For international product managers, one critical question is how fast a new product is likely to be adopted and diffused in different nations. One possible way to answer…
For international product managers, one critical question is how fast a new product is likely to be adopted and diffused in different nations. One possible way to answer this question is by collecting data on the diffusion in a large number of countries and analyzing them. However, one of the main problems associated with collecting data are the lack of sufficient early‐period sales data to ensure reliable estimations. The estimation process becomes even harder since word‐of‐mouth and imitation play significant roles in the adoption of a new product given that the spread of information in a social system is complex. The purpose of this paper is to assess the relationship among social interactions, cultural differences, and the adoption of new products, and propose a new technique to work with the complexity arising from social interactions, as well as the few data points.
A conceptual framework is presented and propositions are constructed.
The study suggests that, while social interactions are an important element for adoption of new products in every country, the strength of their impact on adoption varies across countries based on culture.
This study contributes by offering a deeper understanding of the impact of social interactions on international innovation adoption and provides a new foundation for the literature by combining individual heterogeneity, cultural differences, and word‐of‐mouth communication in one study.
Understanding the effect of cultural variations on the adoption of new products in a specific country will help management in the forecasting of demand by decreasing the perceived uncertainty of foreign cultural environments.
Even though diffusion models often describe innovation diffusion patterns over time fairly well, it is unclear how social interaction processes in different countries influence the adoption and diffusion speed of new products. There seems to be a large gap in the international marketing literature since it has long been accepted that personal interactions play a key role in product adoption and dissemination and that individuals communicate differently in the different parts of the world. An understanding of social interactions role on adoption of innovation will contribute to the international marketing field.
Power is the potential ability of one individual or organization to directly influence another (Dahl, 1957; Emerson, 1962, French & Raven, 1959). The potential to influence another emanates from a number of social power bases. Six bases of power have been enumerated in the literature: reward, coercive, legitimate, referent, expert, and informational (French & Raven, 1959; Raven, 1965, 1992). Reward power emanates from the capability of one party to reward another. Coercive power originates from one party's expectation that he/she will be punished by his/her partner if he/she fails to conform to the influence attempt. Legitimate power is derived from the internalization of values that dictate his/her partner has a legitimate right to influence him/her and he/she has an obligation to accept this influence. Referent power is defined by the identification of one partner with the other. Expert power is the extent that the knowledge that one partner attributes to the other provides for influence. Informational power is defined as the logical argument that a partner presents to another in order to implement change. The aggregation of the six power bases determines an individual's or organization's overall power.
The purpose of this investigation is to examine the explanatory powers of a consumer complicity framework that uses counterfeit products and five emerging country markets…
The purpose of this investigation is to examine the explanatory powers of a consumer complicity framework that uses counterfeit products and five emerging country markets (Brazil, Russia, India, and China). A web survey was administered to 1,600 consumers in Brazil, Russia, India, and China to test whether demographics, national origin, perceived quality, price, and a hedonic shopping environment predicted consumers' complicity in these emerging markets. Overall, the results found little support for either demographics or national origin to predict this type of illicit consumption. The best predictive variables were perceived quality, price, and hedonic shopping experience. The study concludes with a model that incorporates these results and suggests that future research employ demarketing tactics using both cognitive dissonance and expected utility theories to obtain a more holistic view for curbing complicity that goes beyond product attributes and the shopping environment.
We examine the citations from four international business (IB) journals over 2000‐2004 to show the areas, the journals, and the institutions that impact IB research. The…
We examine the citations from four international business (IB) journals over 2000‐2004 to show the areas, the journals, and the institutions that impact IB research. The leading works that influence IB research are primarily management journals, scholarly books, and IB journals. IB research is published in non‐IB journals, as well and this has influenced the recent research in IB journals. U.S. and non‐U.S. academic institutions and non‐academic organizations are among the top 100 institutions that impact IB research, indicating that this research is a truly global endeavor. Finally, recent IB research is influenced more by recent published research than by past research. Scholarly books have become less influential, while the economics, finance, and marketing journals show no change in the influence on IB research over time.
Many thanks to Professors Marko Sarstedt, Manfred Schwaiger, and Charles R. Taylor, Volume 22 has assembled a set of outstanding articles addressing the methodological issues in international marketing research. Readers should find these articles informative and valuable. In addition to these articles on the special topic of international marketing research methods, a regular article is included in Volume 22. Advances in International Marketing encourages innovative research and “out-of-the-box” research ideas in international marketing. In future volumes, it will continue to promote special topic-based volumes, while also publishing “regular” papers that are reviewed outside of the themed volumes. The regular papers must show innovative research that addresses any significant issues in international marketing and should be submitted to the Series Editor.