Marketing Commons^™

The Dance Of Longevity: Rhythms Of Maturity In Mnes Subsidiary Management, Mehdi Rasouli Ghahroudi, Sundar Balakrishnan

Association of Marketing Theory and Practice Proceedings 2024

We investigate the factors influencing the sustainability of subsidiaries and their effective management in host countries over the long term. We explore the impact of subsidiary mandates on longstanding subsidiaries in comparison to younger counterparts, validating our hypotheses through the analysis of data from 1,463 Japanese subsidiaries operating in 26 developing and developed countries. Our findings reveal that efficiency and strategic asset-seeking subsidiaries are more likely to maintain longer operations in the host market. Additionally, we contribute to the literature by applying the resource-based view and institutional theory to promote the longevity of subsidiaries. Our results underscore the necessity of …

Reshoring From China: It’S The Economy, Stupid, Rex Evans Mcclure, Monisha Gupta, Vanessa Coffman

Association of Marketing Theory and Practice Proceedings 2024

This paper offers a market-oriented perspective into reshoring and the drivers of manufacturing sourcing. Starting in the 1980s, businesses sought to capture cost advantages by moving their manufacturing offshore. As those cost advantages dried up, the first notable incident of reshoring occurred in 2012, and the momentum continues to increase. This paper looks at some of the ripple effects of reshoring on supply chains, transportation routes, brand management, and even political rivalries

A Review Of Two Decades Of Research On Language In International Management (1997 - 2022) - Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This research reviews over two decades of research on language within international management. This comprehensive review codes and summarizes 263 articles, highlighting the impact of language in various strategic areas of management: language policy; HRM and organizational behavior; internationalization; HQ-subsidiary relationship; knowledge sharing; corporate reporting and governance; and mergers and acquisitions (M&A) and inter-firm strategic collaboration. This study also highlights two major needs within the discipline (internal vs. external focus of language and level of analysis – individual, group and organizational), and addressed the call for a broader future research agenda.

Differences In Consumers’ Green Consumption Mindsets And Behavior Across South Africa, South Korea And The United States Based Upon Measures Of Hofstede’S Cultural Dimensions Theory, Sam Fullerton, Estelle Van Tonder, Jungki Lee

Association of Marketing Theory and Practice Proceedings 2023

Samples of 513 South African consumers, 292 South Korean consumers, and 938 consumers in the United States were drawn using identical, but appropriately translated, questionnaires. The data collection instrument addressed a number of psychographic considerations germane to consumption – and anti-consumption – decisions. Using the index scores from Hofstede’s Theory of Cultural Dimensions as bases for differentiating among the three countries, meaningful differences related to issues germane to sustainability were identified. The three cultural dimensions used for comparative purposes were individualism (versus collectivism), indulgence (versus restraint) and long-term (versus short-term) orientation. Differences were documented for all eight of the sustainability-related …

A Comparison Of The Green Mindset And An Array Of Green Customer Citizenship Behaviours Of Adult Residents In South Africa And The United States, Christo Bisschoff, Estelle Van Tonder, Sam Fullerton

Association of Marketing Theory and Practice Proceedings 2023

Independent samples of 513 South African and 938 American consumers responded to an invitation-only, Internet-based survey that captured behavioural and attitudinal data regarding five constructs germane to customer citizenship. The five constructs were green mindset, anti-consumption behaviour, consumer coaching, green advocacy, and customer helping behaviour. Multi-item scales for all five constructs that had been shown to produce a high degree of reliability in prior research were gleaned from the literature. Results from South Africa and the United States were compared. High degrees of reliability were in evidence for each scale in each country. A comparison of the mean scores documented …

Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr

Case Studies

This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.

The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and …

Keeping It Agile: The Internationalisation Decision For The Agile Executive, Siobhan O Regan, Roger Sherlock

Case Studies

This case focuses on The Agile Executive, a company looking for new market opportunities to expand their business in several possible European markets.

This case is also an exercise case for students to practice their knowledge from the perspective of strategic management, branding, marketing & sales, conducting market research and the development of feasible marketing entry strategies, all based on clear use of robust criteria, aligning with the core competences, resources and capabilities of the organisation.

This case can be divided into sub-cases that could focus on answering the questions of how to enter or expand in a target European …

Portwest’S Future Strategy: Fashionising Workwear – Threading The Needle, Fiachra Coll, Damian O'Reilly

Case Studies

Portwest- should they further pursue the leisurewear / workwear market or should they focus on expanding the current range?

Portwest is a global manufacturer and innovator of workwear, safetywear and Personal protective equipment (PPE) and one of the fastest growing workwear companies in the world. Recently, the company launched an “Inspired Workwear” collection targeting the leisurewear/workwear market. It is a departure from their traditional markets where their acquisition strategy has seen Portwest rapidly gain market share. Management are concerned that this new departure may take resources from the core business of Workwear and dilute key resources.

An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Aiden Carthy, Isobel Oreilly Dr

Articles

Many ethical questions have been raised regarding the use of social media and the internet, mainly related to the protection of young people in the digital environment. In order to critically address the research question "who is responsible for ethically protecting minors in the digital environment?", this paper will review the main literature available to understand the role of parents, the government, and companies in protecting young people within the digital environment. We employed a holistic process that covers a state-of-the-art review and desk research. The article is divided into four sessions; (1) Government Policies from the European Union (EU) …

The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu

Honors Projects in Marketing

There is an abundance of research that analyzes country of origin (COO) and its effect on consumer behavior; however, many of these studies are in relation to products unrelated to fashion. In addition, there are a plethora of studies that discuss price transparency and product transparency. Though, most of this research is also unrelated to the fashion industry. There is also a significant lack of COO studies in relation with price and product transparency. This current study aims to focus on developing new methods of marketing in congruence with COO and fashion products. Utilizing a between-subjects experimental design, 2 (country …

The Global Chinese Consumer, Rane Xue, Xiaolei Gu

Asian Management Insights

At the forefront of growth in the luxury goods market.

Global E-Commerce Readiness Of U.S. Smes Towards The Mexican Market: Are American Small Businesses Prepared For Digital Commerce To Mexico?, Ricardo Cardoza, Eileen Daspro Dba

McNair Summer Research Program

The entry into force of the United States-Mexico-Canada Trade Agreement on July 1st, 2020, ushered in a new era of regional trade for the region. The modernized agreement’s inclusion of a chapter specifically focused on expanding digital trade and investment reflected a business phenomenon that had expanded markedly over the last ten years: cross-border e-commerce within the former NAFTA region. This article examines the literature needed to assess the readiness of U.S. small and medium-sized businesses (SME’s) to sell to the Mexican market online based on the degree of localization of their firm’s websites towards the Mexican market. First, a …

A Review Of Two Decades Of Research On Language In International And Multicultural Marketing (1997 – 2020) – Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: Marketing Communications; Linguistics; Branding; Consumer Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.

Reflections Of A Chief Strategy Officer In A Diversified Conglomerate, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

After a lifetime as an academic, I was hired as Chief Strategy Officer (“CSO”) at Tata, a colossal $100 billion group with more than a hundred companies and 650,000 employees worldwide. At first sight, the job of being strategy head for the Tata Group may seem rather different from my academic role, with implementation responsibility and ability being the key difference. But, it did not require much of an adjustment for two reasons. First, I was not the typical academic. For twenty years, as an external consultant, I had been working with top executives and helping them think through their …

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

Making Energy Metrics Relevant To Service Firms: From Energy Conservation To Energy Productivity, Randle D. Raggio, Peter Ekman, Steve Thompson

Marketing Faculty Publications

Although energy conservation and reduction in environmental impact are on the international and most national agendas, service firms rarely include energy consumption metrics in their strategic decision-making. One reason for the omission is that for service industries, firm level energy utilization is most commonly measured in kilowatt hours per square meter of office space where changes often related to the space rather than the firm performance. The measure also presents several problems for firms in service industries. First, energy conservation and reduction may be counterproductive for service firms that are growing and require energy to sustain that growth. Second, it …

The Expanded View Of Individualism And Collectivism: One, Two, Or Four Dimensions?, Jennifer L. Priestley, Kamal Fatehi, Gita Taasoobshirazi

Faculty and Research Publications

Recent research to analyze and discuss cultural differences has employed a combination of five major dimensions of individualism–collectivism, power distance, uncertainty avoidance, femininity– masculinity (gender role differentiation), and long-term orientation. Among these dimensions, individualism–collectivism has received the most attention. Chronologically, this cultural attribute has been regarded as one, then two, and more recently, four dimensions of horizontal and vertical individualism and collectivism. However, research on this issue has not been conclusive and some have argued against this expansion. The current study attempts to explain and clarify this discussion by using a shortened version of the scale developed by Singelis et …

Analyses Of Five Industries, Potential Job Prospects, And Expatriate Employment In Spain, Leonardo Brista

Honors Projects

This memorandum analyzes five industries of personal interest and potential job opportunities within each, as well as an analysis of Spain’s economy and identifying the process of working as an expatriate. The goal of this project is to lay out the career opportunities in various industries in and out of the United States, the situation of their environments, and rationalizing them in an evaluative method. Each industry of interest will be analyzed on their economic strength, sociopolitical environment, and geographic area of focus. The top five companies in each industry will also briefly analyzed, comparing their overall employee approval rating …

Dynamics Of Country Image: Evidence From Malaysia, Dana-Nicoleta Lascu, Zafar U. Ahmed, Irfan Ahmed, Tan Hui Min

International Business Faculty Publications

Purpose – Previous research has posited country image to operate at two levels: the country’s macro image, based on general politico-economic descriptors of the country, and the country’s micro image, based on perceptions of products from the country. The purpose of this paper is to further explore this premise in a practical study, using a psychometric assessment of macro and micro country images by ascertaining the nature of differences in macro and micro images of leading exporters, the USA and China, for consumers in Malaysia, a top import destination of US and Chinese goods; the images of Malaysian goods were …

Influence Of Country And Company Characteristics On International Business Decisions: A Review, Conceptual Model, And Propositions, Kotler Philip, Lalita A. Manrai, Dana-Nicoleta Lascu, Ajay K. Manrai

Marketing Faculty Publications

This research advances four propositions and a conceptual model of country and company characteristics influencing key International Business Decisions (IBDs). The IBDs in this study are country selection and evaluation, entry mode, segmentation-targeting-positioning, and the marketing mix – the first two in the international business domain, and the latter two in the international marketing field. The conceptual model and related four propositions are advanced, based on an extensive literature review and subsequent in-depth review of 169 published research papers on major IBDs and their determinants, namely, country characteristics, including opportunities, risks, and various distances between the host country and home …

The Impact Of The Miles Trade Business In The Brazilian Airline Industry, Daniela De Araujo Pereira, Evandro Magno Vianna Goncalves, Fabricio Benato Jeronimo, Renato Luiz Furquim De Mendonca Bellomo

Graduate Student Works

This study analyzes the impact of the Miles Trade business in the Brazilian airline industry. This is linked some factors: economy recession, cultural traces, legal flaws and new technologies that led to the creation and growth of the Miles Trade business in Brazil. The impacts over airlines are related to loyalty weakening between customers and airlines and revenue dilution due to the lower prices of air tickets sold in miles. This project analyzes the qualitative impacts using the SWOT analysis, Porter’s 5 forces, Cause and Effect Diagram and the quantitative impacts comparing public available information about the Miles Trade business …

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

Subjectivity Of Diamond Prices In Online Retail: Insights From A Data Mining Study, Stanislav Mamonov, Tamilla Triantoro

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

Diamonds belong to a unique product category whose perceived value is largely dependent on socially constructed beliefs. To explore the degree to which the physical properties of a diamond can be used to predict the diamond price, we perform data mining on a large dataset of loose diamonds scraped from an online diamond retailer. We find that diamond weight, color and clarity are the key characteristics that influence diamond prices. The data mining results also suggest a high degree of subjectivity in diamond pricing that may reflect price obfuscation strategies employed by diamond retailers.

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

How Do Consumers Adopt Imported Products In An Era Of Product Overcrowding?, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications and Presentations

When individuals decide to adopt imported products, they associate these products with one or more places. Thus, consumers are likely to think about the new cultures, ideas, and behaviors associated with these places. When adopting imported products some consumers seek some type of novelty without altering existing decisional and/or behavioral structures whereas other consumers seek novelty to create new consumption situations. Nonetheless, current research has failed to explain how determinant the influence of the product’s place and the process of adopting this product are on consumer’s purchase intention. Therefore, this research analyzes: 1) the influence of the product’s place market …

International Currency Correlation, Thomas Griffin

Honors Projects in Finance

The purpose of this project is to examine the effects that one country’s currency can have on another countries currency. Currency is one of the key determinants of how a country’s economy is performing compared to the rest of the world. Some currencies have a negative or positive correlation with other currencies around the world. This data will help investors determine what they can expect to happen to a countries currency when there is a fluctuation in another currency. Certain industry practices where this information will be useful include the hedge fund industry and other global companies. This will be …

Empirical Study Utilizing Qfd To Develop An International Marketing Strategy, Cassandra C. Elrod, Sarah M. Stanley, Elizabeth A. Cudney, Caroline Fisher

Business and Information Technology Faculty Research & Creative Works

Customer expectations can be extremely nebulous. This research identifies the demographic segmentations and their respective expectations for the spa market. Interviews were conducted and a subsequent questionnaire was employed to gather the voice of the customer and assess the expectations of spa clientele. All of the data was collected from luxury spas in Hawaii, and consisted of respondents from all over the world. Results of the survey suggest that while men want more tangible benefits of a spa, women prefer the experiential qualities of peace and rejuvenation. Additionally, those of lower to middle income focus on the atmosphere more than …

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative Collections

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change, …

Developing A Model To Identify Favorable Export Markets, Josh Nichol-Caddy

White Papers

Market research can help small business owners determine where to dedicate time and resources to expand their sales into foreign countries. NBDC uses a four-step process for surveying global demand.

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff