The International Rate of Discontinuance of Some Old Products

ABSTRACT

Proinnovation bias has limited marketing scholars to studying only the dynamics of rapidly spreading innovations. Firms also need to understand how old products are being discontinued. Wealth, substitute products, and time effects on the rate of discontinuance of four durable goods are analyzed in 86 countries. The rate of discontinuance is found to be faster in countries in which discontinuance tends to start later and is slower than the rate of adoption. It tends to be faster in emerging economies. The authors conclude that assuming that the rates of adoption and discontinuance have the same dynamics may lead to wrong strategic decisions.     

Are Emerging Markets Catching Up With the Developed Markets in Terms of Consumption?

ABSTRACT

The study tests the consumption convergence hypothesis between developed and emerging markets over a 30-year period (1980–2009) with eight consumption variables: consumer expenditure on food, consumer expenditure on household goods and services, average consumption of calories per day, average consumption of protein per day, and possession of four durables: dishwasher, microwave oven, refrigerator, and washing machine. Socioeconomic influence on consumption convergence is also tested with income, energy consumption, life expectancy, and trade. The regression results indicate that the emerging markets are catching up in terms of consumption but the rate is very slow. Consumption of durables shows slightly faster convergence than other variables. All four socioeconomic variables exert some degree of influence on consumption convergence, with income showing the greatest effect. Knowledge about convergence should be useful to managers for demand estimation and forecasting and for market penetration, segmentation, and positioning strategy.     

The price-perceived quality relationship: A meta-analytic review and assessment of its determinants

The authors conducted a meta-analysis of study results on the price-perceived quality relationship published from 1989 to 2006. The findings show that the price effect on perceived quality has decreased. Furthermore, the price–quality relationship is stronger in studies that use a within-subjects design, investigate higher priced products, and use samples from European countries but weaker for services, durable goods, and respondents who are familiar with the product. A striking null result indicates that the number of cues does not affect the price-perceived quality relationship significantly.     

Channel Collaboration,Market Orientation and Performance Advantages: Discovering Developed and Emerging Markets

Abstract

Channel collaboration has occupied an increasingly prominent role in contemporary business strategy, and has been considered a key driver for providing value for the partnering firms involved. Drawing on the resource based theory of the firm, the present study aims to explore the effects of collaborative capability and market orientation on firms' performance advantages in the context of marketing channels. We also investigate whether the firms in developed and emerging markets significantly differ in their capability profiles. The data consists of 545 responses to a survey of small, medium-sized and large companies representing the grocery goods sector (manufacturers, wholesalers and retailers) in nine countries. In line with the theory, channel collaboration enhances positional and performance advantages of firms, and this collaboration is shaped by the type of economy adopted.     

The Diffusion of Innovations: Some Reflections

Abstract

This paper discusses a number of interrelated topics relating to the economics of innovation diffusion that merit further research and study. These topics encompass: how innovations are not just technological, may be horizontal or vertical, and may develop over time; the role in the diffusion process of complementarities across and substitutability between different technologies and innovations; how the many different sources of innovation other than R&D are given insufficient attention in the literature; the international dimensions of the diffusion process with emphasis on cross-country effects; the role played by different market structures in the industries supplying goods embodying new technologies; the imbalance in the relative emphases upon intra- and intra-firm diffusion in the existing diffusion literature; the need for more research on the relationship between firm performance and the diffusion of innovations, and government policy on diffusion.     

International Market Segmentation and Cross-Export Strategies Development Case Study: Iranian Furniture Industry

ABSTRACT

By developing an international market and significant differences between countries in this regard, segmentation becomes an increasingly important concept in marketing. In this article, the international market of Iranian furniture industry is segmented and cross-exporting strategies are developed to increase the market share of Iranian furniture in each segment. To achieve this, two distance functions are introduced based on correlation between export groups to cluster countries with k-means algorithm. After market segmentation for increasing sales in each segment, cross-exporting strategies are predicted by extracting association rules in each segment based on Apriori algorithm to set export baskets.     

The Impact of “Consumer Cringe” on Developing Regional Trade Blocks

Abstract

The continuing development of regional trade blocs, such as COMESA (The Common Market for Eastern and Southern Africa), ECOWAS (The Economic Community of Western African States) and the resurgence of a new EAC (East African Co-operation), will depend significantly on consumer confidence in products from within the region. Ninety-six Commerce undergraduates from Tanzania estimated the preference patterns, among relevant home market segments, for a range of consumer goods produced in Tanzania, East Africa, and the West. For each comparison, the three goods were described as identical in terms of the “4 Ps” (Product, Promotion, Price, and Place). Tanzanian consumers were consistently reported to prefer Western foreign goods over equivalent regional imports, with home-produced goods faring least well of all. Such “consumer cringe” (which has also been identified in West Africa and South America) suggests that at least in terms of the East African Co-operation (EAC), regionally-produced goods can indeed be relatively attractive, provided a bias in favor of Western goods can be addressed by appropriate marketing initiatives.     

A comparison of online recommendation methods: Simultaneous versus sequential approaches

This study investigates the relative profitability of online recommendations (sequential or simultaneous) of durable goods used by various firms, such as Walmart and Amazon. To achieve this, we develop a utility model (specified in terms of product attributes) that captures the complementarity between the recommended products. To recover customers’ utility for simultaneous or sequential purchases of durable goods, we conduct incentive-aligned conjoint experiments in which participants select a combination of fully or partially complementary products. The results reveal that the product attribute associations are more noticeable for fully complementary product categories. In addition, customers tend to balance comparable attributes when buying durable goods sequentially over time, while they reinforce comparable attributes when buying simultaneously. The profit analysis based on the estimates shows that the recommendations for simultaneous purchases can yield higher profits for fully complementary product categories than for sequential recommendation purchases. However, the recommendations for sequential purchases generate higher earnings for partially complementary product categories than for simultaneous recommendation purchases. A simulation study reveals that the profits differ considerably by combinations of product attributes because customers evaluate complementarity among attributes differently between the two recommendations.     

Durable Goods and Switching Costs

A simple two–period switching cost model is developed and analyzed assuming durable output. The analysis indicates that many of the conventional managerial implications of the switching cost literature need not hold if products are durable. In particular, the model indicates that managers of durable goods firms that lease or rent output may wish to decrease their customer base (provide service to only a subset of the experienced customers) in future periods, in contrast to the non–durable goods case where the number of customers served is the same. Moreover, the model shows that the optimal behavior of sellers of durable products depends critically upon their commitment ability with buyers, and outlines the conditions under which a manager selling output may rationally expand their customer base (i.e. sell to new customers in a future period).     

Exploring Consumers' Expectations of Sustainability in Mature and Emerging Markets

ABSTRACT

“Sustainability” has turned into a buzzword for businesses around the globe as consumers in mature and, increasingly, in emerging markets shift their demand toward sustainably enhanced products. Surprisingly, a global picture of consumers' expectations regarding sustainable products is still missing. This study uses exploratory factor analysis to determine the perceived importance and interrelation of selected sustainability aspects in three developed (Germany, Switzerland, United States) and three emerging (Brazil, China, India) markets. Results are linked to national cultural value theory to explore which sustainability aspects and positioning strategies may be promising to expand the outreach of sustainable products in developed and emerging markets alike. Results suggest that across the sampled economies, sustainability is increasingly considered as being comprised of a health aspect. While health and quality of life aspects emerged as key issues across countries, cultural backgrounds and local market conditions resulted in nuanced expectations of sustainability, which should be kept in mind in communicating and positioning sustainable products.     

Optimal Duration of Promotion for Durable Technology Product in a Segmented Market

ABSTRACT

Firms develop segment driven promotional mix to target its potential customers selectively. As the marginal revenues from promotion decreases with time, it is important to determine the optimal stopping time of a promotional activity. In the literature, the studies carried in this domain do not consider market segmentation and assume a uniform promotional mix. In this study, alternative decision models are developed to determine the duration of promotion for a durable technology product applicable to a segmented market. A case study is discussed to validate the proposed models and to illustrate the solution methodology based on a differential evolution algorithm.     

Media and the American Mind: From Morse to Mcluhan. Czitrom,Daniel J. Chapel Hill: The University of North Carolina Press, 1982, 254 pp. $19.95 cloth; $7.95 paperback

Abstract

In this article, the authors expand upon their previously published findings (9) on the use of Spanish-language broadcasting. Discriminant analysis was used to produce a profile of Mexican-Americans who prefer Spanish-language television over English-language television. A comparison of this profile with that previously derived for Spanish-language radio listeners indicates that while there is some overlap between these audiences, they are far from identical. The implications of these results should be considered by those anticipating implementing an ethnic segmentation strategy utilizing Spanish-language radio or television.     

Used goods, not used bads: Profitable secondary market sales for a durable goods channel

The existing literature on channel coordination typically models markets where used goods are not sold, or are sold outside the standard channel. However, retailers routinely sell used goods for a profit in markets like textbooks. Further, such markets are characterized by a renewable consumer population over time, rather than the static consumer population often assumed in prior literature. We show that accounting for these market characteristics alters the optimal contract form as compared to the contracts derived in prior research. In particular, when new goods are sold in both the first and second periods of our model, the optimal contract differs from those in prior literature in that it can exhibit a negative fixed fee in the second period and requires contracting over the resale price in the second period. The model shows that the manufacturer makes higher profits from allowing used-good sales alongside new-good sales than from shutting down the retailer-profitable secondary market, and that unit sales expand with a profitable secondary market over those achievable without a secondary market. Furthermore, in contrast to previous investigations of durable goods markets that ignore the possibility of a retailer-profitable secondary market, we show conditions under which the manufacturer would optimally choose to sell no new goods in the second period, ceding the market entirely to the used-goods retailer. This research thus expands our knowledge of how durable goods markets work by incorporating the profitable operation of a retailer-run resale market.

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Understanding the role of China's domestic market in the (unequal) growth of world economy

This study investigates the rising role of China's domestic market expansion from 1995 to 2011 in the world economy's growth. China maintained high domestic expenditure growth during the entire period, with even bigger increases in the last years, when the global financial crisis and subsequent economic recovery occurred. The expenditures facilitated rapid growth through high demand for durable goods, which are produced across widely fragmented Asian channels. At the same time, China integrated further into the global economy and imported intermediate goods increasingly became embedded in goods for domestic sale. These two forces combined to magnify the impact of China's market expansion on foreign economies but disproportionately more on its neighbouring countries and sectors related to durable goods production. Specifically, our estimates suggest that the expenditure growth in China over the 2009–11 period added about 1 percentage point to the annual GDP growth rate in Taiwan, Malaysia and Korea, while the NAFTA and EU member countries typically benefited by less than 0.1 percentage point.     

Country-of-Origin Effects and Global Brand Trust: A First Look

ABSTRACT

This article reports the results of a global survey that explored the relationship between country of origin and brand trust in 22 product categories. The product categories of interest ranged from high involvement, durable goods (refrigerators, washing machines) to low involvement, fast moving consumer goods (chocolate bars, yogurt, disposable batteries). Respondents included consumers from the United States, Nepal, India, Poland, the Czech Republic, and Bulgaria. Country-of-origin effects yielded the research's most interesting finding: Global brands might have a regional, or meso level, component which brand trust has uncovered for the first time.     

Brands that ‘sell their soul’: offshoring,brand liquidification and the excluded consumer

ABSTRACT

Fuelled by open markets and globalisation, offshoring has become a common business practice for firms in industrialised countries. However, consumer research investigating offshoring in a larger macroeconomic and political context is scant. Using a naturalistic, contextualised approach, the current research investigates how a predominantly working/middle-class consumer segment perceives production offshoring for durable goods. The findings show how consumers can develop a sentiment of being excluded or left behind, even when they do not belong to traditionally disadvantaged segments in society defined by income, gender, education, appearance or sexual preference. Perceived brand liquidification, discussed through the marketplace mythologies of corporate greed and the opportunistic consumer, perceived brand de-contagion and patriotism/nationalism, leads to sentiments of exclusion and a longing for re-solidification. Exploring these relationships helps to understand current consumer sentiment towards offshoring in the larger context of neoliberalism and labour arbitrage.     

Export promotion activities in developing countries: What kind of trade do they promote?

Information problems involved in trading differentiated goods are a priori acuter than those associated with trading more homogeneous products. The impact of export promotion activities intending to address these problems can therefore be expected to differ across goods with different degree of differentiation. Empirical evidence on this respect is virtually inexistent. This article aims at filling this gap in the literature by providing estimates of the effect of these activities over firms trading different goods using highly disaggregated export data for the whole population of Costa Rican exporters over the period 2001–2006. We find that trade promotion actions favor an increase of exports along the extensive margin, in particular, in terms of destination countries, in the case of firms that are already selling differentiated goods. However, these actions do not seem to encourage exporter to start exporting these goods. Further, no significant impacts are observed for firms exporting reference-priced and homogeneous goods.     

International trade in durable goods: Understanding volatility, cyclicality, and elasticities

Data for OECD countries document: 1. imports and exports are about three times as volatile as GDP; 2. imports and exports are pro-cyclical, and positively correlated with each other; 3. net exports are counter-cyclical. Standard models fail to replicate the behavior of imports and exports, though they can match net exports relatively well. Inspired by the fact that a large fraction of international trade is in durable goods, we propose a two-country two-sector model in which durable goods are traded across countries. Our model can match the business cycle statistics on the volatility and comovement of the imports and exports relatively well. The model is able to match many dimensions of the data, which suggests that trade in durable goods may be an important element in open-economy macro models.     

Product-related injuries at home

Abstract

The current study was undertaken in order to highlight the most typical circumstances and products related to home injuries and to establish the extent to which any patterns found in domestic injuries were age or gender related.

Injury data were taken from a community-based injury surveillance register built up over a one-year period in a Swedish county. Injury incidence by gender and age was calculated, and typical injury patterns were identified through the multivariate analysis of nine characteristics of the injuries.

Home-injury incidence was found to be higher for males than females in all younger age categories except 7-15 years, and for females than males in the oldest age category (65+). Seven typical injury patterns were identified, and their associations with age group and gender established.

The patterns emerging from the study demonstrate that injuries in home settings are simultaneously product, age and gender related, which points to a combination of risk groups and safety planning problems. The results suggest that home injuries are incurred in many specific locations and under a wide variety of circumstances. Accordingly, the question of safety promotion at home needs to be addressed in a global and environmental manner. It is necessary to reflect on the ways in which domestic building structures, items of equipment and products can be designed so as to be conducive to domestic safety.     

Social status and country‐of‐origin preferences

This paper explores consumers' attitudes towards products of foreign origin according to consumer social status, particularly when purchases come from countries that have a low‐cost/low quality image. The research question is: for an identical good (same manufacturer, same brand), do consumers belonging to lower social classes ask for a larger price discount than higher social status consumers when they are offered the opportunity to switch from a country of manufacture whose quality image is well established, to a country of manufacture, the image of which is more uncertain (e.g. South Korea)? A structural equations model is used to highlight the fact that social status has only an indirect influence on the discounts for shifting to lower‐image countries. The relatively weak image of Korean products (at least against Germany and Japan) tends to result in higher price rebates asked for the Korean manufacturing origin. But lower social status consumers evaluate Korea more positively as a country‐of‐origin. The normative recommendation for the advertising strategy of “cheap” origins' goods in highly developed markets would be to put emphasis on quality rather than price, especially when modest consumers and lower classes are explicitly targeted.