Digital Commons Network^™

Entrepreneurship In Multinational Corporations And Capability Development Of Domestic Firms: An Exploratory Study In The Us-Mexico Border Region, Jung-Hoon Lim

Theses and Dissertations - UTB/UTPA

This dissertation explores the relationship between entrepreneurship and capability development in emerging markets. This study focuses on entrepreneurial activities in multinational corporations (MNCs) in emerging markets. Maquila plants and local Mexican suppliers located in (or near) Reynosa, Tamaulipas are investigated. The results from 34 interviews of a sample local Mexican supplier, maquila plant, local government, local university and Reynosa Asociación de Maquiladoras y Manufactureras, A.C. (RAMMAC) suggest that the entrepreneurship in the maquila plants occurs through the continuous improvement in the manufacturing process. The purpose is primarily efficiency and quality. The border economy that is primarily driven by the economic …

The Impact Of Cultural And Religious Values On Television And Newspaper Advertising Content And Appeal: A Cross-Cultural Study Of The United States And The Arab World, Morris A. Kalliny

Theses and Dissertations - UTB/UTPA

Standardization versus adaptation of advertising has been a subject of great controversy that has been debated for more than 50 years. Scholars have pointed out the increasing demand for more cross-cultural research on advertising content that can contribute to the standardization versus adaptation debate. Scholars have also pointed out that although the Arab world offers great opportunities for multinational corporations, the Arab world has been severely neglected in academic research. To comply with this demand, this study investigates the similarities and differences of the manifestation of cultural and religious values in the U.S. and the Arab world (Egypt, Lebanon, Kuwait, …

Bilingual Consumer Memory In The Advergaming Context: A Cross-Script Comparison, Monica D. Hernandez

Theses and Dissertations - UTB/UTPA

Written language is the core of culture and central to marketing communications. The differences in language processing exhibited by Eastern/Western bilingual consumers are of great concern for global and multinational companies wishing to effectively promote their products through the Internet. Advergaming is a promotional method consisting of the delivery of advertising messages through electronic games. Despite recent scholarly interest, no previous research has compared brand memory across groups of bilinguals of different writing systems or scripts in the advergaming context.

The dissertation investigated differences in brand memory of bilinguals of languages based on different scripts. Specifically, a logographic-based language (Chinese), …