Examining Variety Seeking Behavior–A Study With Reference to Fast Moving Consumer Goods (FMCG)

Many attempts have been made to study consumer variety seeking behavior (VSB) in various contexts in the past. This research aims to study the influence of determinants on VSB in fast moving consumer goods (FMCG) in the Indian context. Questionnaires were administrated through direct contact method, to collect data from variety seeking consumers. Multiple linear regression (MLR), ANOVA, independent t test, and general linear model (GLM) techniques were used to analyze both demographic and behavior variables. The influences of moderators were also analyzed. The managerial implication and direction for future research had been discussed.     

Country of Origin Principle in the EU Market for Audiovisual Media Services: Consumer’s Friend or Foe?

The country of origin principle, the cornerstone of the EU Television Without Frontiers Directive – to become the Audiovisual Media Services Directive – is often criticised as being insensitive to the legitimate national public interest to protect viewers – and consumers – of audiovisual media content. This paper seeks to demystify this pessimistic perception of the country of origin rule from the perspective of the consumer interest. It demonstrates that the possible negative repercussions of the country of origin logic for consumer welfare are mitigated in three ways: by specific derogations possibilities foreseen in the Directive in case of violations of the fundamental rules on protection of minors and of human dignity; through the margin of broadcasting control left to the Member States in the areas beyond those coordinated by the Directive, and by means of a new two-step anti-circumvention procedure introduced by the new Directive.

Interactive Role of Consumer Discrimination and Branding against Counterfeiting: A Study of Multinational Managers’ Perception of Global Brands in China

Prior research has examined consumer intentions to purchase fakes, branding strategies and anti-counterfeiting actions, but little attention seems to have been paid to the role of consumers’ ability to discern fakes and branding strategies against counterfeiting. This article, thus, based on a study of 128 multinational managers’ experience in China, examines these inter-relationships. As a result, we address how knowledgeable and experienced managers in branding, consumer consumption and anti-counterfeiting effort perceive consumers’ ability to discriminate fakes from originals interacts with branding strategies, and how such relationship influences the effectiveness of anti-counterfeiting effort. Our findings suggest that consumer discrimination itself has no significant effect on anti-counterfeiting success. However, it significantly interacts with branding strategies to predict a means to mitigate brand damage. That is, consumers’ ability to discriminate fakes from originals appears to undermine efforts to mitigate brand damage from counterfeiting, at least in China when branding is based on improving product features or advertising and promotion. However, if branding emphasises after sales service, consumers’ ability to discriminate was found to enhance firms’ ability to limit counterfeiting damage to brands. Such interactions, however, did not help stop counterfeiting, except that branding based on reliability appears to have such a positive effect.     

Television’s Glocal Advertising in Veridical Product Narrative: A SE Asian Reception Study of Consumer Alignment/Alienation

Drawing on post‐Marxist screen reception studies in Malaysia, our article establishes a theoretical framework enabling analysis of consumer identification with/cultural distancing from television advertising and its aesthetics. We develop a hermeneutic model of audience response to audio‐visual text as ludic or play‐like in cognitively pursuing a meaning for veridical (mediated yet transparently accessible) marketing narrative sketches of everyday life transcended. Illustrating and illuminating this thesis, we report on a small SE Asian university research project whose participants articulate written reactions to two televised advertisements displaying transcultural product morphing (or glocal goods). Customer identification with consumers shown in television marketing is argued to be fundamentally hermeneutic. Brought into focus through analysis, that is, customer/consumer alignment is conceptual, conscious, and cultural where both project (expect and establish) a screen narrative shared epistemologically (as interpretative knowledge) and ontologically (as involving their activity). The reader’s propositional identification with a text’s perceived normative statement is enabled. On the other hand, discourses of consumer alienation emerge in response to advertisements inappropriately addressing audience horizons of expectation.     

Environmental Respect: Ethics or Simply Business? A Study in the Small and Medium Enterprise (SME) Context

In recent years there have been ever-growing concerns regarding environmental decline, causing some companies to focus on the implementation of environmentally friendly supply, production and distribution systems. Such concern may stem either from the set of beliefs and values of the company’s management or from certain pressure exerted by the market – consumers and institutions – in the belief that an environmentally respectful management policy will contribute to the transmission of a positive image of the company and its products. Sometimes, however, ethics and market rules are not enough to deal with this situation and specific laws must be considered. This is the case when companies base their activity on the ‹ethics of self-interest’ concentrating their efforts on projecting an adequate image – e.g. environmental respect – rather than fundamentally behaving in environmentally respectful ways. This article, taking as reference the SME context, discusses the reasons for implementing environmentally friendly systems. Both ethics and business seem to be relevant and, therefore, a certain balance between market and interventionism seems to be necessary.     

State intervention and economic growth in Southern Italy: the rise and fall of the ‘Cassa per il Mezzogiorno’ (1950–1986)

In the second half of the twentieth century, the Italian government carried out a massive regional policy in southern Italy, through the State-owned agency ‘Cassa per il Mezzogiorno’ (1950–1986). The article reconstructs the activities of this agency, making use of its yearly reports and of national and local archives. The Cassa was effective in the first two decades, thanks to substantial technical autonomy and, in the 1960s, to a strong focus on industrial development; however, from the 1970s it progressively became an instrument of waste and misallocation. At the local level, we find significant differences between the southern regions, and correspondence between the quality of state intervention and the regional patterns of GDP and productivity.     

The ‘Polychronicity - Multiple Media Use’ (P-MMU) scale: a multi-dimensional scale to measure polychronicity in the context of multiple media use

Our paper details the development of a new multidimensional scale to measure polychronicity, ‘the preference for multiple media use’ (the P-MMU). Previous measures of polychronicity are predominantly developed for an organisational context, or do not reflect the complexity required for the measurement of the behavioural phenomenon of multiple media use, within the context of Integrated Marketing Communications. Scale development procedures follow a review of literature and prior qualitative study, uncovering motives for individuals’ preference for multiple media use. The nine dimensional P-MMU scale demonstrates stability across two data sets, using a total sample of 317 Digital Natives. In the evolving research area of multiple media use, the P-MMU scale provides an appropriate measure for the study of this phenomenon.     

Mattel,Inc.: Global Manufacturing Principles (GMP) – A Life-Cycle Analysis of a Company-Based Code of Conduct in the Toy Industry

Over the last 20+ years, multinational corporations (MNCs) have been confronted with accusations of abuse of market power and unfair and unethical business conduct especially as it relates to their overseas operations and supply chain management. These accusations include, among others, worker exploitation in terms of unfairly low wages, excessive work hours, and unsafe work environment; pollution and contamination of air, ground water and land resources; and, undermining the ability of natural government to protect the well-being of their citizens. MNCs have responded to these accusations by creating voluntary codes of conduct which commit them to specific standards for addressing these issues. These codes are created at both the industry-wide and the individual company level. Unfortunately, these codes have generated little credibility and public trust because their compliance claims cannot be independently verified, and they lack transparency and full public disclosure. In this article, we present a case study of the voluntary code of conduct by Mattel, Inc., the world’s largest toy company. The code, called the Global Manufacturing Principles (GMP), confronts the general criticism leveled against voluntary codes of conduct by (a) creating detailed standards of compliance, (b) independent external monitoring of the company’s compliance with its code of conduct, and (c) making full, and uncensored public disclosure of the audit findings and company’s response in terms of remedial action. We present a detailed account of how Mattel’s voluntary code of conduct was created, implemented, and ultimately abandoned over 9 years. We provide an evaluative analysis of the company’s GMP compliance throughout its life span, which suggests a bell-shaped curve, where early top management commitments were met with pockets of resistance from operational groups, who were concerned about balancing GMP compliance efforts with traditional performance criteria. The early stage response from Mattel’s top management was quick and supported with the requisite resources. As a result, the compliance process accelerated, becoming increasingly more robust and effective. The success of code compliance and increased transparency in public disclosure energized field managers with a sense of professional satisfaction and publicly recognized accomplishments. The decline in GMP compliance was equally steep. When all the easily attainable targets had been reached at the company-operated plants, addressing vendor plants’ compliance presented a new set of challenges, which taxed corporate resources and management commitment. It would seem that value-based and ethics-oriented considerations, i.e., doing the right thing for the right reason, were no longer the driving force for Mattel’s management. Mattel did not see any economic benefit from its proactive stance, when competitors did not seem to suffer adverse consequences for not following suit. The final contributing factor to the code’s abandonment was a widely publicized series of product recalls which absorbed top management’s attention.     

China's IPR Mechanism:A Brilliant Decade——An Exclusive Interview with Li Yong, General Director of China Patent Agent (H. K) Ltd

In the past ten years since China's entry into the WTO, great changes have taken place in the domestic and international environment of corporate intellectual property rights.What inspirations can we get from these changes? On this topic, China's Foreign Trade reporter interviewed Li Yong, managing director of China Patent Agent (H.K) Ltd.     

Energy Saving ,Environmental Protection :Top Priority in China's Development——Exclusive interview with Dr .Yongling Lü,Secretary-general ,Chinese Committee for SCOPE(Scientific Committee on Problems of the Environment/ICSU).

Energy saving emission reduction and economic development are major issues China has to meet in building a harmonious society. On one hand, China should pursue a sustainable, fast andsound economic development,on the other hand, she should try to decrease the overuse of energy resources and the environmental problems caused by the rapid economic growth.     

Energy Saving,Environmental Protection:Top Priority in China's Development——Exclusive interview with Dr.Yonglong L,Secretary-general,Chinese Committee for SCOPE(Scientific Committee on Problems of the Environment/ICSU).

Energy saving,emission reduction and economic development are major issues China has to meet in building a harmonious society.On one hand,China should pursue a sustainable,fast and sound economic development,on the other hand,she should try to decrease the overuse of energy resources and the environ- mental problems caused by the rapid economic growth. In this regard,on June 24,the Standing Committee of National People's Congress deliberated the draft of Energy Saving Law,according to which China is to take"resources saving"as a basic national policy.This is a key issue to the long-term benefits of China.With relevant questions,China's Foreign Trade interviewed Dr, Yonglong L(?),Secretary-general,Chinese Committee for SCOPE(Scientific Committee on Problems of the Environment/ICSU).and Research Professor at the Chinese Academy of Sciences. Let's listen to Dr.L(?)'s comments with wisdom.     

Premium generic brand (PGB) choice vis-à-vis generic and national brands: A scenario comparison for self-use,family consumption and gift giving in a food versus non-food and cross-cultural context

PurposeThe study models factors affecting brand category choice for generic as well as national brands, and next contrasts them to a new brand category: premium generic brands (PGB). PGB are a new occurrence in brand and product management, and consumer reactions to PGB are not yet well understood.Design/methodology/approachThree purchase motivation scenarios were presented to 553 consumers to test for their purchase intentions for self-consumption, family use or gift giving. A quasi-experiment was chosen where respondents were exposed to store-like presentations of actual real life products and asked for their likelihood to choose the national or generic brand over the new PGB. The study applied multivariate testing such as MANOVA.FindingsSeparate models were developed for food and non-food choice through backward deletion regression analyses, and the most parsimonious models revealed strong similarities for self as well as family consumption choices, but distinct drivers for gifts. Value for money, image and satisfaction are key factors in brand choice overall, but for gifts, ‘image’ overpowers all other predictors.Originality/valueThe study identified the Chinese as a distinct consumer segment for brand choice since they are more open to potentially consider PGB as gifts, whereas Caucasians only buy national brands for gift giving.