigns.
{"title":"Shall We Dance? Recreational Dance, Well-Being and Productivity Performance During COVID-19: A Three-Country Study","authors":"M. Vecchi, P. Elf, Akiko Ueno, Athina Dilmperi, C. Dennis, Luke Devereux","doi":"10.1177/1069031X221079609","DOIUrl":"https://doi.org/10.1177/1069031X221079609","url":null,"abstract":"Mental health issues are increasingly prevalent worldwide, emphasizing the need to research antecedents and consequences of well-being. Prior research shows that within organizations, higher levels of subjective well-being (SWB) promote productivity performance. Building on this research, the authors hypothesize that recreational dance positively influences productivity through higher SWB. Survey data from Brazil, Italy, and the United Kingdom reveal that recreational dancers are more productive than nondancers due to their higher intrinsic motivation and SWB. Dancing has an additional direct effect on productivity, beyond the mediating role of SWB. The results indicate well-being and productivity improvements in all three countries, although they show a moderating effect such that the relationship between recreational dance and SWB is stronger when social norms are perceived to be looser. This study indicates potentially far-reaching benefits that could be achieved by including recreational dance in corporate well-being programs. International dance organizations could market dance classes as a pathway to increase productivity at work and explore synergies with public health marketing to promote the benefits of recreational dance in joint international campaigns.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"56 - 72"},"PeriodicalIF":5.8,"publicationDate":"2022-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47191347","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 : 2021-12-31DOI: 10.1177/1069031X211073821
Elena Reutskaja, N. Cheek, S. Iyengar, B. Schwartz
Whether consumers have too little, too much, or the ideal amount of choice can have profound consequences. The present research explores patterns of choice deprivation (having less choice than desired) and choice overload (having more choice than desired) across six choice domains in six countries that together provide home to about half the human population (Brazil, China, India, Japan, Russia, and the United States; combined N = 7,436). In most domains in most countries, choice deprivation was the norm—only in the United States was choice overload commonly reported. Deprivation was also more strongly related to decreased satisfaction with choices than was overload, suggesting that choice deprivation can be both more common and more consequential than overload. The present research has implications for “inverted U-shape” theories of consumer choice experiences and underlines the need for more diverse samples, including cross-cultural samples, in research on choice deprivation and overload.
{"title":"Choice Deprivation, Choice Overload, and Satisfaction with Choices Across Six Nations","authors":"Elena Reutskaja, N. Cheek, S. Iyengar, B. Schwartz","doi":"10.1177/1069031X211073821","DOIUrl":"https://doi.org/10.1177/1069031X211073821","url":null,"abstract":"Whether consumers have too little, too much, or the ideal amount of choice can have profound consequences. The present research explores patterns of choice deprivation (having less choice than desired) and choice overload (having more choice than desired) across six choice domains in six countries that together provide home to about half the human population (Brazil, China, India, Japan, Russia, and the United States; combined N = 7,436). In most domains in most countries, choice deprivation was the norm—only in the United States was choice overload commonly reported. Deprivation was also more strongly related to decreased satisfaction with choices than was overload, suggesting that choice deprivation can be both more common and more consequential than overload. The present research has implications for “inverted U-shape” theories of consumer choice experiences and underlines the need for more diverse samples, including cross-cultural samples, in research on choice deprivation and overload.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"18 - 34"},"PeriodicalIF":5.8,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44753976","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 : 2021-12-24DOI: 10.1177/1069031X211073179
James M. Leonhardt, Todd Pezzuti
How does culture influence vaccination acceptance? This is an important question facing managers, policy makers, and global health organizations. Even with effective vaccines for highly contagious diseases, humankind remains at risk from vaccine hesitancy. The authors conduct a large-scale multilevel analysis of more than 400,000 survey respondents and find that COVID-19 vaccination intentions are higher among people from countries that are higher in cultural collectivism (Study 1). Follow-up studies indicate that vaccination acceptance is higher among people who endorse collectivistic values because they feel more empathy for those afflicted by the disease (Studies 2a, 2b, 3), especially when victims of the disease have characteristics (e.g., political affiliation, lifestyle, personality) similar to themselves (Study 3). To encourage vaccination acceptance, the authors suggest promoting collectivistic values and empathic concern, as well as homophily through the portrayal of victims with characteristics like those hesitant to accept vaccination.
{"title":"Vaccination Acceptance Across Cultures: The Roles of Collectivism, Empathy, and Homophily","authors":"James M. Leonhardt, Todd Pezzuti","doi":"10.1177/1069031X211073179","DOIUrl":"https://doi.org/10.1177/1069031X211073179","url":null,"abstract":"How does culture influence vaccination acceptance? This is an important question facing managers, policy makers, and global health organizations. Even with effective vaccines for highly contagious diseases, humankind remains at risk from vaccine hesitancy. The authors conduct a large-scale multilevel analysis of more than 400,000 survey respondents and find that COVID-19 vaccination intentions are higher among people from countries that are higher in cultural collectivism (Study 1). Follow-up studies indicate that vaccination acceptance is higher among people who endorse collectivistic values because they feel more empathy for those afflicted by the disease (Studies 2a, 2b, 3), especially when victims of the disease have characteristics (e.g., political affiliation, lifestyle, personality) similar to themselves (Study 3). To encourage vaccination acceptance, the authors suggest promoting collectivistic values and empathic concern, as well as homophily through the portrayal of victims with characteristics like those hesitant to accept vaccination.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"13 - 27"},"PeriodicalIF":5.8,"publicationDate":"2021-12-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41958687","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 : 2021-12-17DOI: 10.1177/1069031X211070607
Ellen Schmidt-Devlin, Ayşegül Özsomer, Casey E. Newmeyer
The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which identifies components and strategies that enable brands to win both globally and locally.
{"title":"How to Go GloCal: Omni-Brand Orientation Framework","authors":"Ellen Schmidt-Devlin, Ayşegül Özsomer, Casey E. Newmeyer","doi":"10.1177/1069031X211070607","DOIUrl":"https://doi.org/10.1177/1069031X211070607","url":null,"abstract":"The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which identifies components and strategies that enable brands to win both globally and locally.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"1 - 20"},"PeriodicalIF":5.8,"publicationDate":"2021-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47113494","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 : 2021-12-06DOI: 10.1177/1069031X211068072
T. Islam, N. Meade, A. Sood
Timing a multinational firm's entry into a new country is a pivotal decision with long-term impact on the firm's overall performance; thus, a deeper understanding of the drivers of the decision and their interrelationship can yield significant managerial benefits. The authors explore the mediating role of market potential by decomposing the total effects of the decision's main drivers—macroeconomic attractiveness, market concentration, social heterogeneity, and population density—into direct and indirect effects. These decompositions explain the countervailing effects of some drivers that simultaneously make both positive and negative impacts. The data set encompasses mobile 4G broadband penetration in 130 countries, including market entry timings for 28 international operators in 79 countries. The authors establish the nature of the mediation effect of market potential on the drivers of entry timing. Using early penetration data, they utilize growth mixture modeling to divide the countries into four latent segments. They validate this segmentation using machine learning with the four key drivers as classifiers; the process establishes macroeconomic attractiveness as the predominant classifier. The analysis offers entry-timing guidance at both pre- and postlaunch stages.
{"title":"Timing Market Entry: The Mediation Effect of Market Potential","authors":"T. Islam, N. Meade, A. Sood","doi":"10.1177/1069031X211068072","DOIUrl":"https://doi.org/10.1177/1069031X211068072","url":null,"abstract":"Timing a multinational firm's entry into a new country is a pivotal decision with long-term impact on the firm's overall performance; thus, a deeper understanding of the drivers of the decision and their interrelationship can yield significant managerial benefits. The authors explore the mediating role of market potential by decomposing the total effects of the decision's main drivers—macroeconomic attractiveness, market concentration, social heterogeneity, and population density—into direct and indirect effects. These decompositions explain the countervailing effects of some drivers that simultaneously make both positive and negative impacts. The data set encompasses mobile 4G broadband penetration in 130 countries, including market entry timings for 28 international operators in 79 countries. The authors establish the nature of the mediation effect of market potential on the drivers of entry timing. Using early penetration data, they utilize growth mixture modeling to divide the countries into four latent segments. They validate this segmentation using machine learning with the four key drivers as classifiers; the process establishes macroeconomic attractiveness as the predominant classifier. The analysis offers entry-timing guidance at both pre- and postlaunch stages.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"40 - 54"},"PeriodicalIF":5.8,"publicationDate":"2021-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44727849","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 : 2021-11-18DOI: 10.1177/1069031x211064278
Leonidas C. Leonidou, Dayananda Palihawadana, Bilge Aykol, Paul Christodoulides
We propose a conceptual model of the drivers, moderators, and outcomes of a firm’s effective import strategy, anchored on the Dynamic Capabilities and Industrial Organization theories. While the former theory explains the mechanism through which dynamic capabilities facilitate import strategy effectiveness that boosts competitive advantage and ultimately enhances financial performance, the latter theory sets the foundation for explaining the contingency role of both competitive intensity and environmental uncertainty on translating effective import strategy into competitive advantage. The model was tested using a sample of 151 British importers of small-to-medium size, with results indicating that possession of high levels of certain dynamic capabilities of a generic (i.e., adaptive and entrepreneurial) and import-specific (i.e., source identification and market development) nature are conducive to import strategy effectiveness. The latter was found to generate both product-differentiation advantage and low-cost advantage, although this was contingent on the degree of competitive intensity and environmental uncertainty prevailing in the importer’s home market. Finally, it was confirmed that both product-differentiation advantage and low-cost advantage have a favorable impact on the importer’s financial performance.
{"title":"EXPRESS: Effective Sme Import Strategy: Its Drivers, Moderators, and Outcomes","authors":"Leonidas C. Leonidou, Dayananda Palihawadana, Bilge Aykol, Paul Christodoulides","doi":"10.1177/1069031x211064278","DOIUrl":"https://doi.org/10.1177/1069031x211064278","url":null,"abstract":"<p>We propose a conceptual model of the drivers, moderators, and outcomes of a firm’s effective import strategy, anchored on the Dynamic Capabilities and Industrial Organization theories. While the former theory explains the mechanism through which dynamic capabilities facilitate import strategy effectiveness that boosts competitive advantage and ultimately enhances financial performance, the latter theory sets the foundation for explaining the contingency role of both competitive intensity and environmental uncertainty on translating effective import strategy into competitive advantage. The model was tested using a sample of 151 British importers of small-to-medium size, with results indicating that possession of high levels of certain dynamic capabilities of a generic (i.e., adaptive and entrepreneurial) and import-specific (i.e., source identification and market development) nature are conducive to import strategy effectiveness. The latter was found to generate both product-differentiation advantage and low-cost advantage, although this was contingent on the degree of competitive intensity and environmental uncertainty prevailing in the importer’s home market. Finally, it was confirmed that both product-differentiation advantage and low-cost advantage have a favorable impact on the importer’s financial performance.</p>","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"13 4-5","pages":""},"PeriodicalIF":5.8,"publicationDate":"2021-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138513104","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 : 2021-10-07DOI: 10.1177/1069031X211054507
Arilova A. Randrianasolo, A. Semenov
International marketing research has demonstrated that research and development (R&D) and corporate social responsibility (CSR) are firm capabilities that can lead to competitive advantages in the international marketplace. A synergy versus trade-off dilemma on the R&D–CSR relationship has emerged as an important topic in the literature. The synergy approach suggests a positive link between R&D and CSR, whereas the trade-off approach suggests a negative link. The authors employ the resource-, institution-, and industry-based views to clarify this dilemma by examining two moderators at the country and industry levels. The authors envision that home-country national philanthropic environment (NPE) influences whether managers should take synergy or trade-off approach because NPE reflects the institutional pressures for firms to be more philanthropic. Further, because research finds that CSR differs between manufacturing and service firms, this industry categorization is hypothesized to moderate the effects of NPE on the R&D–CSR relationship. Estimating a hierarchical linear model with a sample of 888 firms across 15 countries, the authors show that in high-NPE countries, there is an R&D–CSR synergy, and in low-NPE countries, there is a trade-off. Furthermore, these relationships are relevant only within service industries rather than manufacturing industries.
{"title":"Synergy Versus Trade-Off: The Influence of National Philanthropic Environment and Industry on the Relationship Between Research and Development and Corporate Social Responsibility","authors":"Arilova A. Randrianasolo, A. Semenov","doi":"10.1177/1069031X211054507","DOIUrl":"https://doi.org/10.1177/1069031X211054507","url":null,"abstract":"International marketing research has demonstrated that research and development (R&D) and corporate social responsibility (CSR) are firm capabilities that can lead to competitive advantages in the international marketplace. A synergy versus trade-off dilemma on the R&D–CSR relationship has emerged as an important topic in the literature. The synergy approach suggests a positive link between R&D and CSR, whereas the trade-off approach suggests a negative link. The authors employ the resource-, institution-, and industry-based views to clarify this dilemma by examining two moderators at the country and industry levels. The authors envision that home-country national philanthropic environment (NPE) influences whether managers should take synergy or trade-off approach because NPE reflects the institutional pressures for firms to be more philanthropic. Further, because research finds that CSR differs between manufacturing and service firms, this industry categorization is hypothesized to moderate the effects of NPE on the R&D–CSR relationship. Estimating a hierarchical linear model with a sample of 888 firms across 15 countries, the authors show that in high-NPE countries, there is an R&D–CSR synergy, and in low-NPE countries, there is a trade-off. Furthermore, these relationships are relevant only within service industries rather than manufacturing industries.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"75 - 92"},"PeriodicalIF":5.8,"publicationDate":"2021-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47477938","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 : 2021-09-01DOI: 10.1177/1069031X211029587
Katrijn Gielens
International marketing research has always been considered more complicated than domestic marketing research, as the collection of accurate and reliable data in international markets is an even more intricate and complex endeavor (Craig and Douglas 2005). Differences in language, culture, and stage of cultural development, on the one hand, and the chance of selection errors due to lack of sufficient and reliable information, on the other, make the use of standardized research approaches and methods difficult and often infeasible. In a complex global world, the call for more rigorous methods to analyze and interpret international data is nevertheless more necessary than ever. The four articles in this special issue address different gaps in the current toolbox available to international marketing researchers. Before elaborating on these four studies, I would first like to discuss a couple of evolutions in international marketing that make rigorous research in global marketing even more challenging and exciting now and in years to come. The explosive growth of world trade has unleashed an increased need for information about markets throughout the world. Interestingly, this need for information is typically examined from the perspective of large, corporate multinational enterprises. Nevertheless, the rise of global value chains and the digital transformation of the economy offer new opportunities to participate in the global economy for small and medium enterprises (SMEs), which until recently were underrepresented in international trade (Organisation for Economic Co-operation and Development 2021). The improved access to digital technologies substantially lowered SMEs’ barriers of entry into global markets. This evolution allows SMEs to internationalize at a fraction of the cost, making it easier to find customers abroad and take part in global trade and export. Paradoxically, in spite of this digital revolution enabling firms to find new export opportunities, collecting information about and benchmarking performance in foreign markets remains challenging for most SMEs. The lack of dedicated workforce and limited resources on the SME side typically reduce the extent of both external and internal knowledge that SMEs can rely on to assess and adjust their foreign operations. This is all the more difficult because, despite prior research on the measurement of export performance, no specific measurement frameworks have been attained. Moreover, both financial and nonfinancial elements play an important role, making it even harder to construct robust holistic metrics. Because smaller firms also face greater challenges in navigating foreign markets, getting better tools to track their performance in these markets is paramount in helping SMEs—and the many people they employ—take advantage of these opportunities in international markets and succeed in the long run. In addition to these challenges, companies face increasing cultural diversity of marketing
国际营销研究一直被认为比国内营销研究更复杂，因为在国际市场上收集准确可靠的数据是一项更加复杂和复杂的工作（Craig和Douglas，2005）。一方面，语言、文化和文化发展阶段的差异，以及由于缺乏足够和可靠的信息而出现选择错误的机会，另一方面，使标准化研究方法和方法的使用变得困难，而且往往不可行。然而，在一个复杂的全球世界中，要求采用更严格的方法来分析和解释国际数据比以往任何时候都更加必要。本期特刊中的四篇文章解决了国际营销研究人员现有工具箱中的不同缺口。在阐述这四项研究之前，我首先想讨论一下国际营销的一些演变，这些演变使全球营销的严格研究在现在和未来几年变得更加具有挑战性和令人兴奋。世界贸易的爆炸性增长释放了对世界各地市场信息的日益需求。有趣的是，这种对信息的需求通常是从大型跨国企业的角度来考察的。尽管如此，全球价值链的兴起和经济的数字化转型为中小企业参与全球经济提供了新的机会，直到最近，中小企业在国际贸易中的代表性还很低（经济合作与发展组织，2021年）。数字技术的普及大大降低了中小企业进入全球市场的障碍。这种发展使中小企业能够以很小的成本实现国际化，从而更容易在国外找到客户并参与全球贸易和出口。矛盾的是，尽管这场数字革命使企业能够找到新的出口机会，但对大多数中小企业来说，收集有关外国市场的信息并制定业绩基准仍然是一项挑战。中小企业方面缺乏专门的劳动力和有限的资源，通常会降低中小企业评估和调整其海外业务所依赖的外部和内部知识的程度。这就更加困难了，因为尽管之前对出口业绩的衡量进行了研究，但还没有建立具体的衡量框架。此外，金融和非金融因素都发挥着重要作用，这使得构建稳健的整体指标变得更加困难。由于小公司在开拓外国市场方面也面临着更大的挑战，因此，获得更好的工具来跟踪它们在这些市场的表现，对于帮助中小企业——以及它们雇佣的许多人——利用这些国际市场的机会并取得长期成功至关重要。除了这些挑战之外，随着公司向海外扩张，营销运营的文化多样性也在增加，这使得研究人员收集有关世界各地不断变化的生活方式和消费模式的信息变得更加重要。尽管全球信息可及性在过去十年中有了实质性改善，但仍存在一些问题。首先，随着可获得数据的国家数量不断增加，是否需要更新和修订经典指标就成了问题。鉴于来自通常研究不足的地区和国家的信息越来越多，使用这一扩大的信息库的衡量标准和指标的异质性需要进一步研究。例如，国际营销中最常用的一些概念对文化价值观和文化距离的测量有什么影响（Steenkamp 2001）？传统上，文化的概念是由地理国家来定义的。随着这些国家边界的模糊和变化，文化的非三元化可能随之而来（Hernàndez i Martı́2006）。这就提出了以下问题：基于Hofstede（1980）或Schwarz（1999）维度的文化价值和距离指标需要在多大程度上进行修订？此外，我们应该如何根据这些Hofstede或Schwarz指标来解释文化价值观随时间的变化？这些指标的变化是否真正反映了文化价值观的演变，或者这些演变是
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