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Saul Sands Ph.D. 《Journal of the Academy of Marketing Science》1979,7(1-2):117-134
The intent of this paper is to examine the possibilities for standardization of marketing elements within a multinational
marketing strategy. A majority view among international marketers is that each national is unique, and thus each must be treated
as a separate and independent operation. This “localized” strategy view is examined first. A growing number of international
marketers however, are finding that by standardizing various elements oftheir marketing strategy across national borders,
cost savings and/or increased revenues to be realized can yield greater profits. The second, and major, part of the paper
examines the opportunities for and potential benefits of standardization of product, packaging, advertisting, and pricing. 相似文献
3.
A. Coskun Samli Ph.D. James R. Wills Ph.D. Laurence Jacobs Ph.D. 《Journal of the Academy of Marketing Science》1993,21(1):79-83
In this issue of JAMS, Dr. Lyn Amine presents a “comment and an extension” to our previously published article. Such efforts
are often constructive, and in this spirit, we present a discussion responding to Dr. Amine’s comments. Our response, combined
with Dr. Amine’s comments, hopefully will provide constructive research avenues in international product and marketing strategy
development.
He has published extensively in the areas of international marketing and retailing.
His research and publication areas include international marketing, high tech marketing, and advertising management.
His research and publication interests include sales management, international marketing, and retail management. 相似文献
4.
Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the
power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights
the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights
the importance to marketing-led firms of owning product rather than facilities. The analysis addresses key issues relating
to “hollow firms”, “flagship firms” and the “global factory”. 相似文献
5.
The effects of expertise,end goal,and product type on adoption of preference formation strategy 总被引:2,自引:0,他引:2
Maryon F. King Siva K. Balasubramanian 《Journal of the Academy of Marketing Science》1994,22(2):146-159
The global preference formation model identifies several preference formation strategies (i.e., own-based, other-based, or
hybrid) that consumers use to select among alternative product offerings. This article examines how consumers’ expertise level
(novice vs. expert), their end goals (satisficing vs. optimizing), and product type (search vs. experience product) collectively
influence the preference formation strategy likely to be adopted. Results from an experiment indicate that the adoption of
a given strategy is influenced by interactions between subjects’ expertise level and their end goals and the product type.
Novice satisficers employed a higher proportion of own-based strategies than novice optimizers, but expert satisficers used
a lower proportion of own-based strategies than expert optimizers. When compared to novices choosing a search product, novices
selecting an experience product used a lower proportion of own-based and a higher proportion of other-based strategies. Similarly,
when compared to experts choosing a search product, experts selecting an experienced product used a lower proportion of own-based
strategies, but this was accompanied by a higher proportion of hybrid strategies. Implications and directions for future research
are discussed.
Her current research interests include consumer choice processes, electronic decision aids, and measurement issues in marketing.
His research interests include consumer information search, marketing communications, and measurement issues. 相似文献
6.
Wilson Brown D.B.A. 《Journal of the Academy of Marketing Science》1979,7(4):335-345
An understanding of consumer behavior based on the traditional Western nuclear family (husband, wife, and unmarried children)
model is inadequate to handle marketing on a global scale or to interpret changes at home. The number of relatives influencing
purchase—and who they are—can vary as can the type of decision making, which may be allocative, stressing individual responsibility,
or consensual. This article re-examines our basic assumptions and then considers marketing under alternative family scenarios—extended
families, further familial shrinkage, and more participatory decision-making. 相似文献
7.
Instituting the marketing concept in a multinational setting: The role of national culture 总被引:1,自引:0,他引:1
A growing concern among international marketing managers is how to increase the market orientation and thereby performance
of their transnational organizations. This study broaches this issue by investigating how the marketing concept, the heart
of the market orientation, may be established in a multinational setting and the effects of national culture on that process.
From a wide array of literature, the authors construct a theoretical framework and propositions on how global organizations
may transform this philosophy from an abstract platitude to an operational reality. Their findings suggest that the process
consists of complex, interdependent steps—interpretation, adoption, and implementation of the marketing concept. Cultural
values shape interpretation and facilitate or impede adoption and implementation. The overall framework and findings can be
used to guide institutionalization of the marketing concept across the organizational span, in particular by anticipating
culture-based reactions from international subsidiaries.
Cheryl Nakata is an assistant professor of marketing at the University of Illinois at Chicago and received her doctorate from the same
institution in 1997. Her work appears in theJournal of Marketing, Journal of International Business Studies, Journal of Product Innovation and Management, Marketing Science
Institute Working Paper Series, International Marketing Review, and other publications. Her primary interests are in global marketing and marketing management and strategy.
K. Sivakumar (Ph.D., Syracuse University, 1992) is the Arthur Tauck Professor of international marketing and logistics at Lehigh University.
His research interests include pricing, international marketing, and technology management. His research has been published
or is forthcoming in theJournal of the Academy of Marketing Science, International Marketing Review, Journal of Business Research, Journal of International
Business Studies, Journal of Marketing, Journal of Marketing Theory & Practice, Journal of Product Innovation Management,
Marketing Letters, Pricing Strategy & Practice, and other journals. He has won several awards for research and is on the editorial boards of six scholarly journals. 相似文献
8.
The moderating effect of organizational cohesiveness in knowledge use and new product development 总被引:5,自引:0,他引:5
Beverly K. Brockman Robert M. Morgan 《Journal of the Academy of Marketing Science》2006,34(3):295-307
This study examined the influence of cohesiveness, an organizational cultural variable, on knowledge use and organizational
learning within the context of new product development (NPD). The authors surveyed NPD managers from 323 firms, representing
a wide range of product classifications, about their firms’ levels of cohesiveness and NPD efforts. Using structural equation
modeling, the authors demonstrated that organizational cohesiveness has a moderating influence on both an organization’s use
of its existing knowledge to develop innovative new products and the resulting performance of those products, which emphasizes
how influential organizational “mind-set” can be. By considering cohesiveness an influence in new product innovativeness and
new product performance, the authors incorporated a cultural variable that has received little attention in the NPD and more
general marketing literature. This research reveals that much is left to learn about cohesiveness and that understanding it
can advance knowledge use, organizational learning, and innovation.
Beverly K. Brockman (bev-brockman@utc.edu) is an assistant professor of marketing at the University of Tennessee at Chattanooga. She holds BBA
and MBA degrees from the University of Kentucky and a PhD from the University of Alabama. Her specialty areas include marketing
strategy, entrepreneurship, product development, and organizational learning. Dr. Brockman has been an American Marketing
Association Doctoral Consortium Fellow, and her work has been published inDecision Sciences, Journal of Services Research, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, and others.
Robert M. Morgan (rmorgan@cba.ua.edu) (PhD, 1991, Texas Tech University) is Phifer Faculty Fellow and department head, Department of Management
and Marketing, in the Culverhouse College of Commerce and Business Administration at the University of Alabama. His interests
focus on relationship marketing and marketing strategy, and his research in these areas has been published in theJournal of Marketing, theAcademy of Management Journal, Decision Sciences, and other journals and book chapters. His article “The Commitment-Trust Theory of Relationship Marketing,” coauthored with
Shelby D. Hunt and published in 1993 in theJournal of Marketing, was recognized in 2004 by the Institute for Scientific Information as the most cited article in business and economics journals
over the previous decade. His article “The Comparative Advantage Theory of Competition,” also coauthored with Shelby D. Hunt
and published in 1995 in theJournal of Marketing, received the Sheth Foundation/Journal of Marketing Award in 2004. 相似文献
9.
Evaluation of subsidiary marketing performance: combining process and outcome performance metrics 总被引:1,自引:0,他引:1
Dhruv Grewal Gopalkrishnan R. Iyer Wagner A. Kamakura Anuj Mehrotra Arun Sharma 《Journal of the Academy of Marketing Science》2009,37(2):117-129
Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing
thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess
the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries
contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation
abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each
MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield)
marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing
outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance
of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries
of a large global corporation. 相似文献
10.
Terrence H. Witkowski 《Journal of the Academy of Marketing Science》1990,18(4):365-368
The field of American Decorative Arts, in an effort to place objects within their broader cultural context, has investigated
surviving business records from the period 1760–1840. This research contributes to marketing thought by documenting early
marketing problems and practices including insufficient consumer demand, global competition, attempts at demand stimulation,
and emerging channels of distribution. 相似文献
11.
Jaishankar Ganesh V. Kumar Velavan Subramaniam 《Journal of the Academy of Marketing Science》1997,25(3):214-228
Literature reflects that a product/technological innovation introduced later in a country results in faster diffusion as the
consumers in the lag market have an opportunity to learn about the new product from the consumers in the lead market. A systematic
understanding of the learning that takes place between consumers in two countries—a pair of lead and lag countries—can provide
insights for a firm’s international market entry decisions. To provide a richer understanding of the underlying structure
and patterns that govern this process, propositions linking factors (country characteristics, product/innovation characteristics,
and time lag) to the learning process are drawn. Subsequently, these propositions are tested through an empirical investigation
of the diffusion patterns of four consumer innovations in multiple European countries. The findings help provide some preliminary
guidelines for manufacturers regarding selection of foreign markets and the timing and order-of-entry decisions.
He received his Ph.D. from the University of Houston in 1995. His research interests include global competition and marketing
strategy, brand equity and brand extensions, customer satisfaction and brand loyalty, and issues pertaining to product development
and introduction.
He has been recognized with numerous teaching and research excellence awards and has published numerous articles in many scholarly
journals in marketing and forecasting. He has coauthored the textbookMarketing Research and is currently working on a book titledInternational Marketing Research, which is based on his marketing research experience across the globe. He is on the editorial review board of many journals
and has lectured on marketing-related topics in various universities worldwide. His research interests include developing
forecasting models, international marketing strategy and research issues, models for sales promotions, and new methodologies
for product positioning and market segmentation.
His research interests focus on marketing strategy and international marketing. He has published articles and presented at
conferences on research in his area of interest. 相似文献
12.
J. Chris White Lisa C. Troy R. Nicholas Gerlich 《Journal of the Academy of Marketing Science》2000,28(2):291-298
Although slotting fees and introductory allowances have become well established in the grocery and other industries, they
remain a source of controversy among channel members. Retailers claim that these fees and allowances help mitigate the risks
associated with new-product acceptance. Manufacturers counter that retailers are abusing slotting fees and allowances by using
them as a source of profit. The authors investigate this controversy by empirically examining the role of slotting fees and
allowances in the retail buyers’ product acceptance decision process. Results provide evidence to suggest that introductory
allowances are indeed being used by retailers in the sample to offset perceived risks and costs of carrying new products.
However, findings regarding slotting fees are much less supportive of retailers’ claims.
J. Chris White (Ph.D., Texas A&M University) is an assistant professor at the University of Central Florida. His primary research and teaching
interests include marketing strategy and management, retail management, international strategy, and promotion strategy.
Lisa C. Troy (Ph.D., Texas A&M University) is an assistant professor of marketing at Utah State University. Her primary research and teaching
interests include product innovation and new product development, marketing strategy, retail management, and international
marketing.
R. Nicholas Gerlich (Ph.D., Indiana University) is an associate professor of marketing at West Texas A&M University. He is actively involved
in the development of Web-based courses and has research interests in the marketing of new products. 相似文献
13.
Lyn S. Amine 《Journal of the Academy of Marketing Science》1993,21(1):71-77
In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented.
Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process,
were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within
the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines
their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development.
It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two
rates of product learning. Finally, suggestions for future research are outlined.
She received a Ph.D. in International Marketing from Bradford University Management Centre, England, and is bilingual in English
and French. She has taught in England, France, and Morocco, and has published in theJournal of the Market Research Society, Journal of the Operational Research Society, Journal of the Academy of Marketing Science,
Journal of Business Research, International Marketing Review, Advances in International Marketing, International Journal of
Advertising, European Journal of Marketing, and theJournal of Business and Industrial Marketing. 相似文献
14.
Creating market anticipation: An exploratory examination of the effect of preannouncement behavior on a new product’s launch 总被引:1,自引:0,他引:1
Preannouncements are strategic marketing communications directed at market participants including investors, suppliers, distributors,
and buyers. Most empirical literature focuses on antecedents influencing a firm’s preannouncement behavior and on outcomes
related to deleterious responses by competitors. This study differs and follows the large body of extant research that examines
preannouncing behavior as a deliberate marketing communication process aimed at influencing market participants in the firm’s
favor. The authors develop and test a model of preannouncement behavior that affects the success of a new product launch through
market anticipation, competitive equity, and new product development resources. The findings indicate that preannouncement
behavior engenders new product success through its positive effect on market anticipation—a favorable industry-wide bias in
advance of new product introduction—and emphasizes the use of preannouncements as business-to-business marketing communications
aimed at influencing current and prospective supply chain partners in the firm’s favor.
Kim Schatzel (schatzel@umd.umich.edu) (PhD, Michigan State University) is an assistant professor of marketing at the University of Michigan,
Dearborn. Her business experience includes more than 20 years of corporate and new venture work including tenure as the founder
and CEO of a multinational $250 million automotive components firm and three start-up technology-based companies. She is interested
in the study of new product development, business-to-business marketing communications, and firm reputation issues. She has
published articles in theJournal of Marketing, theJournal of Business Research, and theJournal of Product Innovation Management. She is also highly committed to teaching excellence and has won several awards for undergraduate, graduate, and executive
teaching.
Roger Calantone (rogercal@msu.edu) holds the Eli Broad University Chair in Business at Michigan State University and is also the director
of the Broad Information Technology Management Program (ITMP). He is interested in the study of new product innovation and
technology decisions in industrial firms. Currently, his research is focused on new product decisions, industrial market segmentation,
global logistics, and the use of neural network and autonomous learning models to valuate product components. He is the author
of more than 200 refereed academic articles and proceedings and is coauthor of several books. His publications have appeared
in journals such as theJournal of Marketing, the Journal of Marketing Research, Marketing Science, Management Science, Decision Sciences, and theStrategic Management Journal. 相似文献
15.
C. Jay Lambe Robert E. Spekman Shelby D. Hunt 《Journal of the Academy of Marketing Science》2000,28(2):212-225
Research on relational exchange has focused primarily on long-term, or “enduring,” relational exchange. The evolutionary model
of relationship development that is the foundation for much of the research on enduring relational exchange lacks applicability
for short-term, or “interimitic,” relational exchange. Interimistic relational exchange is defined as a close, collaborative,
fast-developing, short-lived exchange relationship in which companies pool their skills and/or resources to address a transient,
albeit important, business opportunity and/or threat. Because interimistic exchange relationships must quickly become functional
and have a short life, these relationships have less time to fully develop the relational governance mechanisms assumed in
the evolutionary model. There-fore, interimistic relational exchange appears to relymore on nonrelational mechanisms than does enduring relational exchange. This article (1) examines how interimistic relational
exchange governance differs from that of enduring relational exchange and (2) develops propositions for further research on
interimistic relational exchange.
C. Jay Lambe received his doctorate from the Darden School at the University of Virginia. He is an assistant professor of marketing at
Texas Tech University. Prior to entering academe, he was engaged in business-to-business marketing for both Xerox and AT&T.
His research interests include business-to-business marketing, relationship marketing, marketing strategy, and sales management.
He has publications in theJournal of Product Innovation Management, theEuropean Journal of Marketing, theJournal of Personal Selling and Sales Management, and theInternational Journal of Management Reviews. In 1999, he was one of five Texas Tech University faculty members chosen by the students for the annual Outstanding Faculty
Member Award.
Robert E. Spekman is the Tayloe Murphy Professor of Business Administration at the Darden School. He was formerly a professor of marketing
and associate director of the Center for Telecommunications at the University of Southern California (USC). He is a recognized
authority on business-to-business marketing and strategic alliances. His consulting experiences range from marketing research
and competitive analysis to strategic market planning, supply chain management, channels of distribution design and implementation,
and strategic partnering. He has taught in a number of executive programs in the United States, Canada, Latin America, Asia,
and Europe. He has edited/written seven books and has authored (coauthored) more than 80 articles and papers. He also serves
as a reviewer for a number of marketing and management journals as well as for the National Science Foundation. Prior to joining
the faculty at USC, he taught in the College of Business at the University of Maryland, College Park. During his tenure at
Maryland, he was granted the Most Distinguished Faculty Award by the MBA students on three separate occasions.
Shelby D. Hunt is the J. B. Hoskins and P. W. Horn Professor of Marketing at Texas Tech University, Lubbock, Texas. A past editor of theJournal of Marketing (1985–1987) and author ofModern Marketing Theory: Critical Issues in the Philosophy of Marketing Science (South-Western, 1991), he has written numerous articles on competitive theory, macro marketing, ethics, channels of distribution,
and marketing theory. Three of hisJournal of Marketing articles, “The Nature and Scope of Marketing” (1976), “General Theories and the Fundamental Explananda of Marketing” (1983),
and “The Comparative Advantage Theory of Competition” (1995) won the Harold H. Maynard Award for the “best article on marketing
theory”. He received the 1986 Paul D. Converse Award from the American Marketing Association for his “outstanding contributions
to theory and science in marketing”. He received the 1987 Outstanding Marketing Educator Award from the Academy of Marketing
Science and the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award. His new and provocative
book is titledA General Theory of Competition: Resources, Competences, Productivity, Economic Growth (Sage, 2000). 相似文献
16.
Alan M. Rugman Chang Hoon Oh Dominic S. K. Lim 《Journal of the Academy of Marketing Science》2012,40(2):218-235
International competitiveness ultimately depends upon the linkages between a firm’s unique, idiosyncratic capabilities (firm-specific
advantages, FSAs) and its home country assets (country-specific advantages, CSAs). In this paper, we present a modified FSA/CSA
matrix building upon the FSA/CSA matrix (Rugman 1981). We relate this to the diamond framework for national competitiveness (Porter 1990), and the double diamond model (Rugman and D’Cruz 1993). We provide empirical evidence to demonstrate the merits and usefulness of the modified FSA/CSA matrix using the Fortune
Global 500 firms. We examine the FSAs based on the geographic scope of sales and CSAs that can lead to national, home region,
and global competitiveness. Our empirical analysis suggests that the world’s largest 500 firms have increased their firm-level
international competitiveness. However, much of this is still being achieved within their home region. In other words, international
competitiveness is a regional not a global phenomenon. Our findings have significant implications for research and practice.
Future research in international marketing should take into account the multi-faceted nature of FSAs and CSAs across different
levels. For MNE managers, our study provides useful insights for strategic marketing planning and implementation. 相似文献
17.
Most studies of the organizational buying process assume that buyers acquire and use information “prosocially”—to make better
decisions and promote their company’s welfare. The authors propose, however, that demands to account for their behavior causes
organizational buyers to also gather and use information for political purposes—to protect their own self-interest. The authors
present the results of an empirical study that investigates the extent to which four types of accountability—informal, official,
process, and decision accountability—result in political (or symbolic) information search and prosocial information analysis
by organizational buyers. Study findings suggest that buyers accountable to superiors and those accountable to subordinates
or peers engage in more symbolic information search. Buyers accountable for their decision-making process analyze information
more extensively. Surprisingly, buyers accountable for decision outcomes neither search for symbolic information nor analyze
information more extensively.
She received her Ph.D. from the University of North Carolina at Chapel Hill. Her research interests include industrial buying
behavior, business-to-business relationships, and international marketing. She has published articles in theJournal of International Marketing and theJournal of Macromarketing, as well as various conference proceedings.
He received his Ph.D. from Northwestern University. His research interests are in the marketing strategy and public policy
areas. His work has been published inJournal of Marketing, Journal of Consumer Research, Journal of Public Policy and Marketing, Journal of Advertising Research, and several other journals. 相似文献
18.
J. Scott Armstrong Ph.D. M.I.T. Nicole Coviello Barbara Safranek M.B.A. 《Journal of the Academy of Marketing Science》1993,21(3):247-253
Escalation bias implies that managers favor reinvestments in projects that are doing poorly over those doing well. We tested
this implication in a marketing context by conducting experiments on advertising and product-design decisions. Each situation
was varied to reflect either a long-term or a short-term decision. Besides these four conditions, we conducted three replications.
We found little evidence of escalation bias by 365 subjects in the seven experimental comparisons.
J. Scott Armstrong has been a professor at The Wharton School since 1968. During this time he has also been a visiting professor in Sweden,
Switzerland, Thailand, Australia, New Zealand, and Argentina. He is a founder and past editor of the Journal of Forecasting and the International Journal of Forecasting. In addition to forecasting, he has published research on strategic planning, the scientific method, social responsibility,
and survey research methods.
holds an M.Sc. (Technology Management) and B.Comm. (Marketing) from the University of Saskatchewan, Canada. Nicole’s dissertation
research focuses on the internationalization process of software developers. In particular, she examines “deviations” in international
linkage development by small firms, with a focus on marketing management issues. Her other research interests relate to entrepreneurial
growth, the marketing/manufacturing interface, and strategic planning processes.
Barbara Safranek worked as a marketing consultant in Japan and was then co-president of the Friends of Japan (Tokyo, Japan) for three years.
Currently she is vice-president of Japanese Equities-Sales at S.G. Warburg & Co. 相似文献
19.
姚志毅 《湖南财经高等专科学校学报》2012,28(2):57-61
以跨国公司为主体的国际外包业务的盛行,给发展中国家的产业结构升级带来了新的契机。运用Antras的不完全契约下产品生命周期模型来分析国际外包下产业结构升级的机制,在此基础上提出中国可以立足本国劳动力优势渗入全球生产网络,继而推进人力资本要素,实施区域"圈层"产业结构升级的途径。 相似文献
20.
This article develops a conceptualization of bribery activity in organizational relationships at the international level.
Utilizing a coalitional viewpoint of organizational interaction across markets, this paper proposes that international exchange
environments are dimensioned by two critical factors: environmental constraints formed by cultural expectations and management
capability to resolve incongruent exchange demands on the international marketing organization. These factors are proposed
as determinants of a model of bribery behavior comprising four international exchange environments. Bribery activity in each
environment is examined as a form of “side payment substitution” for unresolvable demands, representing a rational response
to conflicting payment requirements and expectations. 相似文献