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Article
Publication date: 1 April 1992

Gordon E. Miracle, Kyu Yeol Chang and Charles R. Taylor

More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented…

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1155

Abstract

More than 2,000 Korean and US television commercials were analysed to determine how soon, how long and how many times the brand, company name and product are presented. These variables represent important decisions that must be made by those who create television commercials. Significant differences between US and Korean television advertising were found. Cultural differences are identified that: (1) suggest reasons for differences in television advertising between countries and (2) provide guidance for international advertising managers who supervise creative personnel doing advertising in Korea and the US.

Details

International Marketing Review, vol. 9 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 April 1988

Gordon E. Miracle and Terence Nevett

Until the late 19th century, the controls on advertising in Britain and the US depended on complying with laws relating to defamation and on the ethical values of…

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1032

Abstract

Until the late 19th century, the controls on advertising in Britain and the US depended on complying with laws relating to defamation and on the ethical values of advertisers and media proprietors. During the 20th century, concerns about public safety from dangerous products or services, recognition of the need to safeguard people from misleading or untrue claims, and attempts to strike a balance in the interests of fair trading have led to movements for both self‐regulation, as well as some legal restrictions on marketing and advertising practices. Differences in British and American practices have arisen from the nature of the legal systems and the cultural mores of the respective societies.

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European Journal of Marketing, vol. 22 no. 4
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 26 September 2002

Gordon E. Miracle and Hae-Kyong Bang

Cross-cultural research presents unique challenges due to language and cultural differences. Based on a large-scale research project involving television advertisements…

Abstract

Cross-cultural research presents unique challenges due to language and cultural differences. Based on a large-scale research project involving television advertisements from Japan, Korea, and the U.S., the article identifies a number of problems encountered in developing equivalent research instruments in, and discusses ways to achieve reliable and valid results in cross-cultural content analysis research. The importance of understanding the languages and culture, selecting, training and supervising coders in a consistent manner and the practical value of back-translation process in cross-cultural research in achieving reliable and valid research results are emphasized. Specific guidelines for ensuring equivalent research instruments are provided.

Details

New Directions in International Advertising Research
Type: Book
ISBN: 978-0-76230-950-4

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Book part
Publication date: 26 September 2002

Abstract

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New Directions in International Advertising Research
Type: Book
ISBN: 978-0-76230-950-4

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Article
Publication date: 1 March 1972

James Donnelly and John Ryans

Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many…

Abstract

Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many study findings, relating particularly to the use of local or US‐based advertising agencies, are examined. Particular concern is to whether or not such factors as the advertiser's attitudes towards cultural factor importance and market area economic development, are considerations in the placing of preparing and placing non‐domestic advertising. Looks at the role of culture and statements to prove advantages and disadvantages in these. Concludes that if a firm uses either US‐based agencies for overseas representation or foreign‐based agencies, its management is displaying some concern for the cultural and other differences forced between markets.

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European Journal of Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 13 March 2007

Mohammad Niamat Elahee

The purpose of this article is to present a biographical sketch of Lee C. Nehrt, who, in 1962, became the first person to obtain a PhD in International Business.

Abstract

Purpose

The purpose of this article is to present a biographical sketch of Lee C. Nehrt, who, in 1962, became the first person to obtain a PhD in International Business.

Design/methodology/approach

This study is mainly based on an in‐depth interview of Lee Nehrt followed up by several telephone and e‐mail interviews as well as e‐mail interviews of a number of Nehrt's former colleagues and students. In addition, Nehrt's published works were extensively reviewed and utilized.

Findings

The findings are reported in the form of a biography. In particular, the paper documents Nehrt's contribution to the emergence of international business as an important field of study, his role in internationalizing business curricula within the USA and in popularizing the American model of business education across the world. The paper also reflects on Nehrt's contribution to the Academy of International Business and his efforts in forging closer ties between international business academics and practitioners.

Originality/value

The dearth of biographical research in the international business discipline points to a need that has yet to be fulfilled. This is the first published article on Nehrt's life and career as a pioneering international business scholar.

Details

European Business Review, vol. 19 no. 2
Type: Research Article
ISSN: 0955-534X

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Case study
Publication date: 20 January 2017

Mark Jeffery and Justin Williams

In 1992 Joe Jackson, former manager of DuPont Motorsports for twelve years, was angling to get the paint business at Rick Hendrick's sixty-five automotive dealerships…

Abstract

In 1992 Joe Jackson, former manager of DuPont Motorsports for twelve years, was angling to get the paint business at Rick Hendrick's sixty-five automotive dealerships across the United States. In order to win the Hendrick car dealership paint contract, Jackson and Hendrick met to discuss the possibility of sponsoring Hendrick's new team and rookie NASCAR driver—Jeff Gordon. As a result of that meeting, DuPont signed on to be the primary sponsor. By 2006 Gordon was a NASCAR superstar, and the DuPont logo—viewed by millions—was a household brand. While this level of exposure was exciting for the company, executives at DuPont could not help but wonder if they were fully leveraging this tremendous marketing opportunity. Gordon was on fire—but was DuPont maximizing the heat? The DuPont-NASCAR case tasks students and executives with designing a creative marketing campaign to activate the NASCAR sponsorship opportunity and maximize value beyond conventional sponsorship marketing. This open-ended challenge encourages students and executives to think outside of the traditional marketing tactics typically employed by business-to-consumer (B2C) NASCAR sponsors. Additionally, the nature of DuPont creates the need to develop a multi-dimensional plan that caters to a breadth of brands. Beyond designing a new marketing campaign, a key objective of the case is to focus students and executives on designing metrics for measurement of the return on investment (ROI) into a campaign plan. As a first step, it is important to clearly articulate the campaign, business strategy, and key business objectives mapped to the strategy.

Students and executives learn how to design a marketing campaign for measurement. Specifically, they are tasked with designing a new marketing campaign for DuPont to activate the DuPont/NASCAR relationship. Students and executives must define metrics for measurement and learn to use a balanced score card approach. Since the DuPont sponsorship of Hendrick Motorsports is a brand campaign built to reach the DuPont business-to-business (B2B) customer, both non-financial and financial metrics are used. The key to success is to have a clearly defined sponsorship marketing strategy and business objectives. The case teaches students and executives how to define key metrics and articulate a methodology for campaign measurement pre and post to quantify the return on investment (ROI).

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Article
Publication date: 3 October 2018

Shigeki Shibata

Regardless of economic interdependence, there is possibility that two countries occasionally have severe international stress. This is especially true between rising and…

Abstract

Purpose

Regardless of economic interdependence, there is possibility that two countries occasionally have severe international stress. This is especially true between rising and ruling countries, which is referred to as “Thucydides’s Trap.” In order to analyze how a rising country can manage its growing presence in the world, the purpose of this paper is to examine the case of Japan as a rising power in the past.

Design/methodology/approach

There seem to be similarities between the “Japan problem” and the “China problem” such as the economic ascendance of a rising country and the failures of American leadership in spite of different time periods. Thus, analyzing Japan’s experience in the past can help understand how the growing international presence of a rising country can be managed.

Findings

When Japan created international economic policies, it aimed for the following three effects: for its trade liberalization to reduce western countries’ restrictions on its export products, for its economic assistance to contribute to developing countries’ stabilization and for its trade liberalization and its economic assistance to contribute to promoting its international trade and upgrading its international status. To accommodate an emerging country into the international system smoothly, not only the country itself but also others require comprehensive measures while considering policy interactions.

Originality/value

Most previous studies that analyze the relationship between a rising and a ruling country examine conflicts between the two parties from a bilateral perspective. However, since the conflicts do not only involve the two countries, but also other countries in the world, it is important to consider how the two countries and other affected countries manage the growing presence of a rising power. Therefore, this paper aims to analyze how an emerging country integrates itself into the existing international system from a multilateral perspective based on the case of Japan.

Details

Asian Education and Development Studies, vol. 7 no. 4
Type: Research Article
ISSN: 2046-3162

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Article
Publication date: 6 February 2017

Gordon Redding

The purpose of this paper is twofold: first, to consider the proposal by Peter Li about developing an inclusive research paradigm bringing together eastern and western…

Abstract

Purpose

The purpose of this paper is twofold: first, to consider the proposal by Peter Li about developing an inclusive research paradigm bringing together eastern and western research approaches; and second, to make a proposal for a division of labor in this endeavor.

Design/methodology/approach

Literature review and consideration of opposing intellectual traditions and their origins.

Findings

If the western approach was to deal with structures and institutions, and the eastern approach was to deal with process, then some progress might be possible toward a valuable fusion. But there may be sociological as well as intellectual reasons why this would be difficult.

Research limitations/implications

As it is a commentary there are no specific limitations except for what can be covered in the space available.

Practical implications

If the proposal can be made to bear fruit the chances of much greater East-West collaboration in research are higher.

Social implications

The reduction of friction and non-cooperation between intellectual traditions.

Originality/value

The “process” suggestion is new in this form.

Details

Cross Cultural & Strategic Management, vol. 24 no. 1
Type: Research Article
ISSN: 2059-5794

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Abstract

Details

International Journal of Sociology and Social Policy, vol. 12 no. 4/5/6/7
Type: Research Article
ISSN: 0144-333X

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