Can the HM-test be brought to an end?

A significant change seen in the new regulatory framework for communications markets regards issues of market delineation. Relevant markets according to the new regulatory framework should be defined in accordance with competition law methodology/principles, most notably the so-called Hypothetical Monopolist Test (HM-test). Our discussion points to the conceptual and practical difficulties associated with evaluating the effects of a 5–10% price increase on the costs and therefore on the profitability of a hypothetical monopolist. Applying our analysis to fixed retail voice telephony markets we show that, in the presence of scale economies, final results crucially depend on assumptions about the cost function, in particular the relation of variable to fixed costs and the resulting (competitive) margin. The latter, in turn, will depend on the time horizon that is deemed to be relevant for market delineation purposes. Overall quantitative techniques applied to carry out the HM-test rigorously on empirical grounds are highly sensible to those assumptions a priori even if one assumes that (empirical) estimates of elasticities can be derived reasonably.*The views expressed are those of the authors and do not represent those of RTR or TKK.     

Sustainability as a marketing tool: To be or to appear to be?

While sustainability is an ethical issue, it is also becoming relevant from a marketing standpoint and can be particularly decisive in stakeholder relationships. Companies can approach this issue in different ways, choosing whether to publicize their good conduct or to project a responsible attitude that does not reflect what they effectively achieve. In this context, the authors propose a self-assessment matrix that identifies a better way to make sustainability a source of competitive advantage through a transparency-based approach. By way of a geological metaphor, four types of companies are presented that are distinctive based on two variables: sustainable commitment and communication. Costs and benefits are analyzed for each quadrant, as well as problems resulting from a lack of transparency. In the final section of the article, the authors discuss whether the choice to communicate sustainability can be considered ethical or whether it is only a question of business. Reflections are reported.     

Before the fall: were East Asian currencies overvalued?

Two major approaches to identifying the equilibrium exchange rate are implemented. First, the concept of purchasing power parity (PPP) is tested and used to define the equilibrium real exchange rate for the Hong Kong dollar, Indonesian rupiah, Korean won, Malaysian ringgit, Philippine peso, Singapore dollar, New Taiwanese dollar and the Thai baht. The calculated PPP rates are then used to evaluate whether these seven East Asian currencies were overvalued. A variety of econometric techniques and price deflators are used. As of May 1997, the HK$, baht, ringgit and peso were overvalued according to this criterion. The evidence is mixed regarding the Indonesian rupiah and NT$. Second, a monetary model of exchange rates, augmented by a proxy variable for productivity trends, is estimated for five currencies. An overvaluation for the rupiah and baht is indicated, although only in the latter case is the overvaluation substantial (17%). The won, Singapore dollar and especially the NT$ appear undervalued according to these models.     

Selling to the urban Chinese in East Asia: Do CSR and value orientation matter?

Most multinationals have a presence in the East Asian region and target the urban Chinese population. In an effort to win over the loyalty of consumers, Corporate Social Responsibility (CSR) has been used increasingly as a marketing strategy. This paper explores how personal values influence the attitude and behavior towards CSR among Chinese consumers. By collecting data from three major East Asian cities — Hong Kong, Shanghai and Singapore, and employing factor, cluster, conjoint and correspondence analyses, the authors demonstrate that Confucian value orientation can be a powerful antecedent of CSR support.     

To be different,or to be the same? An exploratory study of isomorphism in the cluster

Entrepreneurial firms are argued to struggle between being different and being the same. To join the debate, we asked this question: How can entrepreneurial firms in a geographically concentrated locale gain both competitive advantage and legitimacy, given the competitive pressures for differentiation and the institutional pressures for conformity? Drawing from the network perspective, we conducted the research in a furniture cluster in Southwestern China. Based on qualitative and quantitative data, we found that peripheral firms tended to be institutionally and competitively isomorphic, while central firms could avoid the tradeoff between institutional conformity and competitive differentiation by creating and using their networks to innovate and at the same time to shape the institutional environment.     

Capital flows to Asia and Latin America: Does institutional quality matter?

Using a sample of 28 emerging market economies from Asia and Latin America spanning 1990–2013, we show that the marginal effect of capital flows on growth is positive and contingent on the threshold level of institutional quality (IQ). The conditional effect of capital flows holds for both the income per capita growth and total factor productivity (TFP) growth. We also determine the different threshold levels of IQ at which the marginal effect of capital flows is positive. The overall level of IQ in the Asian countries is superior to the Latin American countries and requires a lower threshold level to exert any positive effect. While the same conditional effect of IQ holds in Latin America for TFP growth, this effect is reversed in Asia. For very high levels of IQ (91st percentile), the marginal effect of capital flows on TFP growth in Asia is almost negligible. The marginal effects also vary based on the composition of capital flows in each region.     

Umpire and batsman: Is it cricket to be both?

The paper is a response to Richard De George's essay, Theological Ethics and Business Ethics. It defends the possibility of theologically oriented approaches to business ethics by pointing out certain deficiencies in business ethics narrowly based on the premisses of analytic moral philosophy. In particular it argues, in a manner consistent with Alasdair MacIntyre's After Virtue (1981), that such a program of business ethics is insufficiently critical of its own roots in the social fiction of bureaucratic rationality. After showing how this ideology governs De George's negative judgments on theological approaches to business ethics, the author outlines a program of critical reflection that would draw from the intellectual traditions of both theology and philosophy in order to facilitate a dialogue in business ethics that no longer is captive in the Iron Cage of bureaucratic rationality. Dennis P. McCann is an Associate Professor of Religious Studies at De Paul University. He has served on the faculties of Reed College and Lewis and Clark College. He is the author of Christian Realism and Liberation Theology (1981) and a co-author of Polity and Praxis: A Program for American Practical Theology (1985).     

Should Access to Credit be a Right?

Discussion on financial ethics increasingly includes the problem of exclusion of the poorer segments of society from the financial system and access to credit. This paper explores the ethical dimensions surrounding the concept of a human right to credit. If access to credit is directly instrumental to economic development, poverty reduction and the improved welfare of all citizens, then one can proclaim, as Nobel Prize Laureate M. Yunus has done, that it is a moral necessity to establish credit as a right. Arguments both supporting and opposing the concept of a right to credit are presented. While there may be general agreement that access to financial services may provide a pathway out of poverty, granting a universal right could induce perverse effects such as overindebtedness. Bearing in mind the ultimate goal of proponents of this right as well as the potential harmful consequences, this paper offers a new perspective on the question of access to credit based on a goal-right system.      

Does it Really Hurt to be Responsible?

Prior literature on socially responsible investment has contended that excluding “sin stocks” from a portfolio (negative screening) will reduce performance and increase risk. Further, incorporating stocks of firms with positive social responsibility scores (positive screening) will improve performance and reduce risk. We simulate portfolios designed to mimic typical equity mutual funds’ holdings and investigate these propositions. We remove the potentially confounding influences of differences in manager skill, transaction costs and fees, and conduct a clean experiment on the effect of positive and negative portfolio screening. We find no difference in the return or risk of screened and unscreened portfolios. We conclude that a typical socially responsible fund will neither gain nor lose from screening its portfolio.     

“Where the East Kisses the West”: Marketing Convergence and Divergence in the New Europe Editorial to the Special Section

This special section contains articles based on selected papers presented during the 7^th EMAC Regional Conference hosted by the School of Economics and Business, University of Sarajevo, Bosnia and Herzegovina in 2016. Following the double-blind review process, 14 best articles qualified for publication in this special section. Apart from the articles tackling the issues in emerging markets, a broad range of different topics, ranging from consumer journey and international branding to strategic issues are also included in this special issue.     

Born to be similar? Global isomorphism and the emergence of latecomer business schools

By building on insights from institutional isomorphism, this paper investigates the development paths of latecomer business schools in Hong Kong, (South) Korea, Singapore, and Taiwan. The global isomorphic pressure prevalent in higher education (e.g. the global regime of rankings) drives latecomers to imitate the practices of incumbents in order to enhance their academic impact through business and management research. Our study argues that latecomers respond to global isomorphism by forging their own paths. Our analysis shows that business knowledge production in Hong Kong and Singapore was more responsive to coercive (research strategy) and normative (faculty recruitment strategy) isomorphic pressure than Korea and Taiwan. The response to mimetic isomorphic pressure (co-authorship strategy) was less salient in Hong Kong and Taiwan than in Singapore and Korea. Further, we find that research, faculty recruitment, and co-authorship strategies affect the academic impact (citations) of the higher education institutions across each country differently. Our study sheds new light on the role of global isomorphism in the emergence of latecomer business schools.     

Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?

For over 20 years, managers have been encouraged to leverage archetypal meaning to strengthen their brands. Prior research has studied archetypes as universal patterns present in the collective unconscious that trigger an instinctive response in customers, arguing that brands should evoke one archetype at a time. However, recent evidence seems to suggest that the single archetype view proposed in previous work may have lost its relevance in the marketplace. This article responds to calls for further research into brand archetypes by analyzing more than 2,400 brands and the archetypes they evoke in their marketing communications. The current findings support the continued relevance and importance of brand archetypes in marketing, showing that brands connect with customers by consistently evoking specific archetypes. Critically, however, strong brands tend to leverage multiple archetypes at a time rather than just one as previously believed. We explore key implications of our findings for theory and management, discuss avenues for future research, and provide actionable guidelines for managers wishing to leverage archetypal meaning to build strong brands.     

Too good to be true: the role of online reviews’ features in probability to buy

Online consumer reviews are broadly believed to be a necessary and powerful marketing tool, and as such they have attracted considerable attention from both marketers and academics. However, previous research has not sufficiently focused on the effects of various review features on sales but rather used proxy measures such as consumers’ purchase intention or perceived helpfulness of reviews. Hence, the aim of this study was to investigate the effect of review valence and volume on actual sales. We use data from three different e-commerce websites and study light bulbs, women's athletic shoes, natural hair care products, and herbal vitamins. The results show that, contrary to popular belief, more positive ratings do not simply result in higher sales. We find that the effect can be nonlinear, where the probability of purchase increases with rating to about 4.2–4.5 stars, but then decreases. Also, although the majority of extant research suggests that larger numbers of reviews bring more positive outcomes, we show that it is not always the case.     

Exports and governance: Is the Middle East and North Africa region different?

This paper aims to analyse whether better governance rewards economic performance and facilitates the integration of the Middle East and North Africa (MENA) region into the world economy. In comparison with other regions in the world economy, MENA countries suffer from important institutional deficiencies, which generate insecurity and difficult international transactions. Despite this fact, the relationship between trade and institutional quality in MENA countries remains unexplored. A gravity model of trade augmented with governance indicators is estimated for the exports of 19 MENA countries, their 189 trading partners and for all exporters in the period from 1996 to 2013. The main results indicate that improvements in five of the six governance indicators increase exports from MENA countries, whereas better governance in destination countries does not affect MENA exports. Instead, each of the six governance indicators used has a positive effect on bilateral trade for the entire sample of exporters (189). Moreover, the effect of country‐pair similarity in governance indicators suggests that a similar level of regulatory quality and rule of law in exporting and importing countries increases exports from MENA countries. Similarities in voice and accountability also foster exports for the average exporter, but not for MENA exporters.     

Business and the Environment: Is There More to the Story?

Actions taken to improve the environment are frequently good for profits, but many executives, including economists, are not fully aware of just how good businesss environmental record is. As a result, they often have difficulty responding to critics. This article will present three major points: 1) the environment of the United States is much improved over the past several decades, and businesss pursuit of profits has been an important factor; 2) the publics information about business and the environment is poor; and 3) this faulty information fosters the impression that business is evading its responsibilities.JEL Classification Q50     

Thinking of exporting?: Export management companies could be the answer

With the interest in globalization, many domestic manufacturing companies are anxious to export their products. Lacking the resources and experience to sell effectively abroad, manufacturers often rely on export management companies (EMCs) to act as their export departments. How successful have these arrangements been? Haigh reports that the performance of EMCs is below the expectations of manufacturers more than half the time, but concludes that EMCs can be a very effective strategy for entering foreign markets if care is taken to select an appropriate company.