Search results
1 – 10 of over 198000In order to better optimize the internal management system of book publishing and to cope with the changes in the external market environment, the purpose of this paper is to…
Abstract
Purpose
In order to better optimize the internal management system of book publishing and to cope with the changes in the external market environment, the purpose of this paper is to carry out cross-border publishing with the help of a transmedia storytelling model to realize the transformation and upgrading of the industry. Focusing on the relationship between the book publishing transmedia storytelling model and business performance, the moderating effect of the innovation environment on different variables is assessed.
Design/methodology/approach
This paper proposes several feasible hypotheses based on existing research. The research data came from 365 managers of Chinese book publishing organizations, and the scale was validated by Cronbach’s a, composite reliability (CR) and average variance extracted (AVE). Reliability and validity were verified, and correlation and regression analyses were used to test the impact of the book publishing transmedia storytelling model on business performance and to analyze the moderating role of the innovation environment.
Findings
The results show that the book publishing transmedia storytelling model (content production, technology integration, organizational innovation, marketing integration) helps to improve business performance (market performance, financial performance), and the innovation environment has a positive moderating effect on the relationship between the book publishing transmedia storytelling model and business performance, which provides a guarantee for the transformation and upgrading of book publishing. The market information reflected in the innovation environment has a certain role in promoting the innovation and business performance of the book publishing transmedia storytelling model.
Research limitations/implications
The empirical evidence provides a theoretical link between the book publishing transmedia storytelling model and business performance, but there are still some shortcomings, and more factors, such as equity structure, government subsidies and research and development investment, should be included in future research. In addition, the scope of the research should be broadened on this basis to make the results of the data analysis more objective.
Practical implications
This paper introduces the transmedia storytelling model and deeply analyzes the relationship between the book publishing transmedia storytelling model and business performance, which is of great practical significance for optimizing the application and service quality of book publishing, prolonging the industrial chain, enhancing the interaction and participation of users and perfecting the business management system of the book publishing industry.
Originality/value
The application and research of the book publishing transmedia storytelling model are imperfect. Therefore, this paper not only helps to promote the innovation of book publishing organizational structure and improve the management system of business performance, but also may help to improve the innovation environment of book publishing enterprises and promote the diversification of industrial structure.
Details
Keywords
The purpose of this paper is to study the impact of government supervision and market environment on farmers' pesticide application behavior, as well as the intermediary effect of…
Abstract
Purpose
The purpose of this paper is to study the impact of government supervision and market environment on farmers' pesticide application behavior, as well as the intermediary effect of farmers' literacy, and investigate the substitution effect between government supervision and market environment.
Design/methodology/approach
In this paper, logit and Poisson regression models were used to investigate the comprehensive impact of government supervision and market environment on farmers' pesticide application behavior, and the intermediary effect model is used to examine the intermediary effect of farmers' literacy.
Findings
Government supervision is an important constraint for the formation of individual behavior paradigm, but it has both positive and negative effects, depending on different instruments. The market subject constraint and market incentive are two important ways that the market environment affects Chinese farmers' pesticide application behavior. Farmers' literacy plays a partial mediating role in the influencing mechanism of government and market factors. The government supervision and market environment, two different constraint forces, have substitution effects in the process of regulating farmers' pesticide application behavior.
Originality/value
In the influence mechanism, farmers' literacy, such as values, responsibilities and skill requirement related to scientific pesticide use, was included into the analysis framework as intermediary variables. The authors found that government supervision and market environment not only directly affect farmers' pesticide application behavior but also indirectly affect farmers' pesticide application behavior through farmers' literacy.
Details
Keywords
Jialu Sun, Meifang Yao, Weiyong Zhang, Yong Chen and Yan Liu
– The purpose of this paper is to explore the correlations among entrepreneurial environment, market-oriented strategies, and entrepreneurial performance.
Abstract
Purpose
The purpose of this paper is to explore the correlations among entrepreneurial environment, market-oriented strategies, and entrepreneurial performance.
Design/methodology/approach
Entrepreneurial environment is measured by institutional environment and industrial environment. A survey of 176 large Chinese automobile firms is conducted. The structural equation model is applied to perform analysis.
Findings
The uncertainty of the institutional environment is positively related with market-oriented strategies and market-oriented strategies are positively related with firms’ performance. The stronger the uncertainty of the industrial environment is, the larger impact that market-oriented strategies have on firms’ performance will be. There is no distinct positive relationship between the uncertainty of industrial environment and firms’ market-oriented strategies. The hypothesis, that the stronger the uncertainty of institutional environments is, the larger the impact that market-oriented strategies will be on firms’ performance, is not supported.
Research limitations/implications
In terms of research design, this paper does not select survey samples randomly. This paper only takes institutional and industrial environments into consideration while the environmental characteristics are omitted.
Originality/value
This paper expands entrepreneurship research by integrating previous studies. Findings in this paper are helpful for firms in emerging countries to implement “going abroad strategies,” to start up new businesses in other countries, and to achieve the goals of improving competitiveness and integrating with international firms.
Details
Keywords
Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing decision…
Abstract
Purpose
Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing decision making is likely to be a factor of marketing standardisation strategy. This study aims to add insights to this new research field. Based on the outcome of previous studies, it aims to propose and test a research framework concerning the relationships among environmental factors, the structure of decision making and marketing standardisation/performance. This study seeks to focus on the two most important programme elements: promotion and product.
Design/methodology/approach
The study used the experience of 78 firms operating in the European Union (EU) region to achieve its research objectives. The data used were collected through a postal survey. This analysis used both partial least square (PLS) and hierarchical regression analysis methods to examine its research framework.
Findings
The study has generated a framework for future research. It is suggested that, with the absence of direct influence, the structure of decision making is still likely to have an indirect effect on marketing standardisation strategy. Although a path relationship is unlikely to exist between environmental factors, the structure of decision making and performance, the joint effect between environmental factors and the decision‐making structure on performance is confirmed. The outcomes of the study suggest that, through careful selection, firms adopting a high and low degree centralisation structure can benefit from operating in a similar high/low environment, as well as in a country with high/low market size and potential.
Originality/value
The study's findings have enhanced those uncovered by other researchers. A number of implications can be drawn for these findings.
Details
Keywords
The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.
Abstract
Purpose
The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.
Design/methodology/approach
The study synthesizes the existing literature to build up an integrative conceptual framework of sensory marketing from the supply-side perspective. An observational study then follows to demonstrate how sensory marketing has been implemented in an outdoor out-store shopping environment in Japan.
Findings
The study has proved that there is an outdoor out-store marketing environment where marketers use sensory cues to provide the information about their shops and products/services to their potential customers. When looking at each shop separately, the dominant sensory cues are the visual ones; however, in the outdoor out-store marketing environment of a shopping street as a whole, the combination of visual, audio, and tactile cues is a popular practice. In addition, it is observed that some outdoor out-store marketing practices are oriented toward the local cultural values.
Research limitations/implications
Implications for shopping environments management are discussed.
Originality/value
The study extends the theories on shopping environments to an outdoor out-store context, and supports the implementation of experiential marketing and context marketing.
Details
Keywords
The marketing concept, as a cornerstone of contemporary marketing theory, stands as one of its most enduring tenets.
Sunil Venaik and David F. Midgley
This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy…
Abstract
Purpose
This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy, environment and performance through the theoretical lenses of fit and equifinality.
Design/methodology/approach
The authors use a mail survey to collect data from MNC subsidiary business units located in multiple countries. They apply a novel archetypal analysis method to identify the diverse archetypes of marketing mix standardization-adaptation in MNC subsidiaries. Finally, through cross-tabulation and regression analysis, they examine the relationships between MNC strategy, environment and performance.
Findings
They identify four archetypes of MNC subsidiary standardization-adaptation including a new archetype that is not recognized in the literature. This analysis finds partial support for both fit and equifinality, suggesting complementarity between the two theories.
Research limitations/implications
The study could be extended with longitudinal data to examine the dynamics in MNC marketing mix strategy and performance in response to the changing business environment.
Practical implications
The findings suggest that MNC subsidiary managers could deploy a broader set of international marketing strategy configurations than those currently prescribed to enhance performance.
Originality/value
The authors use a novel configuration-based archetypal analysis method and extend the theoretical typology of international marketing strategies pursued by MNC subsidiaries. The partial support for both fit and equifinality expands the theoretical lens through which we can examine the relationships between MNC marketing strategy, environment and performance.
Details
Keywords
The study conceptualizes how firms’ strategic motives interact with the heterogeneity of host country institutional environments in determining the subsidiary ownership. The…
Abstract
Purpose
The study conceptualizes how firms’ strategic motives interact with the heterogeneity of host country institutional environments in determining the subsidiary ownership. The author hypothesizes and tests two interaction effects. The study found that firms with market-seeking motives are more affected by the heterogeneity of host country institutional environments, while firms with resource-seeking motives are less affected by the heterogeneity. The empirical findings are based on a sample of overseas subsidiaries reported in the annual reports of listed firms in China.
Design/methodology/approach
In this study, an empirical investigation was conducted using a sample of subsidiaries of listed firms in China. The data were compiled from 2012 annual reports of listed firms in China. The sample consists of 2,270 subsidiaries of these firms.
Findings
The study conceptualizes that firms with market-seeking motives and resource-seeking motives are influenced differently by the heterogeneity of host country institutional environments in determining their subsidiary ownership. We hypothesize two interaction effects. Firms with market-seeking motives are more subject to the heterogeneity of host country institutional environments in determining their FDI ownership level. In contrast, firms with resource-seeking motives are less subject to this heterogeneity. The findings largely supported the study’s hypotheses.
Originality/value
This study fills an important gap in the literature by incorporating the interaction between strategic motives and host country environments in the analysis of subsidiary ownership. The findings of the study suggest that firms with a market-seeking motive are more particular about the host country institutional environments. They will acquire a high level of ownership in host countries with attractive institutional environments. In contrast, firms with resource-seeking motive are less concerned with the host country institutional environments. Their decision on subsidiary ownership is less affected by the variance in host country institutional environments. This study adds to the stream of studies that have examined outward investments of firms from emerging economies, particularly the outward expansion of Chinese firms with different strategic motives.
Details
Keywords
Gives a critical examination of “Markets” within the marketing environment, and suggests that the system of marketing can be described by two fundamental dimensions: activity and…
Abstract
Gives a critical examination of “Markets” within the marketing environment, and suggests that the system of marketing can be described by two fundamental dimensions: activity and product. Presents a normative view of the relationships that exist between a marketing system and its environment. Proposes that the system is more effective in same conditions than in others. Indicates that the dynamics of marketing strategy and competitive advantage should be considered.
Details