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Triadic multilevel psychic distance in firm internationalization 企业国际化中的三元多层次心理距离
IF 5 3区 管理学
International Marketing Review Pub Date : 2024-01-02 DOI: 10.1108/imr-07-2022-0176
Aswo Safari
{"title":"Triadic multilevel psychic distance in firm internationalization","authors":"Aswo Safari","doi":"10.1108/imr-07-2022-0176","DOIUrl":"https://doi.org/10.1108/imr-07-2022-0176","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study examines the triadic MPD among these three entities and its impact on firm internationalization.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study uses qualitative and case study research approaches. It is based on 8 case companies and 24 internationalization cases. Secondary data were collected, and interviews with bridge-makers and industry experts were conducted.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study found that MPD appeared in the triad. The MPD between firms and markets is related to country-specific differences and business difficulties. The MPD between the firm and the bridge-maker is based on the latter’s lack of knowledge vis-à-vis bridging the firm’s MPD. Finally, the MPD between bridge-makers and the market is based on the former’s lack of knowledge of the home country’s business difficulties.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is the first study to develop and adopt a triadic multilevel psychic distance conceptualization that provides evidence for and sheds light on the triadic MPD and its effect on firm internationalization. This study identifies the reasons behind triadic MPD in connection to firm internationalization. Notably, firm internationalization is interdependent on the triadic MPD setting between the firm, bridge-maker and target market. It has theoretical value and contributes to the recent advancement in the understanding of MPD in international marketing literature.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139374546","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information 小型国际化企业的混合业务产品:通过犹豫不决的模糊信息对内部能力进行混合方法分析
IF 5 3区 管理学
International Marketing Review Pub Date : 2023-12-15 DOI: 10.1108/imr-11-2021-0341
Hannan Amoozad Mahdiraji, Aliasghar Abbasi Kamardi, Vahid Jafari-Sadeghi, Seyed Hossein Razavi Hajiagha, Sylvaine Castellano
{"title":"Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information","authors":"Hannan Amoozad Mahdiraji, Aliasghar Abbasi Kamardi, Vahid Jafari-Sadeghi, Seyed Hossein Razavi Hajiagha, Sylvaine Castellano","doi":"10.1108/imr-11-2021-0341","DOIUrl":"https://doi.org/10.1108/imr-11-2021-0341","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In this research, the initial list of internal capabilities in small and medium-sized enterprises (SMEs) leading to success in international markets has been extracted. Then, the most relevant capabilities to international SMEs under servitisation and hybrid offerings have been screened. Next, the selected capabilities have been classified, and ultimately the relationship amongst the capabilities has been analysed. The conceptual model for SMEs participating in international markets with hybrid offerings has been illustrated.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A literature review has been employed to extract the initial list of internal capabilities to address the research objectives. Then, a novel hesitant fuzzy Delphi (HFD) method has been developed to select the most relevant capabilities for SMEs for hybrid offerings in international markets by using the experts opinions. Subsequently, a novel hesitant fuzzy interpretive structural modelling (HFISM) has been developed to classify the capabilities, design a level-based conceptual model and present the relationship amongst the prominent capabilities.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>After the literature review, sixteen internal capabilities leading to success in the international market via hybrid offerings have been extracted. Then, eight selected capabilities were chosen for further investigation by applying 15 expert opinions and via the HFD approach. According to HFISM results, a level-based conceptual model was emanated, and “ability to take advantage of international opportunities”, “financial strength”, “technology level” and “efficient innovation management” were considered as the most fundamental capabilities resulting in successful hybrid offerings in international markets.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Alongside the multi-layer decision-making approach developed in this manuscript to analyse the internal capabilities roles in hybrid offering success towards international markets, to the best knowledge of the authors, the hesitant fuzzy approaches developed in this article have not been previously presented by any other scholar. A novel HFD approach has been designed for consensus amongst the experts under uncertain circumstances. Furthermore, a novel HFISM has been suggested and employed in this research to comprehend the relationship amongst the internal capabilities.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138684121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets 奢侈品牌个性对数字互动评价的影响:以欧洲和北美市场为重点
IF 5 3区 管理学
International Marketing Review Pub Date : 2023-12-06 DOI: 10.1108/imr-02-2022-0044
Kirsten Cowan, Alena Kostyk
{"title":"The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets","authors":"Kirsten Cowan, Alena Kostyk","doi":"10.1108/imr-02-2022-0044","DOIUrl":"https://doi.org/10.1108/imr-02-2022-0044","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Consumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138528392","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective 探索混合产品-服务提供对企业国际化战略的影响:国际视角
IF 5 3区 管理学
International Marketing Review Pub Date : 2023-11-23 DOI: 10.1108/imr-10-2023-0288
Yipeng Liu, Oscar F. Bustinza, Ferran Vendrell-Herrero, Cary Cooper, Demetris Vrontis
{"title":"Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective","authors":"Yipeng Liu, Oscar F. Bustinza, Ferran Vendrell-Herrero, Cary Cooper, Demetris Vrontis","doi":"10.1108/imr-10-2023-0288","DOIUrl":"https://doi.org/10.1108/imr-10-2023-0288","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to deepen the understanding of the interconnection between hybrid product–service offerings and firms' internationalization strategies, focusing on market entry, export performance and subsidiary strategy development.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The approach involves reviewing and summarizing the existing body of research in the area. This is complemented by the analysis of the 10 published papers in the current issue.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors proposed a value-chain synergetic approach that ensures the international competitiveness of hybrid offerings. The authors’ conceptual framework encompasses four themes: (i) internal factors encompassing capabilities and governance, (ii) supply-side factors related to ecosystem formation, (iii) demand-side factors encompassing customization and co-creation and (iv) enhancing factors such as assets digitization. The authors’ analysis demonstrates how these synergistic value chain themes interrelate to empower hybrid offerings in the export market.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>While the conceptual development presented in this paper is not exhaustive, the model highlights important research avenues in the internationalization of product–service hybrid offerings that need exploration.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The proposed framework hold practical implications for firms aiming to enhance their competitiveness in the export market through the integration of hybrid product–service offerings.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The authors’ framework bridges the gap in international marketing literature by focusing on the interplay between hybrid product–service offerings and internationalization strategies, providing valuable insights into the factors driving servitization-led innovations in foreign markets.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138528386","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
SMEs' regional diversification: dynamic patterns and home market institutional determinants 中小企业区域多元化:动态模式与国内市场制度决定因素
3区 管理学
International Marketing Review Pub Date : 2023-11-14 DOI: 10.1108/imr-12-2021-0364
Wensong Bai, Mikael Hilmersson, Martin Johanson, Luis Oliveira
{"title":"SMEs' regional diversification: dynamic patterns and home market institutional determinants","authors":"Wensong Bai, Mikael Hilmersson, Martin Johanson, Luis Oliveira","doi":"10.1108/imr-12-2021-0364","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0364","url":null,"abstract":"Purpose The authors seek to advance the understanding of small- and medium-sized enterprise (SME) internationalization at the regional level and examine the role of home market institutions in this process. Design/methodology/approach The authors analyze hypotheses with data from SMEs in five country markets and from the Global Entrepreneurship Monitor. A cluster analysis establishes the regional diversification patterns (based on regional diversification scope, speed and rhythm) and a multinomial regression tests the effect of home market institutions on their adoption. Findings The results offer a refined picture of SME regional diversification by revealing three patterns: intra-regionally focused firms, late inter-region diversifiers and early inter-region diversifiers. They also suggest that the adoption of these patterns is determined by SMEs' home market institutions. Originality/value The authors develop a nuanced understanding of SME internationalization by building upon and expanding the regionalization rationale in the internationalization patterns literature. Additionally, the authors address the acknowledged, yet rarely investigated, country-level determinants of internationalization patterns.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136229560","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Negative and positive contamination in secondhand fashion consumption: does culture matter? 二手时尚消费中的消极和积极污染:文化重要吗?
3区 管理学
International Marketing Review Pub Date : 2023-11-14 DOI: 10.1108/imr-01-2022-0014
Naeun Lauren Kim, Byoungho Ellie Jin, Terry Haekyung Kim
{"title":"Negative and positive contamination in secondhand fashion consumption: does culture matter?","authors":"Naeun Lauren Kim, Byoungho Ellie Jin, Terry Haekyung Kim","doi":"10.1108/imr-01-2022-0014","DOIUrl":"https://doi.org/10.1108/imr-01-2022-0014","url":null,"abstract":"Purpose Despite the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of secondhand goods differently according to the culture. Based on the consumer contamination theory, this study aims to investigate the cultural differences of South Koreans and Americans by examining three variables (e.g. transaction type, ownership duration and physical attractiveness) related to consumers' perception of contamination and purchase intentions for a secondhand apparel item. Design/methodology/approach Data were collected from 422 US and South Korean female consumers who were assigned to an experimental scenario, and their secondhand purchase intentions and perceived contamination were compared through independent t -tests and moderated regression analyses. Findings Consumers' purchase intentions increased, and perceived contamination decreased when the transaction type was business-to-consumer (vs consumer-to-consumer), when the item had been owned for a shorter period of time and when the item was sold by an attractive seller. Such effect was more pronounced for South Korean consumers than the US consumers in the negative contamination contexts (i.e. transaction type, ownership duration), but not in the positive contamination context (i.e. attractiveness). Originality/value The findings of the study add to the literature on consumer contamination theory through an examination of several negative and positive contamination factors in retail contexts and highlight the role of culture as a critical moderator.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136229740","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness 自我一致性如何促进客户与全球品牌的互动?研究心理所有权和全球联系的作用
3区 管理学
International Marketing Review Pub Date : 2023-11-01 DOI: 10.1108/imr-09-2022-0206
Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan, Tapas Ranjan Moharana
{"title":"How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness","authors":"Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan, Tapas Ranjan Moharana","doi":"10.1108/imr-09-2022-0206","DOIUrl":"https://doi.org/10.1108/imr-09-2022-0206","url":null,"abstract":"Purpose Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands. Design/methodology/approach Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations. Findings Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers. Originality/value While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135217284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
“Buy local” campaigns in times of crisis: insights from reactance theory 危机时期的“购买国货”运动:来自抵制理论的见解
3区 管理学
International Marketing Review Pub Date : 2023-10-12 DOI: 10.1108/imr-09-2022-0202
Michela Matarazzo, Adamantios Diamantopoulos, Andreas Raff
{"title":"“Buy local” campaigns in times of crisis: insights from reactance theory","authors":"Michela Matarazzo, Adamantios Diamantopoulos, Andreas Raff","doi":"10.1108/imr-09-2022-0202","DOIUrl":"https://doi.org/10.1108/imr-09-2022-0202","url":null,"abstract":"Purpose Reactance theory is applied to investigate consumer responses to “buy local” campaigns initiated by government to counteract the effects of an economic crisis, using the COVID-19 pandemic as an illustrative context. Design/methodology/approach A conceptual model is developed, aimed at revealing the extent to which “buy local” campaigns – explicitly justified by the need to fight an economic crisis – are likely to lead to (a) compliance (i.e. support for local products/retailers) or (b) freedom restoration (i.e. support for foreign products/retailers). The model is subsequently tested on samples of German (N = 265) and Italian (N = 268) consumers. Findings “Buy local” campaigns are likely to generate reactance amongst consumers and such reactance can lead to both non-compliance and, albeit less so, freedom restoration outcomes. At the same time, consumer ethnocentrism acts as a countervailing influence by attenuating the effects of generated reactance and its undesirable outcomes. Research limitations/implications Psychological reactance theory offers a novel perspective for conceptually approaching the likely responses of consumers towards “buy local” campaigns and the empirical findings support the use of the theory in this context. Practical implications Policymakers seeking to encourage consumers to support the local economy during times of an economic crisis need to be aware that “buy local” campaigns may, against their intended communication goals, result in non-compliance as well as consumer responses in the opposite direction. Thus, the reactance-generating potential of such campaigns needs to be explicitly considered at the planning/implementation stage. Originality/value The findings confirm the relevance of reactance theory as a conceptual lens for studying the effects of “buy local” campaigns and have important implications for domestic/foreign firms as well as for policy makers seeking to encourage consumers to support the local economy during times of an economic crisis.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136057740","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity 国际营销中的全渠道管理能力:口碑对客户参与和客户权益的影响
3区 管理学
International Marketing Review Pub Date : 2023-10-12 DOI: 10.1108/imr-09-2022-0203
Shahriar Akter, Mujahid Mohiuddin Babu, Tasnim M. Taufique Hossain, Bidit Lal Dey, Hongfei Liu, Pallavi Singh
{"title":"Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity","authors":"Shahriar Akter, Mujahid Mohiuddin Babu, Tasnim M. Taufique Hossain, Bidit Lal Dey, Hongfei Liu, Pallavi Singh","doi":"10.1108/imr-09-2022-0203","DOIUrl":"https://doi.org/10.1108/imr-09-2022-0203","url":null,"abstract":"Purpose The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity. Design/methodology/approach Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling. Findings The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity. Originality/value The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135963766","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
International dynamic marketing capabilities and international performance during the pandemic: a study of export manufacturers from Poland 大流行期间的国际动态营销能力和国际业绩:对波兰出口制造商的研究
3区 管理学
International Marketing Review Pub Date : 2023-09-27 DOI: 10.1108/imr-08-2022-0181
Mariola Ciszewska-Mlinarič, Dariusz Siemieniako, Piotr Wójcik
{"title":"International dynamic marketing capabilities and international performance during the pandemic: a study of export manufacturers from Poland","authors":"Mariola Ciszewska-Mlinarič, Dariusz Siemieniako, Piotr Wójcik","doi":"10.1108/imr-08-2022-0181","DOIUrl":"https://doi.org/10.1108/imr-08-2022-0181","url":null,"abstract":"Purpose This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing capabilities (IDMCs) – affect the international performance of exporting firms in the context of extreme environmental dynamism – during the COVID-19 pandemic. Design/methodology/approach The authors focus on a sample of 277 exporting manufacturers from the post-transition economy of Poland. The authors use hierarchical multiple regression analysis to test this study's hypotheses. Findings This study's findings show that deployment of IDMCs by export manufacturers in the context of environmental jolts contributes to better performance, and this relationship is mediated by adaptation to foreign markets and product development capability. Additionally, this study's results reveal that the significant and positive indirect effect of IDMCs on international performance (through mediators) is, however, weakened under conditions of extreme environmental dynamism. Research limitations/implications The limitations pertain to the cross-sectional nature of this study and the research sample, characterised by the dominance of export manufacturers of final products, the dominance of manufacturers operating in the business-to-business sector, or in the business-to-business and business-to-customer sectors simultaneously. Practical implications The study provides suggestions to managers on how to build resilience in international markets during turbulent times. These activities involve investments in IDMCs that support activities centred around product development and adaptation to foreign markets. Originality/value The novel construct of IDMCs is introduced and operationalized. The study empirically tests the direct and indirect relationship between IDMCs and performance contingent upon extreme environmental dynamism. The results demonstrate the boundary conditions for the effectiveness of these domain-specific DCs in such a research setting.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135476830","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
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