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Article
Publication date: 22 September 2022

Carl Arthur Solberg and François Durrieu

This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network…

1058

Abstract

Purpose

This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network, domestic network, standardization/adaptation and positioning. The authors aim at identifying optimal use of these strategic vehicles to achieve firm performance.

Design/methodology/approach

The authors construct a database of 132 Norwegian exporters and identify, through cluster analysis, three different categories of firms. They use multi-group analysis to explore strategy–performance pattern in each group.

Findings

All four strategic levers impact positively on the performance, but only two of them (marketing networks and positioning) with major impact. Standardization and domestic networks play a minor role. Based on these strategic levers, the authors identify three strategic groups (opportunists, networks seekers and global marketers) with different optimal export strategy patterns. The authors argue that these groups represent firms in different stages, epitomizing a learning process in three stages.

Research limitations/implications

A broader perspective of strategy variables should be included to get a more complete picture of the “optimal” model for different groups of exporters. Other marketing mix factors and the firm’s stance toward governance in international markets (operation modes) should therefore be included in the repertoire of strategy drivers determining group membership and to analyse their pattern.

Practical implications

Opportunists are advised to focus on positioning through domestic network relations; network seekers should concentrate on building marketing networks. Global marketers may carry out standardization strategies – preferably in collaboration with their marketing partners in export markets. For the two other groups, there is no evidence that speak in favour of such approach, nor for its counterpart, adaptation. For export promotion agencies, the authors suggest enhanced support to establish network partners.

Originality/value

The authors introduce strategic levers not yet explored in the export literature. Furthermore, they use a contingency causal approach to explain differences in strategy development (in international markets) and the link with performance.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 8 February 2024

Biying Zhu, Ju’e Guo, Martin de Jong, Yunhong Liu, Erlong Zhao and Gao Jing

This paper aims to examine the unique Chinese context by analyzing the city labels (e.g. smart city and eco city) used by Chinese local governments at or above the provincial…

Abstract

Purpose

This paper aims to examine the unique Chinese context by analyzing the city labels (e.g. smart city and eco city) used by Chinese local governments at or above the provincial capital level to represent themselves (adopted city labels) and the developmental pathways they actually pursued (adopted developmental pathways).

Design/methodology/approach

The authors compared the city brand choices to those anticipated based on their geographic and economic contexts (predicted city labels and developmental pathways) as well as the directives outlined in national planning documents (imposed city labels and developmental pathways). The authors identified ten main categories of city labels used to designate themselves and establish the frequency of their use based on municipal plan documents, economic and geographic data and national plan documents and policy reports, respectively.

Findings

The authors discovered that both local economic development and geographic factors, as well as top-down administrative influences, significantly impact city branding strategies in the 38 Chinese cities studied. When these models fall short in predicting adopted city labels and pathways, it is often because cities favor a service-oriented reputation over a manufacturing-focused one, and they prefer diverse, multifaceted industrial images to uniform ones.

Originality/value

The originality and value of this paper lie in its contribution to the academic literature on city branding by developing a predictive model for brand development at the municipal level, with explicit attention to the national-local nexus. The paper’s approach differs from existing research in the first cluster of city branding by not addressing issues of stakeholder involvement or adoption and implementation processes. Additionally, the paper’s focus on the political power dynamics at the national level and urban governance details at the municipal level provides a unique perspective on the topic. Overall, this paper provides a valuable contribution to the field of city branding by expanding the understanding of brand development and its impact on the socioeconomic environment.

Details

Journal of Place Management and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 26 September 2023

Khaula Alkaabi

The purpose of this study is to examine the benefits and challenges of using logistics service providers (LSPs) for small and medium-sized enterprises (SMEs) and large…

Abstract

Purpose

The purpose of this study is to examine the benefits and challenges of using logistics service providers (LSPs) for small and medium-sized enterprises (SMEs) and large corporations.

Design/methodology/approach

This study uses the focus group interview method with eight LSP companies of varying sizes in the UAE. The aim is to obtain detailed insights into the advantages and obstacles associated with using LSPs.

Findings

The interview results reveal differences in the services and payment options offered by large and small-medium-sized LSPs, leading to varying impacts on SMEs. Additionally, both large and small-medium-sized LSPs encounter challenges in delivering services to SMEs, including sustaining logistic excellence in a competitive market, meeting the high customer expectations from SMEs and large enterprises, difficulty in recruiting skilled and competent employees and high costs of business technology.

Research limitations/implications

This study is limited to the UAE context and the perspectives of eight LSP companies. The findings may not be generalizable to other regions or industries.

Practical implications

The findings of this research provide valuable insights for SMEs and large corporations considering the use of LSPs. Understanding the benefits and challenges associated with outsourcing logistics services can assist in making informed decisions and developing effective collaborations with LSPs.

Originality/value

This research contributes to the existing literature by specifically examining the benefits and challenges of using LSPs for SMEs and large corporations. This study provides a comprehensive analysis of the factors that influence logistics outsourcing decisions and highlights the unique challenges faced by LSPs and SMEs in the context of the UAE.

Details

European Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 7 April 2023

Changjun Jiang

Land transactions are a key indicator of urban sustainable development and urban space expansion. Therefore, this paper aims to study the spatial correlation of different types of…

Abstract

Purpose

Land transactions are a key indicator of urban sustainable development and urban space expansion. Therefore, this paper aims to study the spatial correlation of different types of land transactions.

Design/methodology/approach

Based on the big data of land micro transactions in Yangtze River Delta urban agglomeration, this paper uses the generalized forecast error variance decomposition (GFEVD) method to measure the correlation level of urban land markets. Also, social network analysis (SNA) is used to describe spatial correlation network characteristics of an urban agglomeration land market. In the meantime, the factors that influence the spatial correlation of urban land markets are investigated through a quadratic assignment procedure (QAP).

Findings

The price growth rate of urban residential land was higher than that of industrial land and commercial land. The spatial relevance of urban residential land is the highest, while the spatial relevance of the urban commercial land market is the lowest. The urban industrial land market, commercial land market and residential land market all present a typical network structure. Population distance (POD) and Engel coefficient distance (EGD) are negatively correlated with the correlation degree of the urban residential land network; traffic distance (TRD) and economic distance (ECD) are negatively correlated with the correlation degree of the urban industrial land network and commercial land network.

Originality/value

This paper uses a systematically-integrated series of problem-solving models to better explain the development path of urban land markets and to realize the integration of the interdisciplinary methods of geography, statistics and big data analysis.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Case study
Publication date: 26 July 2023

Medha Kulkarni, Leena B. Dam and Bharat Pawar

After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used…

Abstract

Learning outcomes

After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used to build the brand NaMo in India; evaluate possible future growth strategies for brand NaMo; and compare and contrast brand NaMo with business brands.

Case overview/synopsis

Narendra Modi popularly called as NaMo was the current Prime Minister of India. He belonged to Bhartiya Janata Party (BJP) which won India’s general elections in two consecutive terms 2014 and 2019. NaMo was recognised worldwide for his prudence in leading the country to greater heights of achievement. NaMo started his political journey as the worker of BJP at a tender age. His rise in political career was akin to flagship brand overtaking the parent brand. All the steps taken in the past to position himself as a cult brand, will it fortify to NaMo’s victory in 2024 general elections? Business firms may follow NaMo’s strategies. What can the business brands emulate from NaMo to market and position themselves? Can political success be transpired to business success?

Complexity academic level

This case is designed for use in a graduate-/postgraduate-level marketing course in segments on brand management, brand expansion and the marketing strategies of a market leader. The case can also be used in a brand management course to discuss brand management models (e.g. Keller’s brand resonance pyramid and brand value chain). This case has particular application for classes that focus on brand equity, STP for any brand (segmentation, targeting and positioning) and brand value chain. The case looks in detail at the Indian political market and brand building process of NaMo and examines competitive moves since its inception. This case can be used in brand management, media management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programmes.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 5 December 2023

Juan Ernesto Perez Perez

Upon completion of the case study, the students will be able to analyze the brand equity construct through the associative neural network model for decision-making; identify…

Abstract

Learning outcomes

Upon completion of the case study, the students will be able to analyze the brand equity construct through the associative neural network model for decision-making; identify prospective scenarios through the Delphi method for the construction of strategic plans in organizations; and propose the innovation of a product by applying creativity techniques to enter international markets.

Case overview/synopsis

Cafe Galavis was one of the leading family businesses in industrial development and had the highest business recognition, with a century of experience in producing and commercializing roasted and ground coffee in Cucuta, Colombia. In 2015, the diplomatic crisis between the governments of Colombia and Venezuela led to the indefinite closure of the Colombian–Venezuelan border, which caused an increase in income from smuggled coffee. In addition, the presence of different competitors and traditional brands negatively impacted the level of sales, which considerably affected financial stability. Likewise, internal difficulties of family nature and administrative management led to the change of senior management. By 2016, Juan Yáñez was appointed chief executive officer (CEO) and was in charge of avoiding the company’s closure. In January 2023, he received feedback from his consulting team, and upon evaluation of the new market challenges with his collaborators, he realized a great challenge that merited the search for a priority alternative solution. How to design a new product considering the loss of brand identity in the face of the generational change of its consumers? These were some of the challenges posed by the CEO that consequently required starting a strategic management process of innovation.

Complexity academic level

The teaching case is aimed at students of postgraduate academic programs in the areas of knowledge of innovation, product design, industrial design, marketing or MBA. In the modules of marketing, strategic management, brand management and strategic foresight, the case allowed for the orientation of the concepts of brand value or branding as well as the analysis of the value chain for the implementation of strategies that promote competitive advantages of companies. Similarly, in the modules of product or service design, creativity and innovation and complex thinking, the case allows one to approach a complex problem and apply creativity techniques for its solution.

Supplementary material

Teaching notes are available for educators only.

Subject code

CSS: 8 Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Open Access
Article
Publication date: 29 July 2022

Luigi Mersico, Elisa Carloni, Roberta Bocconcelli and Alessandro Pagano

This study aims to explore the resource development process implemented by a small consulting firm, active in a traditional industrial context, pursuing the innovation path to…

1791

Abstract

Purpose

This study aims to explore the resource development process implemented by a small consulting firm, active in a traditional industrial context, pursuing the innovation path to develop solutions within the Industry 4.0 (I4.0) domain.

Design/methodology/approach

This study undertakes a single qualitative case study of Sinergia, an Italian innovative small consulting firm. The case study is analyzed through critical events and adopting the 4 R model, developed within the industrial marketing and purchasing (IMP) approach.

Findings

The analysis highlights a transition from knowledge broker to solution provider, based on a process of networking, with a relevant strategizing effort, and of assembling internal, external and shared resources. Three patterns in the evolution of the company’s innovation path emerge: resource-oriented networking, hybrid resource development and resource assembly.

Originality/value

The empirical study provides novel empirical evidence over localized innovation processes in I4.0 by exploring the innovation path pursued by a small consulting firm in connection with the local business. The study represents a theoretical development in terms of the 4 R model as it suggests the need to further conceptualize the category of technical resources – including products and facilities – in the increasingly complex I4.0 domain and provides insights on the changing role of actors in networks underpinned by emerging resource structures.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 22 August 2023

Proinnsias Breathnach

The historical evolution of the economy of Ireland's South East region is traced, highlighting Waterford's key role as the region's leading urban centre and port. What had been a…

Abstract

The historical evolution of the economy of Ireland's South East region is traced, highlighting Waterford's key role as the region's leading urban centre and port. What had been a rather traditional regional economic structure underwent considerable modernisation in the last two decades, but lacks the sectoral specialisation which provides a strong economic base in other Irish regions. The National Spatial Strategy, launched in 2002, sought to promote regional specialisation in exporting sectors, but lacked the governance structures required to drive the process. The current National Planning Framework is more focused on building up the main regional centres, but is likely to leave Waterford City well short of the scale required to be competitive in global markets. An alternative strategy is proposed, whereby Waterford would work in collaboration with the South East's unique set of strong county towns to create a distinctive and coherent, region-wide and sectorally focused, urban system. The success of such a project, however, would be dependent on the creation of a strong regional government tier and the devolution to the regions of a wide range of powers and functions currently concentrated at national level.

Expert briefing
Publication date: 31 January 2024
Expert Briefings Powered by Oxford Analytica

Abu Dhabi will leverage post-UNSC soft power

It struggled with this goal during two turbulent years that saw permanent UNSC members divided over significant conflicts. Nonetheless, the UAE was an engaged Security Council…

Details

DOI: 10.1108/OXAN-DB284917

ISSN: 2633-304X

Keywords

Geographic
Topical

Abstract

Details

European Business Review, vol. 36 no. 1
Type: Research Article
ISSN: 0955-534X

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