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Full-Text Articles in Business
Attitudes Toward Consumer-Customized High-Tech Products: The Role Of Perceived Usefulness, Perceived Ease Of Use, Technology Readiness, And Customer Customization Sensitivity, Margarita B. Guilabert
Attitudes Toward Consumer-Customized High-Tech Products: The Role Of Perceived Usefulness, Perceived Ease Of Use, Technology Readiness, And Customer Customization Sensitivity, Margarita B. Guilabert
Marketing Dissertations
Theoretical research on mass customization of consumer products/services has emphasized the importance of consumers embracing customized products as a prerequisite for this strategy to be successful. It seems obvious that if final consumers are not interested in customization there is no need to pursue customization strategies. Although an important body of literature on mass customization has recently emerged, there is a need to know more about customization from the consumer’s point of view. In that sense, this research examines consumers’ attitudes toward customized products/services in the context of high technology. Focusing on high-tech products that can be customized by consumers, …
An Examination Of Contemporary Marketing Practices Used By Organization With Different Culture Types: A Test Of The Convergence Theory In The Us And Cote D'Ivoire, Victoria Lynn Miller
An Examination Of Contemporary Marketing Practices Used By Organization With Different Culture Types: A Test Of The Convergence Theory In The Us And Cote D'Ivoire, Victoria Lynn Miller
Marketing Dissertations
A framework for a strategy fit with national and organizational culture holds several implications for multinational business managers. First, culture is a critical variable in the strategy process and it should be explicitly examined as a part of the process. Second, culture might encourage and support organizationally a particular business level strategy and may affect marketing practices. This approach views transactional and relational practices as part of a continuum. This study has examined over 250 firms in the United States and the Cote d’Ivoire on the dimensions of their organizational culture, national culture and contemporary marketing practices. In essence, this …