Perceived quality and image: When all is not “rosy”

The “meaning” of a brand resides in the minds of consumers, based on what they have learned, felt, seen, and heard over time. This study explores the relationship between quality and image with special attention on brands plagued with negative impressions, including instances where consumers' perceptions of a product's quality conflict with its perceived “image”. Data confirm that quality and image impact attitudes in a distinct manner, and overall, low brand image is more damaging than low quality. In addition, findings show that (1) hedonic attitudes towards brands are most driven by image, whereas utilitarian attitude formation/change processes are dominated by quality, (2) non-attribute brand beliefs are a stronger predictor of hedonic attitudes when quality or image is low versus high, while (3) attribute-based beliefs are strong predictors of utilitarian attitudes across image and quality levels.     

Contracting from East to West: Bridging the cultural divide

When contracting in a global environment, basic cultural differences increase the risk of misunderstandings. Culture generally provides the context for contract language and shapes the parties’ most basic assumptions regarding their respective rights and responsibilities. Businesses must recognize, respect, and reconcile cultural differences if they hope to contract successfully in the global environment. For U.S. and Chinese businesses to better understand how to successfully negotiate and carry out contractual relations with one another, they must recognize the differences in core cultural values between the two countries and develop strategies for reconciling these differences. Bridging these cultural differences adds value to business transactions and minimizes the risk of failure. To help managers recognize and understand cultural differences between the U.S. and China, this installment of Business Law & Ethics Corner focuses on five dimensions of the culture of the U.S. and China: individualism/collectivism, universalism/particularism, power distance, context, and direction. These aspects explain some of the major differences in viewing the law and approaching contracts. To help managers navigate these cultural differences, this article offers guidance regarding how to respect and reconcile cultural predispositions to achieve true synergies. By bridging these cross-cultural differences between the U.S. and China, managers can achieve the mutual expectations necessary to the long-term success of cross-cultural business transactions.     

Bhagwati and Ramaswami: Why it is a Classic

This paper expounds on a well‐known and widely influential paper ‘Domestic Distortions, Tariffs and the Theory of Optimum Subsidy’ (1963) by Bhagwati in collaboration with V. K. Ramaswami. The message of the paper, which set in trail a number of publications, was that in the case of a small open economy, distortions that steer the economy away from Pareto‐optimal outcomes should be dealt with at their source. The Bhagwati and Ramaswami paper established the case for free trade in the presence of domestic distortions, and proved wrong the received wisdom of the day that in the presence of distortions such as externalities, wage rigidities and distorted factor and product markets, a move from free trade to autarky might improve welfare. The article succinctly demonstrated that the correct policy intervention which avoided welfare losses was one which rectified a distortion at its source and is justly regarded as a classic. But in the profession of economics those who question received wisdom are regarded with scepticism at first and then with the riposte that it is all old wine served in new bottles. The Bhagwati‐Ramaswami breakthrough was met with the remark ‘it is all in Meade’. This paper takes issue with this judgement. The paper not only refutes the suggestion that the Bhagwati‐Ramaswami article has its origins in Meade but also provides a lucid and succinct exposition of Meade's analysis of divergences and shows how Bhagwati and Ramaswami's analysis is vastly different.     

Online consumer behavior: Comparing Canadian and Chinese website visitors

Zajonc's (1980) theory of emotions and Mehrabian and Russell's (1974) stimulus-organism-response (SOR) framework inform the development of a model of online customer behavior. The model examines the impacts of the three types of emotions (pleasure, arousal, and dominance) on perceptions of site atmospherics (informativeness, effectiveness, and entertainment). In turn, the associations of site atmospherics on site attitudes, site involvement, service attitudes, and purchase intentions are investigated. The model is compared between Canadian and Chinese customers based on Hofstede's (1991) cultural value dimensions. The findings supported the model and revealed several non-invariant paths between the groups. Particularly, the impact of pleasure (dominance) on the other behavioral variables was higher for Canadian (Chinese) compared to Chinese (Canadian) customers. Moreover, the impacts of low (high) task relevant cues were stronger for Chinese (Canadian) customers compared to their Canadian (Chinese) counterparts. Discussion centers on the theoretical and practical implications of the findings.     

East Man:Health Lacquer of Chinese

As a kind of building material, lacquer is very necessarily used in the room fitment.In order to protect the indoor environment and avoid the emission of poisonous gas,people always choose those high-quality imported lacquer despite the high price.However, a new Chinese brand lacquer has been produced, it's called East Man.     

Why Is It (Un-)ethical? Comparing Potential European Partners: A Western Christian and An Eastern Islamic Country – On Arguments Used in Explaining Ethical Judgments

Located at the crossroads of the Eastern and Western world, Turkey today is characterized by a demographically versatile and modernizing society as well as a rapidly developing economy. Currently, the country is negotiating its accession to the European Union. This article yields some factual grounding into the ongoing value-related debate concerning Turkey’s potential EU-membership. It describes a mixed-methodology study on moral reasoning in Austria and Turkey. In this study, the arguments given by individuals when evaluating ethically problematic situations in business were compared. Although there were major consistencies, a number of differences were found. These differences, however, were not in the substance (categories) of arguments used but in their relative frequency. Overall, our findings suggest that young, well-educated urban individuals from Western Christian and Eastern Islamic countries are highly consistent in their moral reasoning. Katharina J. Srnka is Assistant Professor of Marketing at the University of Vienna, Austria, and has been teaching at different European universities and institutions. Dr. Srnka received her Ph.D. from University of Vienna for her work on cultural influences on ethical decision making in marketing. Her research interests concern qualitative and mixed research methods, consumer behavior, and cross-cultural marketing ethics. A. Ercan Gegez is Associate Professor of Marketing at Marmara University in Istanbul, Turkey. Dr. Gegez holds a Ph.D. from Marmara University in the field of International Marketing. He is one of the founding members of The Turkish Marketing Association and he has served as a member of the supervisory board. His research interests include international marketing, marketing research and marketing ethics. S. Burak Arzova is Associate Professor of Accounting at Marmara University in Istanbul, Turkey. Dr. Arzova holds a Ph.D. from Marmara University in the field of Accounting for his work on Activity Based Cost Management. His research interests comprise accounting ethics, cost management and international financial standards.     

Why, when, and how to diversify? A comparison between Western theories and the cognition of Chinese enterprises

This paper uses as research samples 140 papers on enterprise diversification published in top-notch Western journals, and public statements from 30 influential contemporary Chinese CEOs on enterprise diversification. Both the qualitative open coding and the qualitative factor analysis are employed to analyze the two samples respectively, and then the corresponding analysis is utilized to explore the differences between Western theories and the cognition of Chinese enterprises on the motivation (why), timing (when) and industry choice (how) of enterprise diversification. Results show that, first, both consider the motivation of diversification mainly from the perspectives of resource-based view and asset portfolio theory. However, Western theories pay more attention to the factors related to the perspectives of the resource-based theory, transaction cost theory and agency theory, while Chinese enterprises put more emphasis on those factors associated with the asset portfolio theory, government policies and institutional theory. Second, on the cognition of the timing of diversification, Western theories insist that enterprises should diversify when they meet threats, while the practice of Chinese enterprises insists that diversification should take place when enterprises have enough strength. Third, Western theories focus more on the interrelationship between the original industry and the intended industry than on the attractiveness of the intended industry, while Chinese enterprises pay more attention to attractiveness than interrelationship. Translated from Guanli Shijie 맜理世界 (Management World), 2005, (8): 94–104     

Credit cards in a Chinese cultural context—The young, affluent Chinese as early adopters

This research examines the attitudes of early adopters towards holding and using credit cards, especially how the ‘young and affluent Chinese’ view credit cards, in the Chinese cultural context. The findings indicate that frequent users of credit cards are more inclined to agree that: they display traits of new product adopters; credit cards offer them greater convenience; and others regard them as being more au-fait with technology, and more financially aware. The research also reveals a fear of loss of financial control when using credit cards that may impede its rate of adoption in China.     

我国贸易顺差的成因及变动趋势——基于东亚产品内国际分工的新视角

当前,大多数人认为我国贸易顺差来源于国内实际因素,而忽略了国际分工对贸易收支的作用以及贸易品的异质性问题。国际贸易可以分为一般贸易、加工贸易和其他贸易,当前我国贸易顺差主要来源于加工贸易。本文认为国际分工决定国际贸易,我国在东亚产品内国际分工的地位导致了我国加工贸易的大量顺差,并运用格兰杰因果检验验证了这个结论。当前全球经济危机导致我国出口和进口的同比增长率大幅下降,但只要东亚分工格局未变,我国大量外贸顺差的局面就不会改变。面临经济危机的冲击,从短期来看,我国应当实施鼓励出口的措施,例如人民币贬值、提高出口退税率和积极开拓新的世界市场等;而从长期来看,则应通过提高自主创新能力和推动产业升级来逐步扭转我国在东亚产品内分工中的不利地位。     

中国为经,西方为纬——试论中国广告

关于中国广告业的未来,我们现在下什么结论都还为时过早。原因是中国的国土面积太大了,地域差异太丰富了,市场经济的历程太短暂了,政策的执行方式太多变了,客户的类型太复杂了,消费者的需求太多样了,中国的传统文化太高深了,而现代文化又太混杂了……总之,我们中国广告业所面对的未来拥有了太多的可能性!任何判断都可能是偏颇的,     

营销的层次和境界:中国文化营销初论

本文从营销史和营销哲学的角度分析各种营销理论和实战工具发展背后隐含的深层逻辑,提炼营销变化的规律——总结营销四个逐层深化的层次(产品、品牌、体验及文化)与境界,指出中国文化营销的基本特征和实践意义。     

East Man:A Chinese Brand of Independent Innovation

As a kind of building material, lacquer is very necessarily used in the room fitment. In order to protect the indoor environment and avoid the emission of poisonous gas, people always choose those high-quality imported lacquer despite the high price. However, a new Chinese brand lacquer has been produced, it's called East Man.     

Comparing advertising effectiveness in South-American and North-American contexts: testing Hofstede's and Inglehart's cultural dimensions in the higher education sector

ABSTRACT

This research compares the effectiveness of advertising and relational marketing in two countries characterized by varying levels of both Hofstede's and Inglehart's cultural dimensions – Peru (high-power distance, high collectivism, survival and traditional values) and Canada (low-power distance, high individualism, self-expression and secular-rational values). Survey data from a high credence service sector (higher education) in both countries is used for the analysis. The results indicate that advertising and relational marketing have direct effects on choice in Peru, but do not have significant direct effects on choice in Canada. Advertising does, however, affect positively perceptual outcome measures (perceived marketing effectiveness) in Canada. Additionally, we find that advertising and relational marketing have an indirect impact on choice and perceived marketing effectiveness through the mediation of perceived informativeness and influencers in both countries. These results point to the need to account for mechanisms and mediating variables when building theoretical frameworks in cross-country studies.     

Consumers' Search for Information on the Internet: How and Why China Differs from Western Europe

Internet adoption in China is booming and purchasing power is growing steadily. Increasing numbers of Chinese turn to the Internet to search for information prior to a purchase. Based on 32 h of interviews with students and business professionals in China, and a questionnaire completed by a sample of 1140 students in Beijing and Belgium, our explorative study demonstrates that fundamental cultural, behavioral, economic, technical, and other characteristics of China cause significant differences between Chinese and Western Europeans in their online search process for information prior to a purchase. The differences occur in frequency, goal, types of information sought, types of websites used, search engine usage patterns, and contribution of user opinions. This has important implications for marketing practitioners in China, especially for multinational corporations that enter China and that are not familiar yet with the Chinese environment. Suggestions for future research are also provided.     

世界汽车的发展特点中国汽车的比较优势

一、世界汽车产业的发展特点 汽车产业在欧美各国经历了相似的四个阶段：产品发明阶段．技术发展阶段．产能和销售迅速扩大阶段。以更新为主的市场成熟阶段。