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Article
Publication date: 1 June 2005

Ted Karlsson, Christer Kuttainen, Leyland Pitt and Stavroula Spyropoulou

To determine the impact of price on consumer decision making in online environments.

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3258

Abstract

Purpose

To determine the impact of price on consumer decision making in online environments.

Design/methodology/approach

Uses a conjoint experiment to investigate the trade‐offs customers make when choosing and to establish their relative weights in online and offline situations.

Findings

Finds that customers expect prices to be lower in an online environment than in a traditional sales channel.

Research limitations/implications

Despite acknowledged limitations of experimental design and student samples, the findings have both theoretical and practical implications.

Practical implications

Marketing planners can use the intelligence gained from conjoint studies such as this to improve the design and implementation of online retail experiences.

Originality/value

Compares online and offline shopping environments with specific regard to the importance of price in each in the consumer decision‐making processes, a hitherto overlooked issue in marketing research.

Details

Marketing Intelligence & Planning, vol. 23 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 6 November 2007

Leonidas C. Leonidou, Constantine S. Katsikeas, Dayananda Palihawadana and Stavroula Spyropoulou

Although exporting can offer many benefits to smaller manufacturers, a large number of these firms refrain from export operations as a result of insufficient stimulation…

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6524

Abstract

Purpose

Although exporting can offer many benefits to smaller manufacturers, a large number of these firms refrain from export operations as a result of insufficient stimulation. This paper seeks to critically analyse and creatively synthesise the reasons that may stimulate a smaller firm to export, based on a review of 32 empirical studies conducted in various parts of the world during the period 1974‐2005.

Design/methodology/approach

A total of 40 export stimuli were systematically identified from the extant empirical literature, which, for analytical purposes, were divided into internal and external, as well as proactive and reactive. Within each study, stimuli were ranked in terms of their importance, frequency, or intensity, and the aggregate impact of each stimulus in all studies under review was evaluated.

Findings

The review revealed that export stimulation stems from a variety of factors, and may vary according to time, spatial, and industry contexts. Irrespective of contextual factors, there are certain motives that systematically play a key role in encouraging smaller firms to export, such as the desire to achieve extra sales, profits, and growth, utilise better idle production capacity, exploit a unique/patented product, avoid the threats of a saturated domestic market, reduce home market dependence, and respond to unsolicited orders from abroad. Some of these motives may lead to an opportunistic approach to exporting, while others denote deliberate export adoption. It was also shown that, although there are numerous other stimulating factors, with a lower impact on exporting, these should not be underestimated because their role may increase under certain conditions or become complementary to export stimuli with a stronger impact.

Research limitations/implications

The findings of the study have serious implications for both public and company policy makers. Policy makers may use this insightful analysis of export stimulation as a guide to developing proper export promotion programmes and sound export marketing strategies.

Originality/value

The paper offers a comprehensive review and synthesis of all factors with a possible stimulating effect on exporting; evaluates the aggregate effect of each factor, as collectively derived from all empirical studies conducted on the subject; and provides an in‐depth analysis of the nature and the stimulating mechanism of each factor.

Details

International Marketing Review, vol. 24 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 14 September 2010

Leonidas C. Leonidou, Bradley R. Barnes, Stavroula Spyropoulou and Constantine S. Katsikeas

Growing globalization in recent decades has been responsible for the emergence of a new stream of research focusing on international marketing. However, compared to…

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5017

Abstract

Purpose

Growing globalization in recent decades has been responsible for the emergence of a new stream of research focusing on international marketing. However, compared to domestic marketing knowledge, this field has received relatively less attention from mainstream marketing journals. The purpose of this paper is to report the findings of a study that assesses the contribution of leading mainstream marketing journals to the international marketing discipline.

Design/methodology/approach

A total of 508 international marketing‐focused articles were identified from the top ten mainstream marketing journals during the period 1975‐2004. Each article was content‐analyzed in terms of six major aspects: article nature, authorship characteristics, research design, scope of research, research methodology, and thematic areas.

Findings

The paper revealed that: although there was an increase in the number of articles with an international focus over time, in most journals their share was limited; most of the articles were of an empirical nature, with an increasing trend over time; articles were mainly written by multiple authors, who were in most cases US‐based; research designs of the studies reported were increasingly more formalized and causal, as well as statistical and cross‐sectional; the scope of research provided a balanced coverage of country settings, product groups, and units of analyses; methodological aspects, especially sample sizes, response rates, and analytical methods, improved over time; and a wide array of thematic areas was examined, with issues pertaining to the macro‐environment, marketing mix, and buyer behaviour attracting heightened attention.

Originality/value

Although many insightful attempts have been made in the past to review, assess, and consolidate extant research on international marketing, this paper focuses specifically on the contribution of top mainstream marketing journals to the international marketing field. This can assist in identifying possible gaps in the international marketing literature that have to be filled by future research on the subject. It specifically helps: to reveal the actual involvement of these influential journals as outlets for publishing research that focuses on international dimensions of marketing; to identify the characteristics of scholars publishing international marketing articles in such journals; to evaluate the methodological content of these international marketing‐related articles; and to establish trends regarding the evolution of the international marketing field from the standpoint of leading mainstream journals.

Details

International Marketing Review, vol. 27 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 31 May 2011

Stavroula Spyropoulou, Dionysis Skarmeas and Constantine S. Katsikeas

Globalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based…

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3246

Abstract

Purpose

Globalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based view (RBV) of the firm, the purpose of the present study is to investigate the antecedents and performance implications of branding advantage in export ventures.

Design/methodology/approach

A mail survey was used to collect data from exporting manufacturers. Further, a series of qualitative interviews with export managers was conducted. The unit of analysis is the export venture. Confirmatory factor analysis was employed to assess the measurement properties of the study constructs. Structural equation modelling using a full information estimation approach was performed to test the research model.

Findings

The results of the study indicate that both export venture financial and experiential resources promote export venture communication capabilities, and financial and experiential resources and communication capabilities are contributors to the achievement of export venture branding advantage, which in turn is related positively to export venture performance.

Research limitations/implications

The study findings provide export managers with useful insights into how to successfully compete in export markets on the basis of branding advantage. Financial and experiential resources and communication capabilities should be deployed in order to achieve a branding advantage position and enhanced export performance outcomes. Replication of this research within other settings is needed to test the external validity of the present findings.

Originality/value

The main contribution of this study is that it highlights the role of branding advantage in the context of exporting firms.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 November 2006

Matthew J. Robson, Dionysis Skarmeas and Stavroula Spyropoulou

The aim of this study is to provide a methodical, analytical, and focused review of international strategic alliance (ISA) studies examining empirically behavioral…

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5334

Abstract

Purpose

The aim of this study is to provide a methodical, analytical, and focused review of international strategic alliance (ISA) studies examining empirically behavioral attributes' performance outcomes.

Design/methodology/approach

This study centers on an integrative analysis of 41 studies investigating the performance relevance of behavioral attributes. After developing a conceptual framework, which included two categories of these attributes – relationship capital (i.e. trust and commitment) and exchange climate (i.e. cooperation, communication, and conflict reduction) – the methodologies of the studies were profiled and their empirical findings aggregated. The accumulated effect of each behavioral attribute on performance and extent to which this effect varies in relation to ISA geographic location and type and study operating period was examined.

Findings

The review suggests that while there are direct links between behavioral aspects and alliance performance, the strength of these varies across the two categories. Of the relationship capital and exchange climate aspects, commitment and cooperation, respectively, prove most consistently positively linked to performance. Still, the results for all the behavioral attributes appear more consistent when taking the study context into consideration.

Research limitations/implications

Empirical research on behavioral attributes' links to alliance performance is still at an early stage of development and assertions concerning relationship management offering the key to ISA success are somewhat premature. Improvements need to be made in terms of conceptualizations, research designs, and analytical techniques used if the field is to build concrete theory on the subject.

Practical implications

It would appear that the behavioral paradigm can be relied on to pay‐off in alliances involving only DC partner firms and/or a cooperative agreement structure, but should be applied more cautiously and selectively in LDC‐DC and/or formal joint venture partnerships.

Originality/value

This is the first review exercise focused on providing fine‐grained insights covering the complexity of the burgeoning literature on the behavioral paradigm's performance relevance in ISAs.

Details

International Marketing Review, vol. 23 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 14 September 2010

Jeryl Whitelock

Downloads
474

Abstract

Details

International Marketing Review, vol. 27 no. 5
Type: Research Article
ISSN: 0265-1335

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