Search results
1 – 10 of 845Chenchen Yang, Feng Yang, Qiong Xia and Sheng Ang
The paper aims to find the functional relationship among 14 shampoo brands' price, quality, marketing expense and sales in the Chinese shampoo industry. Also studied is which one…
Abstract
Purpose
The paper aims to find the functional relationship among 14 shampoo brands' price, quality, marketing expense and sales in the Chinese shampoo industry. Also studied is which one, among these factors, is the more important.
Design/methodology/approach
By using data envelopment analysis models, the authors propose to maximize the sale allocating efficiency scores to satisfy the hypothesis that the shampoo market is efficient, and then, the sales functions, linear and exponential, can be determined and specified.
Findings
It is found that an exponential sales function is more suitable to characterize the Chinese shampoo industry, and the price factor is a major influence on creating sales.
Originality/value
The paper proposes a method, from an original perspective, to analyze the sales function among the influence factors and to determine which one is more important. The method can be applied to other markets if the assumed conditions could be satisfied.
Details
Keywords
Imad J. Zbib, Barbara R. Wooldridge, Zafar U. Ahmed and Yeghig Benlian
The global cosmetics industry is an attractive business opportunity. This paper aims to study country of origin effects among Lebanese consumers' purchase of shampoo.
Abstract
Purpose
The global cosmetics industry is an attractive business opportunity. This paper aims to study country of origin effects among Lebanese consumers' purchase of shampoo.
Design/methodology/approach
The research tests four hypotheses in respect of country of origins' impact on shampoo purchase decisions and concludes with marketing implications. A questionnaire was administered to 332 consumers to test four hypotheses concerning the impact of country of origin.
Findings
The data confirmed that there are no differences in either the overall quality perceptions of the product or the attribute evaluation of shampoos sourced from different countries; but the purchase intent of consumers for certain brands is affected by changes in the country of origin of the shampoo. In a low consumer involvement category such as shampoo, country of origin is not one of the key attributes affecting choice of Lebanese consumers. Purchase is driven either by practical objectives such as benefits or by experiential pleasures.
Practical implications
Marketers should strive to develop a leadership position in consumers' minds. Marketers should attempt to leverage or build brand awareness.
Originality/value
Globally the cosmetics industry represents an attractive business opportunity. The growth trend for industry is positive with new growth opportunities in Eastern Europe, Asia, Africa, and the Middle East. The study provides insight into one growth area and indicates that more research in this area would be of value.
Details
Keywords
Aishwariya Madhavan, Meher Unnati, K. Rachana, Prateek Jain, K. Bhashasaraswathi and Apurva Kumar Joshi
The purpose of the study was to develop a powder shampoo with antioxidant attributes.
Abstract
Purpose
The purpose of the study was to develop a powder shampoo with antioxidant attributes.
Design/methodology/approach
Dry shampoo compositions were formulated containing alpha olefin sulfonate (AOS), sodium cocoyl isethionate (SCI), microcrystalline cellulose, mannitol, carboxymethyl cellulose, maltodextrin and sodium benzoate with or without extract of Cinnamomum zeylanicum bark. Cinnamon extract was chosen for this study owing to its ubiquitously known antioxidant attributes. The formulations were tested for detergency action and antioxidant potential in vitro.
Findings
Cinnamomum zeylanicum extract exhibited noticeable antioxidant activity in vitro. The authors observed that addition of the bark extract to the shampoo formulation was associated with remarkable increase in total phenolic content, total antioxidant activity and radical scavenging activity without any effect on detergency action.
Research limitations/implications
This preliminary study provides a powder shampoo formulation which exhibits antioxidant attributes as a result of incorporation of cinnamon bark extract. Clinical efficacy of the formulation remains to be tested.
Practical implications
Owing to the powder format of the shampoo, the formulation can be manufactured with ease and economically. Functionalizing the formulation with enhancement of antioxidant activity by incorporation of cinnamon bark extract may be associated with beneficial clinical outcomes, which remains to be tested.
Social implications
The proposed formulation may be stored and sold in eco-friendly packing material, thus could pave the way for reducing the burden of plastic consumption by the shampoo industry.
Originality/value
The present work demonstrates that incorporation of cinnamon bark extract to a powder shampoo formulation, containing AOS and SCI as principle surfactants, significantly enhances its antioxidant attributes.
Details
Keywords
CavinKare Private Limited has emerged as an important player in the Indian fast moving consumer goods market. It has not only survived cut-throat competition from formidable…
Abstract
CavinKare Private Limited has emerged as an important player in the Indian fast moving consumer goods market. It has not only survived cut-throat competition from formidable multinational companies, but also has recorded sustained high growth over the years. Its business model has included converting important consumer insights into superior products, innovation and experimentation, value pricing, and extending distribution access. The case discusses the challenge before the top management to put in place a strategy to translate the vision of making CavinKare a billion-dollar entity (Rs 52,000 million) by 2012 into reality.
Details
Keywords
Le Dang Lang, Abhishek Behl, Francisco Guzmán, Vijay Pereira and Manlio Del Giudice
Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous…
Abstract
Purpose
Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.
Design/methodology/approach
This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.
Findings
The study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.
Originality/value
This is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.
Details
Keywords
Muhammad Irfan, Muhammad Jamaluddin Thaheem, Syyed Sami Ul Haq Kaka Khel, Muhammad Faizan Ul Haq, Muhammad Saeed Zafar and Muhammad Ehtsham
The purpose of this research is to determine a comprehensive coursework for teaching quality management in the universities of developing countries i.e. Pakistan pertinent to the…
Abstract
Purpose
The purpose of this research is to determine a comprehensive coursework for teaching quality management in the universities of developing countries i.e. Pakistan pertinent to the construction industry. Additionally, a framework was also developed based on the results.
Design/methodology/approach
Factors and course contents of quality management are extracted through a content analysis of the published literature. Further, a questionnaire survey is conducted involving 150 professionals to assess the requirements of the industry and academic professionals of the construction industry for effective quality management. Finally, for getting a more objective perspective, using quality function deployment (QFD) matrix a framework is developed.
Findings
The results show the level of importance of each design requirement. We can identify the design requirements through which we can fulfill the needs and demands of the stakeholders. Contents like benchmarking, supply chain management, six sigma and other data analysis methods, costing and auditing of quality, customer satisfaction analysis, TQM: theory and practices and ISO certification processes and procedures should be included in any course program related to quality management pertinent to the construction industry. Along with these contents, workshops and seminars must be arranged to address the user requirement for increased leadership and communication skills.
Originality/value
There is a lack of literature available on course content for quality management in the universities for the construction sector, therefore, a huge scope of future research in the field of quality management in the construction industry needs to be investigated. This research highlights the most significant quality management factors and course contents as per the requirement of industry professionals. Therefore, this study adds to the existing body of knowledge by developing a robust framework that will help decision-makers and top management to develop constructive quality management course work at university level that will help in producing qualified and trained quality professionals to the construction industry.
Details
Keywords
Oscar Velarde-Moreno, Moisés Alarcón-Osuna and Mónica Blanco-Jimenez
This chapter presents information regarding the significance of the Pacific Alliance in the commercial development in Mexico. Mexico’s integration with the countries of the…
Abstract
This chapter presents information regarding the significance of the Pacific Alliance in the commercial development in Mexico. Mexico’s integration with the countries of the Pacific Alliance (Peru, Colombia, and Chile) is highlighted through statistical analysis of the composition of Mexico’s exports, the future of the country’s exports, and the balance of trade. Some of these challenges are the growth and diversification of exports, internationalization of small business enterprises, and reduction of the balance of trade deficit with respect to some of its main export products. Results showed that Mexico’s three Latin American commercial partners together represented the third-highest destination for its exports, where Mexico had a favorable balance of trade, which suggests that a further opening of these countries’ economies would bring benefits to Mexican economy.
The decrease of Mexican exports since 2012 to countries such as Chile and Colombia are symptoms that the Pacific Alliance free trade agreement needs more support in order to represent an opportunity to increase export diversification, since most of the Mexico-exported goods go to the United States. This can bring economic and political risks because of the overreliance on one trading partner.
The results also showed that most of Mexico’s exports to the Pacific Alliance country members are hi-tech products. The principal exports in terms of sales come from the telecommunications industry, transportation industry, and the home appliance industry. The rest of the main products exported come from medium- or low-technology industries, with high levels of local added value.
Details
Keywords
Strategic group theory has two distinct aspects. The first is a resemblance among firms grounded in a common pattern of investment; the second is a mutual dependence among firms…
Abstract
Strategic group theory has two distinct aspects. The first is a resemblance among firms grounded in a common pattern of investment; the second is a mutual dependence among firms in the strategic group. Each aspect is analyzed to develop implications for research generally and multi-level research particularly.
Tony Fang, Rosalie L. Tung, Linda Berg and Nazanin Nematshahi
The purpose of this paper is to propose a “parachuting internationalization” metaphor as an alternative strategy that firms may choose to enter foreign markets compared to Uppsala…
Abstract
Purpose
The purpose of this paper is to propose a “parachuting internationalization” metaphor as an alternative strategy that firms may choose to enter foreign markets compared to Uppsala Model and Born Global Model. This proposed new metaphor seeks to integrate the Uppsala and the Born Global Models to show that firms can attain success in the age of globalization if they are adept at devising creative strategies that help them overcome the challenges in a psychically distant environment.
Design/methodology/approach
This is a research paper that develops theoretical perspectives inspired by the Yin Yang thinking as well as the “thick descriptive” multiple case studies.
Findings
“Parachuting internationalization” embraces essential elements of the Born Global and the Uppsala Models and refers to a firm’s strategic targeting of markets with great potentials, correct positioning, swift actions, and fast learning, thus enabling the firm to circumvent the conventional wisdom of liability of foreignness, cultural distance, and psychic distance. “Parachuting internationalization” is essentially a GLOCAL approach which can be implemented in practice in terms of global vision, location, opportunity, capital, accelerated cultural learning and quick action, and logistics.
Research limitations/implications
The “parachuting internationalization” metaphor is derived from interviews with four Scandinavian firms’ experiences that have entered into the Chinese market. This research reveals that two seemingly opposite approaches, i.e., the Born Global and the Uppsala Models, can be fruitfully combined and reconciled to generate a third novel approach.
Originality/value
To date, there has been little attempt to reconcile and/or integrate the Born Global and the Uppsala Models of internationalization. The paper enriches the ongoing debate on the internationalization of firms in the international business literature that has relied primarily on the Uppsala Model or Born Global Model. The study shows that a third way, i.e. the “parachuting internationalization” is both theoretically innovative and practically feasible.
Details