Globalization, culture, and marketing strategy: Introduction to the special issue

This special issue of the Journal of Business Research features eleven articles selected from the papers presented during the fifth meeting of the Royal Bank International Research Seminar which took place in Montreal at the John Molson School of Business, Concordia University, September 25 and 26, 2009. They cover topics related to globalization, cultural values, global consumer behavior, market segmentation, marketing strategies of emerging economies, consumer socialization, materialism, service quality, and government actions.     

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.     

Identity,Ethnicity and Gender: Using Narratives to Understand their Meaning in Retail Shopping Encounters

This paper examines the ways in which two women (Sweetie and Desiree) experience a dissatisfying retail encounter. Citing data derived from memory-work methodology, we illustrate how stories can be used to gain a detailed insight into the complexity of consumption experiences and give voice to women consumers. By allowing women to write about, and critically reflect on their experiences, we show how consumers attach meaning to retail encounters and how we, as researchers can offer alternative interpretations of consumer behavior to those commonly reported in the literature. In this paper we use memories of "nasty" retail encounters to illustrate how social constructs related to identity, such as ethnicity and gender, have meaning in shopping experiences. Because of the new understandings possible via this method, we argue for using reflexivity in our research and analyses informed by feminism.     

Scale,scope and accountability: A response to Lloyd-Jones and Lewis

This is a response to the critique by Lloyd-Jones and Lewis of our 2003 Business History article. It makes a renewed case for the extension of business history research into corporate governance and accountability, such that this new dimension is considered in conjunction with the analysis of scale and scope. Our approach and that of Lloyd Jones and Lewis demonstrate that governance and accountability, or the lack of it, in conjunction with strategy and structure, are useful dimensions of the cases they analyse, and, we would continue to argue, in the general case as well.     

Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion

Etailers have been losing market share to brick and mortar retailers that also sell products online. Two related studies investigate means by which etailers can convey trustworthiness to consumers and thereby increase purchase intentions relative to hybrid firms. Study 1 examines whether consensus information (i.e., the extent of satisfaction agreement among previous customers) and brand familiarity exert independent or interactive effects on consumer perceptions across retailers that possess, or lack, a physical presence. Study 2 tests a potential boundary condition of the effects of consensus information and brand familiarity by introducing generalized suspicion, which is a common condition for online buyers. Results suggest that consensus information provides a broad cue that conveys trustworthiness and leads to greater purchase intentions for both familiar and unfamiliar brands, as well as hybrid and etailer firms. In comparison, the effects of physical presence and brand familiarity were somewhat narrower in scope. However, we find that consensus information alone is not sufficient to buffer against active, generalized suspicions online. Instead, a combination of high consensus and brand familiarity is necessary for this purpose. The paper concludes with recommendations on how etailers can convey trustworthiness in online exchanges and how future research can build upon these findings.     

Growth,Resource Allocation,and Welfare: An Extension to Non-Traded and Intermediate Goods

This work is an extension of the existing literature on growth of factors of production, output expansions, and welfare of a nation involved in international trade. It used to be an accepted notion that growth augments welfare without question, until Jagdish Bhagwati and, later, Harry Johnson provided contrarian views on the issues under specified conditions. Here, in this article, an attempt is made to generalize the 2 × 2 models of Bhagwati and Johnson on factor growth, resource allocation, and welfare. The effects of growth on output changes and conditions for immiserizing growth are enunciated in this modified general equilibrium framework.     

Let Them Eat (Genetically Re-engineered) Cake and the Little Purple Pill: A Rejoinder to Miles, Munilla and Covin

This paper critiques a recent article in this journal in terms of its use of persuasive techniques. The central issue of the original article by Miles, Munilla and Covin and this paper is whether there should be a change in intellectual property rights to address the needs of impoverished people who are HIV positive or have full blown AIDS and the countries that do not have the means to buy AIDS medication in the absence of subsidies. This paper argues that patents are state sanctioned monopolies that worked effectively for nearly a century. However, new circumstances and a globally interdependent world represent a new environment calling for an adjustment in the conventional public policy premises underlying patents. Most of the meaning and complexity of this issue is lost to the persuasive techniques of the original article.Dennis Ray teaches and researches international and comparative entrepreneurship, technology entrepreneurship and business in Asia. He teaches the international business strategy capstone course.     

The friluftsliv response: Connection,drive, and contentment reactions to biophilic design in consumer environments

It is well documented that context and physical surroundings impact consumers. However, little is known about how to direct the overall design of an environment to enhance consumer experience. Evidence suggests that design principles that tap into the benefits of response to nature may serve to improve the well-being of people in the environment. While research on the implications of such design for consumer responses is growing, a conceptual framework that delineates these responses and their effects on experience has not been established. The current research develops, proposes, and tests a conceptual framework for consumer responses to environments that incorporate materials, textures, shapes, colors, and patterns that quote nature. It shows that when present in a consumer context, these biophilic design elements elicit what we label the friluftsliv response: a response characterized by a positive connection to place that elicits both drive and contentment-based affective reactions. The results indicate that consumer environments rich in biophilic design elements can positively influence important marketing variables, such as situational consumer anxiety and retailer choice.     

The effect of exposure to sexual appeals in advertisements on memory,attitude, and purchase intention: a meta-analytic review

Researchers have often attempted to answer the question, ‘Does sex sell?’ In this article, we present a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention. Our analysis revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d = .38, p < .001), but the effect on brand recognition and recall was not significant (d = .09, p = .30). We also found that the effect of sexual appeals on attitude towards the ad was not significant (d = ?0.07, p = .26); however, additional analysis showed that males (d = .27, p < .01) evaluate ads with sexual appeals significantly more positively than females (d = ?.38, p < .001). Finally, we found a small significant negative effect on brand attitude (d = ?.22, p < .05), but no effect on purchase intention (d = .01, p = .94).     

Transition to greener pulp: regulation,industry responses and path dependency

Although the dioxin alarm broke at the same time in Sweden and the US in the mid-1980s, Swedish pulp and paper (P&P) firms led the way towards the new market for low-chlorine and chlorine-free P&P products. This study explores the transition in the Swedish P&P industry and contrasts the Swedish case to the US experience. We highlight the importance of already established technological paths to deal with pollution, paths which were strongly formed by the different national environmental policies since the 1970s. Thus while US P&P firms were technologically locked-in when the dioxin alarm broke, the strategy of Swedish P&P firms to proactively collaborate in environmental research and development (R&D) together with a national policy that favoured process integrated abatement technology, helped Swedish firms take technological leadership. This article particularly stresses the implications of technological path-dependency and different national regulatory styles in understanding the evolution of different modes of corporate environmental strategies.     

Young Chinese and Functional Foods for Mobility Health: Perceptions of Importance,Trust, and Willingness to Purchase and Pay a Premium

Consumers’ desire to enhance diet and health has become a driver for the development of functional food products. China, with one of the largest markets in the world, offers huge potential for these foods. In the context of functional foods, specifically related to mobility health, this study aimed to understand Chinese consumers’ perceptions of the importance of these foods, trust, and willingness to purchase and pay a premium for such foods. A mixed-methodological approach using both focus groups and a survey was used to collect data from Chinese living in New Zealand. Findings show Chinese consumers place a high level of importance on their mobility health. Level of importance increased when asked about the believed importance of this area later in life. Key factors influencing Chinese consumers’ willingness to purchase functional foods were also identified: the carrier/nutrient combination; trust in the product’s country of origin and in the various institutions that may be involved in the production of functional food products; trust in both the product brand and how it is advertised; health motivation; and price. The study offers the food industry insights into the development and marketing of mobility-related functional foods targeted to this market.     

Towards a classification of marine wildlife crime: Marketing strategies to curtail illegal fishing,malicious acts,and waterway pollution

Much effort has been dedicated to fighting wildlife crime with modest results. This paper focuses on marine wildlife crime, which suffers from a certain level of neglect due to terrestrial bias (a predominant focus on land animals). Despite legislative and enforcement efforts, there has been little integration of marketing techniques to curtail marine wildlife crime. For these reasons, we set out to study current issues surrounding marine wildlife crime by conducting interviews with three experts in areas of marine education, research, and legislation. The interviews provide an overview of the threats to marine wildlife, aid in the development of a classification of marine wildlife crime, and provide strategies as to what marketing actions may be useful to reduce it.     

农业产业化经营是破解“三农”问题的有效途径

当前"三农"问题已成为我国一个突出的问题,有效解决"三农"问题是推进社会主义新农村建设的关键。本文认为农业产业化问题仍然是制约我国农业发展的核心,推进农业产业化可以把市场信息、技术服务、销售渠道直接而有效地带给农民,比较好地解决了小农户与大市场的矛盾,有利于推进农业科技进步,扩大农业经营规模,增加农业产业链条,提高农业竞争力,有利于农业经济效益的提高和农民收入的增加,是推动农村经济发展的有效方式。     

论中小型企业的生存、创新与发展--从企业孵化到知识公园

中小型企业在国民经济活动中的重要性越来越突出，如何提高他们的生存、创新与发展空间也越来越受到各方面的重视。企业孵化是一种扶持新型企业从启动到投入市场的专业机构，是一种扶持中、小型企业，振兴地方经济、提高就业机会、解决经济危机留下的疑难问题的有效手段，它的实用性在西方已经得到有效证实，近20年来，这种概念已被世界各国所接受，在发达国家以及一些发展中国家，企业孵化模式已经发展成为知识公园。事实证明，企业孵化对于实现知识的产业化和企业创新的实现有着极为重要的作用。     

How to reduce perceived risk when buying online: The interactions between intangibility,product knowledge,brand familiarity,privacy and security concerns

This paper studies how product intangibility and its moderators affect perceived risk in an online shopping setting. The moderators studied were brand familiarity, product knowledge, privacy concerns and security concerns. Student samples performed online experimental tests, wherein product intangibility was manipulated. The findings indicate that both mental intangibility and physical intangibility increased perceived risk. Mental tangibility had more impact over perceived risk than physical tangibility. This study is the first to show how intangibility, product knowledge, brand familiarity, privacy and security concerns interact and affect perceived risk. Previous studies did not have the opportunity to observe the interactions of these relevant dimensions, thus not identifying which one would have a stronger effect over the perceived risk of buying online. In short, we found that when interacting with intangibility security and privacy concerns increase perceived risk to the same degree. On the other hand, product knowledge reduces the perceived risk more than brand familiarity.     

Social Responsiveness,Profitability and Catastrophic Events: Evidence on the Corporate Philanthropic Response to 9/11

In this study we seek to determine whether catastrophic events lead to corporate charitable giving unrelated to levels of firm profitability. We examine the issue relative to the corporate philanthropic response to the 9/11 terrorist attacks of 2001. Based on a sample of 489 Fortune 500 companies, we find that differences in the extent of corporate contributions following 9/11 are positively and significantly associated with differences in firms' profitability. Further, while the degree of connection to the catastrophic event led to higher levels of giving in comparison to the contributions of less connected firms, differences in the extent of philanthropy are still␣related to short-term profitability for the more connected firms. The study thus provides evidence suggesting that even in the wake of catastrophic events, corporate philanthropic giving is constrained by economic concerns.     

Responses of FDI to geopolitical risks: The role of governance,information, and technology

We show that rising geopolitical risk and geopolitical uncertainty (GPR) deter foreign direct investment (FDI). We further explore the role of governance, information, and technology in shaping the responses of FDI to GPR and document three main findings. First, effective governance in the destination market safeguards FDI against GPR. Second, multinational corporations with better information gained from closer geographic, cultural, and commercial ties choose to delay FDI in response to rising GPR instead of managing it. Third, FDI in more R&D-intensive industries is more resilient to GPR because intangible technology can more easily be transferred across borders.     

The role of newly emergent wholesalers in the food and drink industry in Japan,c.1880 to 1940: Focusing on the case of Kokubu

Abstract

This article explores the historical development of Japanese wholesalers in the food and drink industry in modern Japan. Despite many criticisms of Japanese wholesalers as being “multi-layered,” “old-fashioned,” and “outmoded,” there were historical reasons for the existence of wholesalers. While the traditional wholesalers remained even after the Meiji Restoration, the new wholesalers emerged by dealing with new products that appeared for the first time in modern Japan. Utilizing the historical conditions of both producers and retailers, the newcomers such as Kokubu boosted their development by innovative activities and gradually superseded the traditional wholesale market, firmly establishing their position as general wholesalers before the Second World War.