Product Promotion by Attractive Communicators

Abstract

The physical attractiveness of communicators has received some attention in fundamental and applied marketing research as a determinant of how target audiences respond tomarketing communication. Significantly less is known about underlying mechanisms and little is known about corresponding effects in agribusiness and food products promotion. Theoretically possible are direct effects of attractiveness as well as mediating effects through other communicator characteristics like competence and trustworthiness. This contribution examines both routes and investigates the effects of attractiveness under different conditions for an organic juice.     

Knowledge development in MNC subsidiaries: The influence of MNC internal and external knowledge and control mechanisms

In this study, we examine the influence of control mechanisms and internal and external knowledge on multinational company (MNC) subsidiary knowledge development. Previous research stresses the importance of these factors for subsidiary behavior, but nonetheless they remain underexplored in the context of subsidiary knowledge development. The study is based on questionnaire data from 161 MNC subsidiaries in China and Finland. The results indicate that MNC internal and external knowledge, as well as decision‐making autonomy of MNC subsidiaries, positively influence knowledge development in MNC subsidiaries. Conversely, the importance of knowledge development as a performance evaluation criterion did not show any influence on MNC subsidiary knowledge development. © 2008 Wiley Periodicals, Inc.     

How Seller and Product Characteristics Impact Promotion on eBay

This study draws on signaling theory to test whether seller and product characteristics impact the use of display-type versus informational-type promotion on eBay. The authors predict that display-type promotion is used by less-experienced sellers who cannot promote on the basis of their own seller ratings. The authors predict that experienced sellers, on the other hand, prefer informational promotion since their high ratings make seller-provided statements more credible. In addition to seller characteristics, the authors predict that product characteristics, such as price and product condition, also impact promotion. It is expected that higher prices drive greater investments in display-type promotions overall, even if such promotion is less effective. Finally, it is hypothesized that the better the condition of the product, the greater the use of informational promotion since this kind of disclosure is especially influential. The hypotheses were tested using a large data set of auction data from eBay and received excellent support. Implications and directions for future research are discussed.     

The Eurozone formation: MNC and international bank reactions

Introduction of the Euro has brought dramatic changes to the perceptions and realities of MNC finance. These changes vary considerably based on whether the multinational company has integrated its U.S. and European treasury operations or is U.S. dollar‐centric in finance orientation. We conducted a survey to determine changes in U.S.‐based MNC treasury practice resulting from the Eurozone formation. This article reports the results of this survey with regard to hedging activities, European banking arrangements, and Euro financial market sourcing. The effects on the two types of MNCs are compared. Implications for international banks are examined. Recent Eurozone bank merger developments are also reviewed, with special focus on M&A developments in both France and Germany. © 2003 Wiley Periodicals, Inc.     

The Impact of Origins of Reverse Technology Transfer on MNC Home‐Country Product Development

Reverse technology transfer (the transferring of multinational corporation [MNC] subsidiaries’ technological knowledge to their home country) deserves more executive attention since the source of competitive advantage of MNCs resides in their capabilities to leverage knowledge from different units across borders. This article examines three salient “origins” of reverse technology transfer—headquarters, local constituents, and subsidiary research and development (R&D) activity—and their impact on MNCs’ home‐country product development. We argue that reverse technology transfer from subsidiary R&D activity is more likely to have a positive impact on MNC home‐country product development than the other two origins because reverse transfer from local constituents requires high integration cost, and transfer from headquarters adds little technological novelty. We also develop two contingency hypotheses for the latter two origins to increase their likelihood of positive impacts on home‐country product development. Using a data set of 1,331 Taiwanese MNCs, our empirical evidence provides two important messages to managers: (1) a subsidiary whose technology mainly relies on its R&D would be an ideal target for reverse transfer; and (2) reverse transfer from local constituents and headquarters can be effective when they fit with an appropriate organizational mechanism, such as governance mode and absorptive capacity. © 2016 Wiley Periodicals, Inc.     

跨国公司模块化发展的整合性框架及启示

结合基本动因、基本内容和绩效表现的跨国公司模块化发展整合性框架显示,跨国化环境的形成、贸易投资自由化以及广泛应用的技术进步是跨国公司模块化的外部动因,供求方面的模块化经济效应是跨国公司模块化发展的内部动因.全球价值链模块化、能力要素模块化、组织结构模块化分别是跨国公司模块化发展的表现、实质和支撑.而跨国公司模块化发展的绩效突出表现在提升利用与转移存量核心能力的效率、提高开发与获取增量核心能力的效率以及增强对抗跨国经营风险的能力.     

MNC subsidiary size and expatriate control: Resource-dependence and learning perspectives

Based on resource-dependence theory, we hypothesize a U-shaped relationship between multinational corporations’ subsidiary size and expatriate staffing level. Drawing on both resource-dependence and learning perspectives, the U-shaped relationship is further hypothesized to be moderated by parent-firm size, the amount of equity ownership of the parent firm in the subsidiary, and subsidiary age. A sample of 11,754 Japanese overseas subsidiaries was used to test the hypotheses. Results supported all four hypotheses both cross-sectionally and longitudinally, and explained 24% of the variance in expatriate staffing level. The theoretical and practical implications of these findings are discussed.     

The Razor's edge: Managing MNC affiliates in Iran

Much has been written on the nature of international assignees’ experiences of managing Multinational Corporation (MNC) affiliates in the context of Western economies. This study aims to broaden the debate and elucidate these issues in the largely overlooked region of Middle East with a particular focus on Iran. Data from six MNC affiliates across two high growth global industries reveals that the nature of international assignees’ experiences can be explained in terms of desirable, indifference, and undesirable effects of managing MNC affiliates. Specifically, it was found that the international assignees’ perceptions of managing MNC affiliates were formed prior to their appointments. Furthermore, while conformance to headquarter (HQ) managerial orientations was seen to serve as a proxy for earlier desirable experiences of these international assignees, their current performance was seen to deteriorate by the need to fully comply with the HQ's way of doing things. Together, these findings support the view that the degree of congruence or fit between, on the one hand, the HQ and international assignees’ orientations, and on the other hand, between the international assignees and the host country culture could have implications for the success or failure of the international assignees in the context of Iranian-based MNCs. Finally, the paper concludes with implications and lessons for policy makers, practitioners and academics.     

跨国公司"离婚"记

跨国公司当初举行跨国"婚礼"时轰轰烈烈,仪式隆重,可谓良辰美景、"郎才女貌"、风光无限。但过不了多久便光华黯淡,口角纷起,家丑外扬,分道扬镳。梦醒时分,悔之晚矣。     

Learning from Project Failure: Globalization Lessons for an MNC

We study a multinational corporation's (MNC) failure in implementing a firm‐wide information technology system (ITS) project. To counter heightened competitive pressures, the MNC sought to improve its supply chain responsiveness by implementing the ITS project. However, since the headquarters (HQ) personnel lacked nuanced understanding of the micro issues in the subsidiaries, their design efforts turned out to be inadequate. Organizational practices that restrict member behavior to recipes from past knowledge served to amplify the problem—by disfavoring cooperation. Our study suggests a need to rethink the notion of the HQ as the design place. Further, there is a case for subsidiary personnel being afforded a greater say in design of changes to their work processes, given their higher exposure to process variety. This may offset the HQ‐subsidiary power imbalance noted in prior literature. © 2015 Wiley Periodicals, Inc.     

MNC strategies and linkage effects in developing countries

The study addresses the implications MNC strategies have for linkage effects in developing countries. Two contrasting MNC strategies, which reflect an integration-responsiveness dichotomy, are scrutinized in terms of their effects on jobs among local linkage partners in developing countries. It is hypothesized that the investments of MNCs pursuing local responsiveness create more jobs among local linkage partners, but imply less job upgrading, when compared to investments undertaken by MNCs following strategies of global integration. The hypotheses are tested on a sample of Danish MNCs with extensive investments in developing countries.     

Marketing Content of MNC Subsidiary Strategy

This paper reports on the results of a postal surveyof MNC manufacturing subsidiaries in Scotland. A reduced formof White and Poynter's (1984) subsidiary strategy paradigm isused to assess the determinants of subsidiary strategy, usinga number of marketing, manufacturing and technology measures.Multiple discriminant analysis produces a parsimonious evaluationof linkages between these variables and subsidiary strategy.A number of implications are identified for academics, subsidiarymangers, and policy makers.     

盐都自贡特色旅游产品的营销策划与推广

盐都特色旅游产品是自贡盐文化的标志性建筑之一,它既是千年盐都的文化缩影,又承载了自贡盐文化持续发展的重任。自贡市应抓住盐都特色,拓宽发展领域,拓展客源市场,将千年盐都历史文化融入到盐都特色旅游产品经营中,大力推进重大旅游项目建设,积极探索“政府引导、企业经营、市场运作”模式;实现自贡盐文化特色旅游产品与保护自贡独有文化遗产的结合,使盐都特色旅游产品焕发新的生命。     

Optimal Duration of Promotion for Durable Technology Product in a Segmented Market

ABSTRACT

Firms develop segment driven promotional mix to target its potential customers selectively. As the marginal revenues from promotion decreases with time, it is important to determine the optimal stopping time of a promotional activity. In the literature, the studies carried in this domain do not consider market segmentation and assume a uniform promotional mix. In this study, alternative decision models are developed to determine the duration of promotion for a durable technology product applicable to a segmented market. A case study is discussed to validate the proposed models and to illustrate the solution methodology based on a differential evolution algorithm.     

Conflict and control in MNC new product introduction

One of the advantages of the multinational corporation (MNC) is that it can exploit new product ideas globally in a rapid manner. This raises the issue of control of MNC new product introductions. It has been demonstrated that control over MNC subsidiaries differs depending on the strategic role assigned to the subsidiary. But, in addition to its role in the MNC, a subsidiary also has a role in a business network of relationships with important customers, suppliers, and other business partners. There is a latent conflict between these two roles. This article formulates and analyzes a structural model in which the dependencies associated with the two roles are related to conflict and control in subsidiary new product introduction. The model is supported empirically and demonstrates that control is a matter of handling the latent conflict between the two roles.     

MNC Strategic Responses to Ethical Pressure: An Institutional Logic Perspective

In this study, we aim to investigate how multinational corporations (MNCs) balance ethical pressures from both the home and host countries. Drawing on theories from institutional theory, international business, and business ethics, we build a theoretical framework to explain the ethical behavior of MNCs. We apply the institutional logic concept to examine how MNCs with established logics and principles that have grown in the home country respond to local ethical expectations in the host country. We differentiate the core values from the peripheral components of a MNC’s institutional logic and propose that a MNC will pursue distinctive ethical strategies under different scenarios and choose the “right” configuration of core values and peripheral components that align with institutional environment in host countries.     

Radical Political Regimes in the Americas and MNC Responses

Abstract

This paper introduces a dynamic conceptual model to describe US multinational corporations' responses to radical political regime changes in contemporary Latin America. The model describes four stages in the MNC response process: (1) the nature of the radical revolution in the host nation; (2) the new economic paradigm created by the revolutionary government; (3) the adjustments and readjustments made by both parties (the state and MNC) within the newly defined rules; and (4) the end result or outcome of the re-positioning process. Moderating the impact of the creation of the new economic paradigm are the host nation's national history, the host nation's domestic actors, US hegemonic power, international actors and economic development models. Within this mix, both state and MNC power influence what each other wants and can get from the other. This leads to a “negotiated” outcome from whence the response from the MNC is made. The revolutionary regimes in Chile (1970-1973) and Nicaragua (1979-1990) are examined within the context of the proposed conceptual model.     

东道国引资政策与跨国企业行为研究

基于东道国引资政策对跨国企业行为的影响,研究建立一个由跨国企业与东道国企业构成的寡头垄断竞争模型,分析跨国企业的选择行为及东道国的最佳优惠政策,结论表明东道国最佳优惠政策与跨国企业直接投资的固定成本密切相关。因此,东道国制定引资政策时应以本国国民福利为首要目标,针对不同类型的FDI给予不同的优惠政策。     

From Voids to Sophistication: Institutional Environment and MNC CSR Crisis in Emerging Markets

Why do multinational corporations (MNCs) frequently encounter corporate social responsibility (CSR) crises in leading emerging markets in the new century? Existing research about institutional impacts on MNC CSR has developed a void-based account about how the flawed institutional system allows misdeeds to happen. But the fact that such misdeeds have turned into increasing CSR crises in the new century along with institutional change is rarely taken into account. This paper combines studies of institutional voids, institutional entrepreneurship, and stakeholder theory to develop a concept of institutional sophistication, which refers to both the top-down maturation of the regulatory system that standardizes firm behavior and the bottom-up diversification and intensification of grassroots initiatives that redefine stakeholder membership. Based on this concept, we developed a framework to comprehensively demonstrate how both institutional voids and sophistication drive the MNC CSR crisis in leading emerging markets. Empirically, we established an original database that includes 309 publicized CSR crises encountered by major foreign MNCs in China, India, and Russia, 2000–2011. Through a content analysis, the paper reveals six common sophistication processes that drive the MNC crisis across contexts and also specifies stakeholder strategies that make these processes happen and vary by social problems and national contexts. We also discussed the value of studying corporate social irresponsible behavior in understanding the institution–MNC relationship.