Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.     

高科技社会我国风险沟通重塑

高科技社会衍生“人为风险”，西方发达高科技国家倡导新型风险沟通，而后发场域由于系统落差，呈现出迟滞型风险沟通。通过构建全球化高科技风险社会、全球本地化风险沟通的新分析框架，发现高科技社会我国风险沟通面临着风险的社会放大、气泡结构、路径互动阙如、手段叠加、目标战略缺失、过程碎片化等迟滞困境。通过创新理念、吸纳型风险沟通、复合式路径、平衡化手段、连续统、政府学习和政府职能的“七位一体”再造，可有效重塑高科技社会我国风险沟通，推进国家风险治理体系和治理能力现代化。     

Glocalization of accounting standards: Observations on neo-institutionalism of IPSAS

This paper defines and then observes processes of glocalization surrounding the adoption of International Public Sector Accounting Standards (IPSAS) for public sector financial reporting. Glocalization can be best understood using sociological institutionalism, because this theory focuses on the retention of identity, and processes of legitimacy, during adaptation (diffusion) of standards. The paper discusses the history of standard-setting for the public sector in New Zealand to explain why this theory has value.

IMPACT

This paper defines and describes the utility of the concept of glocalization in analysing the implementation of IPSAS, with a New Zealand focus. The value of the paper is in its combination of a jurisdiction-specific experience with an understanding of the broader issues of ‘global versus local’ and processes of sociological institutionalism. Such studies of IPSAS adoption can offer distinctive perspectives on global processes of isomorphism within neo-institutional theory. This paper explains the advantages of flexible strategies to standard-setters.     

The global hip-hop Diaspora: Understanding the culture

From New York to Paris, Tokyo and Sydney, hip-hop culture is a Diaspora transcending ethnic, linguistic, and geographic boundaries. As Osumare [Osumare H. Beat streets in the global hood: connective marginalities of the hip-hop globe. Journal of American and Comparative Cultures 2001;2(Spring/Summer):171-181.] indicates, “Global hip-hop youth culture has become a phenomenon in the truest sense of the word and has affected nearly every country on the map (171).” We extend our knowledge of the worldwide diffusion of hip-hop culture (Stanley TL. Cool consumption goods fit for hip-hop. Advert Age 2004;75:12 [July 12]) and employ qualitative research methods to address our research questions. Our findings identify commonalities among members of the hip-hop Diaspora and suggest that the core essence of hip-hop is shared by marginalized groups. Our data also illustrate that hip-hop is malleable and is adapted to speak to members of multiple national cultures, and localized socioeconomic and political conditions: hip-hop youth culture is glocalized.     

Underdog consumption: An exploration into meanings and motives

Marketers frequently position business concerns - whether brands, teams, or stores - as the non market-dominant entity (or the “underdog”). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support underdogs out of empathy, as a way to ensure the maintenance of equal opportunity in competition, and as a way to provide personal inspiration. Some motives for underdog support can be interpreted to be anti-consumption (or, at least, anti-corporate) in nature. On the other hand, many underdog consumers support and identify with underdogs not necessarily as a way to keep the top dog down, but as a means to keep the little guy competing. Rather than solely “vote-against” behavior, “vote-for” behavior is very evident as well.     

A ‘glocalization’ approach to the internationalizing of crisis communication

This article focuses on the field of international crisis communication, whereby multinationals and their expatriate staff respond to crisis events in international and/or multicultural contexts. The field of international crisis communication is at or near a state of crisis due to lack of research and, more importantly, methods useful for practitioners. ‘Glocalization’—which is used successfully in fields as diverse as marketing, education, theology, and others as an effective and expedient way of leveraging global capabilities to meet local demands—is proposed as one method for addressing this need pragmatically. Using glocalization for the internationalizing of crisis communication benefits practitioners and researchers alike in a way that avoids imposing Western frameworks and interpretations onto non-Western crisis situations. We demonstrate the approach with a case study involving multinational McDonald’s Corporation and its foreign subsidiary, McDonald’s Japan.