Global marketing of industrial products: Are interpersonal relationships always critical?

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.     

Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising

We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles.     

Evaluation of subsidiary marketing performance: combining process and outcome performance metrics

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield) marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries of a large global corporation.     

Ownership structures of U.S. joint ventures in the 1980S

A firm's choice between sole and joint ventures in a foreign market is subject to various market-specific and firm-specific influences. This study draws upon the transaction cost and bargaining power theoretical frameworks to identify and measure some of these influences. A logistic regression model was employed to examine the relative influences of the main and interaction effects of the independent factors on ownership structures employed for new foreign subsidiaries by U.S. firms in the 1980s.     

Firm location choice in cities: Evidence from China,India, and Brazil

This paper contributes to the industrial location literature by examining why industry locates or refrains from locating in large, medium and small cities of India, China and Brazil using firm-level data from the World Bank. Results from ordered logistic regressions indicate that capital cities are not attractive for firms to locate, when they are large. In India and China, labor intensive firms do not locate in large cities. Proximity to inputs has a positive impact on firm location in China. While availability of inputs has a positive impact on firm location in India, the availability of raw materials has a negative impact on firm location in Brazil. Firms established in post-reform period in India tend to locate in large cities; in China, these firms avoid medium and large cities. The implications for urban governance in these countries are discussed.     

A study of co-authorship and collaborative research among Indian space technologists

The paper sets out the methodology adapted and the sample studied, analyses the productivity of space scientists and engineers in terms of number of papers published with full as well as fractional authorship credits, discusses in detail the pattern of collaboration of space technologists in publishing papers, and lastly, identifies nonintersecting informal communication groups and 'communication stars' based on collaboration.     

Workplace Spirituality as a Precursor to Relationship-Oriented Selling Characteristics

Very few studies have looked upon the construct of workplace spirituality in sales organization context. This paper integrates workplace spirituality with sales literature. The paper points out that self-interest transcendence is a common aspect in the workplace spirituality concept which emerged a decade ago and in most of the relationship-oriented selling characteristics—customer orientation, adaptability, service orientation, and ethical selling behavior. Based on the common aspect of self-interest transcendence, we propose that workplace spirituality could be a causal precursor to relationship-oriented selling characteristics. We present guidelines for future research, implications for practice and a few potential downsides of workplace spirituality in sales organization.     

The impact of cognitive age on Internet use of the elderly: an introduction to the public policy implications

Despite the growth of the Internet, one area that has not really been discussed is the elderly's use of the Internet. Given the rapid growth of this population as well as the potential the Internet holds for them, it is a subject worth consideration. However, seniors cannot be defined simply by their chronological age, but by their cognitive age. This paper discusses the impact of cognitive age of a national random sample of American elderly consumers on their Internet use. The results suggest that those seniors with a younger cognitive age use the Internet more than those seniors with an older cognitive age. Additionally, seniors with a younger cognitive age have more social contact off‐line (but not online) than those seniors with an older cognitive age. Finally, in terms of demographic variables, chronological age is positively associated with cognitive age and women report a younger cognitive age than men. These results suggest that for policy makers interested in increasing the participation of seniors, they can utilize the Internet to reach those who are younger in terms of cognitive age; however, they will not be able to reach all seniors in this manner and they need to utilize the Internet as a complementing media to their traditional communication sources.