Search results

This paper aims to present the issue of glocalization in transnational advertising and to investigate various patterns of global‐local fusion in the discursive construction of automobile advertisements in People's Republic of China.

A sample of 110 web ads is collected between 2004 and 2005, representing product branding from the local enterprises, the joint‐venture enterprises, and the foreign enterprises in the automobile industry in People's Republic of China. A tripartite framework is developed to examine the patterns of global‐local fusion in the ads along three dimensions: value appeals, language appeals, and visual appeals.

The paper finds that the global appeals tend to be used more frequently in the value dimension while the local appeals tend to be used more frequently in the language dimension, while there is not much difference in the frequency of distribution in the global versus the local appeals in the visual dimension. Furthermore, a large number of the multinational advertisers tend to hybridize both the global and the local elements and there are three possible patterns as representing the scenarios of the global and local fusion in the discourse of Chinese advertising: weak globalization but strong localization, strong globalization but weak localization, and a balanced correspondence between the global and local elements.

The paper has developed a tripartite framework for systematically examining the phenomenon of global‐local hybridity in the discourse of Chinese advertising and calls for attention to the process as well as products of glocalization in the other forms of transnational corporate practice.

Multinationals have always needed an operating model that works – an effective plan for executing their most important activities at the right levels of their organization, whether globally, regionally or locally. The choices involved in these decisions have never been obvious, since international firms have consistently faced trade‐offs between tailoring approaches for diverse local markets and leveraging their global scale. This paper seeks a more in‐depth understanding of how successful firms manage the global‐local trade‐off in a multipolar world.

This paper utilizes a case study approach based on in‐depth senior executive interviews at several telecommunications companies including Tata Communications. The interviews probed the operating models of the companies we studied, focusing on their approaches to organization structure, management processes, management technologies (including information technology (IT)) and people/talent.

Successful companies balance global‐local trade‐offs by taking a flexible and tailored approach toward their operating‐model decisions. The paper finds that successful companies, including Tata Communications, which is profiled in‐depth, are breaking up the global‐local conundrum into a set of more manageable strategic problems – what the authors call “pressure points” – which they identify by assessing their most important activities and capabilities and determining the global and local challenges associated with them. They then design a different operating model solution for each pressure point, and repeat this process as new strategic developments emerge. By doing so they not only enhance their agility, but they also continually calibrate that crucial balance between global efficiency and local responsiveness.

This paper takes a unique approach to operating model design, finding that an operating model is better viewed as several distinct solutions to specific “pressure points” rather than a single and inflexible model that addresses all challenges equally. Now more than ever, developing the right operating model is at the top of multinational executives' priorities, and an area of increasing concern; the international business arena has changed drastically, requiring thoughtfulness and flexibility instead of standard formulas for operating internationally. Old adages like “think global and act local” no longer provide the universal guidance they once seemed to.

The purpose of this paper is to investigate and to assess the capabilities of the most common finite element (FE)‐based tools to deal with global‐local analysis. Two kinds of coupling were investigated: shell to shell and shell to solid.

The issue of connecting non‐matching FE global and local models, characterized by different mesh refinements and/or different element types, was addressed by introducing appropriate kinematic constraints on the nodes at the interfaces. The coupling techniques available in the three FE‐based codes (ABAQUS^®, NASTRAN^® and ANSYS^®), were assessed by applying them on a common numerical test case (non‐linear buckling analysis of a square plate). Results of the global‐local simulations were compared to the results obtained for relevant reference solutions.

The continuity of displacements and stresses across the interface between global and local models and the influence of the presence of the local model on the global model solution were used as parameters to test the quality of the results. It was observed that the tools implemented in the different codes provide different results. The results characterized by a higher quality were found by using the Multi Point Constraint available in ABAQUS^®.

When dealing with complex structures, multi‐scale (global‐local) approaches are commonly adopted to optimize the computational cost by increasing mesh refinements and/or introducing elements with different formulations in specific region of the structures identified as “local model”. In this paper an overview of the coupling tools available in the main commercial FE code is given.

The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities.

Strizhakova and Coulter (2019) offer valuable service in their discussion of the conceptualization and measurement of local and global identities. The authors suggest that local identity should not always be reduced to a local-as-national identity, but may be relevant as a sub-national or regional identity. The authors also find that another relevant identity-relevant construct is that of consumer disidentification that represents active rejection of one’s national identity as opposed to the passive disinterest represented by the unengaged category.

This commentary offers a new perspective to the local-global identity discourse by integrating consumer disidentification as the active rejection of identity.

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.

This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.

This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

Because of the recent interest on the globalization process generated by global restructuring, the local as the site where this change occurs has emerged as a principal entity for study. Divergent opinions have developed that either downgrade the importance of the local and focus instead on flows, transnational social structures, and translocal spaces or that highlight the centrality of the local as a cause or as a result of globalization, thereby maintaining the traditional focus and emphasis on place as either container, process, or setting.⁴

Single-shot multi-category clothing recognition and retrieval play a crucial role in online searching and offline settlement scenarios. Existing clothing recognition methods based on RGBD clothing images often suffer from high-dimensional feature representations, leading to compromised performance and efficiency.

To address this issue, this paper proposes a novel method called Manifold Embedded Discriminative Feature Selection (MEDFS) to select global and local features, thereby reducing the dimensionality of the feature representation and improving performance. Specifically, by combining three global features and three local features, a low-dimensional embedding is constructed to capture the correlations between features and categories. The MEDFS method designs an optimization framework utilizing manifold mapping and sparse regularization to achieve feature selection. The optimization objective is solved using an alternating iterative strategy, ensuring convergence.

Empirical studies conducted on a publicly available RGBD clothing image dataset demonstrate that the proposed MEDFS method achieves highly competitive clothing classification performance while maintaining efficiency in clothing recognition and retrieval.

This paper introduces a novel approach for multi-category clothing recognition and retrieval, incorporating the selection of global and local features. The proposed method holds potential for practical applications in real-world clothing scenarios.

Studies of corporate social responsibility (CSR) and stakeholder engagement have recently gained traction in the global strategy field. However, they have mostly developed as parallel streams, thereby limiting the cross-fertilization between global strategy research and stakeholder theory. We believe that because the CSR context in essence calls for the simultaneous participation of a large and heterogeneous set of local and global stakeholders, it requires a novel theorizing of multinational enterprises’ (MNEs’) worldwide practice implementation. Thus, we develop a series of propositions in the context of CSR to highlight the role stakeholders play in MNE subsidiaries’ implementation of initiatives, depending on the complex institutional pressures that they undergo, their distance from the parent’s home country, and their level of network embeddedness. We focus in particular on the role of stakeholder demands alignment in subsidiaries’ CSR implementation. Our conceptual propositions are enriched by the consideration of illustrative data on initiatives undertaken by Iberdrola from 2008 to 2014.

Answering to calls for further contextualizing global leadership, this study investigates power dynamics and cultural identities in global leadership in an African context. We took a grounded theory approach to investigate how a specific cultural context shapes assets and liabilities of global leaders. Drawing on our data comprising semi-structured interviews of managers of multinational enterprises operating in Ghana, we identified key assets and liabilities for being local or foreign in one’s global leadership role. Furthermore, we theorize four specific styles of leadership leveraging: identity leveraging, power leveraging, juxtapositional leveraging, and temporal leveraging. Finally, we integrated the above-mentioned elements and proposed a framework of contextualized assets and liabilities which illustrates how specific cultural context affects the assets and liabilities of localness and foreignness for global leaders, and how these assets and liabilities constitute the four styles of leveraging in such context. Implications of our findings for research and practice are discussed.

Using Triad-based multinational enterprises as their empirical setting, influential scholars in international management uncovered key organizational characteristics needed to create globally integrated and locally responsive multinationals. They proposed a “modern” theory of multinationals' organization (Hedlund, 1994). But recently, a new generation of multinationals from emerging markets has appeared. Little is known about their organizational choices and some scholars even doubt that they leverage organizational capabilities altogether. Does the “modern” theory still hold in their case? This exploratory study of three emerging-market multinationals (EMNEs) discloses that for reasons related to their origin in emerging economies and to the competitive specificities of these economies, EMNEs approach the global and local conundrum in ways which are both similar – and vastly different – from recommendations of the “modern” theory. We inductively develop a new theory that accounts for the evolution of organizational capabilities in EMNEs to reconcile global integration and local responsiveness. We discuss its implications for the executives of both emerging and Triad-based multinationals.