Emerald
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The purpose of this paper is to provide empirical evidence on the actual use and market performance effects of information and communication technologies (ICT) with regard to international business‐to‐business marketing activities of small and medium‐sized enterprises (SMEs).
The analysis is based on survey data from 635 Danish and Norwegian SMEs with international marketing activities. The two primary research questions regarding actual use and performance effects are addressed by descriptive statistics and structural equation modelling, respectively.
Findings suggest that, contrary to expectation, Norwegian and Danish international SMEs are not heavy users of ICT. Rather, ICT is predominantly used for market information search and to develop long‐term customer relationships. In both those areas the use of ICT is positively associated with the firm's satisfaction with its development of new market knowledge. The use of ICT for sales purposes is limited and apparently negatively associated with the firm's satisfaction with its development of new market knowledge. There is no significant association between the use of ICT and the firm's satisfaction with its international performance.
This study contributes with new knowledge regarding the potential and limitations of the use of ICT in international business‐to‐business marketing. Heavy usage of ICT seems to be primarily directed towards information search and relationship development. The study also supports that ICT usage have positive impact on the accumulation of new market knowledge (and indirectly on international performance). Use of ICT for sales activities seems to be quite limited, and perhaps not even advisable. The reason for this may be that media richness associated with face‐to‐face interaction is beneficial for establishment of commitment and trust.
This paper makes an original contribution to the field of knowledge regarding the potential (and limitations) of ICT in international business‐to‐business marketing.
International trade shows have increased in importance for the promotion of goods and services overseas. Relatively little is known about participation by firms in these shows. The International Marketing and Purchasing Group′s interaction model is an appropriate analytical tool for investigating trade shows in international marketing strategy. Explains why the interaction model is useful in this context and provides directions for research about international trade shows. Also suggests managerial implications for developing international trade show strategy.
As Czech apparel and textile firms have moved towards privatization following the 1989 revolution, they have reduced their dependence on the state‐owned export organization, Centrotex, and they have introduced in‐house marketing activities, departments and strategies. Discusses the evolving marketing strategies at Jitex, a major formerly state‐owned vertical knitting firm. Jitex employs 3,000 people and produces knitted underwear, T‐shirts, jogging suits, and bathrobes. To strengthen their export and domestic market position, Jitex responded with product development, pricing, distribution and promotional strategies in the transforming economy. These included the introduction of computer‐assisted design, fashionable screen printing and appliqued knits, cotton/lycra knits and a new shrinkage finishing process. Jitex also consolidated domestic retail channels and established Western export markets. Concludes that Jitex′s size and lack of marketing structure and experience appears to be a disadvantage. However, apparel marketing strategies adopted by Jitex, such as capital investment for product development, fewer CMT (Cut, Make, Sew) orders, and identification of volume and Western customers, position Jitex for a successful future.
The purpose of this paper is to draw on self‐categorisation theory and nation branding to investigate the social identities and influences which underpin consumer preferences for national brands.
A survey in Mozambique, an underdeveloped African country, compared a domestic mobile phone company whose brand contains the country name against a European brand. Consumer ethnocentrism might arise identifying with the national brand or with Mozambican personalities endorsing the brand. Value‐expressiveness might arise from consumers associating with celebrity endorsers. A dichotomy of youth versus older consumers moderated the relationships between social identities and brand preference. Bayesian structural equation modelling using Monte Carlo simulations estimated the path coefficients from a sample of 611.
Across age groups, ethnocentrism is stronger than value‐expressiveness in determining preference for national brands. Moreover, ethnocentrism is stronger with the older rather than younger consumers. Consumer ethnocentrism stemmed mainly from injunctive influence (IN) with both age groups. With older consumers, value‐expressiveness related significantly to descriptive influence, but not to IN. With youth, neither social influence significantly related to value‐expressiveness.
Single‐item measures might be less effective than multi‐item measures for psychological concepts of social identities and influences.
Understanding the role of social identity in consumer preferences for national brands may help managers heighten consumers' social identities and increase their loyalty for national brands. Shedding light on under‐researched African consumers may help firms doing business in these emerging markets as well as African governments that are attempting to strengthen the perceptions of their nation brand.
This paper bridges research in social psychology and international marketing by investigating the social identities and influences that underpin consumer preferences for national brands.
This study aims to explain the internationalization speed of e‐commerce companies (ECCs).
Based on the archive data of the American ECCs, the study used multiple regression analysis to estimate the influences of a number of micro‐ and macro‐factors.
The results show that the speedy foreign market entry by ECCs was positively influenced by top management team's international experience, and innovative and marketing capabilities.
The study did not deal with the entry mode of ECCs inviting more future research efforts in this direction. Additionally, as established MNEs have integrated e‐commerce into existing business, future research can be devoted to examine the impact of this integration on the internationalization of firms.
Extant literature has addressed the internationalization of ECCs with a focus on the level of internationalization. This study contributes to the current literature by extending research on globalization of ECCs and incorporating both micro‐ and macro‐level factors affecting the speed of international expansion.
This study tests the psychometric properties of alternative power measures ‐ which are grounded in the US research ‐ in Saudi Arabia and investigates if the power‐conflict and power‐satisfaction relationships purported to exist in US channels hold true in Saudi Arabia. The study results raise some questions on the applicability of American measures in a different setting. Likewise, the study′s findings concerning relationships between power and satisfaction and power and conflict are mixed. For instance, neither coercive nor noncoercive power sources are significantly related to conflict. This suggests that manufacturers cannot indiscriminately apply conflict management strategies that they commonly employ in domestic settings to minimize or resolve conflict in their international operations.
Reports the findings of a study that examined the relative impact of various marketing strategies on the performance of mature products in a rapidly developing country, South Korea, from a contingency theory perspective. The results indicate that the competitive environment of the maturity stage in the product life cycle in Korea can be classified into four distinctive types and that different strategies have different effects on product performance for each type of environment. The results also suggest that generally, vertical integration and product/ service improvement strategies have the most significant influence on the performance of the mature products in Korea. Discusses implications of the results for domestic and international marketers in the country.
The purpose of this paper is to examine the impact that three sets of variables – derived from transaction cost theory (TCT), the resource‐based view (RBV), and institutional environment – have on choice of entry strategies of multinational corporations (MNCs) from an emerging market.
The sample consisted of 819 Taiwanese firms which were investigated using a national survey, and logistic regression analysis was used for testing the hypotheses.
The empirical findings confirm that the following factors affect this decision: firm‐specific assets, international experience, whether a firm is investing abroad in pursuit of a particular customer, whether a firm seeks complementary assets abroad, and the perceived institutional differences (PEDs) between a firm's home country and the host country. The findings also suggest that PEDs have a moderating effect on foreign market entry.
As MNCs from emerging markets make the decision of entry mode strategies, they must carefully consider not only the related variables in terms of TCT and the RBV, but also the influence of institutional factors in host countries.
This paper explores the modes of entry chosen by Taiwanese firms investing in China on the basis of TCT, institutional environment, and the RBV.
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