The interplay of social influence and nature of fulfillment: Effects on consumer attitudes

Sales promotional activities account for a significant portion of the integrated marketing communications budget of most companies because brand managers realize the effectiveness of these activities in meeting certain marketing communication objectives. However, there are times when promotional plans backfire, and promotions go unfulfilled. Much of this is reported in the media, and these reports are likely to trigger discussions about the companies involved in the nonfulfillment. Although much research has focused on the impact of sales promotional activities on consumers' responses and attitudes, not much has focused on how nonfulfillment of promotional promises and social influence might operate to color consumers' perceptions of a company. This article reports on an experimental study that was conducted to investigate this issue. Results indicate significant effects of the nature of fulfillment on corporate credibility, brand attitude, and patronage intentions; significant social influence effects on brand attitude, patronage, and switching intentions; and an interaction effect of social influence and fulfillment on switching intentions. The implications for brand managers and marketing communications managers are discussed, and areas for future research are proposed. © 2004 Wiley Periodicals, Inc.     

An evaluation of the perceptions and marketing practices of nontraditional exporters in Ghana

This article evaluates the marketing practices of nontraditional exporters (NTEs) and their perceptions of the Ghanaian government's export promotional activities and prescribes a procedure for export promotion for the country. The result shows that from a sample of 92, over 73% of respondents are from woodwork, textiles, and agricultural production. NTEs account for over 24% of the country's total exports. The Ghana Export Promotions Council (GEPC) and exhibitions are perceived to be the most effective sources of information by the exporters. Evidence shows that exporters consider growth and profit opportunities that are proactive motives as the most important factors for initiating exporting. Over 50% of the respondents have no formal planning procedures or set of objectives, and about 13% achieve a turnover of over U.S.$6 million. The application of the marketing concept by the respondents is at an embryonic stage. The exporters consider high banking charges, low capacity usage, and poor technology as the major problems that affect their business operations. © 2007 Wiley Periodicals, Inc.     

Sales promotion practices of consumer goods companies in an advanced developing country

In recent years, manufacturers of consumer and industrial goods as well as service firms have been increasingly thinking in global terms and paying more attention to sales promotion in their overall promotional programmes and strategies. The purpose of this paper is to investigate the consumer sales promotion practices of consumer goods producing companies in the advanced developing country of Turkey. It was discovered that sales promotion activities are gaining importance in overall promotional practices of Turkish companies, though there are differences in its use by type of industry, size of company, area of business and locus of decision-making within the firm. Furthermore, differences were detected between companies using sales promotions versus other forms of promotional techniques such as mass media advertising, personal selling and publicity. Study findings may be applicable to other developing countries that are at a similar level of socio-economic, market and technological development as Turkey.     

Green Business Strategies of Exporting Manufacturing Firms: Antecedents,Practices, and Outcomes

This research investigates the drivers that lead exporting manufacturing companies to adopt environmentally friendly actions, exploring green business practices/strategies they conducted and examining the outcomes which resulted from companies' green business activities. This exploratory study particularly focuses on green business strategies of Turkish manufacturing exporters. Thirty-two semi-structured interviews were conducted with executive managers from 22 companies and analyzed using qualitative content analysis. The results of the study reveal two internal (i.e., capabilities and resources) and four external stimulating forces (i.e., stakeholder pressures, institutional-based, network-based, and external factors) that encourage companies to implement green business operations, which were also classified under six functional themes. This study emphasizes several noteworthy outcomes (i.e., export competitive advantage and export performance). In doing so, the findings of this study provide a holistic insight into green business strategies within the exporting context by outlining both theoretical and managerial implications.     

Perceived Export Problems and Export Involvement:

A relatively limited amount of empirical research has focused on problems and issues pertaining to exporting from countries not associated with an advanced level of economic development. This paper reports on a systematic study of problems experienced by Greek exporting manufacturers in their trading activities with overseas distributors based in European Community (EC). In this context, an attempt is made, firstly, to investigate the underlying structure of exporting problems, and secondly, to examine the extent to which there are significant differences in perceptions of exporting problems based upon the degree of export involvement. A number of significant differences are found to exist in perceived export problems between different exporter categories in terms of export involvement. The implications of the study for business practitioners and public policy makers are highlighted, and future research directions are identified and discussed.     

Leveraging Associations: The Promotion of Cultural Sponsorships

SUMMARY

Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertising and public relations for branding. For corporate hospitality, promotional support is vested in personal selling with public relations initiatives. For community relations, promoting the sponsorship is focused primarily on public relations activities with an emphasis on personal selling.     

Bridging Industrial Segmentation Theory and Practice

Purpose: Segmentation is seen today as a core concept within mainstream marketing. While industrial segmentation has received considerable attention within academic literature, there have been many reports on companies having problems using, applying, and implementing the principles of segmentation. Authors criticize the literature on segmentation for giving too little attention to implementation, providing marketers little help and guidance on how to make segmentation work in a practical environment. This article addresses some of these problems.

Methodology/Approach: The objective of this article is to design a process with methods and activities for segmentation by building on action research case study data from a large Danish industrial company.

Findings: Along with important considerations, this article presents the process of segmentation using a build-up approach based on qualitative market data. The process is practical and easily approachable for companies. The purpose behind segmentation is strategic—identify target segments and facilitate the planning of future product offers. It is argued that segmentation should be dedicated to the purpose and context of the company. This case illustrates how the company adapted segmentation theory to their particular needs.     

Effects of the preference for environmental quality on the export competition between China and OECD countries

This study examines how importers’ preferences for environmentally friendly products influence the effect of China’s export growth on the exports of OECD countries to third markets. The effect of China’s export growth is systematically investigated using the theoretical gravity model, which assumes that importers’ environmental preferences are heterogeneous among countries. A new measure is also proposed to represent importers’ revealed preferences for environmental quality across countries. Panel data consisting of observations for 30 OECD exporting countries and 60 importing countries over the 2000–10 period confirm that the crowding‐out effect of China’s export growth on the exports of OECD countries observed in markets for consumption goods and the dampening effect observed in markets for intermediate goods are becoming weaker as the importer preference for environmental quality becomes stronger.     

External environment and the moderating role of export market orientation

This research has two main objectives. The first is to fill the knowledge gap on the role which the external environment plays in the strategic behavior of exporting companies, taking into account the psychological distances between the domestic and foreign markets. The second aim is to clarify the role that market orientation plays in export activity, since the literature review shows conflicting results. The study provides insight into these issues through hypothesis testing of a conceptual model using a sample of 212 Spanish exporting companies. The results lead to two major conclusions: (a) in turbulent environments, exporting firms adapting the marketing mix program to the needs of foreign markets obtain a better export performance in highly competitive and psychologically distant markets; (b) although market orientation has a direct and positive effect on export performance, its main role is to support strategic decision making in exporting companies. In addition, market orientation moderates the relationship between marketing mix adaptation and export performance.     

User engagement for mobile payment service providers – introducing the social media engagement model

Twitter is being used by mobile wallet firms for customer acquisition, relationship management, marketing and promotional purposes. This study examines service advertisement and promotional tweets by mobile wallet firm's on Twitter. For this study, timeline data of top four mobile wallet firms of India, Paytm, MobiKwik, Freecharge and Oxigen Wallet were extracted from their Twitter screen (firm generated tweets). The user generated tweets were also extracted, using the search terms as firm's name. This study proposes a Social Media Engagement model for understanding user dynamics. The study provides three interesting inputs for promotional marketing tweets, firstly, firm should post mix of the tweets with respect to content type (i.e. informational, entertainment, remuneration and social). Secondly, a periodic campaigning is needed by the firms; and lastly, firms should focus on increasing their network size. The implications of these findings can help firm's managers and marketers in planning effective social media marketing campaigns.     

Designing a Country Marketing Function:

Most governments of developing and industrialized countries are in the market for foreign direct investment. Indeed, in the case of developing countries, new entrants to this market are constantly emerging. This paper reports on a study that examines the generic structures governments have adopted in their efforts to promote their countries as sites for foreign direct investment. It pays special attention to the question of whether promotional functions do, or should, differ in structural form based upon the size of the country seeking to attract additional investment. The study concludes that, contrary to existing research, country size does have an impact on the type of generic promotional structure adopted. Larger countries tend to adopt decentralized or coordinated promotional structures, whereas smaller countries tend to rely on centralized promotional structures. Although centralized structures tend to be more efficient, larger countries are forced by regional pressures to include multiple organizations in their promotional activities. The study argues that given the type of investment likely to be attracted to larger countries, diffusion of the promotional function is an appropriate structural response. But, when this diffused function is coordinated countries are likely to gain the benefits of promotional efficiency while allowing for the involvement of regional entities.     

How companies overcome barriers to overseas business

The choice to a company among exporting, acquiring other firms, licensing products and services, and entering into strategic alliances with other business firms is often strongly influenced by governmental policies and practices. In turn, companies’ responses to such influences have increasing feedback effects on governmental activities as public-sector decision-makers are being forced to understand that they now have to become internationally competitive in the economic policies they devise.     

出口收汇风险及防范对策浅析

世界经济经过半个多世纪高速、稳定的发展之后,许多商品的买方市场逐渐形成,各国出口商之间的竞争逐渐向多元化方向发展,灵活多样的贸易方式不断产生,而且逐渐向依靠商业信用,有利于买方的交易方向发展,这在有利促进出口的同时,也给出口企业带来了越来越大的收汇风险。仅2002年中国出口逾期未收汇金额就达到150亿美元,这对我国外贸企业造成巨大影响。     

A quantitative approach to guiding the promotional efforts of IPAs in emerging markets

Investment promotion agencies (IPAs) engage in a range of promotional activities with the aim of improving foreign direct investment (FDI) inflows. However, at any particular time, they tend to concentrate their efforts towards image building or investment generation. The decision of where to focus promotional efforts depends on investors’ perceptions of the IPA's location. In contrast to current methods, this paper employs an innovative quantitative finance approach that allows IPAs to speedily measure risk perceptions using real-time data. Using this approach, the paper focuses on determining whether or not the risk of nationalisation is a concern for large multinational companies in the natural resource sector. Our empirical results demonstrate that such companies are not concerned about nationalisation risk. The findings have implications for guiding the promotional efforts of IPAs, both in countries where nationalisation is a risk and in countries where changes in the political environment have reduced the risk of nationalisation.     

Implications of Firm Controllable Factors on Export Growth

The need to stimulate export activity of U.S. companies has motivated research on export behavior of firms. Based on the strategic export model, this study attempts to investigate firm controllable factors that stimulate export growth. A survey of 640 small and medium sized manufacturing firms engaged in exporting showed that having a high commitment to exporting, having a possitive attitude toward exporting by placing less importance on perceived barriers to exporting (or export growth), having a customized product adaptation policy and willingness to modify the product, and seeking outside export assistance contribute to export success measured by export growth. International market expansion strategy did not seem to be associate with export growth.     

Antitrust pitfalls for doing business in the post-1992 EC

Despite the potential that the European Community holds for American companies, those seeking to do business in the EC should be aware of the potential difficulties that may be created by EC antitrust laws. A knowledge of the EC antitrust laws can keep companies from making costly mistakes when marketing, producing, or importing and exporting goods.     

Export Commitment and the Global Financial Crisis: Perspectives from the New Zealand Wine Industry

The study investigates how firms adjusted their export commitment in response to the recent global financial crisis. Findings based on New Zealand wine companies suggest that firms' commitment to exporting is influenced by both their export performance achieved before the crisis and the negative effect that the crisis exerted on their subsequent export performance. These two performance‐induced influences can be further moderated by managerial attitude toward exporting and managers' perceptions of export market uncertainty. Theoretically, the study builds on the behavioral theory of the firm and extends the past performance–strategy relationship to the situation of exporting in a financial crisis.     

Cooperation as a Mediator between ICT and Export Success

The use of new information and communication technologies has been reshaping the export paradigm for more than a decade and exponentially increasing the possibilities of the exporting companies in international markets. The Internet improves establishing contact with partners in other countries for trade, optimizes daily communication with them, and makes companies more efficient in finding information on the markets they are reaching. According to these implications, to what extent do new technologies have a positive impact on the success of companies abroad? Does the use of these technologies facilitate cooperation between exporters and trading partners in the export destination country? The purpose of this research is to examine the influence of Internet technology upon export success when companies use this technology to find relevant information on foreign markets, improve communication in the business process, and enhance contacts with customers and distributors in distant countries. This study reveals that cooperative relationships between export companies and their foreign customers/distributors have a mediating effect between ICT and export success. Moreover, a surprisingly low significance of using ICT to support sales activities and develop lasting business relationships on export success has been found.     

Exporting problems: The relevance of export development

Following a review of the export marketing literature, and in light of certain important gaps observed in this area, the focus of this study is an investigation of problems facing the ongoing exporting activities of indigenous manufadurers in a small European country An attempt is made specifically to examine the existence of potentially significant differences in perceptions of exporting problems between two distina exporter categories in terms of export development The findings suggest that the most important export problems experienced by those firms were associated with the intensity of competition in export markets and the lack of effective national export policies The study also reveals several significant differences in perceived export problems between the two exporter classes Avenues for future research are discussed along with the limitations of the study, and managerial and public policy implications of the findings highlighted     

Country-of-Destination and Export Marketing Strategy:

As changes in the economic and political environment in many developing countries bring opportunities for multinational corporations, many U.S. and other MNCs find that they have little experience with marketing and exporting to such countries, having focused mainly on developed-country markets. In addition, there has been little research which has investigated issues relating to marketing in LDCs. This study explored these issues and found that different marketing strategies are used by U.S. companies which export to developing countries as opposed to those which market to developed countries, thereby highlighting the importance of taking the country-of-destination into account when planning export marketing strategies. In addition, a separate analysis of firms which export mainly to developing-countries revealed that direct distribution, the number of countries exported to, product standardization, and a focus on price are negatively associated with market share. The implications of these findings are discussed.