EXPRESS: The Limits of Mimetic Isomorphism: Emerging Market Service Providers Entering Triad Markets

IF 4.9 2区 管理学 Q1 BUSINESS
Scott M. Widmier, Nik Nikolov, Lance Eliot Brouthers
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引用次数: 0

Abstract

Prior research shows that using mimetic isomorphism to select a price/quality product strategies result in superior performance in the U.S., European Union, and Japan for both developed economy and emerging market manufacturers. However, do these results generalize in the case of emerging market service providers? Due to the nature of services, customers cannot gauge service quality prior to consumption, and they must rely on other cues; commonly, consumers rely on the brand name as a proxy. We theorize that in the case of EMS, choosing a strategy of “distinctiveness” (pursuing a non-dominant price/quality strategy), offers a way to differentiate their offering from the mimetic choice, resulting in superior performance. Implications for theory and practice are discussed.
EXPRESS:模仿同构的限制:新兴市场服务提供商进入三元市场
先前的研究表明,在美国、欧盟和日本,无论是发达经济体还是新兴市场的制造商,使用模仿同构来选择价格/质量产品策略的结果都是优越的。然而,这些结果是否适用于新兴市场服务提供商?由于服务的性质,顾客不能在消费前衡量服务质量,他们必须依靠其他线索;通常,消费者依赖品牌名称作为代理。我们的理论是,在EMS的情况下,选择“独特性”策略(追求非主导的价格/质量策略)提供了一种将他们的产品与模仿选择区分开来的方法,从而产生卓越的性能。讨论了理论和实践意义。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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