Marketing strategy in emerging markets: a conceptual framework

Citing difference between emerging and developed markets, scholars highlight need for different approaches to marketing in emerging markets. In this paper, we argue that while there are some unique characteristics of emerging markets, all countries within emerging markets do not have similar levels of product penetration and consumption. As a result, it is wrong to assume that emerging markets are untapped and under-served across the product categories. To a list of characteristics identified as unique to emerging markets, we add large population as an important characteristic and discuss its strategic implications. We develop a conceptual framework that factors in combined effect of varying degrees of product penetration & consumption levels with large population of emerging market countries. The conceptual framework identifies four strategic alternatives for marketing in emerging markets. Instead of recommending any generic marketing strategy, we propose that marketers need to choose an appropriate mix of strategies aimed at primary and selective demand creation in emerging markets.     

Getting along long distance: understanding conflict in a multinational team through network analysis

Multinational companies (MNCs) create international teams to pool global talent and meet organizational goals. But the many differences among team members are fertile ground for conflict. While traditional conflict management techniques gather all team members together to resolve or minimize conflicts, geographic dispersion greatly increases the time, money, and disruption to daily workflow activities necessary to bring multinational teams together. We use a social network perspective to identify and prioritize conflicts to increase team effectiveness, allowing management to focus on the most critical conflicts first. Further, we show that the most critical conflict might not be between headquarters and country subsidiaries, but between two country subsidiaries.     

OEM implementation of supplier-developed component innovations: the role of supplier actions

For suppliers to secure a positive return on their investment in the creation of component innovations, they must ensure that original equipment manufacturers (OEMs) implement these component innovations. The objectives of this study are to (1) identify the activities that suppliers undertake to foster innovation implementation, (2) articulate the theoretical mechanisms that mediate the impact of these activities on innovation implementation, and (3) establish the inter-related effects of these mediating theoretical mechanisms on innovation implementation. The results from a survey of 173 supplier–OEM dyads reveal that functional advantage is the theoretical mechanism that mediates the impact of two supplier actions—knowledge acquisition and installation support—on innovation implementation. The results also show that reputational advantage mediates the effect of innovative OEM endorsement and that relational advantage mediates the effects of supplier asset specificity and supplier innovativeness on innovation implementation. In terms of the inter-related effects of the mediating mechanisms on innovation implementation, the results indicate that relational advantage complements the positive impact of functional advantage on innovation implementation. In addition, the results reveal that innovation implementation has a positive impact on the financial performance of component innovations.     

Careers and motherhood: policies for compatibility

This paper examines the economic issues relevant to policy debatesthat surround the increasing labour force participation of mothers.We review the main changes in women's labour market participationin Britain. The main source of increase in women's participationrates has come from mothers returning to work after childbirthafter progressively shorter intervals. The major influenceson this behaviour and the length of time spent out of work overthe first childbirth and the associated empirical work are alsoreviewed. These changes have raised issues relevant to maternityand parental leave, childcare provision, employers' family-friendlyworking arrangements and children's welfare. The paper makessome recommendations about how to further gender equity in aform compatible with family life.     

Influence of demographics,psychographics, shopping orientation,mall shopping attitude and purchase patterns on mall patronage in India

Retail boom in India is generating considerable interest from within the country as well as abroad. This growth in retail has been fueled by the mushrooming of shopping malls across the country. Despite this very little is known about the characteristics of the Indian mall shoppers. Also of special interest is the behavior of heavy shoppers because regardless of the footfalls at the mall, if the money spent is low, the mall does not benefit. The purpose of this study, therefore, was to profile Indian mall consumers, identify characteristics differentiating the high rupee volume purchasers at the mall and to evolve a model that can help predict heavy rupee volume purchasers in a catchment.The results of this study, spanning eight cities of India and 3026 mall consumers, indicate that the heavy shoppers are significantly different from the other groups along multiple demographic and socio-economic variables, behavioral variables, attitude and shopping orientation. Additionally, the study contributes to literature by evolving a typology of shoppers. The model evolved using Discriminant Analysis was used to predict potential heavy and low rupee volume purchasers for a city of interest, where currently there are no malls.     

Adapting to succeed? Leveraging the brand equity of best sellers to succeed at the box office

Many movies are based on best-selling novels. While book adaptation is an often used strategy in the motion picture industry, it has received little academic attention. Using a multi-method approach, this research investigates the drivers behind the success of book-based movies. In Study 1, we analyze over 700 movies and find that book-based movies perform better at the box office on the opening weekend than non-book movies. However, this superior performance dissipates after the opening weekend. Further, the opening weekend performance of book-based movies is positively driven by book equity, book-movie similarity, and recency between the book??s peak equity and movie release. After the opening weekend, many of these book-related variables cease to have an impact, and the effect of movie-related variables (e.g., reviews) increases. Because Study 1 documents that book-movie similarity positively impacts the movie??s performance, contrary to prior findings that content similarity has negative or null impact on performance of a movie sequel, we undertake a second study to reconcile the discrepancy. Study 2 finds that content similarity results in satiation and therefore hampers the movie success for sequels; however, when a movie is adapted from a book, due to experiential modality change (i.e., from book format to film format rather than film to film), content similarity increases the movie??s chance of success.     

Endogenous formation of coops and cooperative leagues

The labor-managed Mondragon cooperatives in the Basque country, and La Lega coops concentrated in North Central Italy, are grouped into leagues that enable them to reap economies of scale in key services such as R&D, marketing and finance. These leagues are relatively rare and there are fewer than a dozen of them globally. We develop a game-theoretic model of league formation to capture some of the strategic incentives behind the formation of labor-managed cooperatives (coops) and their agglomeration into a league. We then compare these incentives with those of conventional profit-maximizing firms to organize into a league. The main result of this paper shows that a divergence in these incentives stemming from their organizational differences may lead to the formation of a league of firms but not one of coops. This turns out to be true even though the coop has lower costs of production and the existence of a coop league would have been socially efficient. Anticipating the non-existence of a coop league then creates a disincentive for individual agents to form coops in the first place. This explains the relative rarity of coops, competing individually or as a part of a league, with conventional firms in imperfect markets.     

The effects of diversity on business performance: Report of the diversity research network

This article summarizes the results and conclusions reached in studies of the relationships between race and gender diversity and business performance carried out in four large firms by a research consortium known as the Diversity Research Network. These researchers were asked by the BOLD Initiative to conduct this research to test arguments regarding the “business case” for diversity. Few positive or negative direct effects of diversity on performance were observed. Instead a number of different aspects of the organizational context and some group processes moderated diversity‐performance relationships. This suggests a more nuanced view of the “business case” for diversity may be appropriate. © 2003 Wiley Periodicals, Inc.