Consumer ethnocentrism,product necessity and quality perceptions of Russian consumers

Retail buyers in Russia have indicated that some customers have expressed a desire to purchase domestically produced products over imports. Consumer ethnocentrism has been proposed as a measure to provide retail buyers with the information necessary to market to these consumers. The purpose of this research is to determine if perceived product quality of products differs based on country of origin, product necessity and consumer ethnocentric tendency. A repeated measures ANOVA test indicates that perceived quality differs by necessity, by product, by country. A consumer ethnocentrism effect on the overall model, however, was not significant. We conclude that Russian consumers do perceive differences in product quality based on country of origin and product necessity, but that consumer ethnocentrism does not have an effect on perceived product quality.     

Costco and the Aussie Shopper: a case study of the market entry of an international retailer

Retailing is a globalised industry, yet retailers must respond to local shopping habits if they are to be perceived as legitimate by the host country customers. However, some retailers may be unable or unwilling to respond to all customer requirements. Costco, the membership warehouse club retailer, has been successful in its international expansion efforts, establishing its first Australian store in Melbourne in 2009. In the first 12 months of operation, the store became one of Costco's top five stores in the world. We investigated this success by focussing on the customer and used institutional theory to analyse what concessions were made by the customer and the company. Data were collected from consumer interviews, site visits and secondary media and industry sources. Analysis revealed negotiations based on the rejection, acceptance or adaptation of the regulative, normative and cultural cognitive aspects of the Australian shopper and the Costco business model. Customers made concessions to accommodate the new business model, and Costco responded to entrenched Australian shopping habits. This case is the first to explore the outcome of retail internationalisation from the customers' perspective, revealing the concept of mutual concessions. The interaction and subsequent adaptation by both customer and retailer have resulted in the institutionalisation of new shopping norms in the host country and success for the international retailer.     

Tracking position premiums in discrete choice experiments

Eye-tracking was used to identify potential location ‘premiums’ in discrete choice experiments for certain positions in the computer screen in terms of increasing the visibility, general interest and attention of respondents. The search dynamics to choose the optimal alternative closely resembled the natural process of reading in a ‘Z’ motion going from left to right and top to bottom. An empirical application of water conservation showed that conservation practices in the production process were not statistically different than zero. On the other hand, respondents are interested in water conservation practices in their landscapes where they benefit directly from the sustainable practice.     

The food security challenge

The article first describes current market conditions and the nature of the food security challenge they present. Second, the article considers the kinds of food security measures which have been or could be taken with respect to improving LDC operations in commercial grain markets, using reserves to achieve supply and price stabilization objectives and making food aid a more effective instrument for food security.     

Entrepreneurial orientation and social capital as small firm strategies: A study of gender differences from a resource-based view

Women entrepreneurs have recently been the subject of many studies which have revealed that though women possess some of the same resources as male entrepreneurs, success levels are not the same. The current study looks at the resources utilized by small business owners within downtown business districts. Using a sample of 467 small business owners, we test differences in entrepreneurial orientation and social capital between men and women entrepreneurs. Though women actually reported higher levels of entrepreneurial orientation and social capital, there were no differences in their abilities to utilize these two resources in achieving firm performance. We offer discussion of why these findings are relevant, as well as research implications.     

Entering Eastern European markets : Lessons from Kmart

Kmart completed its purchase of 13 stores in the Czech Republic and Slovakia in May/June 1992. Using interviews conducted in June 1993 with directors of Kmart-Czech Republic and Slovakia and a vice director of its major Prague competitor, Kotva, this paper analyzes the strategies Kmart is using to position itself in Eastern Europe for both retail sales and product acquisition and distribution. Four lessons to be learned from Kmart were identified: (1) internationalize what you do well; (2) know your customers by listening to them and adapting to their needs; (3) be flexible and change if a strategy does not work; and (4) balance short-and long-term gains.     

Running a marketing campaign in Japan

If you are considering selling a product in Japan, you need some idea of what marketing is like in Japan for foreign companies. Here are some insights from an American executive who launched a product in the Japanese marketplace.     

Cost analysis of a food insurance scheme for developing countries

The authors describe a proposed tool to alleviate the food insecurity problems of developing countries: an international food insurance scheme. Their discussion includes details on the mechanics of the scheme, consideration of whether to include a buffer stock, funding possibilities, and cost projections.