Cultural Differences Between U.S. and Russian Students

Abstract

The study explores differences in U.S. and Russian national work-related values. Comparing the results obtained using Hofstede's 1994 instrument with earlier, but very limited U.S. and Russian studies, differences in value orientation of U.S. and Russian cultures were found. A comparative examination of value orientations of U.S. (n = 73) and Russian (n = 75) students found differences that may affect international alliances. Despite exposure of Russian students to Western values, their cultural values remained almost totally unchanged. The study upheld cultural divergence. Implications for practice and future research are offered.     

城市营销的机会分析

城市营销在近年来越来越受到国际性的关注。在制定城市营销战略的过程中，首要的任务就是要分析城市营销的机会。本文在前人研究的基础上，总结了以环境分析和市场分析为核心的城市营销机会分析框架，并进一步展开了以SWOT分析为精髓的城市营销环境分析和以顾客行为分析和市场细分为要旨的城市营销市场分析。     

The Study of Important Marketing Issues: Reflections

This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadership; (3) applied science; and (4) puzzling science. It proposes to funnel more resources from applied and puzzling science to thought leadership and to sustain science leadership. To do so, it offers a research funnel (awareness-consideration-choice-execution) and how ability and motivation throughout the funnel guide a scholar towards more important research. It offers three key takeaways on how to achieve more important research: (1) socialize with practice; (2) embrace residual ambiguity; and (3) do not get bored or boring from hyperspecialization.     

Impact of culture on 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 fourth meeting of the Royal Bank International Research Seminar which took place in Montreal at the John Molson School of Business, Concordia University, September 23 and 24, 2007. They cover topics related to culture and marketing communications, consumer socialization, materialism, identity and religiosity, service quality, language effects, consumer revenge behavior and government actions.     

It's a secret: Marketing value and the denial of availability

Marketing thrives on secrets, yet surprisingly little formal attention has been paid to how the marketing of secrecy and the secrecy of marketing can play a significant role in contemporary organizations. We draw upon the fields of organizational studies, psychology, and marketing to develop a typology of secrets that reflects their marketing value and their knowledge value. Marketing secrets can have value to the firm (strategic value), to the customer (marketing value), or to both parties. Based on these two dimensions, we identify four different types of marketing secrets: (1) appealing secrets have high strategic value, as well as high marketing value; (2) mythical secrets mean little to the firm but a lot to the customer; (3) plain secrets are critical to the firm but are irrelevant to customers; and (4) weak secrets have neither strategic value nor marketing value. Our typology enables academics to formulate research questions regarding secrecy in marketing, and serves as a guide for practitioners in the construction of strategies that can exploit the strategic value of secrets by ‘romancing’ them, and increase their knowledge value by ‘educating’ the secrets.     

Exploring globalization and marketing performance at the 2012 Global Marketing Conference at Seoul

This special issue of the Journal of Business Research features sixteen articles selected from papers presented during the third Global Marketing Conference held in Seoul, July 19–22, 2012, hosted by Korean Scholars of Marketing Science, European Marketing Academy, Japan Society of Marketing and Distribution, International Textile and Apparel Association, and Australian and New Zealand Marketing Academy. The articles offer readers an interesting mix of topics and methods in complex and global marketing environments. They offer marketing practitioners new ideas and approaches for dealing effectively with the increasingly challenging marketing world and provide marketing researchers insights that may inspire future research.     

Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications

Stremersch (2021) and Wierenga (2021) provide valuable reactions to our ideas in Kohli and Haenlein (2021). We highlight some of their suggestions we found particularly helpful and use this opportunity to clarify some of our ideas. In particular, we like the concept of a “project funnel,” the notions of “vertical drift” and “lateral drift,” and a “Universal Marketing Knowledge Classification System.” We clarify our ideas relating to the role of “supplying” or foundational disciplines, importance of theory, selfidentities of scholars, evaluation of research rigor, and learning about marketing phenomena.     

Marketing operations efficiency and the Internet: An organizing framework

A business can leverage the potential of the Internet to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations. While the former has received considerable attention in literature, there is a dearth of research on the later. This paper focuses on leveraging the Internet for enhancing the efficiency of a business' marketing operations. We propose an organizing framework that provides insights into opportunities for achieving marketing efficiency gains in the context of the interactivity, personalization and addressability characteristics of the Internet.     

Culture, economic development, and national ethical attitudes

To understand the influence of culture on ethical attitudes, a variety of countries must be compared simultaneously to avoid confounding of cultural dimensions. This study uses data from the World Values Survey to develop a measure of ethical attitudes that shows partial measurement invariance across 44 countries. Regressing the resulting latent means on four cultural dimensions [Hofstede G. Culture's Consequences: comparing values, behaviors, institutions, and organizations across nations. 2nd ed. Beverly Hills, CA: Sage Publications, 2001] and per capita gross domestic product (PCGDP) reveals effects that are not suggested by examining the predictors in isolation, and explains more variance than analysis of the raw means. However, the model does not account for ethical attitudes reported in Brazil, Japan, and the Philippines. In the remaining 41 countries, uncertainty avoidance, power distance, and PCGDP are found to have negative influences on national ethical attitudes.     

Culture and Whistleblowing An Empirical Study of Croatian and United States Managers Utilizing Hofstede's Cultural Dimensions

Leaders and managers of today's multinational corporations face a plethora of problems and issues directly attributable to the fact that they are operating in an international context. With work-sites, plants and/or customers based in another country, or even several countries, representing a vast spectrum of cultural differences, international trade and offshore operations, coupled with increased globalisation in respect to political, social and economic realities, contribute to new dilemmas that these leaders must deal with. Not the least of these being a Code of Ethics and ethical decision making.This paper examines the differences in culture between a group of managers from the United States and similar group from Croatia using Hofstede's theory of International Cultures. The study explores how these cultural dimensions may help in our understanding of the differences in reported whistleblowing. The authors then postulate four hypotheses regarding various aspects of whistleblowing. These Hypotheses were than tested using a survey administered to a sample of U.S.A. and Croatian managers. Finally, the paper discusses the findings and practical implications for contemporary managers in the international arena.     

Marketing extends beyond humans

This comment seeks to answer the following question. Is marketing - as most marketing textbooks define the term - something that is limited to humans, or do other non-human species also engage in marketing? To answer this question this comment reviews literature on animal behavior which suggests that at least some non-human animals do engage in exchange processes in order to mutually satisfy needs and wants. This comment therefore concludes that marketing is an activity that extends beyond humans to other members of the animal kingdom.     

The Effect of Cultural Distance on International Marketing Strategy: A Comparison of Cultural Distance and Managerial Perception Measures

ABSTRACT

The purpose of this article is to examine whether service convenience increases customer satisfaction that fosters customer loyalty in Indian commercial banks. A cross-sectional study of 352 retail banking customers through questionnaires was conducted. The population of the study is retail urban customers of banks in Rajasthan. Responses are analyzed using structural equation modeling. Dimensions of service convenience are decision convenience, access convenience, transaction convenience, benefit convenience, and postbenefit convenience. Decision convenience was found to influence customer satisfaction more than the other dimensions of service convenience. Customer satisfaction furthers customer loyalty. The article emphasizes the significance of SERVCON on customer satisfaction for the Indian banking sector. The direct impact of SERVCON on customer loyalty is also studied.     

浅论现代烟草营销体系构建

本文分析阐述了烟草行业内外部环境以及营销模式的演变过程,重点研究论述了面向消费者的现代烟草营销体系特征及其对中国烟草的影响,并就一些关键问题作了深入分析与研究。     

Doctoral Programs in Business-to-Business Marketing: Status and Prospects

ABSTRACT

PhD programs in Business-to-Business Marketing are under increasing pressure to bring both more rigor and relevance to their training processes. We report on an empirical investigation on the practices and needed developments in Marketing PhD programs, focusing specifically on Business Marketing. Based on a sample of 41 programs worldwide, we find widespread agreement that the rigor/relevance challenge is even greater for Business Marketing scholars than for their colleagues who concentrate on the consumer market. Business Marketing PhDs deal with products with hard to understand uses and benefits, often exchanged in non-public markets with relatively few customers. These challenges lead us to recommend, among other things, that we must recruit PhDs from non-traditional sources and encourage them to partner with scholars from methodological and scientific disciplines to increase both rigor and relevance in their work.     

面向消费者的现代营销体系建设探索与实证研究

本文分析阐述了如何通过信息化手段提高烟草商业企业面向消费者服务的水平,重点研究论述了面向消费者的现代烟草营销体系的构想与策略,并就一些关键问题作了深入分析与研究。     

Marketing Content of MNC Subsidiary Strategy

This paper reports on the results of a postal surveyof MNC manufacturing subsidiaries in Scotland. A reduced formof White and Poynter's (1984) subsidiary strategy paradigm isused to assess the determinants of subsidiary strategy, usinga number of marketing, manufacturing and technology measures.Multiple discriminant analysis produces a parsimonious evaluationof linkages between these variables and subsidiary strategy.A number of implications are identified for academics, subsidiarymangers, and policy makers.