Search results

1 – 10 of over 114000
Article
Publication date: 22 May 2007

Su Zhou

Previous literature for the relations between the market interest rates and the targeted or target rate of the Federal Reserve paid little attention to Eurodollar market

1222

Abstract

Purpose

Previous literature for the relations between the market interest rates and the targeted or target rate of the Federal Reserve paid little attention to Eurodollar market rates. The present paper attempts to fill this void.

Design/methodology/approach

The study investigates the dynamic relationship between the federal funds rate and three short‐term Eurodollar deposits rates. Cointegration analysis is utilized to examine the long‐run relationships between the short‐run dynamics of the market and targeted rates through a vector error‐correction mechanism.

Findings

The study shows strong evidence that, while the Eurodollar rates and the federal funds rate move together over time regardless of procedural differences in targeting, how they co‐move, especially how they adjust toward long‐run equilibrium, appears to be related to the targeting procedural changes.

Research limitations/implications

Further research should be conducted for the theoretical analysis of strategic interactions between the monetary authority and market participants in the domestic and external financial markets.

Practical implications

The result suggests that the Fed may affect the market interest rates through a policy of changing the federal funds rate target by a “fixed” amount for the foreseeable future. Such a policy has improved the market's ability to predict the size and timing of the changes in the target rate.

Originality/value

The results of the paper give some new insights into the interactions between monetary policy operations and market interest rates, which is of interest to researchers, monetary authorities, and financial market participants.

Details

Journal of Economic Studies, vol. 34 no. 2
Type: Research Article
ISSN: 0144-3585

Keywords

Article
Publication date: 13 February 2017

Rekha Rao-Nicholson and Zaheer Khan

The recent increase in the presence of emerging market firms (EMFs) in global markets requires a closer examination of their international marketing strategies (including…

11726

Abstract

Purpose

The recent increase in the presence of emerging market firms (EMFs) in global markets requires a closer examination of their international marketing strategies (including branding). The purpose of this paper is to examine the factors behind the standardization or adaptation of global marketing strategies adopted by EMFs for their cross-border acquisitions.

Design/methodology/approach

This paper examines the determinants of the marketing strategies adopted by Indian and Chinese firms for their cross-border acquisitions. The drivers of the standardization/adaptation of marketing strategies (including branding) are identified using both quantitative data collected in 168 cross-border acquisitions conducted by the EMFs mentioned above and the institutional theory and organizational identity literature.

Findings

Institutional factors have a stronger effect than organizational identities on global marketing strategies, including branding. The standardization of the EMFs’ marketing strategies is driven by the private statuses of the acquirers, legal distances, target countries’ economic development, and the ethnic ties that exist between the home and host countries. The acquirers’ decisions to retain the targets’ brand identities, thus adapting their global marketing strategies, are related to the cultural distances, economic freedom distances, and sizes of the targets.

Research limitations/implications

In this study, two large emerging markets – India and China – are used to gather the empirical data; future works can expand upon this line of research and examine other EMFs.

Practical implications

The acquiring companies have to decide whether to adopt an adaption marketing strategy, with reference to the acquired targets’ local stakeholder requirements, or to incorporate their targets’ brands into their own global marketing strategies.

Originality/value

Typically, previous work on the adaptation vs standardization of global marketing strategies adopted in the wake of cross-border deals has focussed on acquisitions involving companies from developed countries; this paper extends the field of research to the EMFs of two of the most important developing countries: China and India.

Details

International Marketing Review, vol. 34 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 17 March 2020

Kimberley D. Preiksaitis and Peter A. Dacin

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or…

Abstract

Purpose

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of their target customer set. Building on theories from both reference group perceptions and brand identification, this research explores the impact of strategic customer extensions on current target market consumers.

Design/methodology/approach

Two scenario-based experiments explore strategic customer extensions for a packaged goods brand and a well-known retail brand. The analysis involves both analysis of variance and SEM methods.

Findings

Current target market consumers’ evaluations of strategic customer extensions are informed by reference group perceptions relating to the proposed customer extension. When current target market consumers perceive strategic customer extensions as potentially attracting a dissociative reference group, consumers have weaker evaluations and brand identification measures and, subsequently, weaker future intentions towards the brand.

Originality/value

The brand identification literature is augmented by incorporating theories from the reference group literature to demonstrate how to reference group perceptions drive a current target market consumers’ evaluations of strategic customer extensions to affect the strength of the identification that current target market consumers have with a brand. Brand identification is also demonstrated as mediator customer evaluations and subsequent intentions towards the brand.

Details

Journal of Product & Brand Management, vol. 30 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 January 1993

Joel R. Evans and Gregg Lombardo

Many companies are placing greater emphasis today on the marketingof their mature brands. Notes several reasons for that trend persistingwell into the future. Little has…

1559

Abstract

Many companies are placing greater emphasis today on the marketing of their mature brands. Notes several reasons for that trend persisting well into the future. Little has been written about how companies can more methodically plan and enact marketing strategies for these brands. Addresses the marketing of mature brands by: (1) providing a guide to the key (and sometimes misunderstood) terms involved with branding decisions; (2) describing a continuum comprised of ten strategic alternatives available to firms with mature brands; and (3) presenting recommendations as to when best to apply the various strategic alternatives.

Details

Journal of Product & Brand Management, vol. 2 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 19 June 2007

You‐Ping Yu and Shu‐Qin Cai

To present a new model for customer targeting when the information in customer databases is limited.

3307

Abstract

Purpose

To present a new model for customer targeting when the information in customer databases is limited.

Design/methodology/approach

An original conceptual framework is proposed, the customer targeting funnel model, supplemented by a composite mathematical model for optimizing decisions related to customer targeting for marketing initiatives and a flowchart to guide its implementation by marketing planners, all in the business‐to‐context and under conditions of information shortage. This “toolkit” facilitates the targeting of customers most likely to enter into closer relationships with the company, even when a significant proportion of their key characteristics have to be estimated.

Findings

A case example from China, describing a computer‐based support system for the implementation of the model, shows that the user company strengthened its customer service strategy, won higher satisfaction and loyalty levels, and achieved sales growth 50 percent above the industry average.

Research limitations/implications

The model is at an early stage of its development, and such additional features of customer behaviour as churn should be incorporated in future. The effectiveness of the model and system needs to be tested in a wider range of cases and situations..

Practical implications

Techniques of customer targeting based in consumer marketing need to be adapted appropriately for transfer to industrial marketing, and this paper offers one case in point. Shortage of customer intelligence is common in various sectors worldwide, and especially in developing countries such as China.

Originality/value

An innovative approach to customer targeting in the special conditions of industrial or business‐to‐business marketing.

Details

Marketing Intelligence & Planning, vol. 25 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 30 October 2009

Shavin Malhotra, K. Sivakumar and PengCheng Zhu

The paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms.

17883

Abstract

Purpose

The paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms.

Design/methodology/approach

Using the cultural, administrative, geographic, and economic distance framework proposed by Ghemawat, the authors offer empirical support for the role of different distance factors on firms' foreign market acquisition behavior. In addition, they examine the moderating role of market potential of a target country on the relationship between distance factors and target market selection. The context of the paper is multinational firms from developing countries. The sample consists of cross‐border acquisitions (CBAs) completed by firms from 18 emerging countries between 1990 and 2006. The authors use ordinary least squares and moderated regression analysis to determine the main effect of distance factors and the interaction effect of market potential.

Findings

The authors find that while cultural and geographic distance factors have a significant, negative impact on the number of CBAs, administrative and economic distances have a significant, positive effect. They also find that the market potential of target countries significantly moderates the relation between the distance factors and the number of CBAs.

Research limitations/implications

The results show that the market potential of countries compensates and sometimes even overrides the role of distance. Future studies should expand this research to include industry‐specific factors.

Originality/value

The paper provides an empirical illustration of Ghemawat's distance framework. In addition, the paper highlights several boundary conditions of the impact of distance factors on firms' internationalization processes. Finally, the study enhances knowledge on foreign market entry behavior of firms from developing countries.

Details

International Marketing Review, vol. 26 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 October 2002

Stanley F. Stasch

Based upon a study of between fifty to sixty case examples of new venture start‐ups, the author presents a screening procedure for entrepreneurs to use when evaluating…

Abstract

Based upon a study of between fifty to sixty case examples of new venture start‐ups, the author presents a screening procedure for entrepreneurs to use when evaluating whether a proposed low‐budget marketing strategy for a new venture shows promise of being successful. The procedure consists of four sets of screening conditions. A well‐designed marketing strategy should have a reasonably good chance of being successful if it (1) will tightly integrate the product/service and price offerings, the intended distribution method, and the intended promotion plan with the new venture’s designated target market, (2) will encounter no serious marketing strategy execution difficulties which cannot be resolved, (3) uses marketing concepts which can be executed with a small marketing budget, and (4) displays three characteristics believed to be strongly associated with marketing strategies that are successful over the long term.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 4 no. 3
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 22 March 2013

Yuvay Jeanine Meyers and Allison Janeice Morgan

With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of…

2013

Abstract

Purpose

With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular interest to advertisers investing in online campaigns. The current marketing literature states that minorities respond more favorably to media and imagery that is targeted to them. However, this generalization has not been extended to make sure that this new generation and new medium follow the previous findings. The purpose of this paper is to examine how advertising performance is affected by the use of targeted marketing to African American Millennial consumers online.

Design/methodology/approach

Using the McGuire's Distinctiveness Theory as a framework, this study investigates the role of race in online advertising to determine if having a targeted vehicle (a race‐specific website) and or targeted imagery (featuring a race‐specific model) has an influence on an individuals' perception of a product, perception of an advertisement, and intent to purchase a product.

Findings

The findings provide interesting insight into the differences present between previously accepted generalizations and what is found when using a new medium with a new generation. Having a racially targeted media vehicle (website) did not have a significant effect on the resulting marketing outcomes (attitude towards the ad, attitude towards the product and purchase intent) but having targeted imagery (ethnic models) did. This shows that extending the current literature regarding targeted marketing to include the medium of internet and include this new consumer group of Millennials may not be a sound strategy.

Originality/value

The accepted practice of using Black models to target African American consumers is still valid in the online environment, even when the audience is a member of the newer generation. However, according to the findings of this study, media buying practices should be examined in order to identify where targets can be reached beyond racially targeted websites. As this study suggests, the location being racially targeted is not as significant a predictor of success as having advertising images that mirror the self‐identification of the audience.

Details

Journal of Research in Interactive Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 9 September 2014

P.C. Narayan and M. Thenmozhi

The purpose of this paper is to contribute to M&A literature by explicitly investigating whether cross-border acquisitions involving emerging markets, either as acquirers…

2413

Abstract

Purpose

The purpose of this paper is to contribute to M&A literature by explicitly investigating whether cross-border acquisitions involving emerging markets, either as acquirers or as targets, create value and how is the performance outcome in such acquisitions impacted by deal-specific characteristics.

Design/methodology/approach

This study uses industry-adjusted operating performance to measure acquisition gains, the Wilcoxon signed rank test to examine value creation potential and OLS regression to evaluate the impact of deal characteristics on acquisition gains.

Findings

The authors find very pronounced value destruction when emerging market firms acquire targets in developed markets, the adverse outcome being further aggravated when the mode of acquisition is “tender offer” rather than a “negotiated deal”. On the other hand, when developed market firms acquire targets from emerging markets, there is an even chance of value creation, the outcome being favourably influenced by the pre-acquisition performance of the two firms, relative size of the target and cash (not stock-swap) as the mode of payment.

Originality/value

The findings from this paper offer an important, statistically significant explanation on the value creation potential and the impact of deal characteristics on post-acquisition operating performance in cross-border acquisitions involving emerging market firms. This finding assumes immense significance, given the rapidly changing landscape of global M&A, witnessed through a continuous rise in the volume and value of cross-border acquisitions involving emerging market firms.

Details

Management Decision, vol. 52 no. 8
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 December 1998

Lyndon Simkin and Sally Dibb

Target marketing is a key decision area for all businesses. Market size, growth rates, competitive forces, customer fit and profitability are just a few of the criteria…

18977

Abstract

Target marketing is a key decision area for all businesses. Market size, growth rates, competitive forces, customer fit and profitability are just a few of the criteria which can be used by businesses assessing the attractiveness of their target markets. Yet despite the wealth of variables available to managers and the development of a range of decision tools to help them, research indicates that many businesses continue to assess target markets on the basis of short‐term profitability measures. This paper examines the wide range of approaches which have been proposed in the literature for identifying market attractiveness and questions how these fit with managerial practice, utilising the findings from cases and two studies of The Times 1000 UK companies’ target market approaches. The studies’ findings indicate that the literature’s formal, multi‐criteria tools for assessing market attractiveness are not necessarily reflected in the simplistic view adopted by many marketing professionals and brand managers. The paper concludes by offering a research agenda to help define future work in this area.

Details

Marketing Intelligence & Planning, vol. 16 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

1 – 10 of over 114000