Trade Policy and Global Corporate Strategy

This article is an investigation of the linkages between the international trade and investment strategies of firms faced with global competition and the structure of protectionism. The first section briefly reviews the problems faced by businesses competing in a global environment characterized by triad power. It also provides a new framework which describes the various strategic alternatives available to firms when dealing with government trade policy. In the second and third sections, this theoretical framework is applied to explain a new global trading phenomenon: the recent escalation os U.S. "administered" protection. It is demonstrated how such protection can severely affect the environment for corporations when used as a strategic weapon by U.S. firms against foreign rivals. The fourth section assesses the response of Canadian firms faced with the issue of U.S. administered protection. It demonstrates how they have been able to influence government policy in order to diminish the impact of U.S. protectionism. This section also addresses the question of why certain Canadian firms oppose trade liberalization between the United States and Canada, in spite of administered protection, and how they have been able to influence the Canadian government in order to maintain "artificial" competitive advantages.     

Distribution effectiveness through full- and self-service channels under economic fluctuations in an emerging market

Retail distribution is one of the major challenges in emerging economies. These economies are volatile and filled with inefficiencies, and the representativeness of unstructured retail increases the complexity of distribution systems for consumer packaged-goods companies.We analyze 644 brands to extend the existing literature by modeling the retail distribution and market share in an emerging market according to the type of retail channel (full- and self-service channels), moderated by economic fluctuations and the market position of a brand (high- and low-share brands). Our model controls for endogeneity using instrumental variables (IVs) and accommodates heterogeneity across brands and categories by means of a fixed-effects robust regression. Our study highlights that the relationship between distribution and market share exhibits greater convexity in the self-service channel than in the full-service channel. Further, we contribute to the existing research in distribution effectiveness in emerging markets by showing the convex effect of distribution on market share could vary when the economy changes. Distribution gains are more effective in the self-service channel than in the full-service channel in times of economic decline. Also, the results indicate the higher degree of convexity in the relationship between distribution and market share for the self-service channel compared with the full-service channel is increased further for high-share brands than for low-share brands.     

Brand Personality of Global Quick-Service Restaurants in Emerging and Developed Markets: A Comparative Study in Brazil and the U.S.

This study aimed to determine the dimensions of the personality of global quick-service restaurant brands perceived by young consumers in the U.S. and Brazil, and whether these dimensions showed similar configurations in both countries. A survey was carried out with two QSR brands (McDonald's and Subway). Data analysis utilized exploratory and confirmatory factor analysis. The study identified five personality dimensions for each of the brands studied in each country. Results support the proposition that global brands can carry a common meaning across nations, but also that certain local nuances of brand personalities can differ.     

Examining the healthy food consumption in full-service restaurants: quality or non-quality cues?

The purpose of this research was to examine drivers of perceived value and healthy food consumption within the context of full-service dining restaurant patronage. Specifically, this study examines the influence of quality and non-quality cues on perceived value and the impact of perceived value on postconsumption experience. The model was tested using data collected from a sample of full-service restaurant patrons residing in the United States. Results of a structural equation analysis revealed that restaurant quality cues induce patrons’ perceived value in healthy food consumption. Regarding non-restaurant quality cues, patrons’ health concerns have an impact on perceived value; however the impact of peer pressure and mass media on perceived value did not show significant impact. Data analysis also showed that both perceived value and satisfaction are significant predictors of behavioral intensions. Interpretations of these findings are limited to the full-service restaurant segment and may not be generalized across sectors. The academic and managerial implications of these findings are considered.     

The Retail Travels of the U.S. Greenback: A Comparative Study of Currency Substitution Along the U.S.-Canadian and U.S.-Mexican Borders

This currency substitution study explores the extent of retail firm-level U.S. dollar acceptance in Canada and Mexico. Employing a stratified random sampling approach of retail business in the border region, results demonstrate that all Mexican firms (N = 300/300) and nearly all Canadian (N = 257/261) firms accept the U.S. dollar in retail transactions. Of greater interest is the difference between firms in the two countries in how acceptance of the U.S. dollar is operationalized. On average, U.S. dollar sales of Canadian border firms comprise just 3.4% of total sales whereas U.S. dollar sales of Mexican firms encompass 23.7% of total sales. Our results also indicate a stark contrast as to the effective exchange rate for U.S. dollar acceptance— Canadian firms typically charge a premium (2.1% on average) while 69.3% of Mexican firms transacted business at a discount (?0.8% on average). Additional analyses further refine the currency substitution distinctions between Canadian and Mexican firms in the sample including a logistical regression which reveals significant differences as to firm-level predictors of U.S. dollar acceptance (whether at a discount or premium).     

Structural estimation and the border puzzle

We revisit Anderson and van Wincoop's [Anderson, James and Eric van Wincoop, 2003. Gravity with gravitas: A solution to the border puzzle. American Economic Review 93, 170-192] claim that structural estimation solves the U.S.-Canadian border puzzle. We find this claim tenuous, as the proposed solution attributes to structural estimation the effects of added U.S. data and an assumption that U.S. and Canadian border costs are symmetric. Estimated Canadian and U.S. multilateral resistance measures, which are the foundation of Anderson and van Wincoop's argument, depend critically on the symmetric costs assumption. Even accepting symmetry, we show that structurally consistent estimates of the Canadian border effect are only marginally smaller than the OLS estimates when we exclude the (arguably) non-comparable U.S. data.     

Assessment of the environmental sustainability of restaurants in the U.S.: The effects of restaurant characteristics on environmental sustainability performance

ABSTRACT

This paper investigated the current levels of environmental sustainability in restaurants across the U.S. to determine whether a restaurant’s proclivity for environmental sustainability depended on its characteristics such as chain affiliation or restaurant type.

A web-based survey was administered to 2,500 top-level restaurant managers, from which a total of 218 responses were judged as usable. The data were analyzed using independent

sample t-tests and ANOVA. This study presents an in-depth account of the environmental sustainability in restaurants across the U.S. based on an evaluation of top-level managers. This study also highlights the differences in restaurant environmental sustainability across different restaurant segments.     

Can structural small open-economy models account for the influence of foreign disturbances?

This paper demonstrates that an estimated, structural, small open-economy model of the Canadian economy cannot account for the substantial influence of foreign-sourced disturbances identified in numerous reduced-form studies. The benchmark model assumes uncorrelated shocks across countries and implies that U.S. shocks account for less than 3% of the variability observed in several Canadian series, at all forecast horizons. Accordingly, model-implied cross-correlation functions between Canada and U.S. are essentially zero. Both findings are at odds with the data. A specification that assumes correlated cross-country shocks partially resolves this discrepancy, but still falls well short of matching reduced-form evidence. One central difficulty resides in the model's inability to account for comovement without generating counter factual implications for the real exchange rate, the terms of trade and Canadian inflation.     

The impact of world oil price shocks on the Canada/U.S. real exchange rate

This article investigates whether and how changes in the world oil price affect the Canada/U.S. real exchange rate. We applied vector autoregression and vector error correction models for the real exchange rate, world oil price, monetary differential, government spending, and productivity differential between the two countries. Our results demonstrate that a surge in the world oil price will lead to an appreciation of the Canadian dollar in the short and long term. Product differentials and U.S. government spending have a negative impact on the Canada/U.S. real exchange rate, and Canadian government spending leads to a depreciation of the Canadian dollar.     

Some empirical evidence on commodity arbitrage and the law of one price

This paper draws three conclusions from a regression study of disaggregated commodity arbitrage between the U.S. and Canada: (1) Inability to detect commodity arbitrage characterizes a majority of commodity classes, which can potentially be described as nontradeables. (2) Commodity arbitrage is never perfect. (3) When commodity arbitrage is detected, Canadian prices invariably respond as much or more to the exchange rate as they do to U.S. prices.     

Mode of entry mode into a foreign market: the case of U.S. mutual funds in Canada

U.S. mutual fund companies offer funds in Canada through two channels: foreign direct investment or trade in advisement services. The total value of U.S.-controlled funds amounts to 18% of the Canadian equity fund market. This paper investigates how the fund-level and firm-level characteristics affect the channel used to enter the Canadian market. Empirical results indicate that the funds offered through FDI are not especially successful in the U.S. market but are associated with dominant companies, whereas the funds offered through trade in advisement services are highly successful in the U.S. market and are from companies with relatively few successful funds.     

The making of Labatt ‘Blue’: The quest for a national lager brand, 1959–1971

Abstract

This article examines the creation of a national beer brand in Canada. It analyses the challenges faced by the marketing managers at John Labatt Limited ? one of Canada’s oldest and most successful brewers ? in solving the ‘national lager problem’ (i.e. the inability of Labatt’s ‘Pilsener’ to capture a significant share of the Canadian market). It examines how executives use marketing knowledge to recreate brand identities. It argues that the rebranding of ‘Pilsener’ as ‘Blue’ was successful because Labatt’s managers fashioned a new brand identity that downplayed the ‘ethnic’ heritage of the brand by appealing to a new ‘Canadian’ cosmopolitan modernity.     

A Cross-Cultural Study of the Ethical Orientations of Senior-Level Business Students

This study is a cross cultural investigation into the ethical orientations of business students in Canada, Mexico, and the United States. Data were collected using a variation of an instrument developed by Dubinsky and Levi (1985) which measures the ethical orientation of respondents in a presumed retail environment. The instrument was subjected to test of reliability and validity and found to be very robust. No significant differences were found in the ethical disposition of Canadian and U.S. business students. However, a significant difference was found between the Canadian and U.S. students and those of Mexico. Implications are drawn for ethics education/training and areas are identified for future research.     

Mexico and the United States: Common border,common negotiating orientations

With a growing cadre of people conducting business across the U.S.–Mexico border, there is a need for information about the negotiation orientations they are likely to encounter. While information on negotiating orientations is available, it is often anecdotal, stereotyped, and contradictory. Empirical work that systematically compares Mexico and the United States across a range of negotiating dimensions is scarce. We have clarified, refined, and operationalized 12 negotiation dimensions in a comprehensive conceptual framework proposed over 20 years ago by Weiss and Stripp (1985). Our findings suggest that U.S. and Mexican negotiators may have more in common than they think and that negotiation orientations in both countries may run counter to conventional wisdom. © 2008 Wiley Periodicals, Inc.     

CHANGING PATTERNS OF REGIONAL AND INTERNATIONAL TRADE: The Case of Canada Under NAFTA

Recently, the issue of regional and international trade flows has attracted increased attention. Papers by Helliwell and McCallum have stressed the importance of national borders in determining the nature of Canadian economic activity even when adjustments are made for distance and trade barriers. This article, using Provincial Economic Accounts data, estimates an almost ideal demand system to explain the interprovincial and international flow of goods, accounting for changes in relative prices and other factors that have arisen since the formation of NAFTA. The results allow conclusions to be drawn with respect to the importance of geographical proximity to the U.S. border, the influence of price and income elasticities, and the nature of the industrial/resource endowment mix of the province. The relevant elasticities allow for the examination changes to the internal and external trade patterns and to the differences which have developed in the various regions of Canada.     

A Canadian perspective on NAFTA

Although most analysis of the North American Free Trade Agreement (NAFTA) has focused on the bilateral relationship between Mexico and the United States this article concentrates on the larger trading and investment linkages of Canada and the United States. From a Canadian perspective the NAFTA is an extension of (and improvement upon) the Canada–U.S. Free Trade Agreement (FTA) of 1989. The FTA introduced new dispute settlement mechanisms that Canada views as essential to partially offset U.S. administered protection. The new rules-based system of the FTA is also the basis for the NAFTA, and it has been extended from the trade law regime to cover foreign investment disputes. All three parties in NAFTA will benefit from a rules-based system rather than the power-based system that permits U.S. producer interests to exploit the size asymmetries between the large triad market of the United States and the smaller open trading economies of Mexico and Canada. © 1995 John Wiley & Sons, Inc.     

Participation by U.S. Agencies in International Brand Advertising: An Empirical Study

Abstract

Marry ad agency executives have proclaimed the era of the global advertising agency. They observe that corporations are moving towards placement of their worldwide advertising through a single agency, and they predict that a few large “mega-agencies” will take over a majority of international advertising accounts. Yet, no published studies have examined how many brands are actually handled by the same ad agency worldwide. This paper presents the results of a survey examining the extent to which U.S. companies use the same agency to advertise abroad and in the home market. The study found that of the brands sold abroad, only about one-third are handled by the same agency both at home and abroad. This proportion does not vary significantly with advertising budgets, by product class, or between standardized and non-standardized brands. In addition, no single-agency group or “mega-agency” handles more than eight percent of the sample brands, and no agency handles a majority of its U.S. brands abroad.     

The increasing internationalization of the international business classroom: Cultural and generational considerations

This article reviews the dynamic demographics of the international business classroom across five Anglo countries: the U.S.A., the UK, Australia, New Zealand, and Canada. Figures indicate that business education is becoming increasingly international, and that the countries of origin of international business students are changing. Cultural impacts of this increasing internationalization upon international business pedagogy—as well as issues of generational expectations of the classroom experience—are considered, benefits and challenges of the increased cultural diversity in the classroom are discussed, and practical suggestions for instructors teaching in future international business classrooms are detailed.     

A consumption emotion measurement development: a full-service restaurant setting

This article describes the development of a consumption emotion scale for use in the full-service restaurant industry. The current emotion measures utilized in consumer and marketing research are reviewed, along with the conceptualization of consumption emotions. The adequacy of employing a categorical approach to assess restaurant customers' emotional responses is discussed. Moreover, the appropriate procedure for a scale development is described. Based on quantitative analyses, a multi-item scale involving four dimensions of consumption emotions (excitement, comfort, annoyance, and romance) is developed. Further analyses provided strong evidence of the scale's unidimensionality, reliability, and validity. Theoretical and practical implications are discussed with study limitations and recommendations for future research.     

Taxes and the time allocation patterns of married women with children: cross-cultural comparisons between the United States and Canada

It is widely recognized in the family economics literature that the structure of an income tax system affects labour supply. This paper examines and contrasts the effects of U.S. and Canadian tax policies on one particular group: married women with children. Using a household production model of time allocation, it is initially argued that U. S. tax policies promote market work for this group, while Canadian tax policies discourage market work for similar women. What is found is that Canadian women display weaker labour force attachment than American women and they spend more time in home production activities. These effects are consistent with initial predictions.