Global Marketing Management: A European Perspective
... Unified themes build-long term product identities and offer significant savings in production costs (Wells, 1992). Europe is experiencing an internationalization of brands as companies align themselves, buy up other companies, and get their pricing policies and production plans organized for the united region (Keegan & Schlegelmilch, 2001). However, the key question is whether to develop advertising campaigns in each region and country or to develop a standardized global advertising campaign? ...
... The standardization vs. localization debate escalated notably with the publication of Professor Ted Levitt's Harvard Business Review article entitled "The Globalization of Markets" (Keegan & Schlegelmilch, 2001). However, there are other authors whose research suggests that the trend is towards the increased use of localized international advertising (Kanso, 1992). ...
... The time allowed for advertising each day on public networks varies from 12 minutes in Finland to 80 in Italy, with 12 minutes per hour per channel allowed in France and 20 in Switzerland, Germany and Austria. Regulations concerning the contents of commercials also vary and may need a longer time to be approved for airing before being broadcast (Keegan & Schlegelmilch, 2001). However, internet penetration presents a new global advertising medium, the World Wide Web, which is globally accepted and understood. ...
What was the controversy surrounding the ratification of the Lisbon Treaty about? What are its consequences for the future of European integration? The papers in this volume these and other related issues in key areas - economy, energy stability, human rights, and the well-being of the people. In surveying the post-Lisbon period, scholars and professionals from several countries discuss the adopted treaty as a step towards strengthening the institutional capacity of the European Union and laying the foundation to meet the challenges of the 21st century.
... Thus regioncentrism implies a marketer who is willing to have a world view policy that affects marketing products from a regional perspective. On the other hand the world outside the region of interest is often viewed with ethnocentrism or polycentrism or a combination of the two orientations (Keegan, et al, 2000). The essence of firms using this strategy is to strengthen their regional competitiveness rather than moving directly to develop global responses to changes in the competitive environment. ...
... The above result was validated when the test of hypothesis was carried out. The findings above do not show any departure from established fact as enunciated by Keegan (2000) in his work that made reference to develop an understanding and skills in dealing with other cultural traits. Question two gave an insight which depicts that 620 (51.7%) of the respondents/firms agreed that the Self Reference Criterion (SRC) impact negatively on firm's sales potential in foreign markets, while 580 (48.3%) of respondents/firms disagreed. ...
... Question four made us to understand that the degree of involvement amongst firms in international marketing depends on firms' orientation based on 700 (58.3%) respondents/firms' positive response rate, while the remaining 500 (41.7%) did not accept. Chen (1999), and Keegan, et al, (2000) confirmed that firms and marketers enter foreign markets bearing in mind their degree of involvement, such as being ethnocentric, polycentric, regioncentric and geocentric in scope/coverage. The result is consistent with earlier scholarly work as discussed by keegan and Bodo (2000) and Chen (1999). ...
... The difference between high-and low-context cultures helps explain the importance of long and protracted negotiations, as one of the aims for a person from a high-context culture is to get to know the potential partner. Japan or the 39 Keegan and Schlegelmilch (2001). 40 PwC (2007, p. 22). ...
... This is also reflected 64 Woetzel et al. (2020). 65 See Keegan and Schlegelmilch (2001) for a more detailed discussion of the legal environment. Countries typically follow two fundamentally different approaches in their legal systems: case law and code law. ...
This chapter introduces different analytical frameworks to analyze foreign market characteristics. We discuss two approaches in depth: the CAGE framework, which looks at cultural, administrative, geographic, and economic differences between countries, and the PESTEL framework, which focuses on political, economic, social, technological, environmental, and legal aspects. Subsequently, we use the PESTEL framework to illustrate the relevance of some pertinent market characteristics in developing global marketing strategies.KeywordsMarket characteristicsCAGEPESTELBelt and Road InitiativeBrexitSanctionsBoycottsPolitical risksGini coefficientTriad powersCultureHofstede’s cultural typologiesSchwartz value frameworkGartner’s hype cycleDigital paradigm shiftSustainable Development GoalsCase lawCode law
... 10 Wazzan and Frech (2009). 11 Keegan & Schlegelmilch (2001). 12 Ramón (2010). ...
... 42 Kehagias and Skourtis (2009). 43 Keegan and Schlegelmilch (2001). ...
There is no greater leverage for revenues and profits than pricing. Unfortunately, setting prices is also one of the most difficult decisions in global marketing. This chapter considers some of the key influences on setting prices in an international arena and looks at global pricing strategies and practices. The discussed topics range from different approaches to pricing in international markets to new approaches to pricing in today’s digital environment, different forms of countertrade, and the role of Incoterms. The chapter also scrutinizes the vexing issue of standardization and differentiation in the context of global pricing and the closely related question of where price decisions should be made: centrally or locally. Other topics discussed in this chapter include transfer prices within multinational companies, dumping, gray markets, and parallel imports.
... Marketers' understanding of the benefits consumers seek can achieve excellent results regardless of geography. 24 24 Keegan and Schlegelmilch (2001). ...
... A popular example of a company that pioneered this approach is Dell, who was one of the first producers to configure each PC to the unique requirements of each and every customer. Since then, the Internet has become awash with companies that offer customized products 39 Keegan and Schlegelmilch (2001). 40 Markey et al. (2007). ...
Segmentation, targeting, and positioning are core disciplines in marketing strategy, both in a domestic and global environment. Mistakes in these areas are likely to be costly and may result in failure; getting it right is a critical prerequisite for corporate success. In the age of “Big Data,” companies now have the possibility to micro-segment, target, and position in seconds. This represents a tremendous advance compared to the traditional approaches based on coarse-grained geographic, demographic, psychographic, and behavioral categorizations. Still, in many parts of the world, Internet penetration and smart phone usage are still low, and consumer segmentation via Big Data remains limited. Moreover, we are increasingly facing a technologically divided world, where search engines and applications are not universally accessible and governments and consumer rights advocates are concerned about passing data across country boundaries. This chapter starts with a short review of traditional segmentation methods and an explanation of how Big Data has advanced segmentation, targeting, and positioning. Next, we look at potential challenges to segmentation, targeting, and positioning faced by companies that work internationally.KeywordsSegmentationTargetingPositioningCross-country segmentsGlobal consumer typologiesSegment-of-oneBig DataTechnological divideHigh-touchHigh-techCountry-of-origin
... 15 First movers have more opportunity to exploit advantages but do not have a birthright to success. 16 11 Keegan and Schlegelmilch (2001). 12 Dunning (1993). ...
... Keegan and Schlegelmilch (2001).Agents do not take ownership, while distributers do take ownership. ...
This chapter focuses on two important decisions: how to select the most promising geographic market(s) and which market entry method is the most appropriate. Thus, the first part of the chapter describes how to systematically assess and select geographic markets. The second part describes alternative market entry methods. A distinction is made between non-equity modes, such as different means of exporting and contractual agreements, and equity modes, such as joint ventures and wholly owned subsidiaries.
... Firstly, the product-market profile expresses the specialization in terms of the offered outsourcing services. (3,5). There are three main characteristics of the company's assortment: width, length, and depth. ...
... There are three main characteristics of the company's assortment: width, length, and depth. (5). They determine the outsourcing companies' product specialization. ...
The main goal of the current publication is to represent a product-market profile as an essential strategic instrument in the companies from the outsourcing sector in Bulgaria. In this article, we use the product-market profile to identify competitors' profiles and to define the intensity of competition in the outsourcing sector in Bulgaria. There is a specific methodological framework that helps to complete this goal. It consists of three main steps. Firstly, thirty-five competitors fell within the sample of research. Secondly - based on the preliminary study, different categories` and subcategories BPO and ITO services were defined. After that, we determine the competitors' portfolios and the depth of BPO and ITO services they provide in Bulgaria. Thirdly - we identify aggregate service profiles for the outsourcing sector as a whole, which helps determine the intensity of competition for each service category. The intensity is a result of the number of companies offering one or another outsourcing service.
... Rather than describing distinguishing characteristics, the research points at product and service mindsets of suppliers (Vargo and Lusch, 2004) and how products and services may be integrated in the offerings (e.g., Dimache and Roche, 2013). Again, this suggests a continuum rather than divide between standardised products and highly customised services (Howard and Sheth, 1969;Norgan, 1994;Sheth et al., 2000;Vargo and Lusch, 2004). The product to service continuum would include the degree of customisation, and whether the company is foremost focused on differentiation of offerings or cost savings. ...
... Table 2 outlines the typology of the marketing integration following M&As. The typology thus departs from the theoretical continua of relational to transactional exchanges (Dyer and Singh, 1998;Sheth et al., 1988), and of service to product offerings (Howard and Sheth, 1969;Norgan, 1994;Sheth et al., 2000;Vargo and Lusch, 2004). The different types are then justified through empirical examples to see whether the dimensions provide fit with regard to the marketing integration and its success. ...
The merger and acquisition (M&A) literature remains scarce on descriptions about marketing integration. The few M&A studies focusing on marketing integration describe a one-type-fits-all integration. This paper develops a typology on marketing integration. The typology departs from the continuum between standardized products and customized services, and the continuum between transactional and relational exchanges with customers. Literature reviews and qualitative case studies functioned as data sources for the typology. The findings denote how the integration varies greatly, both in terms of degree of integration and in what could successfully be integrated based on variations in offerings and customer interactions. The paper contributes to the M&A literature and the previous scarce literature on marketing related to M&As.
... Rather than describing distinguishing characteristics, the research points at product and service mindsets of suppliers (Vargo and Lusch, 2004) and how products and services may be integrated in the offerings (e.g., Dimache and Roche, 2013). Again, this suggests a continuum rather than divide between standardised products and highly customised services (Howard and Sheth, 1969;Norgan, 1994;Sheth et al., 2000;Vargo and Lusch, 2004). The product to service continuum would include the degree of customisation, and whether the company is foremost focused on differentiation of offerings or cost savings. ...
... Table 2 outlines the typology of the marketing integration following M&As. The typology thus departs from the theoretical continua of relational to transactional exchanges (Dyer and Singh, 1998;Sheth et al., 1988), and of service to product offerings (Howard and Sheth, 1969;Norgan, 1994;Sheth et al., 2000;Vargo and Lusch, 2004). The different types are then justified through empirical examples to see whether the dimensions provide fit with regard to the marketing integration and its success. ...
The merger and acquisition (M&A) literature remains scarce on descriptions about marketing integration. The few M&A studies focusing on marketing integration describe a one-type-fits-all integration. This paper develops a typology on marketing integration. The typology departs from the continuum between standardised products and customised services, and the continuum between transactional and relational exchanges with customers.
Literature reviews and qualitative case studies functioned as data sources for the typology. The findings denote how the integration varies greatly, both in terms of degree of integration and in what could successfully be integrated based on variations in offerings and customer interactions. The paper contributes to the M&A literature and the previous scarce literature on marketing related to M&As.
... Furthermore, the changing lifestyle patterns have been also contributing to the growth of the coffee industry. Particularly, the changes in terms of family structure have been increasingly contributing to outdoor coffee drinking [15]. ...
People increasingly appreciate drinking coffee as a hobby due to the success of coffee goods. Numerous coffee brands have devoted followers. Starbucks, a major player in the coffee industry, is one of the brands that many consumers favor over others. Despite experiencing ups and downs throughout its history, Starbucks is still expanding. Many people have been interested in Starbucks' expansion and detailed numbers, yet it is challenging to summarize Starbucks' growth in detail. This article will analyze Starbucks' unique developments and then offer suggestions using the company's financial and market analyses and the SWOT, PEST, and Porter's Five Forces analysis models. According to the report, Starbucks' total sales and net income increased significantly between 2022 and 2021. Besides, the cash flow from financing activities decreased after the corporation sold its assets in 2022. What is more, in 2022, Starbucks employs an ambitious growth strategy, and its strong brand image gives Starbucks a significant advantage. However, Starbucks also faces other obstacles to its expansion, including a shift in consumer attitudes toward DIY projects and the proliferation of rival retailers, which will present substantial difficulties for Starbucks in the future.
... Literatures offer different classifications of entry modes based on a number of criteria. The basic criteria include the scope of the transfer of capital to foreign markets, the costs of entry, risk, the identification of opportunities, etc., for example, Meissner (1981) and Berekoven (1985) treated entries into overseas markets as a process and proposed a gradual model for implementing internationalization-its initial phase is based on simple forms (foreign trade), followed by more complex undertakings (joint ventures), and finally reaching the stage of setting up a new company abroad (also see: Hermanns & Wissmeier, 1995;Mühlbacher, Dahringer, & Leits, 1999;Jaint, 2001;Schlegelmilch, 2001). ...
With common borders of the population, total area, and GDP (PPP-based) of Economic Cooperation Organization (ECO) member states are estimated as 416 million persons, 7.9 million m2, and US$2.7 trillion respectively (2010 data). Although heterogeneous in the extent, there is economic development, overall, with serious energy and transport-transit relations among countries that is reflected in growing trade turnover year-by-year. However, there are still rather unused resources and capacity in such areas of cooperation among countries as exchange of energy, transport services, agricultural and industrial goods, use of opportunities for tourism, promoting investment and innovation processes, and other areas. Certainly, maximum and optimal use of these resources calls for availability of analytical means capable of accounting for relations both within member states and among them. The implementation of computable general equilibrium (CGE) modeling in each member state would thus be of great significance in resolution of these problems both in terms of accounting for input-output linkages within the countries as well as enabling impact of main trading partners and goods and services among countries. The analysis carried out indicates that there are a number of problems in application of CGE model in most of the member states. As such, input-output tables are not compiled in some countries, while in others despite the fact that these tables are compiled, there are no attempts to build the model, yet in other countries, even if the CGE model is implemented, there are difficulties in taking into account the real results in the face of serious problems related to improving national accounts system database. Summarizing these problems, it is possible to conclude that to ensure the application of a CGE model, there is a great need to work out procedures of compilation of a social accounts matrix (SAM) that lies on the basis of this model, for which the relevant statistics of a member state must be improved. Considering the above-mentioned, the presented research, makes procedures and proposals on compilation of SAM, improves
statistical data for researching the extent of application of CGE Model in ECO member states, and identifies the degree of availability and organization of relevant data to develop input-output tables and respective SAM.
... Thus, the benefits products provide reach well beyond the tangible level and include psychological and symbolic elements that, in sum, aim to satisfy consumer needs and provide the all-important solutions for the customer. 3 In a global marketing context, a company may provide the same core product all over the world, but adapt its brand name, design and offer different levels of support service. Accordingly, the symbolic and psychological attributes of the product may vary. ...
The chapter starts with a distinction between different types of products and services. This provides the basis for the standardization-adaptation debate. Subsequently, the discussion shifts to global innovation and product development and demonstrates how different types of innovations may have rather different implications for the innovating company and the market as a whole. Next, we look at the international product life cycle, which is used to explain foreign investment patterns as well as to describe revenue and profit patterns of products. The chapter closes with a look at the counterfeits, an increasing and potentially dangerous aspect of global marketing.KeywordsProduct dimensionsProduct typesServicesStandardizationAdaptationLocalizationProduct life cycleNew product developmentInnovation cubeDisruptive innovationCounterfeits
... 8 Graf et al. (2013). 9 Keegan and Schlegelmilch (2001). Cost differences between countries influence the location of value adding activities. ...
Supply chains that stretch over different countries on different continents are one of the defining characteristics of globalization. At its core, global supply chain management comprises logistics, purchasing (sourcing), operations, and marketing channels. This chapter starts by clarifying the conceptual differences between global supply chains and global value chains and reviews the transformation from linear chains to digital ecosystems brought about by digital platform providers like Amazon and Alibaba. This is followed by a look at the key benefits and challenges of global supply chains, where we emphasize that logistics involves much more than the transfer of goods and that the smooth exchange of electronic data is gaining rapid importance. Next, we take a detailed look at inbound, outbound, and reverse logistics. Subsequently, we focus on the customer-facing elements of the supply chain, where we discuss the key functions of channel members and different organizational formats. Perspectives on selecting channels for different country markets, alternatives to cover markets with different degrees of intensity, the composition of indirect distribution structures and the management, training and competition with intermediaries follow. The chapter closes by considering some important trends shaping global supply chains and distribution channels.KeywordsGlobal supply chainsGlobal value chainsDigital ecosystemsLogisticsPurchasingOutsourcingDirect channelsIndirect channelsHybrid channelsVertical marketing systemHorizontal marketing systemMultichannelOmnichannelPure-playerE-retailersSupply chain reconfigurationReverse distribution
... Keegan and Schlegelmilch (2001). ...
This chapter focuses on the tension between global synergies and local responsiveness, which dominates many global marketing and strategy decisions. We start with a review of forces that encourage global integration and then look at forces pushing companies toward local responsiveness. Subsequently, we introduce two frameworks that help managers maneuver through the global versus local tension, namely, the integration-responsiveness framework and the AAA Triangle. Next, we briefly discuss the potential of regional strategies as middle ground between a global and local focus. Having laid the foundations, the remaining discussion focuses on how managers can best achieve a balance between local responsiveness and global synergies. The chapter concludes with a list of instruments facilitating global marketing integration and arguments in support of local marketing autonomy.
... Before multinational companies conduct OFDI, the investigation of the political environment is one of the important considerations [8]. In order to ensure the legality of overseas investment, the process must comply with the host country's policy [9]. Higher political risks will make companies adopt overseas investment arrangements with low equity ratios, and this negative correlation has also been empirically tested [10,11]. ...
The asset-lighting of foreign direct investment is a new phenomenon in the development of multinational corporations. There are four major characteristics: the increase of non-equity investment, the low proportion of fixed capital, the high proportion of investment in the service industry, and the decline of productive investment. Although the current global foreign direct investment There has been a decline for four consecutive years, but due to the impact of COVID-19, the trend of traditional international investment patterns has further emerged. The overseas investment of multinational companies has entered a new stage, which is mainly affected by the strengthening of restrictions on foreign investment by various countries, the digitization of global value chains, and the further decline of manufacturing. Facing the continuous decline in global foreign direct investment and the new trend of asset-light assets of multinational OFDI, China needs to embrace the digital transformation and shift its focus from a traditional investment model to a digital investment model. In the process of foreign investment, we should combine the differentiation of non-equity models to expand overseas markets, build a regional industrial chain, promote regional production specialization and industrial diversification, and use new methods to solve new problems of anti-globalization.
... Literatures offer different classifications of entry modes based on a number of criteria. The basic criteria include the scope of the transfer of capital to foreign markets, the costs of entry, risk, the identification of opportunities, etc., for example, Meissner (1981) and Berekoven (1985) treated entries into overseas markets as a process and proposed a gradual model for implementing internationalization-its initial phase is based on simple forms (foreign trade), followed by more complex undertakings (joint ventures), and finally reaching the stage of setting up a new company abroad (also see: Hermanns & Wissmeier, 1995;Mühlbacher, Dahringer, & Leits, 1999;Jaint, 2001;Schlegelmilch, 2001). ...
With common borders of the population, total area, and GDP (PPP-based) of Economic Cooperation Organization (ECO) member states are estimated as 416 million persons, 7.9 million m2 , and US$2.7 trillion respectively (2010 data). Although heterogeneous in the extent, there is economic development, overall, with serious energy and transport-transit relations among countries that is reflected in growing trade turnover year-by-year. However, there are still rather unused resources and capacity in such areas of cooperation among countries as exchange of energy, transport services, agricultural and industrial goods, use of opportunities for tourism, promoting investment and innovation processes and other areas. Certainly, maximum and optimal use of these resources calls for availability of analytical means capable of accounting for relations both within member states and among them. The implementation of computable general equilibrium (CGE) modeling in each member state would thus be of great significance in resolution of these problems both in terms of accounting for input-output linkages within the countries as well as enabling impact of main trading partners and goods and services among countries. The analysis carried out indicates that there are a number of problems in application of CGE model in most of the member states. As such, input-output tables are not compiled in some countries, while in others despite the fact that these tables are compiled, there are no attempts to build the model, yet in other countries, even if the CGE model is implemented, there are difficulties in taking into account the real results in the face of serious problems related to improving national accounts system database. Summarizing these problems, it is possible to conclude that to ensure the application of a CGE model, there is a great need to work out procedures of compilation of a social accounts matrix (SAM) that lies on the basis of this model, for which the relevant statistics of a member state must be improved. Considering the above-mentioned, the presented research, makes procedures and proposals on compilation of SAM, improves statistical data for researching the extent of application of CGE Model in ECO member states, and identifies the degree of availability and organization of relevant data to develop input-output tables and respective SAM.
... A la hora de considerar el marketing internacional, muchos investigadores (Aulakh, 1997;Keegan, 2001; Czinkota y Ronkanien, 2013) han llegado a la conclusión de que los factores que afectan tanto al marketing nacional como al internacional comparten una base bastante parecida. Sin embargo, existen algunas cuestiones que se asocian únicamente al segundo, debido a la complejidad de un escenario en el que entran en juego distintos entornos con importantes diferencias sociales, económicas, políticas o legales. ...
La estrategia de marketing internacional es una de las variables más importantes entre los factores que determinan el resultado de una empresa exportadora. Este trabajo pretende profundizar en el tema mediante el análisis del concepto teórico de marketing y su evolución a lo largo de las últimas décadas, resultando en un cambio de tendencia que avanza desde un tipo de marketing centrado en el producto a otro centrado en los servicios. De esta forma, se van a considerar aspectos como el marketing relacional, la responsabilidad social corporativa o la incorporación de las nuevas tecnologías al proceso operativo, que serán analizados desde un trasfondo teórico basado en el punto de vista de los recursos de la empresa (RBV) y la teoría de las capacidades dinámicas. Por otra parte, el análisis cuantitativo de las políticas de marketing estratégico y operativo en el sector de la moda hogar en España mostrará, gracias a los testimonios de los propios directivos, la forma en la que las empresas llevan a cabo sus estrategias de marketing internacional, identificando los puntos fuertes y débiles para contribuir a la mejora de la competitividad empresarial del sector.
... This contribution is significant as the dichotomy has not been explored yet in the co-creation field even if it has shown to be relevant in the consumer decision-making process, given its linkage to consumer involvement. 32 Further, we enrich existing knowledge by showing which incentives and obstacles consumers perceive when evaluating co-creation activities and the process through which they work for high-touch and high-tech products. Particularly, intrinsic motivations show to be the main drivers of co-creation in high-touch products, while in high-tech products also internalized extrinsic motivations arise and barriers become relevant. ...
The present study investigates co-creation in new product development by providing a conceptual background in the psychological factors favoring consumer participation in company processes. The work explores the consumers’ profiles willing to participate in co-creation, through the identification of their personality traits, key motivations, and barriers. Two product typologies are investigated, namely high-tech and high-touch products through survey research on a sample of Italian consumers. Results from structural equation modeling show that consumers’ personality traits affect the perceived motivations and barriers to co-create, in turn shaping their willingness to co-create. Furthermore, consumer willingness to co-create varies depending on the product typology. Under a managerial viewpoint, the research study provides practitioners with keys to design targeted co-creation activities, fitting with the specific product typology and audience, and to devise the most suitable participation incentives to offer.
... Such contexts on the one hand emphasise the role of multi-market and multi-business enterprises, and on the other, reduce the competitive significance of the business sector. Thus, traditional analyses based on the sector's maturity/newness give way to high-intensity competition activities ( Keegan and Schlegelmilch, 2001;). In a context of global hyper-competition, high-revenue organisations foster supply innovation and create consumption bubbles, rapidly meeting (time to market) and duly abandoning (time competition) these, leaving imitator com- petitors the residual part of the bubble (typically dispersive and not very prof- itable for the numerous alternatives offered) Levitt, 1996). ...
Cross-cultural and multinational challenges in global business management have become a fundamental theme in recent times. As firms continue to expand across borders and the global marketplace becomes progressively more reachable for small and large businesses alike, the current scenario offers increasing opportunities to working globally. Nevertheless, numerous cases of failure exist linked to the management's incapacity to identify cross-cultural issues and to appropriately and effectively deal with these. As the current global scenario is becoming increasingly complex, global managers will have to become more perceptive and responsive to the challenges
and risks deriving from the multicultural backgrounds of countries they deal with or work in. Disregarding cultural complexities whilst managing global firms can be perilous. Embracing a county’s cultural diversity may or may not be a factor of success for a firm. However, not understanding and not exploiting such diversity will undoubtedly increase the possibility of failure or stagnation.
... Jednym z metalicznych pierwiastków śladowych jest chrom (Cr), który występuje w skałach, glebach, pyłach wulkanicznych i gazach. Do jego naturalnych źródeł należą czarny chromit oraz czerwony krokit, które są ważnymi surowcami przemysłowymi [1,2,3]. Pierwiastek ten wykorzystywany jest m.in. ...
ABSTRAKTWstęp: Celem pracy było poznanie i porównanie stężenia chromu (Cr) w trzech rodzajach materiału kostnego: chrząstce, kości zbitej i kości gąbczastej, pobranego z głowy kości udowej. Ponadto oceniono wpływ czynników ogólnobiologicznych i środowiskowych na stężenie Cr w badanych próbkach.Materiały i metody: Z głowy kości udowej pobranej od pacjentów (n = 37) poddanych alloplastyce stawu biodrowego odseparowano chrząstkę, kość zbitą i gąbczastą, które wysuszono do stałej masy, zmineralizowano w stężonych kwasach i w których oznaczono stężenie Cr metodą spektrofotometrii absorpcji atomowej (ICP-AES).Wyniki: Stężenie Cr w analizowanych próbkach kostnych można ułożyć w następujący malejący szereg: chrząstka < kość zbita < kość gąbczasta. Nie odnotowano zależności pomiędzy wiekiem i płcią badanych pacjentów a stężeniem Cr w próbkach kostnych. U osób pracujących w przemyśle ciężkim wartość stężenia Cr była prawie 30% większa niż u pracowników innych działów gospodarki. Wykazano zależność pomiędzy liczbą wypalanych papierosów (<10 lub ≥20) a stężeniem Cr w kości zbitej. Osoby wypalające ≥20 papierosów dziennie miały znacznie większe stężenia Cr w badanym materiale niż osoby wypalające <10 papierosów dziennie. Nie zaobserwowano istotnych różnic pomiędzy spożyciem dziczyzny, ryb i owoców morza a stężeniem Cr w analizowanych próbkach.Wnioski: Wiele wskazuje na to, że wielkości stężenia chromu w kościach pacjentów poddanych alloplastyce stawu biodrowego mogą być powiązane z czynnikami ogólnobiologicznymi i środowiskowymi, ale niezbędne są szersze i liczniejsze badania w tym zakresie, także w innych krajach Europy Środkowej.
... The wider is the field of activity, the more complex are the ongoing processes. The question is, whether the result will be the new contributing pluralism or sharpening of the conflicts and inequalities and thus a new world disorder (Keegan and Schlegelmilch 2001). ...
The notion of international relationships is supplemented by other phenomena during the last time. One of them is globalisation, called on by technological, social and cultural changes, which have shortened the economic distance among countries. The improvement of transport and communication technologies has decreased transport costs of goods, people and information. Traditional governmental policies limiting the cross-border transactions were liberalised or removed what in consequence brought about the growth of international trade and foreign direct investments (FDI). Globalisation changes the properties of the world economy and influences the core of the successful economic approaches to development, what increases the need to secure the sustainability of economic development.
... For example, France has an image of classiness, sophistication and taste that has also been influenced by its world known luxury brands. However, these country-related stereotypes are usually specific to only certain product categories and it is difficult to transfer them to other product categories from the same country (Keegan and Schlegelmilch 2001). Therefore, France's image may be compatible with luxury fashion and perfumes, but not also with luxury cars, as it does not have positive associations in the technology department. ...
Brand positioning for luxury goods requires creating unique and strong associations in consumers' minds regarding upscale benefits and high social status. Country-of-origin has numerous implications on brand image perception, being an important positioning element. This paper's purpose is to examine the impact of country-of-origin on brand positioning for luxury goods, for a more accurate understanding of how brand image can be affected by product provenance. We analyze the effects of the degree of fit between country image and the associated product category. Furthermore, through an exploratory research, based on investigation of secondary information as a data collection method, we emphasize the variation of favorable perceptions due to a brand's perceived country-of-origin. We also highlight the effects that country image has on brand prestige, influencing consumers' willingness to pay a premium price for the brand. The study explains how desired positioning can be achieved by leveraging country-of-origin characteristics to brand image. Main findings support previous research, showing how a favorable country image can reinforce brand positioning. Finally, we discuss the implications of brand origin for luxury goods in the era of global brands and offer recommendations for future research.
... However, in the context of NPOs, country markets which represent higher risk levels will provide an ample opportunity for social value creation and greater impact when promoting positive social change (Salm, 1999). Thus, as opposed to for-profits, tending to select socially, economically and politically stable country markets (Toyne and Walters, 1989), NPOs might look for opposite conditions in their market selection procedures. NPOs are willing to take higher risks, and most of the above risk elementsinfluence the "nonprofit" value creationmodel differently (Moore, 2000). ...
Despite the growing numbers of internationally active nonprofit organizations (NPOs), research on various facets of NPOs’ internationalization has been limited. The current study addresses this gap by investigating the impact of target-country related factors on international market selection of NPOs. Analysis is based on a logistic regression procedure using a self-compiled dataset of 2440 observations of de-facto entry or non-entry occurrences made by 19 large development focused NPOs. The study reveals that NPOs select target markets that are less developed, characterized by greater risk profiles, where other NPOs tend to cluster, and those that are preferred by their home-country governments. Moreover, findings suggest that with respect to institutional strength, NPOs balance mission to help strengthen institutions where needed, and avoidance of
environments with extremely dysfunctional institutions, hence opting to operate in environments with medium levels of institutional strength. This study represents one of the few cross country studies done on the area, thus contributing for the development of the field.
Available at: http://www.emeraldinsight.com/doi/pdfplus/10.1108/IJoEM-02-2017-0060
... Any firm engaging in international marketing should also be aware of the importance of sovereignty to national governments and its consequences for global business (Keegan and Schlegelmilch, 2001). Thus, government involvements in business are related with making policies how best to promote the national interest . ...
The purpose of this study is to analyze the factors of foreign companies that have already entered Macedonia in any mode of entry by finding out the factors and motives that influenced their decision making while choosing the proper mode for that particular market.
As a research methodology for collecting initial data, a structured questionnaire is used with 28 variables as factors which influence decision making of the modes of entry into the foreign market. A statistical software was used in order to evaluate the variables used in the study. The raised hypothesis were tested using One Sample T-test. According to the obtained results, the variables political stability and the law on foreign investments seem to be as more important factors for companies that operate in Macedonia. Finally, companies need to analyze the internal and external factors from the environment in order to able to create strategies to operate in the domestic and international markets.
... In some instances, country-specifi c restrictions limit the share of capital help by foreign companies. Cross-cultural differences in managerial attitudes and behavior can present formidable challenges as well " (Keegan and Schlegelmilch, 2001, p. 296). The principles of strategic alliances are similar to joint ventures, but the motivations of the creation are different. ...
In 2014, the Czech automotive industry had a record-breaking year with 1 278 000 motor vehicles manufactured. This was a result of the investment of three major carmakers, who entered into the Czech Republic, because they believed in the industrial capacity of the country and its strategic location in Central Europe. The goal of this article is to analyze the diff erent entry strategies into the Czech market and to compare the results of diff erent strategic approaches for both foreign private investors and the recipient country. The main research method used in this article is a case study. In our case studies, we will analyze the cases of the Volkswagen group and its acquisition of the manufacturer Škoda, the greenfi eld investment of Hyundai, and the strategic alliance of the French car producer PSA with Japanese Toyota who had founded the TPCA joint venture in the Czech Republic. All three case studies show examples of good practices and prove that foreign direct investment (FDI) has the potential to generate employment, raise productivity, transfer skills and technology, enhance exports and contribute to the long-term economic development of the country.
Background The truffle has gone from being a culinary singularity of certain Mediterranean regions (France, Italy and Spain) to becoming in recent decades a luxury commodity in the agricultural markets with high prices and high profitability for producers and suppliers. This truffle’s centrality generates a constant rising demand that provokes new suppliers to try to enter this market within the framework of globalization. Until now, studies about truffles have focused mainly on physical, biological and agribusiness aspects. This study proposes a descriptive analysis of the global truffle market. based on the following reseach question: What are the changes that Globalization entails in the production and international market of truffles? This study proposes a descriptive analysis of the global truffle market based on the following reseach question: What are the changes that Globalization entails in the production and international market of truffles? Methods The analysis starts with truffle production, focuses on the factors that determine it, and has a direct impact on the supply. To analyse the interaction between supply and demand for truffles, we have generated two double-entry matrices where the ten largest importers and the ten largest exporters are analysed in relation to prices and quantities imported and exported. To this end, we have studied the factors determining production and prices of truffles, as well as the interrelations in the global market and the added social and ecological value of their cultivation. Results The fundamental result of the analysis is a three-dimensional and holistic image of the whole market that reflects both the interacting agents in terms of production and trade, import and export, and product flows in the world. Conclusions Truffles are not only important for their commercial and market value, but also for their environmental and social values. The cultivation of truffles is a driver of agricultural an rural development as the experience of certain rural-continental areas in the European Union evidences. These values are particularly important because they configure the truffle as a community commodity whose production can benefit both the rural population and territory in question.
Background The truffle has gone from being a culinary singularity of certain Mediterranean regions (France, Italy and Spain) to becoming in recent decades a luxury commodity in the agricultural markets with high prices and high profitability for producers and suppliers. This truffle’s centrality generates a constant rising demand that provokes new suppliers to try to enter this market within the framework of globalization. Until now, studies about truffles have focused mainly on physical, biological and agribusiness aspects. Methods This study proposes a descriptive analysis of the global truffle market. The analysis starts with truffle production, focuses on the factors that determine it, and has a direct impact on the supply. To analyse the interaction between supply and demand for truffles, we have generated two double-entry matrices where the ten largest importers and the ten largest exporters are analysed in relation to prices and quantities imported and exported. To this end, we have studied the factors determining production and prices of truffles, as well as the interrelations in the global market and the added social and ecological value of their cultivation. Results The fundamental result of the analysis is a three-dimensional and holistic image of the whole market that reflects both the interacting agents in terms of production and trade, import and export, and product flows in the world. Conclusions Truffles are not only important for their commercial and market value, but also for their environmental and social values. Socio-demographic and environmental values of truffles their cultivation that make truffle production a driver of agricultural and rural development, as the experience of certain rural and continental areas in the European Union evidences. These values are particularly important because they configure the truffle as a community commodity whose production can benefit both the rural population and territory in question.
In the era of globalization, the problem of national image becomes more prominent, and international brand marketing becomes one of the powerful ways for a country to enhance its national image. National branding is an active process aimed at enhancing the reputation of a country, while national image is something that exists in the perception of the audience. Since the reform and opening-up, China's comprehensive national strength has continuously increased, and the world's perception of China has become stronger. Chinese enterprises and brands have gradually overcome the stereotypical impression of being low-quality and cheap. However, in the increasingly fierce competition among major powers, it is urgent to construct China's national image through national brand marketing. China should implement a nation brand plan from a top-level design, involve the entire society, strengthen open communication with the international community, and further promote Chinese enterprises and brands to go global.
Kripik tette is a typical Madurese snack that continues to sell well in the market from ancient times until now because its delicious taste, soft, and savory. However, the production of kripik tette in Toronan village, Pamekasan district, is sold raw and marketed traditionally so that production is limited and does not meet market demand. This problem is expected to be resolved by the existence of working entrepreneurs for home industry players in Toronan village, Pamekasan district. This study is an article on community service in Toronan village which is the result of an analysis of participants of Real Work Lecture (PKN) from Institut Agama Islam (IAI) at the post of 8 in Toronan village, Pamekasan district, which was followed by an entrepreneur workshop in increasing the productivity of kripik tette. The workshop recommended to the workshop participants the importance of understanding go modern, go digital, and go global, which is abbreviated as 3G
This article outlines that with the development of economic globalization, domestic beauty products have emerged one after another. However, with the late start of domestic beauty makeup and a weak foundation, how should Chinese makeup brands develop in the international market? Taking the old makeup brand Mao Geping as an example, it combines case analysis and literature research methods. After examining the sales, market, and brand status of domestic makeup, it summarizes the reasons for the rise of domestic makeup and the future development trend. At the same time, problems such as the limitations of brand products, the asymmetry between price and R&D, the incompatibility between marketing strategies and the trend of the times, and the mismatch between promotion methods and the market were also found. And formulate solutions in line with the current era and brand background. This article also hopes to inspire and help the future development of domestic makeup.
این تحقیق به بررسی عوامل موثر بازاریابی بر عملکرد بین المللی با نقش میانجی مزیت رقابتی کسب و کارهای کوچک و بزرگ منطقه آزاد بندرانزلی پرداخته است. روش پژوهش حاضر پیمایشی می باشد. تحقیق حاضر از نظر هدف از نوع تحقیقات کاربردی می باشد. جامعه آماری پژوهش؛ مدیران فعال کسب و کارهای کوچک و بزرگ منطقه آزاد بندرانزلی هستند که تعدادشان در مجموع 148 نفر است. روش نمونه گیری پژوهش حاضر تمام شمار می باشد. ابزار جمع آوری دادهها در این پژوهش پرسشنامه می باشد. برای سنجش متغیر عوامل بازاریابی با چهار مولفه(هوش بازار، نوآوری محصول، قیمت گذاری و ارتباط) همراه 16 سوال، پرسشنامه بین المللی شدن با 7 سوال و مزیت رقابتی با 10 سوال اقتباس شده از مقاله فلاحت و همکاران(2020) استفاده گردیده است. نتایج تحقیق نشان داد که عوامل موثر بازاریابی در کل و به تفکیک توسط متغیر میانجی مزیت رقابتی بر عملکرد بین المللی شرکت ها تاثیر معناداری دارد. متغیر قابلیت قیمتگذاری بر عملکرد بین المللی شرکت ها از طریق مزیت رقابتی دارای بیشترین ضریب اثر کل را دارا می باشد.
This study investigated the relationship between performance and internationalization among small enterprises in Kampala, Uganda. Specifically, the study sought to explore the effect of performance on; (i) sporadic exporting; (ii) export via independent agent; (iii) overseas sales subsidiary; and (iv) overseas production subsidiary, respectively. The study was carried out by developing a conceptual framework relating performance to internationalization by adopting ideas from Johanson & Vahlne’s (1977) Uppsala internationalization model. Using a mixed-method (qualitative and quantitative), cross-sectional survey, data was collected using questionnaires supplemented by semi-structured interviews from 409 small businesses from the five divisions of Kampala. The 409 were further reduced to 193 small businesses due to the fact that they existed in industries that displayed a higher possibility of internationalizing. The response rate was 68.2%. The data were analysed at the univariate level using summary statistics such as means and standard deviation; at the bivariate level correlation analysis and ANOVA were utilized, and at the multivariate level multiple regression analysis was employed.
The study revealed that the level of internationalization was generally very low among small businesses in Kampala; information and knowledge of internationalization were limited among small businesses and; sporadic exporting was the most prevalent aspect of internationalization. The overall performance had a significant negative effect on internationalization among small businesses in Kampala, Uganda. The study also proved that the relationship between performance and sporadic exporting was positive and significant. The other aspects of internationalization all displayed a significant negative relationship with performance.
The conclusion was made that several aspects of internationalization appear to be foreign to small businesses. The desire to acquire more information on internationalization in relation to their respective industry was shown by the various respondents. This implies the willingness to internationalization if the right resources are made available.
Implications in terms of theory, policy and management were documented. Recommendations made from the study were: (i) information on internationalization be made available to and aimed solely towards small businesses; (ii) through the establishment of an exporting agency tailored specifically for small businesses, sporadic exporters can be converted to regular/consistent exporters (export via an independent agent); (iii) encouraging entrepreneurs/ business owners to incorporate internationalization strategies into their business plan from the inception of their businesses; and (iv) initiation of public-private partnerships that can jumpstart internationalization among small businesses that adopt best practices and offer unique innovative products or processes that can offer a basis for a competitive advantage in foreign markets.
http://bazekon.icm.edu.pl/bazekon/element/bwmeta1.element.ekon-element-000171317721
The overall aim of this study is to examine the impact of culture on learning styles.
In line with this general purpose, it has been investigated whether culture has a
significant effect on dominant learning styles of students studying in different
departments of Ondokuz Mayıs University and most of them are foreign nationals.
Within this general framework of the study, it was examined whether the learning
styles of the students who volunteered to participate according to some demographic
variables (culture, score type, gender, age, grade level) showed significant differences.
The universe of the study; Between 2016-2017, 2134 foreign students from 100
different countries are studying at Ondokuz Mayıs University. While selecting the
study sample from the study population, the number of students representing each
cluster was determined according to the cluster sampling method. In this context,
cultural groups were formed according to the geographical regions of the homeland of
the students who volunteered to participate in the study. A scale including Kolb’s
Learning Styles Inventory (KÖSE 3.2), which was used as a data collection tool in
Turkish and English, was applied to 233 students representing the strata. In the
classification of learning styles of the students participating in the study, in addition to
the traditional learning styles used by Kolb in the classification of learning styles,
classification was made according to 9 learning styles defined in KÖSE 3.2. In the
analysis of the data, the relationship between demographic variables was analyzed
according to both four and nine learning styles. According to the results of this
analysis, culture groups, score type and gender variables did not differ according to 4
learning style classifications, but 9 learning style classifications.
Advertisement, being one of the most effective marketing tools, induces customers to purchase their products and encourages them to behave in a certain way. This study focused on the relationship between demographic and cultural values of young Saudi Arabians. Primary data was collected from a total of 284 respondents from the Riyadh region using an online survey. The survey questionnaire was adopted from previous relevant studies and modified according to the objectives of the understudy by considering the cultural values apparent to Saudi citizens. The corresponding sub-items were also designed on a 5-point Likert scale. Based on the theoretical aspects presented in the literature, the hypotheses were formulated to find the substantial contributions of the sample data. The correlation using SPSS revealed that gender and marital status had no relation to the segmentation of advertisements, whereas other vital cultural factors such as religion, language, manners and customs, social institutions, aesthetics, and traditions demonstrated a strong linkage with segmenting firms’ advertisements. The study revealed important implications for international product advertisers and market communicators. It also provided several directions for future researchers.
Internationalization is believed to be an essential component of business success, more so in relation to survival, longevity, market expansion, access to new technology, access to capital, access to expertise, and the gradual establishment as a key player in regional markets and economies. Though efforts are being made by agencies such as the Uganda Export Promotion Board championing this cause, a big part of cross-border transactions still remain informal and a larger number of small businesses seem not to embrace the notion of internationalizing. Internationalization is particularly important in the context of Uganda due to the evolving regional economic integration initiatives to consolidate an East African market, which should be an added motivator to internationalizing among small businesses. This book identifies the levels of internationalization and why such levels exist among small businesses in Kampala, Uganda.
The chapter adopts a theoretical approach to exploring the existing literature on emotional intelligence models and customer relationship marketing concept with the aim of proposing a ‘new' conceptual model interlinking emotional intelligence (EI) and customer relationship marketing (CRM). The proposed conceptual model will then be re-developed on the basis of the findings that will emerge from a qualitative case study research carried out in the Lebanese retail banking sector. The fact that the focus of this study is on the Lebanese market could potentially ‘fuel' the topic with more controversy due to the impact of the Lebanese culture affecting both the banks' organisational culture and the front-line employee behaviour. Based on an extensive search of literature, one can conclude that EI significantly affects the retail banking sector. The research study aims at interlinking EI theory with frontline employee behavior in the context of CRM through combing existing models, theoretical research and secondary data.
The purpose of the present study was to explore whether visual rhetorical figures are used differently when addressing Anglophone and Francophone target groups in Canada. For the empirical analysis I applied the method of content analysis to a corpus of advertisements drawn from two Canadian women's magazines, the Anglophone magazine Chatelaine and the Francophone magazine Châtelaine. As analytical construct I used the typology of visual rhetorical figures developed by Phillips and McQuarrie (2004). The results reveal that French Canadian advertisements appear to apply significantly more visual rhetorical figures than English Canadian advertisements. Practical implications for marketers are given and avenues for further research are proposed.
Global Security Company, a company based in UK that provides: protection services, other risk management, and security consultancy services to clients worldwide, has discovered threatening difficulty in penetrating the world market to globally compete against competitors with the same industry. It has been observed that the company is greatly concerned with the newly hired employees who have no sufficient understanding of the potential benefits of online marketing, and how to utilize the technology so to conveniently, effectively and, efficiently carry out company-wide goals. This paper focuses on resolving the problem on how the company can penetrate and market its services globally.
En estos tiempos de constantes y vertiginosos cambios, en la llamada era de las Sociedades del Conocimiento es indispensable que las Micro, Pequeñas y Medianas Empresas (MIPYMES) comprendan que es necesario innovar para enfrentarse al desafío y oportunidad que enfrentan los países en vías de desarrollo para lograr salir de la pobreza. El artículo parte de la definición del concepto de innovación y los tipos de innovación que existen, remarcando que la innovación es más que tecnología. Posteriormente se mencionan los factores que determinan el éxito de la innovación, así mismo, se presentan los modelos de innovación de acuerdo con diversos autores. Adicionalmente, para lograr una gestión de innovación exitosa es indispensable el establecimiento de un Sistema Nacional de Innovación el cual facilitará que las MIPYMES coordinen con cada uno de los actores: Estado a través de las Instituciones de Gobierno, Centros de Investigación y las Instituciones de Educación Superior con el objeto de que cada actor contribuya a lograr procesos de innovación exitosos. Finalmente se considera la dependencia entre los términos de innovación y estrategia, por lo cual se describen los tipos de estrategia empresarial resaltando la importancia de la estrategia basada en la innovación como factor clave para el éxito empresarial.
In 2014, the Czech automotive industry had a record-breaking year with 1 278 000 motor vehicles manufactured. This was a result of the investment of three major carmakers, who entered into the Czech Republic, because they believed in the industrial capacity of the country and its strategic location in Central Europe. The goal of this article is to analyze the diff erent entry strategies into the Czech market and to compare the results of diff erent strategic approaches for both foreign private investors and the recipient country. The main research method used in this article is a case study. In our case studies, we will analyze the cases of the Volkswagen group and its acquisition of the manufacturer Škoda, the greenfi eld investment of Hyundai, and the strategic alliance of the French car producer PSA with Japanese Toyota who had founded the TPCA joint venture in the Czech Republic. All three case studies show examples of good practices and prove that foreign direct investment (FDI) has the potential to generate employment, raise productivity, transfer skills and technology, enhance exports and contribute to the long-term economic development of the country.
There is no bigger leverage for revenues and profits than pricing. Unfortunately, setting prices is also one of the most difficult decisions in global marketing. This chapter considers some of the key influences on setting prices in an international arena and looks at some global pricing strategies and practices. It also scrutinizes the vexing issue of standardization and differentiation in the context of global pricing and the closely related question of where price decisions should be made, centrally or locally. Other topics discussed in this chapter include transfer prices within multinational companies, dumping, grey markets and parallel imports.
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