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The competitive international environment of the twenty‐first century is said to require greater collaboration between the multinational corporation (MNC) units, where local employees work toward global as well as local goals. What does it take to motivate local employees to go the extra mile for the sake of the MNC as a whole? This article reports the results of a study conducted among 317 local managers at the Indian and Pakistani subsidiaries of a British MNC in the consumer products industry. Organisational identification, or a psychological bonding with the organisation, was one of several factors contributing to the willingness of local managers to exert extra effort toward organisational goals. Implications of the findings are drawn for expatriate managers who work alongside local managers, and for international human resource management.

This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.

A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).

The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.

This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.

This article investigates which criteria and processes are used to identify global leadership potential (GLP) in multinational corporations.

First, the literature at the intersection between leadership potential and global leadership is reviewed to identify a set of criteria that can be used for assessing GLP. The findings are then validated in a qualitative study against a sample of nine global corporations.

Several traits (integrity and resilience), attitudes (learning orientation, motivation to lead, change orientation, drive for results, customer orientation and a global mindset) and competencies (cognitive complexity and intercultural, interpersonal, leadership, learning, change and business competencies) are associated with GLP. The core steps in the GLP identification process are nomination, assessment and confirmation. These steps can be complemented by a preassessment phase and a subsequent talent dialogue.

The results of this research can inform human resource (HR) management practitioners in their endeavor to successfully identify and assess potential future global leaders.

Prior research has focused either on defining global leadership or on assessing leadership potential in general, without a clear focus on identifying global leaders. In this article, the two concepts of global leadership and leadership potential are combined, thus providing an integrated content and process model that indicates how global corporations select their future global leaders.

This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.

The proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.

The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.

This research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.

The purpose of this paper is to provide the authors’ response to three commentaries (Batra and Wu, 2019; Papadopoulos, 2019; Westjohn and Magnusson, 2019) on Strizhakova and Coulter (2019), “Consumer cultural identities: local and global cultural identities and measurement implications,” International Marketing Review.

This is a conceptual paper and a response to commentaries on the initial paper Strizhakova and Coulter (2019), “Consumer cultural identity: local and global cultural identities and measurement implications”.

This paper continues an important dialogue on the topic of multifaceted consumer cultural identities. Specifically, the authors discuss the myriad meanings of cultural identity, as well as meanings of global, local, disinterested/disidentified and glocal cultural beliefs. The paper offers directions and poses questions that warrant future research attention and have important implications for global and local brand managers.

The paper addresses important issues and future research directions about the provocative topic of consumer cultural identities, their meanings, measurements and practical/research implications.

The purpose of this paper is to offer a framework for considering the interplay between local (national) and global (world-based) identities and consumption practices with attention to various conceptualizations and measurements of consumer cultural identity.

This is a conceptual paper reviewing major works on consumer cultural identities and offering a framework for future considerations of the interplay between global and local identities.

The framework identifies two dimensions which underlie consumer cultural identity conceptualizations and measurements: first, consumer engagement with globalization–localization discourses, and second, more general identity beliefs vs consumption-based identity beliefs. Clustering and categorical measure approaches (vs a compensatory approach) are preferred for identifying and exploring global/local/glocal and unengaged consumer cultural identity segments. Research foci should guide use of global and/or local general identity vs consumption-based identity beliefs as predictors of marketplace outcomes or as segmentation variables.

The conceptualization of consumer cultural identity is based on Berry et al.’s (1986) early work on acculturation and Arnett’s (2002) bicultural identity theorizing, and thus the authors acknowledge four consumer segments, those with: stronger global (weaker local) identity, stronger local (weaker global) identity, strong global and local identities and those unengaged with global–local discourses. The authors review measurement approaches to examine consumer cultural identity and determine that categorical and clustering (vs compensatory) approaches are consistent with the conceptualization of consumer cultural identity segments.

International marketers can gain insights into major conceptualizations and measurements of consumer cultural identity, and understand the advantages and limitations of different measurement approaches. The authors highlight two important dimensions underlying cultural identity that demand managers’ attention and consideration for strategic decisions. Social implications – this paper brings attention to various conceptualizations and measures of consumer cultural identity, highlighting the need to further examine differences between various cultural identity segments, specifically the unengaged consumers and glocally engaged consumers.

The paper provides a broadened lens to understanding conceptualizations and measurements of consumer cultural identity, identifying two dimensions underlying consumer cultural identity: consumer engagement with globalization–localization discourses, and more general identity beliefs vs consumption-based identity beliefs.

The purpose of this paper is to present the results of the recent Russian Science and Technology Foresight – a full-fledged study targeted at the identification of the most promising areas of science and technology (S&T) development in Russia towards 2030 to ensure the realisation of the nation’s competitive advantages. It was organised as a complex project involving dozens of organizations performing particular tasks under the overall coordination by the National Research University Higher School of Economics (HSE) and more than 2,000 experts in various S&T fields.

Its methodology embraced a set of qualitative and quantitative methods and combined technology push and market pool approaches. For seven S&T areas (information and communication technologies, biotechnologies, medicine and health, new materials and nanotechnologies, rational use of nature, transportation and space systems, energy efficiency and energy saving), the following types of results have been obtained: global trends, national challenges and windows of opportunities; new markets and niches; innovation products and services; prospective technologies and R&D fields (50 thematic groups, over 1,000 items for all areas); assessment of the country’s positions vis-à-vis global leaders; recommendations for S&T and innovation policies.

The paper covers prospective drivers of economic growth and relevant implications for anticipatory evidence-based policy; discussions of national challenges and building a common vision of the future among key stakeholders; the role of Foresight in particular as a communication platform that helps integrating stakeholder interests; strengthening existing and developing new capacities to increase national competitiveness; and to move up along existing and emerging global value chains.

The Russian S&T Foresight, being deeply integrated in the national policy, can be considered as an exemplar tool for “wiring up” the national innovation system (NIS) of an emerging economy with its specific features and problems facing large-scale challenges.

In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury.

Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants.

By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury.

Drawing insights from self-verification theory, this research provides a three-path framework to expand the knowledge of consumers’ motivation to purchase luxury.

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

The approach is conceptual with illustrative examples.

The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.

The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.

International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.

The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

The purpose of this paper is to extend the authors’ previous contributions on aircraft flutter model parameters identification. Because closed-loop condition is more widely used in today’s practice, a closed-loop stochastic model of the aircraft flutter test is constructed to model the aircraft flutter process, whose input–output signals are all corrupted by the observed noises. Through using a rational transfer function, the equivalent property between the aircraft flutter model parameters and polynomial coefficients is established, and then the problem of aircraft flutter model parameters identification is turned to one closed-loop identification problem. An iterative identification algorithm is proposed to identify the unknown polynomial coefficients, being benefit for the latter flutter model parameter identification. Furthermore, as the closed-loop output corresponds to the flutter amplitude, so from the point of the minimization with respect to the variance of the closed-loop output, the optimal input signal and optimal feedback controller are all derived to achieve the zero flutter, respectively, for example, the optimal input spectrum and the detailed form for optimal feedback controller.

First, model parameter identification for aircraft flutter is reviewed as one problem of parameter identification and this aircraft flutter model corresponds to one closed-loop stochastic model, whose input signal and output are corrupted by external noises. Second, for aircraft flutter closed-loop statistical model with statistical noise, an iterative identification algorithm is proposed to identify the unknown model parameters. Third, from the point of minimizing with respect to the variance of the closed-loop output, the optimal input signal and optimal feedback controller are all derived to achieve the zero flutter, respectively, for example, the optimal input spectrum and the detailed form for optimal feedback controller.

This aircraft flutter model corresponds to one closed-loop stochastic model, whose input signal and output are corrupted by external noises. Then, identification algorithm and optimal input signal design are studied for aircraft flutter model parameter identification with statistical noise, respectively. It means the optimal input signal and optimal feedback controller are useful for the aircraft flutter model parameter identification within the constructed new closed-loop stochastic model.

To the best of the authors’ knowledge, this problem of the model parameter identification for aircraft flutter is proposed by their previous work, and they proposed many identification strategies to identify these model parameters. This paper proposes a new closed-loop stochastic model to construct the aircraft flutter test, and some related topics are considered about this closed-loop identification for aircraft flutter model parameter identification in the framework of closed-loop condition.