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1 – 10 of over 5000
Article
Publication date: 20 February 2024

Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang and Paul C.Y. Liu

This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

Abstract

Purpose

This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

Design/methodology/approach

We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data.

Findings

Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets.

Research limitations/implications

Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework.

Practical implications

First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content.

Originality/value

We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.

Details

International Marketing Review, vol. 41 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 28 October 2024

Zi Wang, Paul C.Y. Liu, Ruizhi Yuan and Gwarlann de Kerviler

Brand information is ubiquitous online and offline; consumers exhibit brand avoidance tendencies towards brand stimuli when there is a discrepancy between a brand…

Abstract

Purpose

Brand information is ubiquitous online and offline; consumers exhibit brand avoidance tendencies towards brand stimuli when there is a discrepancy between a brand image/personality and one’s self-concept. Given the multifaceted culturally constituted self-domains and self-importance, this research investigates how cultural variation affects reactions to self-brand discrepancy, considering two types of narcissist orientations.

Design/methodology/approach

Using national culture as proxy for cultural orientation, sample data were collected through surveys administered to 410 participants (210 in China and 200 in the USA). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses. The follow-up qualitative study was conducted to allow further discussion of the quantitative results.

Findings

The results show that self-brand discrepancy can only be converted into brand avoidance tendency through the activation of cognitive dissonance for both Americans and Chinese. Specifically, for Chinese consumers only (ideal) social identity self-brand discrepancies can activate avoidance behaviour. In addition, grandiose and vulnerable narcissism orientations co-exist for both Chinese and Americans, these negatively moderate the relationship between social self-brand discrepancies and cognitive dissonance. For US consumers, idealised identity discrepancies mitigate dissonance; only those with a vulnerable narcissistic orientation would act on avoidance when experiencing dissonance.

Originality/value

By incorporating cultural variations in the investigations of self-brand discrepancy, this paper advances existing knowledge on dissonance and coping mechanisms. In addition, by bringing narcissistic orientations to the fore, it allows for a deeper understanding of how these cultural variations operate. In addition, our research provides important guidelines for brand practitioners to better leverage their marketing campaigns in offline and online contexts and to reduce brand avoidance tendencies across the international marketplace.

Details

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

Keywords

Article
Publication date: 1 June 1997

Jaroslav Mackerle

Gives a bibliographical review of the finite element methods (FEMs) applied for the linear and nonlinear, static and dynamic analyses of basic structural elements from the…

6081

Abstract

Gives a bibliographical review of the finite element methods (FEMs) applied for the linear and nonlinear, static and dynamic analyses of basic structural elements from the theoretical as well as practical points of view. The range of applications of FEMs in this area is wide and cannot be presented in a single paper; therefore aims to give the reader an encyclopaedic view on the subject. The bibliography at the end of the paper contains 2,025 references to papers, conference proceedings and theses/dissertations dealing with the analysis of beams, columns, rods, bars, cables, discs, blades, shafts, membranes, plates and shells that were published in 1992‐1995.

Details

Engineering Computations, vol. 14 no. 4
Type: Research Article
ISSN: 0264-4401

Keywords

Book part
Publication date: 13 August 2018

Robert L. Dipboye

Abstract

Details

The Emerald Review of Industrial and Organizational Psychology
Type: Book
ISBN: 978-1-78743-786-9

Content available
Book part
Publication date: 24 June 2024

Noel Scott, Brent Moyle, Ana Cláudia Campos, Liubov Skavronskaya and Biqiang Liu

Abstract

Details

Cognitive Psychology and Tourism
Type: Book
ISBN: 978-1-80262-579-0

Article
Publication date: 1 April 2003

Georgios I. Zekos

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some…

97804

Abstract

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Details

Managerial Law, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0558

Keywords

Article
Publication date: 1 December 2004

George K. Stylios

Examines the tenth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects…

3728

Abstract

Examines the tenth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Details

International Journal of Clothing Science and Technology, vol. 16 no. 6
Type: Research Article
ISSN: 0955-6222

Keywords

Book part
Publication date: 24 February 2023

Sarahit Castillo-Benancio, Aldo Alvarez-Risco, Flavio Morales-Ríos, Maria de las Mercedes Anderson-Seminario and Shyla Del-Aguila-Arcentales

In a pandemic framework (COVID-19), this chapter explores the impact of the global economy and socio-cultures concerning three axes: recreational, tourism, and hospitality…

Abstract

In a pandemic framework (COVID-19), this chapter explores the impact of the global economy and socio-cultures concerning three axes: recreational, tourism, and hospitality. Although we slowly see an economic revival, it is well known that this sector of study is very susceptible to being affected by the context of nations. Following restrictions and measures taken by governments around the world to reduce the number of cases of coronavirus infections, many nations closed their borders, affecting international travel and by 2020 tourism had been reduced to the near cessation of operations due to the imminent fear of this poorly studied disease, and the service sector was negatively affected. It should be added that, according to the World Tourism Organization's projections, a decrease of between 20 and 30% is forecast for 2020 compared to the previous year.

Details

Sustainable Management in COVID-19 Times
Type: Book
ISBN: 978-1-80382-597-7

Keywords

Content available
Book part
Publication date: 21 January 2022

Abstract

Details

Industry 4.0 and Global Businesses
Type: Book
ISBN: 978-1-80117-326-1

Article
Publication date: 1 May 1994

N. Brännberg and J. Mackerle

This paper gives a review of the finite element techniques (FE)applied in the area of material processing. The latest trends in metalforming, non‐metal forming and powder…

1460

Abstract

This paper gives a review of the finite element techniques (FE) applied in the area of material processing. The latest trends in metal forming, non‐metal forming and powder metallurgy are briefly discussed. The range of applications of finite elements on the subjects is extremely wide and cannot be presented in a single paper; therefore the aim of the paper is to give FE users only an encyclopaedic view of the different possibilities that exist today in the various fields mentioned above. An appendix included at the end of the paper presents a bibliography on finite element applications in material processing for the last five years, and more than 1100 references are listed.

Details

Engineering Computations, vol. 11 no. 5
Type: Research Article
ISSN: 0264-4401

Keywords

1 – 10 of over 5000