CROSS-PRODUCT SPILLOVERS IN THE SEMICONDUCTOR INDUSTRY: IMPLICATIONS FOR STRATEGIC TRADE POLICY

Although the manufacture of semiconductor products has been alleged to create substantial benefits to the economy resulting from the spillover of knowledge, this claim, with the exception of Irwin and Klenow (1994a), has not been subjected substantially to empirical analysis. Our article extends the analysis of Irwin and Klenow and develops and tests a model of knowledge spillovers across several semiconductor memory products. The results indicate that cross-product spillovers from Dynamic Random Access Memories (DRAMs) the integrated circuit product often designated as a "technology driver" to other memory products were limited. We discuss the implications of these results for strategic trade policy.     

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing communications. Two experimental studies showed that body image comparisons and the effectiveness of endorsers varies according to the type of body shapes portrayed and the body mass index (BMI) of the respondents. In the first experiment, the success or failure of endorsements was found to be influenced by their body shape and to some extent the cultural background with respect to the type of product or service promoted. In a second experiment where more realistic or medium‐thin and medium‐fat body shapes were used, source attractiveness was not influenced by body shape, while interest in the advertised brand increased for a thinner model. This may have occurred because body image comparisons were more obtainable for those in the second study, where more realistic body shapes were viewed in advertisements. Body mass index (BMI) was also found to influence the results, particularly if a poor body shape comparison triggers a poor body image. Counterfactually, this seems to occur with women with lower BMIs who view advertisements for fatter women. It appears that the use of body image and ethnic type of models should be carefully considered by marketers so that they are relevant for their target audience. The use of more obtainable and ethnically relevant models may provide more effective advertising copy and be more socially responsible. In order to create interest in advertised brands, marketers may not need to use ultra‐thin models. Marketers must also balance the promotional effectiveness of the use of body shapes that may too thin or more realistic with the social outcomes and consider carefully the BMI of their target market. © 2011 Wiley Periodicals, Inc.     

CROSS-PRODUCT SPILLOVERS IN THE SEMICONDUCTOR INDUSTRY: IMPLICATIONS FOR STRATEGIC TRADE POLICY

Although the manufacture of semiconductor products has been alleged to create substantial benefits to the economy resulting from the spillover of knowledge, this claim, with the exception of Irwin and Klenow (1994a), has not been subjected substantially to empirical analysis. Our article extends the analysis of Irwin and Klenow and develops and tests a model of knowledge spillovers across several semiconductor memory products. The results indicate that cross-product spillovers from Dynamic Random Access Memories (DRAMs) the integrated circuit product often designated as a ''technology driver'' to other memory products were limited. We discuss the implications of these results for strategic trade policy.     

Meaning Making by Managers: Corporate Discourse on Environment and Sustainability in India

The globally generated concepts of environment and sustainability are fast gaining currency in international business discourse. Sustainability concerns are concurrently becoming significant to business planning around corporate social responsibility and integral to organizational strategies toward enhancing shareholder value. The mindset of corporate managers is a key factor in determining company approaches to sustainability. But what do corporate managers understand by sustainability? Our study explores discursive meaning negotiation surrounding the concepts of environment and sustainability within business discourse. The study is based on qualitative interpretive research drawing from symbolic interactionism (Blumer, Symbolic interactionism: perspective and method. Prentice-Hall, Englewood Cliffs, 1969) which postulates that meaning in discourse is an essentially contested domain dependent upon negotiation in the Habermasian tradition of mutually respectful dialogue (Habermas, The theory of communicative action: lifeworld and system: a critique of functionalist reason. Beacon Press, Boston 1987). Data from semi-structured intensive interviews of a small sample of senior corporate managers was analyzed to examine how corporate elites in India frame their approach to sustainability issues and respond to external pressures for deeper corporate responsibility. The findings point to the existence of a distinctively local narrative with strong potential for the discursive negotiation of personal and collective understanding of ethical and socio-cultural values that may help internalize broader sustainability considerations into corporate decision-making processes.