Search results for "International marketing"
showing 10 items of 10 documents
Reinforcing willingness to buy and to pay due to consumer affinity towards a foreign country
2014
International audience; In a tense economic environment where consumers are encouraged to favor local rather than imported products, multinational companies (MNEs) need leverage to enhance their offer regarding local products. This research suggests a consideration of consumer affinity towards a foreign country as a means to reinforce both willingness to buy (WTB) and willingness to pay (WTP). An experiment was conducted with 170 French consumers (non-students). Respondents were asked about their WTB and their WTP for products for which the country of origin varied in a within-subject design based on 1) the level of the respondent's sense of affinity towards the product’s country of origin …
Brand identity documentation: a cross‐national examination of identity standards manuals
2009
PurposeThe purpose of this paper is to identify the key features of an identity standards manual and assess the differences in the rules used for applying the brand to both low‐ and high‐context cultures, companies selling consumer goods and those selling services, and multinational and local companies.Design/methodology/approachThe methodology is based on the analysis of 341 identity standards manuals and on the analysis of three key features found in the manuals: contents, normative tone, and development.FindingsThe results divide the contents of the manual into two blocks: core and peripheral; and show that there are differences between the manuals of high‐ and low‐context cultures, comp…
Social Franchising : A Bibliometric and Theoretic Review
2019
Author's accepted manuscript. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 07/03/2019, available online: http://www.tandfonline.com/10.1080/10496491.2019.1584777. We present a comprehensive review of social franchising literature and an integrated framework highlighting factors and theories driving the concept. Bibliometric and content analysis are used to analyze 111 articles between 2002 and 2018 from ISI Web of Science and Scopus. The following three research streams are identified: motivations for social franchising, how social franchising work, and impact of social franchising. These are integrated into a conceptual fr…
From free health care to pricing in subsaharian Africa : rise and fall of the project "health for all"
1997
The idea o f the "health for all", that consists in insure to each the free access to health care and the equality on treating, has been found enough rapidly taken in defect by the catastrophic economic situation of countries of Africa to the South o f the Sahara. Faced with the impossibility to promote a free health policy for all, local governments and international organisations, such the WHO and the UNICEF, have proposed to make pay users for cares that they receive and to decentralize management of public health system so as to create the favorable environment to a market of health. This reform of health system in Subsaharan Africa, called the Bamako Initiative, is going to tempt to so…
Effects of network market orientation on new ventures' international performance
2013
By combining international entrepreneurship and marketing aspects, this work attempts to emphasise the importance of relational knowledge in international new ventures by studying the influence of network market orientation on the international results obtained by these firms. The results obtained in the comparison with the proposed structural equations model confirm that network market orientation is a determining factor for firms to achieve better international results. This influence is observed both directly and indirectly with the mediating effect on the differentiation– and cost–based competitive advantages developed by INVs.
A Lisrel Model for Country Risk Assessment
2015
As German industry is very much export-oriented, country risk assessment is a major problem in international marketing for German suppliers. The data from several country risk assessment indicator concepts were collected and put into a LISREL model to test which hypothesized relationships between the measured variables and hypothetical constructs can be empirically proved. A structural equation model will be developed to be able to test the causal relationships between the hypothetical constructs over time (multi-wave, multi-variable model).
Experiential Learning Using Social Media in International Business Education
2019
This study analyzes the attitudes and perceptions of students toward an experiential learning project in an international marketing Master’s course at a business school in Norway and at comparable institutions in the United States and Israel. The findings validate the implementation of experiential learning exercises that incorporate social media and technology as an effective alternative to traditional teaching methods, in order to enhance learning outcomes.
Language in globalised interactive business: adaptation vs. standardisation
2017
We investigate language-related choices made in online firms characterised as 'interactive' and having multiple and varying audiences, in both consumer and business marketing environments. Online language choices and their relatedness with firm strategic and tactical behaviour have little received scrutiny. Using survey data, we investigate the role language plays in online firms. We scrutinise whether or not firms significantly adapt to their targeted markets through language and how such adaptive or standardising behaviour relates with firm internationalisation level, and furthermore, if this behaviour relates with how firms interact with their environment. When studying how firms interac…
ANÁLISIS DE LA RELACIÓN ENTRE EL COMPROMISO EXPORTADOR Y LAS AYUDAS A LA INTERNACIONALIZACIÓN DE LAS EMPRESAS /
2004
Las empresas que están iniciando o desarrollando su internacionalización se enfrentan a una serie de problemas que por si mismas no siempre pueden resolver. Las entidades públicas y privadas que diseñan e implementan los programas de ayuda a la internacionalización deben hacerlo partiendo de la determinación de las necesidades de las empresas. Estas necesidades varían en función, entre otros factores, de la etapa en que se encuentre la empresas en su proceso de internacionalización. El objeto del presente artículo es intentar justificar y modelizar la relación entre las necesidades de ayuda a la internacionalización de las empresas y su compromiso exportador, y en segundo lugar hacer una ap…
Barriers to export: the power of organisational factors
2013
PurposeThis paper aims to investigate the export strategy of international business by explicitly comparing exporting firms with the non‐exporting ones, given that they supposedly differ due to the presence of organizational export barriers.Design/methodology/approachThis study uses a database with more than 55,000 registered enterprises from all commercial sectors to demonstrate that two strategic groups really exist: exporters and non‐exporters.FindingsThe findings support the existence of both groups, which differ significantly regarding three kinds of organizational factors that act as mobility barriers constraining migration of non‐exporting enterprises to the exporting group: size (to…