Retailers’ Price Positioning and the Motivational Profiling of Store‐Brand Shoppers: The Case of Spain

In recent years, retailers have worked to advance store‐brand strategies, leading to greater success and higher congruence with the retailer's positioning. In this new competitive context, this research aims to characterize store‐brand shoppers in terms of motivation and benefits sought, as well as analyze, on the basis of congruence theory, the moderating role of a retailer's price positioning on store‐brand shopper characterizations. The empirical study combines survey and household panel information related to leading retailers in Spain; the findings reveal that store‐brand shoppers are motivated by their price sensitivity, whereas they are less sensitive to service quality and name brands. However, the retailer's price positioning exerts a moderating effect on shopper profiles: In less price‐oriented retail chains, store‐brand purchases seem motivated less by price and more by quality, brand awareness, and brand reputation.     

An integrative perspective of closeness in retailing: From retailers' sense-giving to consumers' sense-making

This research investigates the concept of closeness in retailing. While previous research on closeness has tended to adopt only consumers' point of view, in-depth interviews with managers and customers of a French supermarket chain show that both parties interpret and define closeness differently. Analysis reveals that “store closeness” comprises a complex set of meanings that are not limited to a geographical notion but rather encompass functional, relational, and integration notions. Furthermore, retailers define store closeness very broadly, which contributes to nurturing their positioning but also leads them to idealize their role in the marketplace. In contrast, consumers’ definition of store closeness is more limited and mainly focuses on the functional features of the store, thus highlighting a discrepancy between retailers’ sense-giving and consumers’ sense-making.     

Positioning Strategies of Retail Firms in Ghana

This paper assesses how retail firms in Ghana pursue positioning activities. Overt observations, face-to-face interviews with staff, managers and mall intercept methods provide an insight into the positioning strategies of firms in the retail sector. We adopt an empirically based and generic consumer-derived typology of positioning strategies to obtain the results. The findings revealed that the dominant strategies are “service,” “value for money,” “attractiveness,” “reliability,” “top of the range,” selectivity, and “brand name.” The emphasis placed on each of these positioning strategies varies from firm to firm.     

Forecasting Threats and Opportunities for Foreign Innovators in China's Strategic Emerging Industries: A Policy‐Based Analysis

This article reviews over 50 recent Chinese policies designated to develop China's “strategic emerging industries” (SEIs), and conducts interviews with foreign firms and Chinese government officials to identify the most significant threats and opportunities for foreign innovators in these industries. Threats identified include initiatives to stimulate the market primarily in the interest of Chinese firms, cultivate “indigenous” intellectual property (IP) rights, and create national champions in specific SEIs. Opportunities include using certain strategies to tap into monetary stimuli for SEIs and supporting industries, benefits from further regionalization and optimization of industrial bases, direct benefits and spillovers from improved IP protection and management, and potential opportunities from increased mergers and acquisitions (M&As) by Chinese firms. These findings should be contextualized with the knowledge that not all aspects of the SEIs’ initiative are “new,” current Chinese industrial policy does not only target seven SEIs, and SEI policies may not all work exactly as intended. © 2015 Wiley Periodicals, Inc.     

An Investigation of Ghana's Tourism Positioning

ABSTRACT

The purpose of this paper is to gain a deeper understanding of Ghana's tourism positioning and whether a literature-derived positioning framework can further elaborate the latter. Using the face-to-face long interviews among key policy makers, marketing managers and experts, and observation techniques, data were collected and analyzed via the inductive reasoning approach. The results show that Ghana's tourism positioning aim is built around perceptions of a “com petitive middle class tourist destination,” i.e., “profit and status” through the pursuit of “functional” positioning objective. Positioning strategies including “service”, “value for money”, “culture”, “selectivity”, “attractiveness”, “reliability”, “manpower development”, “quality controls” and “ecology” are pursued in order to achieve the aim and objectives. The latter are managed/positioned in the “primal” positioning life cycle stage. Conclusions, managerial implications, future research directions and limitations are noted.     

Evaluating Small Businesses' Performance in Public e‐Procurement: Evidence from the Italian Government's e‐Marketplace

e‐Procurement is widely advocated as an effective tool to promote the participation of small and medium enterprises (SMEs) as well as micro enterprises in the public procurement market. However, little evidence exists as to what factors may influence the allocation of contracts to differently sized suppliers. We address this issue by analyzing a rather rich and unique data set, namely the “direct award” (low‐value) transactions that took place on the Italian e‐marketplace during the period 2005–2010. In this paper, we exploit data from low‐value transactions to test the impact of different structural dimensions of the national public e‐marketplace on the probability that firms of different size are awarded public contracts, particularly focusing on micro and small firms. We find that both the nature of the public buyer and the characteristics of the traded goods/services do have an impact on different firms' ability to be awarded public contracts. We also test to what extent the geographical distance between public buyers and private suppliers explains the propensity of different size class of firms to be awarded public contracts, proving, at least to some extent, that some features of “physical” procurement markets are mirrored in the “virtual” market.     

A longitudinal examination of positioning strategies in a liberalized developing African economy: The case of Ghana

This article examines the nature of positioning strategies pursued by companies (domestic and foreign) conducting business in a liberalized developing African economy, Ghana, over a ten‐year period. Specifically, this research deals with the aggregate behaviors of firms operating in Ghana's post‐SAP (structural adjustment program)‐induced environment. The findings reveal that the dominant positioning strategies are the brand name (branding tactics) and value for money (affordability). However, more recently, attractiveness, which implies elegance about the offering, has also emerged as a prominent positioning strategy. Evidence that supports the robustness of companies' adoption of positioning strategies within sub‐Saharan African economies is also developed. The results also suggest that firms doing business in sub‐Saharan African marketplaces characterized by an open and liberalized business climate have no choice but to become competitive in their positioning and with the aim of targeting the mass market and the lower‐middle‐class target audiences. © 2011 Wiley Periodicals, Inc.     

Using the “best‐fit” approach to investigate the effects of politico‐economic and social barriers on SMEs' internationalization in an emerging country context: Implications and future directions

The way this study has used the “best‐fit” approach has facilitated the investigation of how three hypothesized constructs of political, economic, and social barriers can deepen our knowledge of their impacts on small and medium‐sized enterprises (SMEs)' internationalization within a small developing country context. Based on a quantitative analysis of the three hypothesized barriers, we used the “best‐fit” approach to measure the extent to which the SMEs' internal variables like people, products, services, and practices might best fit some of the people and non‐people factors external to the businesses. The application of the “best‐fit” approach onto the three hypotheses—politics (H1), social (H2), economics (H3), helped us in explaining the major social and politico‐economic barriers faced by a developing economy' (Bangladeshi) SMEs' internationalization despite previous literatures' emphasis on the impacts of globalization, market drivers or their oversight. Based on the findings, we point to future research trajectory. This study used primary survey data from 212 Bangladeshi SMEs and successfully validated an HR model by using Smart PLS3 software. The results from the hypotheses were used to produce the HR model to help SMEs identify the significance of people and economic factors and propose these aspects for inclusion in the “best‐fit” approach, SME, and globalization research.     

Retail bank selection in developed and developing countries: A cross‐national study of students' bank‐selection criteria

This exploratory research article is concerned with students' selection of retail banks in the United States and Ghana. It is a comparative cross‐national study aimed at revealing the factors determining retail bank selection among students in different environmental settings. The key objective is to establish if there are any significant differences and/or similarities in students' selection of retail banks in developed and developing economies. A similar data‐collection method was employed in the United States and Ghana to facilitate constructive comparison. The results identified four key factors—convenience, competence, recommendation by parents, and free banking and/or no bank charges—to be consistent across the two economies. The recommendation of the study is that in the context of an open and liberalized market environment, retail bank marketing strategies should be standardized irrespective of the national development stage. It concludes that retail bank managers particularly in developing countries should learn to provide consistent and good customer care. © 2009 Wiley Periodicals, Inc.     

What Is the Right Delivery Option for You? Consumer Preferences for Delivery Attributes in Online Retailing

Nowadays, online retailers are offering a variety of delivery options consisting of varying combinations of delivery attributes. This study investigates how consumers value these delivery attributes (e.g., delivery speed, time slot, daytime/evening delivery, delivery date, and delivery fee) when selecting a delivery option for their online purchases. Mental accounting theory is used to frame the research and to suggest how mental accounts for money, time, and convenience influence consumer preferences for online delivery options. Specifically, the results of a conjoint analysis show that the most important attribute in shaping consumer preferences is the delivery fee, followed by nonprice delivery attributes. For individual attributes, significant differences are found in consumer preferences between gender and income groups. Cluster analysis reveals three consumer segments that show distinct preference structures: We identify a “price‐oriented,” a “time‐ and convenience‐oriented,” and a “value‐for‐money‐oriented” consumer segment. This study has practical implications for online retailers when implementing suitable delivery strategies and designing effective delivery options to maximize consumer satisfaction.     

Supporting retailers to exploit online settings for internationalization: The different role of trust and compensation

The development of virtual technologies discloses two main opportunities for retailers, namely the possibility of complementing their offer through a multi-channel strategy in the marketplace they operate, and of extending their business in foreign countries. The online internationalization strategy requires retailers to overcome customers' privacy concern facilitating their information sharing with the firm so as to conclude the online transaction.This paper aims at helping retailers in reaching this goal by investigating the effect on behavioural information sharing in online settings of two variables emerged as relevant in literature: trust and compensation (as a form of incentive). The results of an experimental study show the key role of trust on increasing online information sharing.     

In Search of the “Meta‐Maven”: An Examination of Market Maven Behavior across Real‐Life,Web, and Virtual World Marketing Channels

Recently, a new set of channels for consumer and business interaction have emerged—three‐ dimensional “virtual” worlds. This study attempts to better understand the nature of market maven behavior (diffusers of general marketplace and shopping information) across three different channels—virtual worlds, the Web, and real‐life—and to examine the extent to which market maven behavior is transferable across channel context (i.e., “fluid”) or channel dependent. Using data from two surveys (one in the virtual world “Second Life” and a follow‐up Web survey for the same respondents), this paper explores differences and determinants of maven behavior. Employing partial least squares analysis, the findings indicate that market maven propensity is transferable across channels (i.e., high‐scoring market mavens retain this across channel). However, while there may be the transferability of market maven behavior across channels, the findings demonstrate that maven propensity is influenced by the channel context. Consequently, individuals with high maven propensity tend to exhibit channels in which this behavior is more prominent. Therefore, market maven behavior might not only span general product categories, but also the channel itself (i.e., maven behavior remains fairly constant—or fluid—across channel). The findings also point to possible characteristics that may be used in the identification of market mavens: market mavens typically have greater cognizance of other mavens, are technology‐savvy and individualistic, are of either gender and tend to be older and more intensive and experienced users of Web platforms and also intensive users of virtual worlds than those with low maven propensity. The findings of the study contribute to understanding market maven behavior, and provide an insight into the practices of mavens in a multichannel context, particularly in the case of the emerging channels that are virtual worlds.     

Susceptibility to global consumer culture: A three‐dimensional scale

Prior research shows the existence of the construct “global consumer culture” and its related strategic implications for brand positioning strategies. However, the potential contribution of global consumer culture and associated positioning strategy to brand value would depend on consumers' susceptibility to global consumer culture (SGCC), a general trait of consumers that varies across individuals and is reflected in the consumer's desire or tendency for the acquisition and use of global brands. This study develops and validates a three‐dimensional scale that can be used to measure the conceptual domain of SGCC across cultures. Questionnaire surveys were conducted in China and Canada, and a three‐step structural equation modeling analysis was used to test the proposed scale for the two sample groups. Results indicate that SGCC is composed of three dimensions: conformity to consumption trend, quality perception, and social prestige. This scale could be used for empirical studies of aspects of global consumption behaviors. It may also help marketing managers develop a more focused positioning and communication strategy for global brands. © 2008 Wiley Periodicals, Inc.     

“Going global” and FDI inflows in China: “One Belt & One Road” initiative as a quasi‐natural experiment

This paper investigates the impact of “One Belt & One Road” as an exogenous policy shock on the utilisation of foreign capital in China in the short term. Based on provincial panel data for the years 2003–15, the empirical study is conducted with difference‐in‐differences design. The first difference is whether a province is an OBOR province, and the second is whether “One Belt & One Road” initiative has been proposed. The empirical results suggest the utilisation of foreign capital in OBOR provinces has decreased significantly compared to non‐OBOR provinces after the initiative has been proposed. The study has further shown that the OBOR construction not only means factor movements and projects but also stands for policy shock. Its impact on utilisation of foreign capital cannot be simply captured by the commonly quantifiable “going global” indicators, namely outward direct investment, overseas contracted projects or overseas labour services. The negative impact of the initiative on foreign capital utilisation is strongly reflected in the OBOR provinces with low levels of economic development, heavy fiscal burdens and high proportions of state‐owned economy. In the short term, the negative impact of the initiative on foreign capital utilisation may be due to its role in resource competition and signal delivering. The former means that the OBOR initiative may induce resource competition between “going global” and “bringing in,” and the latter suggests that this initiative is likely to be regarded as a “signal” by foreign investors that “going global,” not “bringing in,” has become the priority of the government.     

An innovation perspective on Chinese retailers' competitive advantage

Given the emergence of strong local retail firms in China over the last two decades, this paper aims to explore their competence enhancement and capability building process from the innovation perspective. Innovative measures on retail format, activity and governance dimensions of three leading local retailers in China are investigated using an in-depth case study approach. After each case is studied on the three dimensions, a cross-case analysis is conducted using thematic analysis to examine their innovative strategies and to explore their sources of innovation. The three cases share notable similarities in their strategies that are in sharp contrast to those of foreign retailers. On the retail format dimension, they have all achieved differentiation by formulating niche strategies and succeeded in creating a strong reputation among customers and retaining the same. On the retailing activities dimension, they have all developed a profit-making model through unique supply chain management and stressed construction of logistics centres and operational standardisation. On the governance dimension, they have established an efficient incentive and reward mechanism to motivate employees and encourage innovative practice. They have also built long-term collaborative relationships with their suppliers. Based on these three cases, it is also found that local embeddedness, latecomers' advantages, business agility and a risk taking entrepreneurial mentality are the crucial factors behind the generation of efficient innovations of China's local retailers. With these findings, this paper has extended and enriched existing knowledge on latecomers' catch up and service innovation. It has constructed an analytical framework for retail innovation by building on relevant attempts in the existing literature. A theoretical framework that explains how indigenous Chinese retailers have managed to successfully compete with foreign retailers in China using innovative strategies has also been established based on empirical data.     

Trends in Food Attitudes and Behaviors Among Adults with 6–11‐Year‐Old Children

This study presents an analysis of survey data measuring food attitudes and behaviors among a nationally representative sample of adults with 6–11‐year‐old children for 2002–2010 from Experian Simmons Market Research. Results show numerous significantly positive improvements in attitudes and behaviors regarding healthier diets. In general, parents report increasing fiber intake, thinking about calories, and reducing sweets consumption as well as a generic effort to eat healthier. However, some areas still needing improvement include relatively neutral views that their diet is “very healthy” and that they only snack on healthy foods. While there are a number of improvements in parents' attitudes and behaviors regarding a healthy diet, the majority of the ground gained was early, from 2002 to between 2003 and 2006. This study's results suggest that a better understanding of the parental “snacking mindset” and indulgence‐healthy diet paradox might further assist in addressing childhood obesity.     

Picking cherries or lemons: A unified theory of cross‐border mergers and acquisitions

This article provides a theoretical framework that enhances understanding of empirical evidence suggesting that international mergers and acquisitions, a key source of foreign direct investment, seemingly target in‐country firms that are at the extremes of the productivity spectrum—either high‐productivity firms, so‐called cherries, or low‐productivity firms, the “lemons.” The framework demonstrates that foreign firms with intermediate inputs seek high‐productivity domestic firms, while foreign firms with managerial expertise seek low‐productivity domestic firms. We also show that because of the difference in available outside options, high‐productivity domestic firms can demand a significantly higher portion of profits in the partnership than low‐productivity domestic firms.     

Attribution Effects of Time Pressure in Retail Supply Chain Relationships: Moving From “What” to “Why”

Retail supply chains must be responsive to consumer demand and flexible in adapting to changing consumer preferences. As a result, suppliers are often expected to deal with time pressure demands from retailers. While previous research demonstrates that time pressure can have longer term relational costs that reduce collaborative behaviors and overall relationship quality, this mixed‐methods study goes further by accounting for attribution effects to explain why the time pressure occurs. Specifically, supplier perceptions for the reason of time pressure being within or beyond a retailer's control, rather than time pressure itself, appear to have a stronger effect on relational outcomes. By investigating time pressure through the lens of attribution theory, this research opens a new inquiry of research that moves away from examination of outcomes themselves (the “what”), to examining “why” the outcome occurred.     

Competitive Retailer Strategies for New Market Research,Entry and Positioning Decisions

This paper investigates strategies for new market research and positioning of stores or products by competing retailers in a duopoly setting. We examine the scenario where the two retailers are considering entry into an uncertain new market that is an extension of their existing markets. The retailers must make decisions on whether or not to first conduct research about the new market's location relative to their existing markets and its size before deciding on their own positioning in it. We first study a sequential-move leader–follower setup to highlight the choice of an “innovate-or-imitate” strategy. We find when the potential new market is small, neither retailer is adequately incentivized to do research to acquire information about the new market. As the size of the new market increases, the follower is induced to do such research. When the new market is very sizable, the leader conducts research and knows the new market's location while the follower free-rides. We then examine a simultaneous-move setup, in which one retailer might decide against acquiring new market information even when the cost of doing so is low. We further observe that differentiation (e.g., in terms of products or store locations) is greater in the simultaneous-move setup than in the sequential setup.     

Cross‐Functional Influence and the Supplier Selection Decision in Competitive Environments: Who Makes the Call?

This paper presents the results of a multiple‐case study that examines how procurement and engineering personnel share priorities, have a common vision, and influence the supplier selection decision in competitive environments of varying risk and uncertainty. We interviewed 113 procurement and engineering respondents from 26 different companies/business units across up‐, mid‐, and downstream segments of the oil and gas industry. Following a middle‐range theorizing approach, we develop a series of working propositions and theoretical frameworks, utilizing goal congruence theory to sharpen proposition development and create suggested extensions for theory. In general, we find that engineering personnel tend to dominate cross‐functional decision making in higher risk environments and that more equal arrangements exist when both risk and uncertainty are low. When competitive environment risk is low but uncertainty is high, considerable disagreement arises over which function “leads” this decision. Higher risk environments drive higher goal congruence through shared vision and consensus on who makes supplier selection decisions.