On realising the utopian potential of big data analytics for maximising return on marketing investments

ABSTRACT

This commentary explores the Big Data transition of the ?eld of Marketing. The potential value of Big Data Analytics for both ?rms and customers is investigated and impediments for Marketing are identi?ed. It is concluded that despite the threats and obstacles, exciting challenges and opportunities for creating value are to be explored and exploited by marketing scholars and practitioners.     

Step-Change: Micro-Entrepreneurs’ Entry into the Middle-Class Market

ABSTRACT

With upcoming middle classes in Africa, micro-entrepreneurs witness new opportunities that can potentially lift them out of poverty. Exploiting these opportunities requires entrepreneurs to make a ‘step-change’ away from the bottom of the pyramid to middle-class markets. This process hosts potential conflicts between informal-sector and formal-sector stakeholders as it requires both new resources and continued access to existing resources. By taking a strategic marketing perspective, this study labels and defines the phenomenon of step-change and offers an explanatory conceptual framework for it. The article draws implications for business development, the gender debate, as well as academic research.     

The Emerging Securities Market in Russia

Abstract

This paper examines the motivations of foreign firms for investing in the Eastern and Central European countries, based on a synthesis of surveys of investors and on anecdotal observations. The findings of this examination are used as a framework within which policies towards FDI are formulated and evaluated. It suggests that the efforts of Eastern and Central European governments should be directed towards the improvement of the conditions which affect investment driven by market, export and efficiency seeking motivations. These are the areas in which the region seems to have large potential as host for FDI that has not fully materialized yet.     

FDI in Bulgaria

ABSTRACT

This article examines aspects of foreign direct investment (FDI) in Bulgaria. The article considers propositions relating to the location and own-company motives for engaging in FDI in Bulgaria, the performance of the foreign ventures, and challenges in the management of the ventures. The article also reviews the lessons for potential investors in Bulgaria. The article is based on the analysis of in-depth interviews with senior expatriate managers of nine foreign ventures in Bulgaria. This analysis serves to better understand the nature of FDI in Bulgaria and highlights the issues facing potential investors. Relatively few studies have been conducted on FDI in Bulgaria which is one of the least researched transition economies. This article therefore sheds new light on some important issues concerning FDI in Bulgaria and serves as a case study of a transition economy that is little reported on and little known in the West.     

Foreign Direct Investment in China

Summary

China has attracted the second largest amount of foreign direct investment in the world each year since 1993. Hundreds of thousands of foreign-invested enterprises are in operation in China. However, what drive the success or cause the failure of foreign investments is still not well understood. This paper critically examines one success factor, i.e., the importance of timing of marketing entry into China. It begins with a brief review of the literature on first-mover advantages and the recent empirical research. It then attempts to theorize on why timing of market entry matters in the context of foreign direct investment. Apart from drawing upon the four recent studies in this area, this paper focuses on the auto industry in China and the case of Volkswagen to illustrate the importance of early entry into an overseas market. It calls for foreign investors to seize the first-wave opportunities when the door is opened a certain sector. It pays in the long run both in terms of the market share position and profitability.     

Introduction to the Special Issue: Management in Africa in the Global Context 1

ABSTRACT

The primary focus of this introductory article is to provide a synoptic peek into the challenges and opportunities facing the countries of Africa in today's global economy and in their attempts to develop their national economies to achieve what is commonly termed the Millennium Development Goals. While foreign direct investment (FDI) is seen as a way to attain these goals, FDI flows to African countries remain extremely low. If Africa is to attract diversified FDI inflows, not just those focused on extractive/natural resources, African countries need to develop a system of management that is effective and efficient, internationally oriented and nationally focused, culturally inclusive and institutionally supportive and reliable, and one that promotes business growth and economic development with a sense of social responsibility.     

An Investigation of Web Usage for Investor Relations

Abstract

The Web has been a growing topic of interest since its introduction into the popular culture. This study examines the use of the WEB by Fortune 100 firms to communicate to and with current and potential investors. Each firm's site was reviewed for content and currency. Also, each firm was sent an inquiry via e-mail or form to get a feel for the responsiveness of the firm. The results indicate that large firms are, for the most part, maintaining sites with extensive information content relevant to investors and they are keeping them current. There does seem to be less interest, however, in having an interactive relationship with current and potential investors.     

Entering China Today

Summary

The peripherally growing and remarkably dynamic Chinese economy is now encouraging the use of more diverse and creative entry modes for international investors. This article illustrates various entry modes of foreign direct investment available at present to foreign companies entering China. These entry modes include equity joint ventures, wholly foreign owned subsidiaries, contractual joint ventures, umbrella companies, acquisitions, representative offices, branches, build-operate-transfers, licensing and franchising. The merits and limitations of each entry mode are discussed. Some practical advice on entry strategies for international executives active in the Chinese market is also highlighted.     

Megamarketing

Abstract

Recent political, economic, and social changes occurring in Eastern Europe are providing opportunities for Western firms to expand to this region. This study presents evidence on the wealth effects associated with expansion by U.S. firms to Eastern European countries. The results of this study show that differential wealth effects are associated with announcements of different modes of expansion, and with country of expansion. The results suggest that Hungary and Poland are important for expansion to Eastern Europe, and that joint ventures should be the preferred mode of expansion for U.S. firms seeking to expand to Eastern Europe. The results also suggest that investors are able to discern between different levels of country risk.     

Country Equity

Abstract

The idea of country branding, while controversial, has gained broad acceptance and is actively practiced at the national and regional levels. A number of new research studies are indicative of the growing interest and importance of the topic. This article focuses on practical opportunities for South Africa to become more adept at using marketing communications to promote itself to critical international audiences.     

An Exploratory Study of Perceptions Towards E-Commerce in China (PRC)

ABSTRACT

E-commerce and China are two widely discussed business topics. Despite the political, legal and infrastructure obstacles, the potential of e-commerce in China (PRC) is too great to ignore. This paper addresses the perceptions of Chinese concerning the obstacles and benefits of conducting e-commerce. Analysis identifies the rank-order of benefits and obstacles to conducting e-commerce in China (PRC).     

Trade and Market Liberalisation in Eastern Europe

SUMMARY

The question of why multinational companies (MNCs) choose to locate in one region rather than another has been an important topic in IB research for many years, but has recently received even more attention. This paper presents the results of an econometric investigation of the locational determinants of Italian firms in Central and Eastern Europe. Italian firms have been very active investors in the CEE countries. Our results broadly confirm the findings of previous studies, but we also find that both trade liberalisation and market liberalisation are important influences upon the location decision. If the CEE governments wish to attract further (Italian) foreign investment, then further liberalisation of their domestic economies should be a policy priority.     

FDI Through Cross-Border Acquisitions and Greenfield Investment in Poland

Abstract

This article looks at differences in the impact on Poland of cross-border acquisitions versus greenfield foreign direct investment activity. It starts with an analysis of the main determinants of foreign direct investment and the employment opportunities that can be created from such activity. The employment contribution of each entry mode is considered, and also the impact of the entry mode on local sourcing practices and the main reason behind the particular investment. The long-term versus the short nature of investment will also be considered. The findings compare the impact of firms at the time of their entry with the more recent situation. Evidence suggests that greenfield sites have much to offer with regards to employment opportunities and value-adding activities, though acquisitions have the benefit of better access to local knowledge.     

Who Invests in the Least Developed Countries?

Abstract

Africa is a giant market with a population of Europe and Japan combined, and highly diversified with respect to culture, natural resources, economic development, and political regimes. Yet, the continent is largely ignored with respect to research on the multinational activities of U.S. firms. In this paper, we provide the first evidence regarding the operating characteristics of U.S. firms that operate in Africa. We find that firms with operations in Africa are larger, more diversified, and more profitable than a matched control sample of multinational firms. This paper also shows that technology firms, manufacturing firms, and mining firms dominate the rest of companies operating in Africa. Certain geographical regions in Africa also seem to attract more companies than others, with Southern Africa being the most preferred region, while Central Africa is the least preferred. Finally, when a multinational firm invests in a specific country in Africa, it tends to do so in several business sectors.     

Investigating the Moderating Effects of Perceived Technological Change on Sales Force Acceptance

ABSTRACT

Purpose: Prior literature has shown that the acceptance of new technologies can improve the long-term performance of sales forces and firms. However, new technologies are likely to introduce obstacles to acceptance, especially for those technologies that represent a massive change for the user. Sales force members who drastically change their work processes in order to integrate a technology sacrifice both time and effort and may be distracted from their primary goals (e.g. hitting deadlines or sales goals). Thus, we investigate how perceived technological change can negatively moderate individual motives to accept a new technology. Furthermore, we analyze how managerial support can help overcome the acceptance issues caused by perceived technological change.

Methodology/approach: Data for this study was collected from 163 sales force members via an online survey. Respondent data was collected using a private market research firm that provides access to online panels. We utilize structural equation modeling for factor analysis and ordinary least squares (OLS) regression for testing the hypotheses.

Findings: We find that perceived technological change negatively moderates the influence of individual goal orientation on to acceptance of new technology. We also find that managerial support, as opposed to team goal commitment, will positively moderate an individual’s goal orientation onto acceptance of new technology. This suggests that managerial support is necessary in order to encourage acceptance of technologies that present drastic change for the end user. Post-hoc analysis takes a deeper look into potential curvilinear effects, a three-way interaction, and differences among categories of technologies. This analysis reveals that the negative influence of perceived technological change specifically affects the acceptance of behavioral-based technologies, as opposed to outcome-based technologies, thus necessitating the moderating influence of managerial support.

Contribution: This study demonstrates the acceptance issues presented by technologies associated with drastic perceived technological change. This article identifies and suggests how to more appropriately enhance acceptance of technologies that introduce drastic changes by sales force employees, thus enhancing potential long-term organizational performance.     

On the Irrelevance of Mercosur: Evidence From Foreign Direct Investment

ABSTRACT

This article utilizes data from more than 100 countries over 30 years to identify the key factors that make a country more attractive to foreign direct investment (FDI). We find evidence that a country's potential marginal returns to capital, available infrastructure, degree of trade openness, labor force qualification, and macroeconomic stability have a positive impact on FDI inflows. Our estimates capture a change in the role played by trade protection and an increase in the importance of human capital as globalization progressed. An application of our models illustrates why Mercosur countries have underperformed their peers in attracting FDI.     

Trading with Neighbors: Regional Stock Exchange Integration—The Mercado Integrado Latinoamericano

ABSTRACT

Who gains from the regional integration of stock exchanges? Exploring this question can identify motivators driving stock exchange integration between countries, and contribute to the wider debate whether such perceived gains are likely. This article examines the Latin American Integrated Market (MILA), currently comprised of Chile, Colombia, Mexico, and Peru. The plan, process, and difficulties facing MILA are examined. We conclude that investors from the region appear poised to reap the greatest rewards in the long-term, while regional brokers and investors, especially those based in Peru, have benefited most from the operation of MILA since 2011.     

Tobacco Business and Regulation in the Developing Markets

Abstract

This paper compares BAT's business environment in Kenya and Uganda in light of the World Health Organization's (WHO) tobacco control initiative. It also illustrates the use of tobacco tax by Sub-Saharan African countries to address tobacco related conundrums. The comparison revealed elements of government ambivalence towards tobacco business and a possible recourse to tobacco tax to mollify global pressure against big tobacco. The paper uses the partial correlations between tobacco tax and basic economic development indicators across Sub-Saharan Africa and previous World Bank data as indicative of tobacco tax efficacy in controlling consumption in the region. It suggests that Sub-Saharan Africa may find regionally designed tax-based policy guidelines a palatable strategic alternative to global firms (such as BAT) that face a hostile global business environment. A united policy front that fits within the region's institutions can reduce complexity and create efficiencies through lower administrative costs across the region. Such action will make the region relatively more attractive (than it is currently) to foreign investors.     

Explaining Firm Internationalization in Africa Using the Competence Approach

Abstract

The purpose of the study was to explore, through secondary research, the potential influence of the top management (key decision makers) of firms on the degree of internationalization of firms in sub-Saharan Africa.

More specifically, an attempt was made, firstly, to characterize the problem of low exports and low firm internationalization in Sub-Saharan Africa with a view to discussing the potential influence of the characteristics of key decision makers on firm internationalization. Secondly, to explore the competence theory and determine whether it could provide a viable analytical framework to facilitate future empirical investigations into the influence of key decision makers (top management) on firm internationalization focusing on sub-Saharan Africa.

Previous studies on firm internationalization from different parts of the world including Sub-Saharan Africa were examined. The characteristics and behaviors of top management reported to relate strongly to high levels of firm internationalization and export performance were extracted. The literature on competence then was examined with a view to obtaining theory that would be used to integrate the various managerial variables, which strongly related to high levels of firm internationalization.

The process of analysis and integration resulted into the development of the Competence Model of Firm Internationalization, which has been proposed. The analysis indicated that the top managers of firms had profound influence on the level and intensity of export activities mainly through the firms' production and marketing functions. The managerial implications of the findings and future research directions are discussed along with the limitations of the study.