JBBM at 21: Variety of Theories,Methods, and Countries While Giving Further Voice to Emerging Markets Within Africa

ABSTRACT

Purpose: The articles published in the Journal of Business-to-Business Marketing (JBBM) are reviewed for three themes: the varieties of theories used and tested, the methodologies of choice, and most pertinent to this article, the countries from which the data were obtained in the empirical studies.

Methodology/approach: Literature review of the JBBM issues, all inclusive.

Findings: The JBBM has had papers involving surveys 74%; case studies 11%; interviews 6%, experiments 4%, and networks 3%. There is a tremendous breadth of country representation, more than most other marketing journals.

Research implications: The authors encourage more frequent investigations into emerging markets, using African countries as exemplars.

Practical implications: To begin to understand marketing phenomena in the variety of African countries, the authors encourage researchers to establish partnerships, with African scholars and global multinationals whose marketing managers may have interest in understanding these markets and who may have data to share.

Contribution of the paper: Although a seemingly infinite number of marketing questions still exist even in well-developed markets, and scholars have begun to recognize opportunities in developing markets, future research will prove useful into emerging and nascent markets.     

Franchising in African markets: Motivations and challenges from a Sub‐Saharan African country perspective

The purpose of this article is to explore and understand the motivations and challenges of franchising in an African economy. While interest in franchising is increasing in African markets, there is a paucity of research on franchising from the perspective of local African firms participating in these international relationships. The motivations and challenges of franchising from the perspective of African businesses have not been largely investigated so far. Using in‐depth interviews, we allow motivations and challenges at play to emerge. Convenient and snowball sampling techniques were used for choosing the unit of analysis, which resulted in four respondent firms. A thematic approach was adopted for analyzing the data from the field. Support services, brand name, and franchisor's experience are identified to be the motivations for franchising. Financial assistance from the franchisor, demand, and competition also play a key role in an African firm's decision to franchise. Legal constraints and infrastructure constraints were the key challenges faced by franchisees in Ghana. The findings of this study may hold for franchisees in other African markets. However, contextual differences may be considered in the application of these findings.     

Emerging Equity Market Volatility

Abstract

This paper considers two emerging markets that are under-researched, Kenya and Nigeria. It offers a comprehensive view of four time properties that emerged from the empirical time series literature on asset returns: (1) the predictability of returns from past observations; (2) the auto-regressive behavior of conditional volatility; (3) the asymmetric response of conditional volatility to innovations; and (4) the conditional variance risk premium. Results of the exponential GARCH (EGARCH) model indicate that asymmetric volatility found in the U.S. and other developed markets also characterized the Nigerian stock exchange. In Kenya, however, the asymmetric volatility coefficient is significant and positive, suggesting that positive shocks increase volatility more than negative shocks of an equal magnitude. The Nairobi Stock Exchange (KSE) returns series report negative but insignificant risk-premium parameters. In Nigeria (NSE), return series exhibit a significant and positive time-varying risk premium. The results also show that expected returns are predictable, that the auto-regressive return parameters (? ₁ ) are significant in both Kenya and Nigeria. Finally, the GARCH parameter (b) is statistically significant, indicating that volatility persistence is present in the two emerging markets studied.     

The Internet and International Consumer Markets

ABSTRACT

The Internet provides consumers around the world with a new mechanism for expanding and enhancing the information used to evaluate products and a new channel for making purchases. The purpose of this paper is to explore the implications of this new information environment for global markets. The critical role that information access plays in shaping global markets is examined. Implications for research on consumers in global markets are drawn.     

BOOK REVIEWS

ABSTRACT

The paper examines Africa's progress towards AACSB accreditation, especially to satisfy the 5 strategic management standards. Sadly, although there are 515 accredited business schools (as of January 2006) in 28 countries, Africa-with 54 nations-does not have a single AACSB accredited school. Many African business schools (ABSs) have the capacity to meet Standard 1 (mission statement), Standard 3 (student mission), and Standard 4 (continuous improvement objectives). But they have limited capacity to meet Standard 2 (mission appropriateness) and Standard 5 (financial strategies). Therefore, if AACSB-International wishes to truly become the accrediting agency for business schools worldwide, the agency and its members will need to play a more proactive, facilitative and enabling role in assisting business schools in Africa tackle these significant obstacles to accreditation.     

The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework

ABSTRACT

Although marketing has long been posited to be shifting from segment marketing to customer-centric marketing, there is little theoretical insight into the status of such transformation, especially in emerging African economies. Therefore, this paper develops an integrated theoretical framework for assessing (a) the extent to which firms in African economies use the segment marketing mix (4Ps) versus the customer-centric marketing mix (4As) as well as (b) their antecedents and performance outcomes. Propositions drawn from qualitative data and theoretical tenets in strategic management and in institutional theory are offered to guide systematic empirical research.     

The Price of Risk on the African Frontier Stock Markets

The Capital Asset Pricing Model (CAPM), and the Fama-French and Carhart models have been widely applied in the developed and most emerging markets; however, there is scant evidence of the viability of the models on the African Frontier Stock Markets (AFSMs). This study examines the viability of the models for a sample that pools securities across nine AFSMs, and whether or not the risk factors of these models command risk premium on the AFSMs. The paper provides evidence of the existence of the size, value and momentum effects on the AFSMs. In addition, the models only partly capture the returns to size and book-to-market sorted portfolios on the AFSMs. Also, the risk factors of these models generally, command marginally significant premium on the AFSMs. Caution should in general be exercised when applying these models on the AFSMs.     

Exploring the Role of Product Development Capability for Transforming Marketing Intelligence into Firm Performance

ABSTRACT

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.

Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.

Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.

Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.

Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.

Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.     

Spillover Effects among European,the US and Moroccan Stock Markets before and after the Global Financial Crisis

ABSTRACT

This paper assesses return and volatility spillovers among stock markets in Morocco, the US, UK, France and Germany represented respectively by MASI, S&P 500, FTSE 100, CAC 40 and DAX 30 indices, both before and after the global financial crisis (GFC) of 2008. The daily frequency data cover the period from January 2nd, 2002 to June 30th, 2016. Using the Diebold and Yilmaz approach, the results show varying financial connectedness between the Moroccan and the above mentioned developed stock markets. In fact, the significant increase of spillover index during the post-financial crisis period demonstrates that the US and European stock markets were the most affected. On the other hand, despite a relative increase of spillover effects coming from the US and German equity markets, our results show decline in the total net spillovers experienced by the Moroccan market after the recent financial crisis. These findings may provide some useful information to support decision-making and trading strategies for international investors.     

Selecting optimal intermediary channels in emerging markets: The case of Vietnamese toiletries

Abstract

Domestic distribution in Vietnam is characteristic of an emerging market in the beginning stages of modernization, with frequent changes in retail format, a fragmented distribution structure, and ambiguous regulations. This study uses field surveys and comparative analyses of individual enterprises in Vietnam’s toiletry products industry to identify suitable channel strategies for emerging markets in the early stages of distribution modernization. The results indicate that partnership channels are more suitable than hierarchy and market governance channels. Moreover, among the various types of intermediaries, distributors provide a key role in emerging markets where transportation functions are undeveloped. Finally, the study investigates the various methods of partner selection, finding that effectiveness-oriented networks are superior to large-scale efficiency-oriented networks because they have greater channel coverage in modernizing emerging markets. The findings demonstrate the optimal channel structures and partner selection criteria for distributors in emerging markets.     

The Endogenous African Business: Why and How It Is Different,Why It Is Emerging Now and Why It Matters

ABSTRACT

Africa is currently undergoing a transition that is unprecedented in its history. For the first time, the demand of urban populations pulls business development, thus creating economies with higher levels of specialization than before. This essay highlights the phenomenon of the endogenous African businesses that are arising in this process. These businesses tap into the natural resources and the social, economic, and cultural systems that build upon them. These resources and systems make the African business environment different from business environments in other parts of the world. Furthermore, the endogenous businesses have access to knowledge on how to manage modern businesses in the formal sector of the economy. In combination with African resources and systems, such knowledge enables them to create and sustain and competitive advantage in modern dynamic marketplaces. Endogenous African businesses are important because they have the potential to fuel economic growth, to revitalize rural areas, to contribute to food security and healthy diets, and to provide role models of which Africans can be proud. Hence, these businesses deserve our attention in the next two decades of scholarly research and education on African business.     

Internationalization of South African Retail Firms in Selected African Countries

African markets are complex environments for foreign multinationals. The continent, which has recently attracted significant attention for its rich potential and growth prospects, presents a multitude of challenges for the South African retailers leading the charge of retail expansion. This qualitative study seeks a deeper understanding of the contextual challenges experienced by these firms in other African markets, and how they have managed this process. It further engages how these firms build networks with local stakeholders and how they overcome information deficits. This study confirms the rich variety of capabilities and approaches developed by South African retailers operating across the continent, as opposed to a single standard approach. The research has further confirmed that these firms typically use SA Inc. as a country specific advantage in their expansion, leveraging off their inter-firm networks and personal exchanges to gain a better understanding of African markets and their consumers.     

An Investigation on Incentive Strategies in Community Building in Business-to-Business Electronic Markets

ABSTRACT

Purpose: Community building is recognized as an important governance mechanism in business-to-business (B-to-B) electronic markets by enhancing firms’ participation in these platform markets. However, little research has been done regarding the role of incentive strategies in community building. The main purpose of this paper is to understand how to motivate merchants to participate in a merchant community with incentive strategies.

Methodology: Data were collected in a community of a large B-to-B electronic platform market in China. We randomly chose a sample of 605 participants from among all merchant firms registered in this community, and track their behaviors for 2 weeks. Their behaviors are recorded based on our research design.

Findings: With the empirical analysis from a community of a large B-to-B electronic platform market in China, our results show that (1) both platform and peer incentive strategies can significantly enhance community participation, while platform incentives is more effective in general; (2) platform incentive strategy is a more effective strategy as seller firm uncertainty increases; (3) peer incentive strategy is a more effective strategy as buyer firm uncertainty increases.

Originality: This paper is among the first to investigate two types of incentive strategies in community building, platform level and peer level. We also investigate the moderating role of market uncertainties due to market participants from seller and buyer when examining the effectiveness of these two incentive strategies.     

How Have the Emerging Stock Exchanges in Africa Responded to Market Reforms?

Abstract

In this paper, we focus on how the stock markets in Africa have responded to the reform process. We identify three main types of reforms implemented in these markets since the 1990s, namely revitalization of the regulatory framework, modernization of trading systems, and relaxation of restrictions on foreign investors. We invoke market microstructure theory to hypothesize the expected response of the markets in terms of efficiency and volatility to the three types of reforms. Econometric methods are applied to test the hypotheses on a sample of ten stock exchanges, for the period 1988:01-1999:12. The evidence generally suggests that there are benefits of investments to improve market microstructure. For example, a comparative analysis across the sample demonstrates that markets with advanced trading technology, tight regulatory system and relaxed foreign investors' participation show greater efficiency and lower market volatility. Although direction of causality between efficiency and volatility varies across the markets, in general, we infer that reforms, which reduce volatility, reap higher efficiency. However, in some markets, the effects of the reforms are too recent to show any clear response pattern.     

Media,markets and violence

ABSTRACT

Media have multipronged linkages to violence, and these have been studied in considerable detail in the fields of communication and media studies. With commercialisation of media and the rapid decline of paying subscribers, for their survival in a capitalist economy, media have to rely increasingly on advertising revenues, and on other ways of linking to markets. Portrayals of violence have become reliable vehicles for ensuring media profitability – in terms of generating advertising revenue – as well as for generating revenue streams via related market-developing and market-maintaining ways. With the advent of new media – social media, virtual reality media and Artificial Intelligence (AI)-robotics-sentient media – the nexus of media, markets and violence is beginning to transform. This paper offers concepts and frames to start exploring the new patterns of linkages across media, markets and violence.     

Risk,Return and Performance of Latin America's Equity Markets, 1975-1995

Abstract

This paper examines the investment performance of Latin American equity markets from 1975 through mid-1995. Latin American equity markets have been among the most volatile in the world over the past twenty years. However, their low correlation with other markets has provided diversification benefits. These markets have low liquidity and are concentrated in a few securities. The currencies of Latin American markets have depreciated dramatically against the U.S. dollar. Nevertheless, the investment performance of these markets has been impressive: Their compound returns in U.S. dollar terms have exceeded those of the U.S. and of emerging markets in other regions of the globe.

Este trabajo examina el desempeño de los mercados accionarios latinoamericanos desde diciembre de 1975 hasta junio de 1995. Estos mercados han tenido una de las volatilidades mas altas del mundo durante los veinte años examinados, sin emhargo sus bajas correlaciones con otros mercados han resultado en beneficios de diversificatión. En cada mercado el valor de la unidad monetaria local ha caido dramáticamente con respecto al dólar de Estados Unidos y también han existido problemas de liquidez. A pesar de ésto, el desempeño de los mercados accionarios en la región ha sido impresionante y sus rendimientos compuestos han superado los de los mercados de Estados Unidos y otras economías emergentes.

Esse trabalho examina o desempenho do investimento no mercado de aç[otilde]es da America Latina entre 1975 até os meados de 1995. Os mercados de aç[otilde]es latino-americanos encontram se entre os mais voláteis do mundo nos últimos 20 anos. Entretanto, a sua baixa correlação com outros mercados apresentou beneficios para a diversificação. Esses mercados apresentam baixa liquidez e são concentrados em umas poucas aç[otilde]es. As moedas dos mercados Latinoamericanos depreciaram dramaticamente contra o dólar americano. Entretanto, o desempenho de investimentos nesses mercados tem sido impressionantes: o retorno composto em dólares americanos excederam os dos Estados Unidos e os dos mercados emergentes em outras partes do mundo.     

Market Efficiency and Price Discovery in Cocoa Markets

ABSTRACT

This paper tests the efficiency and price discovery mechanism in the cocoa cash and futures markets over the period March 1981–August 2009. The results indicate that the price discovery is done in the cash market and spreads to the futures markets and that the futures price can be seen as an unbiased predictor of future cash prices. There is no sign of a risk premium in the futures price. Since the cash behaves like a random walk we cannot reject market efficiency.     

Who Shops Where?

Abstract

The Food Industry Research and Development Institute conducted a nationwide survey of 1,200 consumers in Taiwan in 1999. We apply stepwise logistic regression to identify significant sociodemographic factors, such as gender, age, and others, which sway the choice of each of six major types of food markets and to identify promotional factors which positively or negatively influence consumers' preferences for that outlet. For the six market types, sociodemographic factors affect consumers' choices of markets differently in each case, but marketing factors also influence choices of which type of marketplace to use most frequently.     

A Study of Correlation Between International Equity Markets Using Exchange-Traded Funds

ABSTRACT

This study utilized weekly closing prices data from three Exchange-Traded Funds representing American, Japanese and European equity markets. The purpose was to examine the joint impact of any two on the third market. Ishares Russell 3000 (IWV), Ishares MSCI Japan (EWJ) and Ishares S&P Europe 350 (IEV) were used to represent the U.S., Japan, the European stock markets, respectively. While the findings indicate that the interdependences among the three markets are significant, there is still room for international portfolio diversification: for example, Japanese investors can realize diversification benefits by investing both in Europe and in the U.S. European and American investors, on the other hand, can diversify portfolios by investing in Japan. The application of multivariate- autoregressive-moving-aver-ages (MARIMA) to the data confirmed the above findings. Finally, the study supported the hypothesis that the international market correlations increase during times of volatility.