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Article
Publication date: 28 June 2022

David A. Griffith and Goksel Yalcinkaya

The COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to…

Abstract

Purpose

The COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to understand the influence of the institutional response to the COVID-19 pandemic on international marketing activities and to highlight the need to formally incorporate institutional economics into the study of international marketing phenomena.

Design/methodology/approach

The paper uses institutional economics as the environmental element of the general theory of competitive rationality to present a foundation for understanding how state actions influence marketing and international marketing activities. Data are presented and empirically tested, demonstrating the heterogeneity of government influence on personal and economic freedoms during the pandemic, both of which influenced international marketing activities. To broaden the implications of this work, we also provide anecdotal illustrations unrelated to the COVID-19 pandemic to demonstrate the breadth of nation-state influence on international marketing activities.

Findings

Heterogeneity in nation-state formal and informal institutional elements influence international marketing activities during the COVID-19 pandemic. However, other incidents, unrelated to the COVID-19 pandemic, demonstrate the importance of contextualizing international marketing activities under a holistic institutional framework.

Originality/value

The paper employs the general theory of competitive rationality along with institutional economics to provide a theoretical foundation to better understand the differential impact on international marketing as a result of formal and informal institutional influences. This general framework can be employed to provide a holistic understanding of both international and cross-national marketing activities.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 31 January 2022

David A. Griffith, Hannah Soobin Lee and Goksel Yalcinkaya

Social media is a product that is co-created by consumers and multinational enterprises, that partially manage the customer experience and that has garnered significant…

Abstract

Purpose

Social media is a product that is co-created by consumers and multinational enterprises, that partially manage the customer experience and that has garnered significant attention in the field of international marketing. However, international marketing scholars have yet to address the societal costs of the use of social media, even as academics in other disciplines and business leaders are raising alarm that social media has created a digital ecosystem that may harm individuals within the global market. The objective of this research is to examine the generalizability of the relationship between the use of social media and the prevalence of depression across countries.

Design/methodology/approach

Employing social cohesion theory and the social network approach of the strength of ties, this work examines the relationship between the use of social media and time spent on social media at the country level and the prevalence of depression. The authors examine this issue within a 28-country, eight-year, unbalanced panel dataset, accounting for cultural, economic and structural factors.

Findings

The authors find that as more people within a country use social media, the prevalence of depression in that country increases. However, the authors also find that as the average time spent on social media in a country increases the deleterious relationship between the use of social media and the prevalence of depression diminishes.

Originality/value

Answering the calls in the international marketing literature for a greater understanding of the externalities (i.e. consumer well-being effects) of marketing activities of multinational companies, this study demonstrates the varying relationships of the use of and time spent on social media and the prevalence of depression at the population level, across a wide variety of countries, thus also contributing to the effort to improving generalizations from multi-country comparisons in international research.

Details

International Marketing Review, vol. 39 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 25 April 2008

Goksel Yalcinkaya

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…

5959

Abstract

Purpose

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.

Design/methodology/approach

A conceptual framework is presented and propositions are constructed.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Marketing Review, vol. 25 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 28 March 2006

Goksel Yalcinkaya and David A. Griffith

Power is the potential ability of one individual or organization to directly influence another (Dahl, 1957; Emerson, 1962, French & Raven, 1959). The potential to…

Abstract

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.

Details

Relationship Between Exporters and Their Foreign Sales and Marketing Intermediaries
Type: Book
ISBN: 978-1-84950-397-6

Book part
Publication date: 23 August 2011

Peggy E. Chaudhry, Ronald Paul Hill, Stephen A. Stumpf and Goksel Yalcinkaya

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…

Abstract

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.

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Keywords

Article
Publication date: 11 March 2009

Kam C. Chan, Hung‐Gay Fung and Wai K. Leung

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…

Abstract

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.

Details

Multinational Business Review, vol. 17 no. 1
Type: Research Article
ISSN: 1525-383X

Keywords

Book part
Publication date: 23 August 2011

Shaoming Zou

Many thanks to Professors Marko Sarstedt, Manfred Schwaiger, and Charles R. Taylor, Volume 22 has assembled a set of outstanding articles addressing the methodological…

Abstract

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.

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Content available
Article
Publication date: 25 April 2008

418

Abstract

Details

International Marketing Review, vol. 25 no. 2
Type: Research Article
ISSN: 0265-1335

Content available
Book part
Publication date: 28 March 2006

Abstract

Details

Relationship Between Exporters and Their Foreign Sales and Marketing Intermediaries
Type: Book
ISBN: 978-1-84950-397-6

Book part
Publication date: 28 March 2006

Abstract

Details

Relationship Between Exporters and Their Foreign Sales and Marketing Intermediaries
Type: Book
ISBN: 978-1-84950-397-6

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