MNC's competitive strategies,experiences, and staffing policies for foreign affiliates

This study investigates the relationship between the strategic role of a multinational corporation's (MNC) foreign affiliates and its international staffing policy. Specifically, this study examines how an MNC's decision on expatriation is affected by strategic roles assigned to foreign affiliates: global integration of activities versus local market seeking. An empirical study is conducted using a sample of 808 foreign affiliates of Japanese firms. The research findings suggest that strategic roles of foreign affiliates alone may not adequately explain the international staffing policies of Japanese MNCs. Rather, we found a significant moderating effect of international as well as host country experience on staffing practices for foreign affiliates. While the staffing policies of MNCs striving for improving global efficiency of their operation are moderated by both international and host country experience, those seeking a specific local market position are influenced only by host country experience.     

Social marketing with challenging target groups: smoking cessation in prisons in England and Wales

• Smoking levels among prisoners are much higher than amongst the UK population as a whole. Our research focuses on the development and implementation of a pilot smoking cessation project:
  • Using a social marketing process combined with the Health Behaviour Model, 159 participants, drawn from four prisons, undertook a smoking cessation programme.
  • Data was collected using a case study approach, with a variety of research methods: primarily depth individual and mini‐group qualitative interviews, but also document analysis and observation.
  • The findings draw on prisoners' perspectives in the context of the marketing mix in elements of the strategy design, implementation and evaluation.
  • The discussion identifies the need to maintain a consumer perspective, feeding into the marketing mix, and to identify and promote aspects of mutually beneficial exchange over and above basic health and monetary costs.
• The positive outcomes and insights gained show that using a social marketing strategy, as part of a smoking cessation programme, has important policy and practice implications. Lessons could be applied to other health issues and in similar settings such as forensic mental health.

Copyright © 2007 John Wiley & Sons, Ltd.     

Is the environment‐friendly factor attractive to customers when purchasing electric vehicles? Evidence from South Korea

In a bid to reduce greenhouse gas emissions, several countries worldwide are implementing policies to promote electric vehicles (EVs). However, contrary to expectations, the diffusion speed of EVs has been rather slow in South Korea. This study analyzes consumer preferences for the technological and environmental attributes of EVs and derives policy and environmental implications to promote market diffusion of EVs in South Korea. We conduct a choice‐based conjoint survey of 1,008 consumers in South Korea and estimate the consumer utility function using a mixed logit model considering consumer heterogeneity. Based on the consumer utility function, we analyze consumers' willingness‐to‐pay (WTP) for EV attributes such as driving range, charging method, charging time, autonomous driving function, carbon dioxide (CO₂) reduction rate, and purchase price. The results indicate that the current low acceptance of EVs is due to their relatively high price and lack of a battery charging technology that satisfies consumers' expectations of the charging method and time. One interesting finding is that Korean consumers have a relatively higher WTP for the CO₂ reduction rate of EVs than consumers in other countries; however, they do not consider CO₂ reduction over other technological attributes when choosing EVs. This implies that the rate of CO₂ reduction of EVs is not an important factor for South Korean consumers when buying EVs. We also calculate the effect of CO₂ reduction with the market penetration of EVs and find that CO₂ reduction through the diffusion of EVs depends on the country's electricity generation mix.     

Similarities and differences in employee motivation viewed by Korean and Japanese executives: empirical study on employee motivation management of Japanese-affiliated companies in Korea

This study examines similarities and differences in employee motivation management between Korean and Japanese executives of Japanese-affiliated companies in Korea, based on questionnaire surveys. The respondents' views of employee motivation factors were analysed, by contrast with motivational factors and hygiene factors (maintenance factors) developed by Herzberg. The survey results reveal that both Korean and Japanese executives realize the importance of employee motivation management, and that Japanese executives have a stronger awareness of it than Korean executives. Both recognize it for the sake of high corporate performance, employee job satisfaction and customer satisfaction. Seeing motivation factors: the majority of Korean and Japanese executives regard ‘wage and bonus increases’ as a strong motivational factor; ‘employment stability’ is recognized as a motivational factor by Korean executives; and ‘clarifying company policy and job objectives’ is the most important motivational factor to Japanese executives. Their views of these three factors are not consistent with Herzberg's theory. We also found a recognition gap between Korean and Japanese executives: ‘esteem and praise for job performance’ is a hygiene factor to Korean executives but a motivational factor to Japanese executives.     

International entrepreneurial orientation and regional expansion

Abstract

This study examines how behavioral elements of international entrepreneurial orientation (i.e. product innovativeness, risk-taking, proactiveness, competitive aggressiveness, and autonomy) increase variability in scope of regional market expansion, and the international marketing channel management conditions under which this occurs. Results from an empirical study in a developing market show that not all behavioral elements of international entrepreneurial orientation (IEO) increase scope of regional expansion. The study specifically finds that scope of regional expansion is fostered when high levels of product innovation intensity, risk-taking, competitive aggressiveness, and autonomous behaviors are aligned with a stronger channel management capability. Conversely, the regional expansion values of product innovation novelty and proactiveness are cancelled out when channel management capability levels are high.     

What do social marketing programmes reveal about social marketing? Evidence from South Asia

• Although social marketing is growing as a discipline, there are several social marketing programmes (SMPs) across the world which can guide us in achieving a better understanding of social marketing. In this paper, using a case study approach, we map the SMPs to the six Ps of marketing; and then attempt to provide key observations about the South Asian SMPs by critically reviewing and comparing them with the social marketing success stories of the USA. Important insights are provided on the variations in SMP strategies by the region and type of social issue. The role of partnership is important in making social marketing initiatives in developing countries effective and sustainable by providing support in manufacturing and distributing quality products at an affordable rate and in remote areas. We propose that the ‘Partnership P’ should be given equal importance as the classical four Ps of marketing mix. Moreover, the South Asian initiatives seem to be broader than those of the USA and therefore, perhaps there exist more learning opportunities for scholars from the experiences of South Asian social marketing initiatives. The social marketer should be cognizant of regional dissimilarities in terms of income, location, language, literacy, product requirement and culture, and these may be factored in the design and execution of future social marketing strategies. However, the limited number of case studies may restrict the generalisability of the findings and a further probing may be suggested with better coverage of diverse SMPs.

Copyright © 2012 John Wiley & Sons, Ltd.     

Management of paradox: a comparative study of managerial practices in Korean and Japanese firms

Numerous scholars are recognizing that paradoxes are indigenous to organizational functioning. Managers too are being challenged to do more and spend less, and delegate and know the details. As a corporate objective, neither efficiency nor innovation can be sacrificed. In this paper, we have attempted to capture this emerging trend empirically. Defining management of paradox as ‘managerial practices that realize the simultaneous accomplishment of multiple strategic objectives that are seemingly or actually incompatible,’ this paper explores how organizational capabilities of effectively dealing with paradox can be acquired. Specifically, the paper attempts to address two organizational mechanisms: decision-making structure and human resource practices (HRPs). Propositions deduced from the existing literature were tested with the data collected from 103 Korean firms and 136 Japanese firms. The data indicated that firms have to be multi-talented. It was found that firms that successfully accomplished innovation and efficiency objectives simultaneously were those that were able to mix paradoxical organizational practices: decentralization and control on the one hand and the three HRPs on the other. It was also found that the Japanese corporations were more apt in deploying paradoxical managerial practices than the Korean counterparts. The paper concludes by discussing a few theoretical implications.     

Has bank consolidation in Korea lessened competition?

This paper examines market concentration and competition in the Korean commercial banking market for the period of 1992–2004. While market concentration decreased due to financial regulation before the Asian financial crisis, the Korean banking industry has become increasingly concentrated in the process of restructuring and consolidation since the crisis. Contrary to a growing concern over market power in Korean banking, this study finds that increased concentration has not lessened competition. The H statistic of the Panzar–Rosse model indicates that the Korean commercial banking market was monopolistically competitive during the pre-crisis period and the post-crisis period with temporary deviation to the level of perfect competition during the crisis period.     

Strategic Location Behaviour: The Case of Japanese Investments in Europe

SUMMARY

We address the question of competition within the location choices of firms. In a framework of agglomeration effects, both spatial and temporal dimensions of the firms' decisions are studied. We show that the competition consequences of preemptive move and optimal time of entry can interfere with the geographical decisions. Our results contrast with those of agglomeration economics models which generally provide extreme results of mono-location. The equilibria described here tend to demonstrate that the relation between competition strength and spatial differentiation remains pertinent in a context of agglomeration economies. A conditional logit empirical study analyses the geographical choice of Japanese firms in Europe. Agglomeration variables, public policies and labour market determinants are tested, highlighting the existence of temporal and spatial proximity in the behaviour of firms. The competition conditions experienced by firms of each specific sector also appear to be important in the location decision of Japanese investors.     

新疆高职院校营销现状浅析

随着新疆自治区新型工业化建设和优势资源转化战略的实施,新疆将需要培养众多的高新技术人才和大批高素质职工,新疆高等职业教育虽然目前正处于蓬勃发展时期,但市场营销理念却远远滞后于我国东部沿海经济发达地区,本文将从服务营销战略、营销组合因素来分析新疆高职院校营销现状,从而更加有针对性地发展新疆高职教育,提高新疆高职院校市场竞争力。     

市场营销起源的交易成本经济学解释

信息不对称和交易成本的存在严重影响了市场交易活动的有效进行,不利于分工的深化和生产效率的提高,进而又影响了社会整体利益的提高。市场营销正是为了解决以上交易难题而产生的,营销组合同样是通过降低信息不对称的程度和减少交易成本而发挥其作用的。从交易成本经济学的角度解释市场营销的起源,可以揭示出营销学与经济学之间的内在联系,为营销理论的深化提供了一个新的切入点,并且为营销实践提供了理论支撑。     

基于农村居民消费升级的企业营销策略创新

由于收入增加、消费观念转变等因素,农村居民消费升级是企业必须正视的事实。一方面我国农村市场具有巨大的市场潜力,另一方面对企业对农场消费者的关注度还有待加强。企业的营销策略还不能很好满足农村居民消费者的需要。基于以上的事实,文章分析了在农村消费升级背景下,农村居民消费购买的新特征。基于这些新特征,在营销战略和营销策略层次提出具体的对策建议以帮助企业更好地制定营销组合。     

Optimization tools for design and marketing of new/improved products using the house of quality

Quality function deployment (QFD) has helped many firms realize significant reduction in product design costs and development time. The QFD process includes ranking customer preferences, rating the competitors, and parts deployment for the new/improved product. Prior to this research, such activities have been performed based on expert opinion, or the “best-in-class” approach. We develop and solve optimization models for the identification of consensus rankings and ratings, that take into account the priorities and perceptions of all the customers in a target market. Then, based on the consensus rankings, we identify a parts mix for the new/improved product that satisfies a budget constraint and matches or exceeds the performance expectations of all customers surveyed in the target market. Finally, we show how the QFD charts can be used to identify competitors that are falsely perceived as superior, as well as areas where the firm's marketing strategies have had the desired effects. Such insights are useful in developing the future marketing strategy of the firm.     

Value Based Marketing for Transitional Economies

Abstract

This paper will describe a popular shift in marketing. It is the transformation of marketing from the perspective of transactional exchange to that which views marketing as relational exchange. The objective of this paper will be to provide a review of the relationship marketing phenomenon that is being described as a “fundamental reshaping of the field” (Webster 1992), with a view to the impact of this paradigm shift on transitional economies.     

AN EMPIRICAL STUDY OF MARKET STRUCTURES

The concept of market structure is at the heart of economic theory. Yet the construct has been largely neglected in marketing. Part of the reason is that it has never been effectively operationalized. In examining the implications of market structure empirical researchers have tended to use single indices for an essentially multidimensional construct. Here we show how markets can be classified objectively using the three key dimensions of structure: market concentration, product differentiation and barriers to entry. The methodology proposed should provide a more reliable base for research into strategic and competitive implications of marketing structure. The purpose of this paper is to develop an operational measure of market structure. The concept of market structure is important both in marketing and economics. Yet empirical work has produced disappointing results.¹Both economists and managers have stressed the need for new definitions and measures if useful generalizations are to be developed and the concept is to provide a valuable basis for government regulation over market competition.     

Using social marketing to increase breast cancer screening among African American women: perspectives from African American breast cancer survivors

• Despite progressive preventative techniques, intervention programs, and guidelines to help reduce breast cancer mortality, African American women (AAW) remain affected by breast cancer in greater numbers compared to Caucasians. As rates of breast cancer mortality continue to increase among AAW, a greater need for change emerges, which should include crafting culturally specific social marketing programs that promote breast cancer awareness among AAW. This exploratory study focuses on social marketing strategies to promote this awareness. The research underscores several social marketing strategies from the perspective of AAW (N = 130) breast cancer survivors. Qualitative data were collected from focus groups regarding social marketing strategies needed to promote breast cancer awareness. The discussions revealed social marketing campaigns that are culturally sensitive and unswerving are more likely to increase behavior modification. Furthermore, messages from other AAW tailored toward a specific market are more beneficial for promoting breast cancer screening.

Copyright © 2008 John Wiley & Sons, Ltd.     

Diffusing the Marketing Concept in a Transforming Economy: Class Consultancies for State-Owned Enterprises in Vietnam

ABSTRACT

Modern business education in transitional economies such as Vietnam must provide students with a strong conceptual base, but also give them practical experience in application of concepts. Local companies, used to central planning, likewise badly need marketing know-how to become more competitive. However, relying on new hires from among recent graduates is not going to help companies upgrade very quickly. Building marketing research (MR) courses around consulting projects for local companies helps bring real world marketing into the classroom, upgrading experience for both students and teachers.     

Market orientation: an option for universities to adopt?

• The primary objectives of this exploratory paper are to test the concept of market orientation adapted from related literature in the education context and to examine the effects of market orientation as a second‐order factor on university student satisfaction. The revised scale, validated through exploratory factor analysis and confirmatory factor analysis, constitutes a good fit. Specifically, the new scale is statistically and positively related with student satisfaction, indicating that market orientation is an important factor that leads to higher student satisfaction. The findings show that the degree to which students are satisfied with their choice of university depends significantly on how market oriented the university is. In other words, the effective application of market orientation strategy relates to student satisfaction and to the decisions they make when selecting a university. To that end, market orientation is an option for universities to adopt. The empirical results add to the meager and emerging literature on marketing and branding of universities and will be of interest of university administrators and marketing and branding managers of universities. The paper concludes by discussing conclusions, implications, limitations, and future research.

Copyright © 2015 John Wiley & Sons, Ltd.     

Social Marketing as Transformational Marketing in Public Services

Abstract

This article presents a case study of a social marketing intervention, developed as an innovative action research project for a Fire Service, to tackle the public service challenge of reducing the incidence of deliberate countryside fire-setting in certain communities. The case demonstrates the effectiveness of a social marketing approach to tackling an anti-social behaviour that had become a local social norm which conventional education-based campaigns had failed to change. The case also explores unexpected impacts that applying a social marketing approach had on the sponsoring Fire Service, acting to transform certain aspects of its operations and culture.