Organizational Learning and Market Orientation in International Marketing Education

SUMMARY

This study develops and tests a series of relationships between organizational learning and market orientation as it pertains to international marketing education. The focus is on the activities and relationships between the students, faculty, and staff in the international marketing/business program at three schools in the north, midwest, and south United States. Based on a sample of 193 undergraduate and graduate international marketing students, the results suggest that organizational learning (class and major area-based learning)-team orientation, systems orientation, learning orientation, and memory orientation-positively influences market orientation learning outcomes (i.e., intelligence generation, intelligence dissemination, and responsiveness). The major implication of the study is that the education provided to the students in an international marketing course (i.e., upper-division university course) can be enhanced by focusing on organizational learning tools as a means to increase the shared knowledge level among the Students.     

Relational Contexts of Conflict Resolution Strategies in International Joint Ventures

Abstract

The article focuses on the relational contextual variables (i.e., relationship commitment, trust, and relative power) of conflict resolution strategies (problem-solving, compromising, legalism, and forcing). The hypotheses are tested with two samples of managers-Mainland Chinese and Asians (e.g., Japan, Korean Hong Kong, and Taiwan), who are involved in joint ventures operating in China. The findings have important implications for theory development in relationship marketing and for managing international strategic alliances.     

To globalise or not—a managerial decision framework

Globalisation of marketing strategy is attractive to international marketers because it offers the opportunity for large scale economies in marketing and production. Yet, experts disagree markedly as to the extent to which a global strategy can be implemented in specific situations. This paper introduces some elements of objectivity into the choice between globalisation and individualisalion by evaluating five elements; the environment, market characteristics, the product, cost and financial factors, and the internal corporate environment. Although the decision on globalisation will always be fairly subjective, a careful attempt to weigh various factors will add elements of reason to the decision.     

The Effects of International Trade on Economic Growth and Meeting Basic Human Needs

Abstract

This research measures the influence of international marketing, in the form of exporting and importing on economic growth and meeting basic human needs. The conceptual model examines the effects of three categories of trade (agricultural products, raw materials, and manufacturing goods) on economic growth and meeting basic human needs. The analysis uses structural equation models with time-lagged independent variables, multiple indicators of the dependent variables, and newly-developed multivariate outlier analysis techniques. This study contributes to the marketing literature by empirically evaluating macro-level effects of international marketing, i.e., exporting and importing, and by testing the predictive validity of competing theories from sociology, economics, and marketing. The findings have practical implications for public policy officials, marketing managers, and future research.     

The Global and Regional Dispersion of Publishing in the Field of International Marketing

ABSTRACT

This paper empirically examines the research productivity of academic institutions in the leading international marketing journals, leading generalist marketing journals, and leading international business journals between the years 1999 and 2003 from a regional and country-specific perspective. The research found that across the three groups of journals, the majority of works were authored by academics at institutions located in North America, although North Americans contribute significantly less in the international marketing and international business journals than leading generalist marketing journals. The findings suggest that there is a broadening of non-U.S. influence within the international marketing and international business journals, which should lead to a broadening of international marketing theory.     

Determinants of SME International Marketing Communications

ABSTRACT

This research article discusses the factors affecting international marketing communications in small- and medium-size enterprises (SMEs). International commitment and brand adaptation in overseas markets were found significantly influencing the effectiveness of international marketing communications. The results suggest that international marketers need to have resources input, such as human and financial, to drive international marketing communications. Brand adaptation also needs to be performed in order to achieve a better international marketing communications. There are two factors affecting international marketing communications suggesting international marketers of SMEs need to be concerned with both internal resource and external factors in international ventures.     

Trade liberalization and the environment: The case of intra-industry trade

Abstract

While a large body of literature examines the environmental impact of trade on the environment, this discussion focuses largely on the context of inter-industry trade. Empirical evidence has long suggested that an increasing share of international trade takes the form of intra- rather than inter-industry trade. In an attempt to fill this gap, the present paper uses a price-setting duopoly model of intra-industry trade to highlight the environmental consequences of trade liberalization when oligopolistic rivalry rather than comparative advantage drives international trade. We find that the environmental impact of trade liberalization depends mostly on two factors, namely, on the nature of pollution (i.e. whether it is local, transboundary or global) and on which country liberalizes trade (i.e. whether it is the ‘clean’ country or the ‘dirty’ country).     

Buyer-Seller Exchange Situations

Abstract

From having focused almost entirely on exchange transactions in consumer goods markets, in the 1970s, academics expanded their analysis to include relational exchanges-in particular business-to-business markets and service markets. The contextual changes of the 1990s (i.e., the explosion of IT and the Internet) resulted in the introduction of relationship marketing as an alternative marketing approach in consumer goods markets introducing the notion of a shift in exchange paradigms. However, in the late 1990s, a number of authors on service marketing (e.g., Liljander & Strandvik, 1995), on business-to-business marketing (e.g., Anderson & Narus, 1999) and on contemporary marketing practices (e.g., Brodie, Coviello, Brookes & Little, 1997) supported the thesis that in many markets the process that actually takes place is one of co-existence of transactional exchanges and relational exchanges. Based on the “pluralistic approach” (Pels, Coviello & Brodie, 1999, 2000), this paper develops four cases that seek to exemplify the different exchange situations that may occur in a given marketplace.     

Grounds of Visitors' Post-Trade Fair Behavior: An Exploratory Study

ABSTRACT

This paper attempts to gain a deeper understanding of trade fairs as services, analyzing determinants of visitors' post-trade fair behavior (i.e., global satisfaction and future intention) according to their main objectives for trade fair participation. We discuss the fact that trade fairs represent a peculiar type of service, since the evaluation of satisfaction with the trade fair depends not only on the service provider (the organizer) but also on another stakeholder (the exhibitor). The nature of the study is exploratory and uses a survey applied to visitors at a business-to-business (B2B) international trade fair held in Portugal. The main conclusion is that, in the particular case of trade fairs as services, the role of the exhibitor is more important than the role of the organizer in determining the visitor's global satisfaction and intention to participate in future editions of the trade fair. The study contributes to trade fairs and services marketing literature and allows drawing of managerial implications, particularly relevant to trade fair organizers.     

The impact of internal,external, and competitor factors on marketing strategy performance

ABSTRACT

Strategy formulation is commonly understood as the match between a firm’s internal resources and skills and its external environment. Marketing strategy performance is the function of a dynamic, interactive process incorporating internal firm resources, external environmental factors, and competitive actions. The study aims to assess the impact of competitor actions on marketing strategy performance. We develop a model that accommodates the effects of 29 variables (comprising internal marketing strategy variables, external environmental factors and competitors’ marketing mix variables) on business performance. We empirically test the model using simultaneous equation modelling of time-series data on UK car manufacturers collected from publically available resources and annual reports. The results show that external factors, in particular competitors’ marketing mix elements, have a greater influence on a company’s business performance than internal (marketing and non-marketing) strategy variables. Implications for marketing theory and management are discussed.     

Evolving Relationship Marketing into a Discipline

Abstract

Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline.     

Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model

ABSTRACT

Despite the high interest in green advertising and its potential to foster sustainable consumerism, academic research in this area has been somewhat limited. The current study developed a predictor model of green advertising attitude and behavioral intention using environmental issue-focused factors that included the Health Belief Model, consumption-focused factors, and demographic factors to help understand the significant influences that shape global green advertising outcome. An online survey of 385 participants showed that a number of factors in both issue-focused (e.g., response-efficacy and ecocentric/anthropocentric attitudes) and consumption-focused (e.g., green product purchase frequency and past green product attitude) categories significantly predicted green advertising attitude and behavioral intention. Theoretical as well as practical implications of the findings will be discussed in detail.     

Developing an Inter-Organization Relational Management Perspective

Abstract

Relationship marketing has become a frequently used strategy to increase the efficiency and effectiveness of an organization's marketing efforts. In order to manage relationships effectively over time, the domain (i.e., type of relationship) and the relational linkage (i.e., richness of interaction and communications) must be determined. In this paper, a process for establishing virtual management perspectives is developed illustrating the steps necessary for managing relationships between organizations and individuals within organizations. Taking a proactive approach to the management of relationships appears to be an essential dimension in insuring their success.     

A Global MBA for Tomorrow's Global Business Leaders

Abstract

Traditional IB programs have received mixed reviews from the corporate world. With this in mind, the Suffolk GMBA was benchmarked against the leading international business programs. The Suffolk GMBA was designed to be different and to ascertain the global environment in which business operates. A unique feature of the GMBA curriculum detailed in this article is the combination of Boston's international business locational advantage with functional integration of the many disciplines that make international business unique. Borrowing components from the fields of economics, government and politics, finance, marketing, ethics, and law, a curriculum matrix was developed identifying and sequencing the key topics to be taught. The authors also explain potential pitfalls and outline a model which can be successfully implemented in other graduate international business programs. This program is shaping the thoughts and actions of tomorrow's global business leaders through its integrative decision-making framework of global perspectives and competencies.     

A Reply to the Commentaries on “Business-to-Business Marketing Textbooks: A Comparative Review”

ABSTRACT

In this commentary, the authors respond to the commentary by Professors Butaney, Hutt and Speh, Narus, and Plank on their commentary article “Business-to-Business Marketing Textbooks: A Comparative Review.” The discussion involves responses to particular aspects of each commentary as well as some general thoughts on future developments of business-to-business marketing textbooks, particularly with respect to the influence of new information and communication media. In responding to the commentaries, the authors argue that while they are aware of a strong subjective element which still remains, their comparative examination of a selection of English-speaking textbooks on business marketing aims at providing theoretically-grounded insights that are helpful for both instructors and practitioners. They argue that the application of Bloom's taxonomy of educational objectives (1956) provides an appropriate framework for this objective and its operationalization, respectively. Although the comparison constitutes only a first step directed towards a thoroughly systematic analysis of textbooks on the subject, hopefully, it may nevertheless prove its fruit-fulness in fostering the discussion on future developments of business marketing textbooks.     

Integrating Cross-Cultural Marketing Research Training in International Business Education Programs: It's Time,and Here's Why and How

International business necessitates that its international business educators prepare today's workforce with skills necessary to take on cross-cultural research tasks and challenges. Yet, global business finds these skills in short supply. Perhaps this is the case because empirical evidence shows U.S. academic coverage of cross-cultural research complexities are severely limited as measured by text coverage. Slightly lagging behind international business and marketing programs located outside the United States in recognizing and acting on this this need, many U.S. programs now seek to enhance cross-cultural coverage. However, empirical evidences show that U.S.-based programs and the textbooks they use are lagging behind in their treatment of cross-cultural marketing research. Coverage in these texts is typically limited to a single chapter that repeats basic research concepts usually covered in principles of marketing courses. This article discusses a customized international marketing research course integrated with training that includes cross-cultural research issues and complexities and provides a framework of criteria useful in selecting an appropriate text.     

Perceived Effectiveness of Simulations in International Business Pedagogy

Abstract

This paper examines the perceived effectiveness of simulations in teaching international business. A survey of third and fourth year Canadian students who participated in a web-based international business simulation was conducted using a structured questionnaire. Factor analysis was used to understand the underlying relationships in the resulting data. The study finds that, compared to traditional approaches, e.g., textbooks and cases, students viewed the simulation as a more effective learning tool. The game stimulated interest and participation among students and was effective in fostering teamwork. The simulation was also viewed as being effective in providing students with an appreciation of the international context and complexity of cross-national decision-making.     

Master's Level Education in Business Marketing: Quo Vadis?

ABSTRACT

Given the paucity of knowledge on the state of business marketing education at the master's level, we conducted an exploratory survey of instructors at selected universities in North America and Europe. We supplemented results from this survey with discussions with our colleagues who teach business marketing at the master's level, and a review of articles on master's level programs.

Through our investigations, we discovered that there is a shortage of management cases that address contemporary issues in business marketing. We learned that nearly half of survey participants do not use a textbook and that the remaining participants use a wide variety of textbooks. We observed that many instructors still teach business marketing courses from a traditional functional perspective. Instead, we believe that business marketing courses must address a host of emerging issues such as value and its assessment, business process reengineering, global marketing, working relationships and business networks, and cross-functional coordination issues, among other things.

We believe that scholars can rejuvenate the discipline by tailoring business marketing courses to the new generation of accelerated master's programs, by creating a network for sharing information on new cases and teaching materials, and by writing more relevant and timely business marketing cases. Finally, we believe that the time is right for a faculty consortium on teaching business marketing.     

Benchmarking Charity Performance: Returns from Direct Marketing in Fundraising

ABSTRACT

Despite rising public interest and concern only a handful of extant studies have addressed the performance of fundraising techniques and outlined the returns that might be expected. To date no one has examined the returns accruing from direct marketing activities in fund-raising. In this paper we present the results of a study of 150 UK charities currently employing a range of direct marketing tools/techniques and indicate the ROI that can be achieved through each. Cold and warm direct mailings are considered, as are reciprocal mailings, unaddressed mail, DRPA, DRTV and face-to-face (i.e., on street) recruitment. The results indicate that most charities lose money on donor recruitment activities and that the overall returns accruing to all forms of direct marketing activity are comparatively low. The implications for both professional practice and further research are explored.     

The Comparative Influence of Government Funding by the U.S. Commerce Department's Advanced Technology Program and Private Funding on the Marketing Strategy of High-Tech Firms

SUMMARY

This paper conducts an exploratory study on whether high-tech venture firms funded by a United States Federal Government program–Department of Commerce Advanced Technology Program (ATP)–pursue different types of marketing strategies and different goal levels than firms without such funding. A sample of ATP and non-ATP-funded firms was used. Nineteen hypotheses relating to commercialization processes, i.e., types of strategy (licensing), types of commercial advantage (new, innovative solutions), and types of commercialization applications (product vs. process) and four hypotheses relating to levels of performance (levels of cost reduction) were tested. Small ATP firms are more likely to pursue best practice marketing policies such as R&D collaboration, and licensing strategies, and to pursue higher cost reduction and performance goals than non-ATP firms.