Characteristics of Immigrant Entrepreneurs and Their Involvement in International New Ventures

We studied 561 young firms in Australia to understand the involvement of immigrant entrepreneurs (IEs) in international new ventures (INVs). We found that IEs are overrepresented in INVs and have many characteristics known to facilitate INV success, including more founders, university degrees, international connections, and technical capability. Our study has implications for immigration policy and economic policy and the efficient use of a nation's human capital. This research challenges a necessity‐based stereotype of immigrant entrepreneurs by identifying areas in which immigrant entrepreneurs have natural competitive advantages over native entrepreneurs (NEs). This research makes a contribution to the theory of immigrant entrepreneurship by identifying the significant role of immigrant entrepreneurs in INVs and the suitability of immigrant entrepreneurs for the development of INVs. We inform diverse streams of research in transnational and immigrant entrepreneurship with broader strategic work on the creation of INVs. © 2013 Wiley Periodicals, Inc. This research was partly funded by an Australian Academy of Social Sciences research grant. A previous version of this paper was presented at Babson College Entrepreneurship Research Conference (BCERC), 2011, Syracuse.     

Partner Selection for International Marketing and Distribution in Corporate New Ventures

The software industry offers numerous options for a firm to arrange its international marketing activities. Although a prominent way to enter the international market is through co-operation, there is a limited amount of research regarding partner selection. The purpose of this paper is to explore how entrepreneurial corporate new ventures use partners in their international marketing. A representative case study is used to illustrate the partner selection and evaluation process in the software industry. Our findings indicate that small entrepreneurial firms can and should use partners in their internationalization. However, a more analytical approach to their selection is needed.     

Entrepreneurial Marketing in the Public Sector: The Lessons of Headteachers as Entrepreneurs

This article argues that headteachers of primary schools have been at the forefront of the marketing/entrepreneurship interface since attempts to introduce competitive market forces into the maintained education system. It examines primary school headteachers' marketing strategies and compares them to those of owner managers of small firms. Case studies of ten schools illustrative of a variety of provision and market conditions provided the empirical data over a five year period. The headteachers shared many of the marketing problems of owner-managers of small firms. Headteachers found that the most effective marketing strategies consisted of: i) marketing to improve relationships with existing parents, staff and governors as an essential precursor to any external marketing effort; ii) parental involvement in the school which improved the likelihood of word of mouth recommendations; and iii) influencing such recommendations by marketing to improve parental and other involvement in the school. As word of mouth is also the most important source of new business for small firms, there are opportunities for lessons from the public to the private sector.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

The Marketing Activities of UK Charities

ABSTRACT

With well over 176,000 charities operating in the United Kingdom and with changing political, social and economic pressures, the demand for increased funding has become paramount. In order to compete more effectively for funds many have adopted a marketing perspective, focusing on understanding those donors who provide them with the most income.

The use of certain marketing techniques in UK charities is now widespread and most have favourable attitudes towards marketing, feeling that it is an essential part of their organisations' activities. These attitudes, however, are often based on a rudimentary understanding of the term ‘marketing’. Most charities now advertise and use direct mail but, despite the work of many authors over the last twenty-five years regarding the relevance of marketing to nonprofit organisations, most charities still equate marketing solely with advertising and selling. The dependence upon these techniques poses the question as to whether charities in the UK have truly adopted the marketing concept, or whether marketing is still equated with a narrow range of the more visible communication techniques.     

The Role of Consumers' Trust in Online-Shopping

Many consumers are sceptical or suspicious about the functional mechanisms of electronic commerce, its intransparent processes and effects, and the quality of many products that are offered online. This paper analyses the role of consumer trust as a foundation for the diffusion and acceptance of electronic commerce. Starting from a functional perspective trust is seen as distinct but potentially coexisting mechanism for reducing the uncertainty and complexity of transactions and relationships in electronic markets. The analysis focuses on conditions of e-commerce transactions that are relevant for the formation of trust problems. Drawing on the theory of information two types of uncertainty are described: system-dependent and transaction-specific uncertainty. Finally different activities and instruments are described and categorized that Internet firms can use to establish and maintain trust.     

The Role of Marketing Research and Decision Systems in the Marketing Process

No abstract available for this article.     

The Role of Structural and Planning Autonomy in the Performance of Internal Corporate Ventures

Historically, autonomy has been treated as a broad one‐dimensional construct. This paper proposes that there are two major types of autonomy for internal corporate ventures (ICVs)—planning autonomy and structural autonomy—and examines their respective impact on performance. Little prior knowledge exists regarding the autonomy–performance relationship for ICVs despite the billions of dollars of corporate investment in ICVs. In this study, I collect primary data on 38 ICVs at different stages of development from both venture‐level and corporate‐level managers from over a dozen companies in the U.S. Midwest. I find that a negative relationship exists for planning autonomy regardless of venture stage. However, for venture structural autonomy, a more complex relationship was discovered, which ranged from positive to negative to curvilinear based on the venture's stage of development.     

The Role of Pricing in Institutional Marketing

No abstract available for this article.     

信托公司如何服务低碳经济发展

<正>对于低碳经济发展所需要的支持,有人曾形象地将其比喻为一个三条腿的板凳:政策的培育、技术以及资本的支持,三方面缺少任何一个,都将出现问题,而三个要素中最重要的莫过于金融支持。作为金融体系中最灵活、最具有创新动力的信托业,介入碳金融无疑会起到事半功倍的效果。如何将行业和公司业务发展融入到为低碳     

Global Marketing Networks and the Development of Trust

Abstract

The global market has begun to effect organizations in most industries. Organizations are entering strategic alliances and networks of these alliances to reduce risk, exposure, and to compete effectively in a global context. This paper views the importance of the network of alliances from a dynamic capabilities perspective that builds off of the resource-based view of the firm.

The paper explores the development of strong form trust to maintain and facilitate the advantages of the network members. The steps in which this form of trust development is outlined, including: appropriate identification of candidates, the funding mechanism, network inclusion, top management team inclusion, as well as, effective communication.     

企业国际化理论的新发展:国际新企业理论

传统的国际化理论认为,企业国际化发展是一个渐进的过程。而近年来却出现了企业国际化加速的现象,许多企业在建立之初就开始进行跨国发展,这是传统理论所不能解释的。国际新企业理论就是在这种背景下产生的。本文从国际新企业的概念、形成、发展以及其理论框架模型出发,对国际新企业理论的相关研究进行了回顾和评述,探讨了其未来研究方向,同时阐述了其对我国企业相关研究的指导作用,并对后续研究作了简要的讨论。     

跨国公司全球营销策略与在华营销活动研究

跨国公司在全球范围内进行扩张时,是采用一体化营销战略还是当地化营销战略一直是跨国公司在实际决策中遇到的难点,这同时也是近年来营销理论界争论的一个焦点。通过对全球化营销和当地化营销两种营销方式内涵的挖掘,进而以Prahalad&Doz(1987)提出的一体化——当地化分析框架为基础,研究跨国公司在华的营销策略。研究结果表明:几乎所有进入中国市场的跨国公司都把本土化作为获取中国的胜利之本。     

The Role of Sponsorship for Marketing

Is it possible that the anti-heroin campaign is fuelling rather than containing the incidence of heroin trial?     

The Importance of Consistency in Establishing Cognitive-based Trust: A Laboratory Experiment

This paper reports the results of two experiments onthe importance of three trust cues on establishinginterpersonal trust within a business setting. Theliterature (Lewis and Weigert, 1985; Ring, 1996) hasidentified two aspects to trust: a cognitive elementin which trust is the result of a rational calculationby the trustor about how the trustee will behave inthe future, and an emotional element in which trust isthe product of a strong positive affection between thetwo individuals. Most social relations, includingeconomic ones, are based on cognitive trust, whereasemotional trust is the basis for intense personalrelationships, such as love and friendship. Thisstudy focuses on three cognitive-based cues thatengender trust within a dyadic relationship: thefrequency with which the trustee and trustor interact,the competence of the trustee, and the consistency ofthe trustees previous behavior. In two experiments,using a budget setting, trust is measured as theperceived reliability of the trustees budgetinformation and the estimated time for the trustor tocomplete the budget task. The results reveal that theconsistency of the trustees previous behavior is themost important element in engendering cognitive-basedtrust within a dyad.     

营销组合理论在房地产营销体系建设中的作用

<正>一、营销组合理论简析美国营销学著名学者麦肯锡认为,企业的可控因素是指产品因素(Product)、价格因素(Price)、销售渠道因素(Place)和促销因素(Promoiton)等四大因素,这就是著名的4P营销组合策略理论。而企业的房地产市场营销策略     

The Role of Duty Free in Global Marketing

The Duty Free market has emerged as one of the few examples of a significant segment within the global market which is also independent of traditional boundaries. This article traces the development of the market. It then argues that the major Duty Free players need to reconsider how that segment fits within their marketing plans and organisational structures. The paper concludes with three possible action points for consideration.     

The Role of Logistics Leverage in Marketing Strategy

ABSTRACT

In today's environment-where changes in price, promotion, and product often are quickly imitated-the way to sustain competitive advantage may lie in changes to ancillary services, such as logistics. By leveraging excellent and superior logistics services, intricately linked with marketing strategy, firms can potentially create and maintain competitive advantage. The purpose of this paper is to begin the theoretical development process by understanding the implications of logistics leverage on marketing strategy. Two sources of antecedent justification, application of extant literature and observation of the phenomenon through case studies, are employed to develop the theoretical model. Conclusions, with implications for managers and suggestions for futue research, areal soprovided.     

The Role of Marketing in Digital Business Platforms

Digital business platforms (DBPs) such as eBay, Google, and Uber Technologies have seen enormous growth; this paper explores their salient characteristics, the role of marketing in helping DBPs succeed, and important research topics for theory and practice. A new conceptual framework based on insights from transaction cost analysis outlines the role and impact of marketing in DBPs. A key role for marketing is to increase the number and quality of interactions on a DBP while reducing transaction costs for users and production costs for the DPB. The DBPs' interactions and the data thus generated are key enablers of value creation and value appropriation on these platforms. However, there are several challenges to resolve in value creation and value appropriation because DBPs cater to the needs of many different types of users. Therefore, DBPs should carefully coordinate and manage interactions among users on different sides of a platform. For researchers, there are many opportunities to reconceptualize some of the traditional roles of marketing in the context of DBPs.