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Full-Text Articles in Marketing
Consumer Perceptions Of Cause-Related Marketing: A Comparison Of India And The United States, Kyle Palmer
Consumer Perceptions Of Cause-Related Marketing: A Comparison Of India And The United States, Kyle Palmer
Undergraduate Honors Thesis Collection
The purpose of this study is to analyze consumer perceptions of Cause-Related marketing, as well as perceived level of mercenary intent and the impact of brand/cause fit. Level of mercenary intent is the degree to which consumers believe a company is engaging in Cause-Related Marketing in order to help themselves, or to help the cause. The level of brand/cause fit is the amount of alignment between a company and the cause they are choosing to support. This is a cross cultural study, and the impact of culture will be analyzed between participants from the United States and from India. College …
Selecting International Modes Of Entry And Expansion, Gregory E. Osland, Charles R. Taylor, Shaoming Zou
Selecting International Modes Of Entry And Expansion, Gregory E. Osland, Charles R. Taylor, Shaoming Zou
Scholarship and Professional Work - Business
Selecting a mode for entering or expanding in a foreign market is a crucial strategic decision for an international firm. This article identifies and compares the most influential factors that affect the international modes of entry and expansion decisions of US and Japanese firms. Using mail surveys, this is one of the first studies on this subject to collect data from top executives in both Japan and the USA. Findings reveal that the Japanese are particularly sensitive to external risk and other target market factors. For Americans, company factors, such as international experience, appear to be most important when selecting …
Foreign Market Entry Strategies Of Japanese Mncs, Charles R. Taylor, Shaoming Zou, Gregory E. Osland
Foreign Market Entry Strategies Of Japanese Mncs, Charles R. Taylor, Shaoming Zou, Gregory E. Osland
Scholarship and Professional Work - Business
While much prior research has focused on Japanese multi‐national corporations’ (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs’ foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant …
Successful Operating Strategies In The Performance Of U.S.-China Joint Ventures, Gregory E. Osland
Successful Operating Strategies In The Performance Of U.S.-China Joint Ventures, Gregory E. Osland
Scholarship and Professional Work - Business
Evaluations of the performance of international joint ventures (IJVs) in China have produced mixed conclusions. This study sought to uncover performance criteria used by various groups of managers and to identify critical factors in IJV performance in China. Using in-depth case studies, matched data were collected from personal interviews with managers from Chinese and U.S. parent companies, joint venture operating managers from both partners, and government officials from both countries. The performance criteria used by joint venture participants appear to be converging, with profitability emerging as the dominant element. This exploratory study uncovered four important strategic factors in the performance …