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The purpose of this paper is to identify the potential business opportunities for Middle Eastern entrepreneurs by understanding the Malaysian Muslim’s ways of experiencing and realising value of products originating from Middle Eastern countries.

Phenomenography approach has been used to identify the variations among the Muslim consumers’ ways of experiencing Middle Eastern products.

The authors reported that Muslim consumers considered the country of origin as an important cue that affects their knowing, understanding, judging and acting on products originating from Middle Eastern countries.

Understanding developed from the Malaysian Muslim consumers enabled authors to suggest business opportunities for Middle Eastern entrepreneurs to enter and expand their operations in other leading Islamic countries.

Drawing from dynamic capability theory, this paper aims to examine the implementation of target cost management (TCM) in a non-Japanese environment.

Based on a case study at Company ABC, an automotive manufacturer in Malaysia, this paper investigates the differences in the TCM implementation process between Company ABC and companies operating in the Japanese business environment. The data were collected through in-depth interviews, direct observation and document reviews.

Using a single-case study approach, the findings show that although the case company follows similar fundamental steps of TCM as highlighted in the literature, it has modified the detail of the TCM steps to some extent to match with the company’s resources, business processes and strategic routines.

As the study used a single-case study approach on an automotive company, the results cannot be generalized in other settings. The findings give an insight into the TCM implementation in a developing country such as Malaysia. Better understanding of TCM as a business competitive tool may help to promote TCM application in other developing countries. The findings help new potential TCM companies in the same industry to mitigate and leverage the risk of failure in implementing TCM by modifying the TCM implementation process to suit their contextual environments.

This paper attempts to explain in depth the TCM implementation process in the case company and highlights how the dynamic capabilities can cause differences in TCM practices compared to those practiced in the Japanese context.

The purpose of this paper is to establish how sales are propelled when consumer spending level falls. Design/methodology/approach – Case study together with deductive research approach was used. Findings – While conventional marketing strategies did little to enhance sales, Geiz‐ist‐Geil was found to be very helpful in sustaining sales levels when consumer spending levels were plummeting.

Theoretical literature on marketing strategy is silent on the use of non‐conventional marketing strategy. Geiz‐ist‐Geil strategy is found to be useful in propelling sales. There is an urgent need to put greater focus on non‐convention marketing strategies. In addition, practitioners need to look beyond the confines of the 4Ps strategy. There is a need for managers to adopt non‐conventional strategies. Originality/value – Contrary to previous theoretical literature, where it is conspicuous by its absence, the use of non‐conventional marketing strategy (i.e. Geiz‐ist‐Geil strategy) is emphasized in this study.

‘Marketing information’ is one of the litanies of electronic publishing in the 1990s. But who really knows how to market electronic information?

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

Identifying the patterns of retail institutional change has piqued the interest of retail academics for nearly a century. The Big Middle hypothesis is one of the most recent and hybridized versions of similar theories. According to it, retailers seeking a dominant position in retailing can migrate into the Big Middle, the largest market segment, by specializing in a large market with a broad product assortment or by focusing on a specific product category and simultaneously catering for multiple segments at the same time. This study provides empirical evidence for the latter proposition by employing fuzzy-set qualitative comparative analysis (fsQCA) on the case of UNIQLO, a Japanese clothing specialist retailing giant.

The authors devised a survey to assess (1) consumers' perceptions of UNIQLO's store attributes and (2) their perceived distance between the UNIQLO and potential competitors. The authors used fsQCA procedures to identify multiple confluences of causal conditions that led to a high level of consumer patronage for UNIQLO from various market segments.

The findings show that UNIQLO's dominance in the Big Middle stems not only from capturing a sizable homogeneous market but from aggregating multiple heterogeneous market segments with disparities of various types. This finding explains how a specialty store retailer achieves its Big Middle position.

The findings gleaned from fsQCA are not statistically generalisable. It, therefore, is essential to ensure whether similar phenomena are observed under different spatiotemporal settings. Concerning the scope of the research, this study's finding is pertinent to only one part of the Big Middle hypothesis. Future studies are required to cover other dimensions of the Big Middle, including the generalist retailer's cases of the Big Middle.

The results of this study may present a valuable tool to deepen retailers' understandings on; (1) the multiple causal recipes of customer patronages to their retail offerings, (2) who the pure fans of their stores are, (3) who their principal rivals are in the mind space of the consumers, and (4) their overall market position upon aiming to realise the Big Middle. It will give retail managers an insight into how to design, implement, and churn an efficient and effective RBM.

The study's originality is in empirically scrutinizing and elaborating a part of the mechanism of retail change heralded by the Big Middle hypothesis.

Today, long-term success requires firms to sense changes in their environments early and react efficiently to them. Increasing middle managers’ participation in decision-making about market-related and product-related questions has been suggested as one way of enhancing this strategic responsiveness; abandoning formal planning, such as annual budgets, has been another. Yet, empirical evidence on the matter is scarce and conflicting. Drawing on data from Denmark’s 500 largest firms, we show that participation of middle managers in decision-making about new products and markets to serve, in-deed, increases firms’ strategic responsiveness as assessed by a reduction in firms’ downside risk. However, this effect is not a direct one. Nor does it interact positively or negatively with the emphasis put on formal planning as submitted in literature. Our evidence suggests that emphasis on planning mediates the relation between stronger participation of middle managers in decision-making and the increase in firms’ strategic responsiveness. This has implications for ongoing theory building and practice.

This study seeks to investigate the relationship among attractiveness of female athlete endorsers, product/service match‐up, and consumers' purchase intention within the context of China.

A 3×2×2 between‐subject experimental design enabled a 12‐scenario study depicting a purchase experience manipulated by endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and two different product types (to prevent single‐product bias). Differences between female and male samples are also compared.

In terms of the generation of purchase intent, there is no difference between a middle attractive female athlete endorser and a low‐attractive one when both are in a low match‐up condition. While the use of middle attractive female athlete endorsers works only in a high match‐up condition with female consumers, it is certain that high attractiveness always works better than low attractiveness. In total, the results suggest that female athlete endorsers' attractiveness affects Chinese consumers' purchase intention more than match‐up.

The results not only compare the relationships between attractiveness and match‐up, but also push traditional endorser theories one step farther by examining the concept of middle level attractiveness and by probing the effect of a middle‐attractive female endorser. The cultural influence of Chinese traditional philosophy, The Doctrine of the Mean, on Chinese consumers is discussed and considered. The influence of middle attractiveness endorsers on study subjects of different genders is also discussed.

We analyze the role of top managers in the process of improving existing products in large established firms. The results of an inductive study reveal two key arguments. First, we find that the process is an “involved” top-down approach, rather than middle-up-down or bottom-up, discussed in previous studies on new product creation. Top managers actively participate throughout the process, taking on four roles: evaluation of product market performance, selection of products for improvement, initiation of the innovation process through delegation to middle managers of the responsibility to organize bottom-level employees to take actions toward product improvement, and monitoring of progress to ensure improvement (ESIM). Top managers become involved as necessary to reduce the resistance of people at the middle and lower levels to change in current routines. Second, we find that in companies that achieve superior product improvement, managers have well-developed professional absorptive capacity and have routinized frequent interactions to evaluate, select, initiate, and monitor. Other characteristics of managers, such as personal absorptive capacity, incentive system, or mandate from above, are common across both high and low performers.