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Article
Publication date: 23 August 2021

Diana Kolbe, Marta Frasquet and Haydee Calderon

This study aims to extend the existing base of knowledge of proactive and reactive market orientation and innovation capability by testing their impact on the export performance…

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Abstract

Purpose

This study aims to extend the existing base of knowledge of proactive and reactive market orientation and innovation capability by testing their impact on the export performance of emerging-market small- and medium-sized enterprises (SMEs) in a Latin American context.

Design/methodology/approach

This paper is a replication study, and its data were collected through a survey answered by general, marketing, sales or export managers at 155 Mexican SMEs. The research model was tested using partial least squares.

Findings

The study results indicate that innovation capability and reactive market orientation are drivers of export performance in Latin American SMEs. Moreover, proactive market orientation has been found to have an indirect effect on export results.

Practical implications

This study highlights to managers of Latin American SMEs the importance of capability development and deployment to improve export performance.

Social implications

SMEs enabled by strategic and technological innovation based on current and latent customer needs can advantageously perform in foreign markets and can drive economic growth and social and human development in Latin America.

Originality/value

Recent studies have focused on emerging-market enterprises and the necessity of developing dynamic capabilities to achieve internationalisation. This study extends previous research by assessing the robustness and generalizability of drivers in export performance for manufacturing SMEs in Latin America. In particular, it provides empirical insights on the capabilities to develop by Latin American SMEs to achieve better export performance.

Details

Multinational Business Review, vol. 30 no. 2
Type: Research Article
ISSN: 1525-383X

Keywords

Article
Publication date: 8 April 2021

Diana Kolbe, Haydeé Calderón and Marta Frasquet

Using online channels is an opportunity for small and medium-sized enterprises (SMEs) in the manufacturing industry to reach new markets and reduce the dependency on distributors…

Abstract

Purpose

Using online channels is an opportunity for small and medium-sized enterprises (SMEs) in the manufacturing industry to reach new markets and reduce the dependency on distributors. The challenge remains that of integrating new online channels into existing networks effectively. This paper aims to identify to what extent multichannel integration is enhanced by the innovation capability of manufacturing SMEs and the subsequent influence on their performance.

Design/methodology/approach

Data were collected by means of a survey aimed at managers of small manufacturing firms in Mexico and were analysed through an advanced partial least squares (PLS) approach via SmartPLS.

Findings

Manufacturing SMEs with more advanced innovation capability achieve higher levels of multichannel integration. In turn, when multichannel integration is more advanced, manufacturing SMEs enjoy better results with respect to sales, fulfilling marketing objectives and improving relationships with customers.

Research limitations/implications

The model could be extended to accommodate other variables that may affect the effective integration of multiple channels.

Practical implications

Manufacturing SMEs can improve their results by integrating online channels with existing offline channels with a commitment to innovating in the market.

Originality/value

Analysing multichannel integration from the perspective of manufacturing firms, examining not only the positive consequences but also the underlying capabilities needed.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 16 June 2017

Diana C. Parra and Pablo D. Lemoine

This case study chapter reviews the evidence related to TransMilenio (TM) and its ability to promote walking among Bogotá’s citizens. A historical perspective of the Bus Rapid…

Abstract

This case study chapter reviews the evidence related to TransMilenio (TM) and its ability to promote walking among Bogotá’s citizens. A historical perspective of the Bus Rapid Transit system in Latin America and Bogotá is provided as well as some of the social, environmental and cultural implications. Through a literature review, studies that specifically assessed the role of TM in the promotion of walking and active transportation were identified. In addition, experts in the field were contacted to receive additional papers or reports from the grey literature that could have been missed through the peer-reviewed literature search. In December 2000, Bogotá implemented TM. The system has been successful in reducing traffic congestion, environmental pollution and travel times, as well as improving mobility in the city. Although not initially a goal of TM, some evidence suggests that the system has also served to promote walkability in the city. TM users are more likely to meet recommendations for daily moderate-to-vigorous physical activity and for walking for transportation, reaching an average of 22 minutes per day. Despite its many benefits, TM has some shortcomings that need to be recognised and addressed. In 2014, the daily number of TM users (2.2 million) surpassed the number of users of the traditional public transportation system, but there has still been a migration of users to private means of transportation such as motorcycles and automobiles.

Details

Walking
Type: Book
ISBN: 978-1-78714-628-0

Keywords

Article
Publication date: 4 September 2023

Amani Alabed, Ana Javornik, Diana Gregory-Smith and Rebecca Casey

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors…

Abstract

Purpose

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.

Design/methodology/approach

This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.

Findings

The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.

Research limitations/implications

Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.

Practical implications

This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a range of well-being aspects.

Originality/value

This research equips marketing scholars with a novel understanding of the role of self-concept in the relationships that consumers forge with popular conversational AI agents and the associated well-being implications.

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 May 2019

Polymeros Chrysochou and Alexandra Festila

Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This…

1628

Abstract

Purpose

Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This paper aims to address this question by exploring the package design elements of organic products. The proposition is that in addition to package design elements that explicitly communicate and position a product as organic (i.e. organic labels and claims), other package design elements that implicitly convey an organic image are used.

Design/methodology/approach

The authors conduct a content analysis of the package designs from new product launches in four product categories (butter, cereals, fruit juice and milk) and across four markets (Austria, Denmark, Sweden and Switzerland).

Findings

The results show that the package designs of organic products differ from those of conventional products based on the presence of more paper material, white and green colours and images displaying nature.

Research limitations/implications

The findings support the notion that in addition to organic labels and claims, package design elements that implicitly communicate values associated with organic products, such as environmental friendliness and sustainability are used.

Originality/value

This study is among the few to explore package design elements for organic products. Understanding how the package designs of organic products are constructed can support managerial decisions on the use of the package as a means to better communicate and position organic products.

Details

Journal of Consumer Marketing, vol. 36 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Open Access
Article
Publication date: 23 July 2021

Brenda Nansubuga and Christian Kowalkowski

Following the recent surge in research on carsharing, the paper synthesizes this growing literature to provide a comprehensive understanding of the current state of research and…

10528

Abstract

Purpose

Following the recent surge in research on carsharing, the paper synthesizes this growing literature to provide a comprehensive understanding of the current state of research and to identify directions for future work. Specifically, this study details implications for service theory and practice.

Design/methodology/approach

Systematic selection and analysis of 279 papers from the existing literature, published between 1996 and 2020.

Findings

The literature review identified four key themes: business models, drivers and barriers, customer behavior, and vehicle balancing.

Practical implications

For managers, the study illuminates the importance of collaboration among stakeholders within the automotive sector for purposes of widening their customer base and maximizing utilization and profits. For policy makers, their important role in supporting carsharing take-off is highlighted with emphasis on balancing support rendered to different mobility services to promote mutual success.

Originality/value

This is the first systematic multi-disciplinary literature review of carsharing. It integrates insights from transportation, environmental, and business studies, identifying gaps in the existing research and specifically suggesting implications for service research.

Details

Journal of Service Management, vol. 32 no. 6
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 14 November 2008

Margaret‐Anne Lawlor and Andrea Prothero

The aim of this article is to explore children's understanding of television advertising intent.

11543

Abstract

Purpose

The aim of this article is to explore children's understanding of television advertising intent.

Design/methodology/approach

A different perspective on advertising intent is offered in this paper, as evidenced in an interpretive study of Irish children, aged between seven and nine years. A qualitative approach was employed, involving a series of focus group discussions and in‐depth interviews with 52 children.

Findings

The findings indicate that the participating children view advertising as serving interests including, but not limited to, the advertiser. The existence of other interested parties is suggested by the children, namely the agendas of viewers and television channels. The authors assert that these children view advertising as being larger and more complex than the advertiser's perspective, which has been the traditional focus in the extant research.

Originality/value

Adopting an advertising literacy perspective, the authors seek to explore children's “reading” and understanding of advertising. Advertising literacy is an approach to understanding advertising that has not received substantial attention in the child‐advertising literature. The literature to date has tended to focus on the following question – do children understand the persuasive intent of advertising? This question is suggestive of a “yes/no” answer. In contrast, the authors view the concept of understanding as being more complex and multi‐faceted, and accordingly, seek to develop this concept by way of a classification that suggests four different levels of understanding that children may exhibit towards advertising

Details

European Journal of Marketing, vol. 42 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

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