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1 – 10 of 286Relying upon personal interviews with 70 companies, this article offers some conclusions on the nature and scope of international marketing research activities. Specifically, the…
Abstract
Relying upon personal interviews with 70 companies, this article offers some conclusions on the nature and scope of international marketing research activities. Specifically, the analysis provides a general characterization of such activities and gives specific examples of how companies approach international marketing research. Various indicators of market potential used by companies are also discussed. A categorization of research themes is offered based upon level of company internationalization. Use of various sources of information is discussed. Finally, specific approaches to foreign market opportunity analysis are highlighted and illustrated with company experiences.
Ali R. Malekzadeh and Samuel Rabino
In this empirical study, export strategies of 131 California exporting manufacturers were examined. A factor analysis of fifty variables yielded five factors which were analysed…
Abstract
In this empirical study, export strategies of 131 California exporting manufacturers were examined. A factor analysis of fifty variables yielded five factors which were analysed subsequently through multiple discriminant analysis. Two of the five factors, strategic planning and export strategies, were found to be meaningful in discriminating between small and large exporters. Implications for managers are offered.
Until recently, little research has been directed at the measurement of the impact of governmental support on the firm. The major focus of this article is on the methodological…
Abstract
Until recently, little research has been directed at the measurement of the impact of governmental support on the firm. The major focus of this article is on the methodological and measurement issues that appear to have a confounding effect and may account for broad equivocality of the findings in many of the studies. An evaluation paradigm is developed and applied to the research reviewed. The article concludes with a synthesis of the issues and provides specific directions for future research.
Mehmet Mithat Üner, Ceyhan Cigdemoglu, Yihuai Wang, Aybuke Yalcin and S. Tamer Cavusgil
The purpose of this paper is to reveal the assumptive concept of internationalization because it is discussed and understood in the international business (IB) literature. This…
Abstract
Purpose
The purpose of this paper is to reveal the assumptive concept of internationalization because it is discussed and understood in the international business (IB) literature. This paper develops a framework to reconceptualize internationalization in the context of global value chain (GVC) and sustainability. Based on this conceptual framework, this paper aims to formulate interrelated propositions to define internationalization.
Design/methodology/approach
This paper reviews the assumptive conceptualization process based on empirical evidence obtained through qualitative, illustrative and descriptive content analysis methods. Through the collection and qualitative content analysis of milestone papers, this paper demonstrates the fragmentation of the concept of internationalization. This paper reviews the evolving nature of the concept of internationalization, analyzing the accumulative issues associated with defining internationalization, as well as its potential future development.
Findings
This paper introduces a dynamic perspective on the evolving nature of the concept of internationalization and argue there is a need to reconceptualize internationalization in the context of the GVC and sustainability.
Originality/value
After reviewing the context in which the term “internationalization” has been applied and taking into consideration the current trends in the IB, this paper formulates an updated definition of the term internationalization. This paper offers a viewpoint on the future direction of the concept of internationalization in light of the growing importance of sustainability within IB.
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Lyn S. Amine and S. Tamer Cavusgil
Introduction In approaching the field of export marketing, the practitioner and the academic researcher face the same dilemma — a host of unanswered questions about the “best”…
Abstract
Introduction In approaching the field of export marketing, the practitioner and the academic researcher face the same dilemma — a host of unanswered questions about the “best” policy decision in any given situation. Each one looks for answers in different areas. The practitioner reflects on past experience, either within his own company or within his industry. He substitutes “hunches” and informed guesses where past experience is lacking, and works with the constant realization that his information will probably never be optimal. Satisficing is a way of life in the export business. Multiple market environments and geographic separation often render potentially useful information out‐of‐date by the time it is received and processed.
M. Mithat Uner, Osman M. Karatepe, S. Tamer Cavusgil and Kemal Gurkan Kucukergin
Does a highly standardized international advertising campaign enhance destination image? Drawing evidence from Turkey's Home Global Image Campaign, the authors investigate this…
Abstract
Purpose
Does a highly standardized international advertising campaign enhance destination image? Drawing evidence from Turkey's Home Global Image Campaign, the authors investigate this fundamental question. This would help the authors to understand whether there are significant differences in cognitive and affective image among tourist groups in Europe in a destination where there is a highly standardized international advertising campaign.
Design/methodology/approach
Data collected from British, German, French and Italian tourists through the official Twitter account of the Turkish Ministry of Culture and Tourism (TMCT) were used to carry out the quantitative analysis. Analysis of variance test was performed to assess the differences in nationalities. The Scheffe test was also applied as a post hoc comparison.
Findings
Cognitive image attributes such as “good value for money,” “good climate,” “interesting and friendly people,” “beautiful scenery and natural attractions,” “interesting cultural attractions,” “appealing local food (cuisine)” and “hygiene and cleanliness” are found to be less favorable in the perceptions of French tourists than those of British, German and Italian tourists. British, German and Italian tourists perceive Turkey as a more pleasant destination than French tourists. Overall, the findings suggest that a highly standardized international advertising campaign fails to boost the destination image for all nationalities.
Practical implications
The TMCT officials should use the adaptation strategy in international advertising campaigns since the findings denote that the “one-size-fits all” approach is problematic. The TMCT should support and promote environmental sustainability efforts and green hotel practices to attract more tourists and use them in different communication channels.
Originality/value
Assessment of affective and cognitive destination images (differences) is still an unresolved issue in the destination management and marketing literature. It seems that there is no empirical study investigating the cognitive and affective image attributes of a destination based on standardization versus adaptation approaches. This paper makes a contribution to the current literature by demonstrating that using the same image campaign in different markets is a practice that fails to achieve the intended goals.
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Tuba Tokucoglu Yumusak, Kadri Gokhan Yilmaz, Seyda Z. Deligonul and Tamer Cavusgil
The slow food movement has become increasingly widespread globally in recent years. This paper focuses on explaining how Turkish cuisine, which has a deep-rooted history, meshes…
Abstract
Purpose
The slow food movement has become increasingly widespread globally in recent years. This paper focuses on explaining how Turkish cuisine, which has a deep-rooted history, meshes with the slow food movement and how this movement affects consumer behavior.
Design/methodology/approach
Based on expert opinion analysis with academics knowledgeable about the food industry and gastronomy, this paper explores how the slow food movement in Turkiye is evolving and how consumers perceive it. Content analysis was applied to the data obtained from the personal interviews.
Findings
The authors find that the slow food movement creates a strong brand image for businesses that rely on emphasizing the responsibility to the ecological system while appealing to the five senses of consumers. It already shows great potential even in emerging markets where typical household discretionary income is modest.
Practical implications
Based on key theories regarding all sales activism cases, the authors have offered insights into the dynamics, motivations and techniques of the case. Ensuring the preservation of the slow food movement, framing and creating associations need to be examined.
Originality/value
Slow food is a movement that emerged against the standard, fast, tasty, but unhealthy products of the fast-food industry. It entails product variety, local flavors and preference for the single-flavor focus embedded in the fast-food movement. The movement started with considerations of gastronomy and later was institutionalized as a social movement phenomenon. Later, it expanded its base to activism, targeting various social issues.
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Hung Vu Nguyen, Hieu Thanh Nguyen, Seyda Deligonul and S. Tamer Cavusgil
The purpose of this paper is to develop a model to build visibility for mitigating supplier risk. The model has shown that visibility can be an important information-based…
Abstract
Purpose
The purpose of this paper is to develop a model to build visibility for mitigating supplier risk. The model has shown that visibility can be an important information-based capability for a buying firm to mitigate supplier risk. Such an importance, however, may not hold in all settings but is contingent on the power-dependence structure between a buyer and its supplier. In particular, under high dependence of buyer on supplier, visibility is more needed to mitigate risk. In reverse, the importance of visibility is reduced if buyer is not dependent on its supplier. Two sides of antecedents to visibility are also posited and tested.
Design/methodology/approach
Seafood processing firms in Vietnam are surveyed to test the model. Reliabilities and validities of measures are tested before the structured analysis. To test the model, partial least square (variance-based structural equation modeling) with 500 boostrapping samples is used.
Findings
For the samples of seafood processing firms in Vietnam, visibility into their suppliers are found to be the key in mitigating supplier risks when the firms depend highly on their suppliers. In the reverse cases, the importance of visibility is reduced. Visibility is also found to be anteceded by information technology integration between buying firms and their suppliers.
Originality/value
The model helps develop and empirically test an important approach in proactively mitigating supplier risk. That is to develop buying firm’s visibility into a key supplier. Further, the model is developed to test the ways that visibility can be built. Those include both soft and hard sides of facilitating information exchange from supplier to its buyer. Thus the model is contributed to both the literature of supplier risk and power-dependence.
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Erik S. Rasmussan, Tage Koed Madsen and Felicitas Evangelista
Attempts to consider how a founder has reduced equivocality in relation to support networks and reducing risks, especially in an international environment. Presents the case…
Abstract
Attempts to consider how a founder has reduced equivocality in relation to support networks and reducing risks, especially in an international environment. Presents the case studies of five Danish and Australian born global companies. Considers different global models and their limitations. Presents the findings of recent surveys in this area. Concludes that internationalization has not been the primary objective in the founding process and gives direction for further research.
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Examines the determinants of International Joint Venture marketing performance in Thailand. Uses the results from a survey of 1047 Thai‐foreign IJVs in Thailand from firms that…
Abstract
Examines the determinants of International Joint Venture marketing performance in Thailand. Uses the results from a survey of 1047 Thai‐foreign IJVs in Thailand from firms that were mainly engaged in agriculture, metal working, electrical and chemical industries. Applies exploratory factor analysis and discriminant analysis to identify these critical determinants as market characteristics, conflict, commitment, marketing orientation and organisational control.
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