Strategies to prevent economic recessions from causing business failure

An average of more than 500,000 businesses failed in the United States during each of the 10 recessions that have occurred since the end of World War II. Yet, scholar and practitioner understanding of how to prepare for and respond to the challenges of an economic downturn remains extremely limited. This article analyzes and synthesizes the information from academic theory and business experience on managing through an economic recession. To assist firms in successfully navigating economic recessions, we suggest a program that involves positioning by investing in multiple markets and geographies, planning by developing a turnaround plan for facing sharply declining sales, promoting by maintaining marketing initiatives, and preparing by acting in anticipation of economic recovery.     

Textile marketing: a status report

This exploratory study investigated the status of textile marketing in the United States by (a) examining the textile industry's use of effective marketing techniques, and (b) identifying common problems and needed improvements in textile marketing. The procedure followed these steps: (a) effective marketing techniques were identified, (b) interviews were conducted with nine textile executives and four individuals representing the United States textile industry at large, and (c) the respondents' statements about textile marketing practices were analysed for evidence of effective marketing techniques, common textile marketing problems and needed inprovements in textile marketing. The results indicated that only five of the thirteen respondents described textile firms that were using effective marketing techniques, but some textile firms were using effective marketing techniques and this should be an incentive for other textile firms. Several common problems and needed improvements in textile marketing were also identified. Because of the small sample size, the open-ended questions, and the subjective analysis of the respondents' statements, this study must be regarded as exploratory. However, representative statements from the respondents are presented and these statements are informative about textile marketing practices.     

Restaurant Marketing Strategies in the United States and Canada

ABSTRACT

This study investigates the similarities and differences in the marketing strategies implemented by family restaurants in Canada and the United States to meet the needs of their customers. A census of 101 restaurants in three contiguous regions of Quebec, Ontario and Northern New York was visited. Systematic observations using a detailed grid of variables were compiled for each establishment. More similarities than differences were found, indicating that similar marketing strategies could be used successfully by restaurants in the United States and Canada.     

我国开放式基金营销渠道研究

本文以开放式基金营销为背景,借鉴美国等共同基金产业发达的国家基金营销的方法,结合我国开放式基金的发展进入了营销竞争时代的现状,引进国外成熟市场的理念,形成以银行、券商、保险公司及其他基金经纪机构共存的销售方式,实现营销渠道的多元化。     

Investment and marketing strategies of Mexican companies in the United States: Preliminary evidence

Because of its geographic proximity to the United States and its favored position as a member of the North American Free Trade Agreement (NAFTA), Mexico has become an emerging player in the global marketplace, and this new position has motivated several Mexican companies to establish businesses in the United States. Attempts have been made to explain why Mexican firms have become global players, explanations that focus on several national and international factors. However, these factors omit important drivers of the process, including entry and marketing strategies. This study aims to 1) give an account of how and why Mexican companies enter the United States, and 2) identify some tendencies in the way U.S. subsidiaries of Mexican companies develop and use marketing strategies to serve U.S. markets. © 2004 Wiley Periodicals, Inc.     

A twentieth-century triangle trade: selling black beauty at home and abroad, 1945–1965

This study examines the careers of African American beauty culturists as they worked in the United States, Europe, and Africa between 1945 and 1965. Facing push back at home, African American beauty entrepreneurs frequently sought out international venues that were hospitable and receptive to black Americans in the years following World War II. By strategically using European sites that white Americans regarded as the birthplace of Western fashion and beauty, African American entrepreneurs in the fields of modeling, fashion design, and hair care were able to win accolades and advance their careers. In gaining support abroad, particularly in Europe, these beauty culturists capitalized on their international success to establish, legitimize, and promote their business ventures in the United States. After importing a positive reputation for themselves from Europe to the United States, African American beauty entrepreneurs then exported an image of themselves as the world's premier authorities on black beauty to people of color around the globe as they sold their products and marketed their expertise on the African continent itself. This essay demonstrates the important role that these black female beauty culturists played, both as businesspeople and as race leaders, in their generation's struggle to gain greater respect and opportunity for African Americans both at home and abroad. In doing so it places African American beauty culturists within the framework of transatlantic trade networks, the Black Freedom Movement, Pan-Africanism, and America's Cold War struggle.     

Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China

The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets—the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross‐market similarities and differences related to consumers' attitudes toward mobile marketing. © 2012 Wiley Periodicals, Inc.     

Varieties of Capitalism and the Limits of Entrepreneurship Policy: Institutional Reform in Germany’s Coordinated Market Economy

Recent debates on the comparative institutional advantages of diverse national models of capitalist development tend to differentiate between liberal market economies like the United States dominated by market coordination and coordinated market economies like Germany that highlight nonmarket coordination schemes. Institutional advantages of the liberal type inform reform initiatives in coordinated market economies, involving the domain of entrepreneurship policy. These efforts in the liberal reshaping of coordinated varieties of capitalism by the use of entrepreneurship policy need to be critically assessed. The case of entrepreneurship policy in Germany provides related insights on the prospects of these efforts. It gives evidence for the suggestion that the systemic character and institutional embeddedness of entrepreneurial activity need to be adequately reflected in the design of entrepreneurship policy.     

摒弃冷战思维和意识形态偏见正确看待和处理中美关系

以冷战思维和意识形态的偏见来看待和处理中美关系是完全错误的。首先,社会制度的不同并不意味着中美必然走向对抗;其二,时代变化颠覆了“修昔底德陷阱”立论的基础;其三,中国是现有国际秩序的参与者和贡献者,而不是挑战者和破坏者;其四,中国发展给世界带来的不是威胁而是机遇。希望通过重启和完善中美多层次交流机制积累互信,通过重塑中美经贸关系夯实互信,通过全球治理合作深化互信,实现中美两国不冲突不对抗、相互尊重、合作共赢。     

China's outward foreign direct investment

China's outward foreign direct investment (FDI) is steadily increasing. The United States is now a key target for China's outward FDI, and the response by the American public tends to fall at opposite ends of the spectrum: fever or fear. Chinese FDI in the United States faces challenges posed by its liability of foreignness in political, cultural, marketing, and technological aspects. Utilizing mini case studies, we herein examine the polarized responses to Chinese outward direct investment, its history, and the challenges faced by Chinese multinational corporations operating in or attempting to enter the U.S. market. Finally, strategy suggestions are proposed.     

Meanings of Food among Polish and American Young Women

Food carries different meanings across cultures and times. This study aimed to explore the meanings of food among young women in Poland and the United States using a qualitative approach. The findings show that, in both countries, women associate food with health, pleasure, and socializing, but overall Polish women are less emotional about food. More specifically, in the United States, women associate food with love, their identities, and have more conflictual feelings about food, whereas in Poland women associate food with creativity. The study discusses marketing implications of the results.     

The Views of Marketing Faculty on the Major Controversies in Collegiate Business Education Reform

This article reports on the findings of a nationwide survey in the United States of marketing faculty employed by business schools on their views regarding the three major controversies in collegiate business education. The responses of 156 marketing professors are presented as inputs for reforming business program learning environments, re-prioritizing the credentials of professors, and redesigning the collegiate curriculum.     

A Study of Marketing Standardization and Performance of Australian,Japanese, and U.S. Firms

Given the continued importance of the globalization era, there is an ever-increasing interest in the correlation between marketing mix standardization and the firm's market performance. This issue focuses on the firm's pursuit of global markets in an environment conditional to internal and external market factors. The research examines factors on multinational firm's marketing mix (program and process marketing) from Australia, Japan, and the United States and the impact on market performance. The results are mixed providing some support for marketing standardization and profit performance.     

Transition Ethics: A Comparison of Ukrainian and United States Business Professionals

This article compares the ethical attitudes of Ukrainian business professionals with those of United States business professionals. A widely used survey instrument consisting of 16 hypothetical situations involving ethical dilemmas was employed to gather information on ethical attitudes in the two countries. On 13 of 16 vignettes, Ukrainian respondents demonstrated less stringent ethical attitudes than did their United States counterparts. Possible reasons for these differences are discussed, with primary emphasis on the transition from one economic system to another that is underway in Ukraine. Comments from Ukrainian respondents are presented so as to give an indication of the thought processes behind the questionnaire responses. Olena Vynoslavska is Head of Psychology and Pedagogics Chair at the National Technical University of Ukraine, Kyiv. She has been a research scholar under the sponsorship of the International Research and Educational Exchange program of the United States Department of State at Baylor University. Her research has included international comparative studies of entrepreneurship and management techniques. Joseph A. McKinney is Ben H. Williams Professor of International Economics at Baylor University. He was previously on the faculty of the University of Virginia, and has served as visiting professor or research scholar to universities in Japan, France, the United Kingdom and Canada. His research interests include business ethics, international trade policy, and regional economic integration. Carlos W. Moore is the Edwin W. Streetman Professor of Marketing at Baylor University, where he has been on the faculty for more than 30 years. His research interests include business ethics, marketing and advertising evaluation, and small business strategies. He has done consulting on bank marketing and new product development. Justin G. Longenecker is Emeritus Professor of Management at Baylor University. His research interests include business ethics, entrepreneurship, and family business. He is co-author of the leading text on small business management, and is the author of scholarly articles on various aspects of business management.     

Reinforcing Lessons for Business from the Marketing Revolution in U.S. Presidential Politics: A Strategic Triad

The role of marketing in presidential politics in the United States has introduced lessons for marketing executives on how to more effectively build up brand loyalty and fend off competition. The same technological breakthroughs in marketing that have powered corporate America were used by the Obama presidential campaigns in both 2008 and 2012 to microtarget potential donors and voters, carry out massive fund‐raising campaigns, and energize a base of citizens through newly minted movements at a level of sophistication not witnessed previously in other sectors. The same techniques continued to be used in the 2016 presidential campaign, and the paradigm shift in marketing put forward in this article is represented with the introduction of a Strategic Triad that integrates the use of Big Data, microtargeting, and social media by organizations in the political, for‐profit, and nonprofit sectors.     

The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity

Emerging market exporting firms in advanced economies must manage a highly dynamic landscape owing to factors such as changing market needs and fierce competition. Hence, these firms need to develop unique marketing skills for superior performance. Accordingly, this study draws on the resource-based and dynamic capability theory to empirically examine the role of marketing skills in developing a dynamic capability—market responsiveness—for improved marketing performance, and the changes in this relationship under highly competitive intensity. Using a sample (n = 98) of firms originating from an emerging market (Pakistan) mainly exporting to advanced markets (the United Kingdom, the United States or both), the findings show that marketing skills, positively mediated by market responsiveness, influence the marketing performance of such firms in advanced markets. The indirect relationship is positively moderated by a higher level of competitive intensity. This study extends the dynamic capability and export marketing streams of literature, particularly for emerging market exporting firms in advanced markets, and provides useful performance implications to export marketing managers.     

The Earth Is Flat,Almost: Measuring Marketing Standardization and Profit Performance of Japanese and U.S. Firms

ABSTRACT

Globalization has fostered greater interest in all aspects of standardization theory, including the four Ps (product, price, place [distribution], and promotion) of the marketing mix. The study researches the firm's strategy of marketing standardization as it correlates to the firm's profit. Multinational firms from Japan and the United States operating in a global environment were studied in order to correlate marketing standardization to profit performance. The results indicate there is increasing support for a strategy of standardizing marketing mix components and contributing to a firm's profit performance.     

Cultural Differences and Similarities in Television Commercials in the Arab World and the United States

Understanding the nature and influences of cultural differences is central to international marketing. This article investigates cultural differences in television advertising between the United States and a select group of countries in the Arab world on the cultural dimensions of contextualization, individualism/collectivism, time orientation, and human perception of nature. The results indicate that while there are many differences between the United States and the Arab world, there are also similarities. The results indicate that there are also differences between the Arab countries, and the Arab countries should not be viewed as the same in certain situations.     

The World's Largest Industrial Companies of 1912

Listings of 100 leading world industrial companies are provided, as far as possible on the basis of market capitalisation, which may allow more direct comparisons to be drawn than hitherto possible between large-scale enterprises in different economies on the eve of the First World War. Amongst other things, these confirm the general dominance of United States firms at this time, occupying more than half these positions, but they also underline the fact that there were numerous British and German enterprises which had grown to a scale comparable with that of their American counterparts.