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Author: Jung Wan Lee
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
This paper investigates the concept of the standardisation of products and marketing communications in an emerging market. In addition, the paper aims to introduce the logical connection among product category, product attributes, and consumers' perceptions of product quality. Relationships between the three constructs of product characteristic-, benefit-, and image-attributes with perceived product quality are hypothesized, and data are collected via a consumer survey in Almaty, Kazakhstan during 2005. The empirical data are utilized to test all hypotheses using structural equation modeling method. This study finds that the factors of product attributes affect differentially to consumers' evaluations of product quality. For products with status symbolic meanings such as the automobile in the Central Asia, consumers are more sensitive to benefit attributes of the product rather than product characteristic attributes. Standardisation of products and marketing communications in an international context is an important issue faced by multinational managers and has been the subject of debate for several decades. However, to date, few empirical studies have examined the intricacies of this issue in the Central Asia under transitional economies. This study implicates that, beyond product standardisation, multinational firms must develop marketing communications by adapting the differences of values, expectations, needs of consumers towards global products, in particular, in emerging markets and it will help their global products to achieve competitive strategic positions in emerging markets. This study uses a single product category and a single segment in a single country. Results need to be expanded and confirmed with other product categories in other emergent markets with various segments.
Author: Jung Wan Lee
Publisher:
ISBN:
Category :
Languages : en
Pages :
Get Book Here
Book Description
This paper investigates the concept of the standardisation of products and marketing communications in an emerging market. In addition, the paper aims to introduce the logical connection among product category, product attributes, and consumers' perceptions of product quality. Relationships between the three constructs of product characteristic-, benefit-, and image-attributes with perceived product quality are hypothesized, and data are collected via a consumer survey in Almaty, Kazakhstan during 2005. The empirical data are utilized to test all hypotheses using structural equation modeling method. This study finds that the factors of product attributes affect differentially to consumers' evaluations of product quality. For products with status symbolic meanings such as the automobile in the Central Asia, consumers are more sensitive to benefit attributes of the product rather than product characteristic attributes. Standardisation of products and marketing communications in an international context is an important issue faced by multinational managers and has been the subject of debate for several decades. However, to date, few empirical studies have examined the intricacies of this issue in the Central Asia under transitional economies. This study implicates that, beyond product standardisation, multinational firms must develop marketing communications by adapting the differences of values, expectations, needs of consumers towards global products, in particular, in emerging markets and it will help their global products to achieve competitive strategic positions in emerging markets. This study uses a single product category and a single segment in a single country. Results need to be expanded and confirmed with other product categories in other emergent markets with various segments.
Author: Rajeev Batra
Publisher: Springer Science & Business Media
ISBN: 1461550092
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.
Author: Petr G. Chadraba
Publisher: Cambridge Scholars Publishing
ISBN: 1527561283
Category : Business & Economics
Languages : en
Pages : 705
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Book Description
The book of readings, Business Strategies for Economies in Transition, is a collection of papers describing various business issues as they occurred during the economic transitions in Central and Eastern European countries. The book’s sections are organized along the typical academic business disciplines – Marketing Management, Advertising, Finance and Banking and Human Resource Management. This organization allows professors from various disciplines to focus on articles within the area of their specific interest. The Maculan case is a multifaceted exercise. The scope is very broad, covering topics such as management, multi cultural environment, changing regulations, and corporate growth, to name a few. The accompanying Teaching Note gives some classroom guidance on how to approach this case. However, educators may find other issues in this case worth discussing with students. While the readings are from CEE countries, we feel that much of the material can and should be used when looking at other economies, be they in transition or in the process of economic development. There are many countries that are in one of these two stages. Many of the problems addressed in this book are relevant to developing economies. Any major change in the economic system, be that transition or development, impacts people. As such, the response of the population will directly influence the chance of a successful transformation.
Author: Christina Liessem
Publisher: GRIN Verlag
ISBN: 3656852391
Category : Business & Economics
Languages : en
Pages : 28
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Book Description
Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 80, Queen Mary University of London (Business School), course: International Marketing, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. The first articles regarding the question whether firms should adapt their strategy and marketing program to the local costumers needs or if they rather should focus on global standardization were published in the 1960’s (e.g. Bartels, 1968; Buzell, 1968; Elinder, 1961/1965; Keegan, 1969). Since then over 300 articles address this research question and it is a never- ending debate with inconsistent findings. A recent detailed meta-study over relevant articles of the last 50 years leads to contradictory findings: Out of 274 articles published in Marketing and Management Journals, 8% recommended global standardization, 14 % favored adaption, 10 % could not give a recommendation and the majority (68%) stated that companies have to make their decision grounded on the specific situation they are in (Schmid & Kotulla, 2010). These contradictory findings in the literature alone show, that the statement “Standardization in International Marketing strategy is doomed to failure” cannot be easily agreed with. This essay has the purpose to disprove the statement and demonstrate, with the help of previous literature and practical examples, that in certain contexts and for some companies, standardization can be a successful strategy. Chapter 2 provides an overview of the debate standardization versus adaptation and the empirical results of a choice of articles. Chapter 3 explains which aspects of the marketing mix will be observed and clarifies the definition of standardization. Following in Chapter 4 two companies within the consumer goods will be presented, who clearly follow an international standardization marketing approach. A conclusion will be provided in Chapter 5, integrating a final valuation of the discussed statement.
Author: Stefan Lüer
Publisher: GRIN Verlag
ISBN: 3638324060
Category : Business & Economics
Languages : en
Pages : 19
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Book Description
Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Ludwigshafen, course: Transnationales Marketing, language: English, abstract: As I start off I will try to define the word “globalisation”, so I can move on with my argumentation on basis of this definition. Via internet, just like in several journals, magazines and books, one can find numerous definitions and essays about what “globalisation” is supposed to be. Just to give the reader some impression on the variety, I wrote down a few of them. On an official homepage of the Canadian government is written: “The term “globalisation” describes the increased mobility of goods, services, labour, technology and capital throughout the world. Although “globalisation” is not a new development, it’s pace has increased with the advent of new technologies especially in the area of communications.” . At http://www.globalisation101.org you will read “Globalisation is a term used to describe the acceleration and intensification of economic interaction among the people, companies, and governments of different nations.”. In the opinion of Prof. Werner Antweiler “Globalisation is the process by which nationality and geographic location become increasingly irrelevant for economic activities.” . As you recognize, “Globalisation” is a word which lacks of a definite definition. Hence I have decided to define “Globalisation” as follows. Globalisation will be seen as a strategy of; on global basis operating corporations, with the focus on the establishment of a worldwide competitive advantage, through the use of local benefits and economies of scale. This definition is build upon the convergence-theory whereafter the interests and desires of various nations draw close. The reason is the technological and economical evolution which gradually makes cultural differences obsolete.
Author: Tobias Weigl
Publisher: Springer Science & Business Media
ISBN: 3835055623
Category : Business & Economics
Languages : en
Pages : 403
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Book Description
Based on the results of 177 survey responses, Tobias Weigl shows that the simple transfer of managerial and organizational skills, techniques, values and culture from developed countries to Russia is a false assumption among academics and practitioners.
Author: Christian Wolf
Publisher: GRIN Verlag
ISBN: 3640958152
Category : Business & Economics
Languages : en
Pages : 37
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Book Description
Seminar paper from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8 von 10 P, Jönköping International Business School (-), course: International Marketing, 16 entries in the bibliography, language: English, abstract: 1 Introduction Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in service marketing. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. However, we will first give an overview about earlier research done within this field. Some services were international in scope long before the term "scientific management" was ever invented or the first marketing course was taught. Shipping was an essential in-gredient in opening up early trade routes, with banking and insurance following and then facilitating them. In time, large companies emerged to operate international marine freight and passenger services, developing a network of agents in different ports to represent them. As more and more organisations offer services in foreign markets - often around the world - and as international trade in services increases, important questions are being raised concerning the design and implementation of international service marketing strategies. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). But there are other issues, as well; international strategies, scale and diversity, etc. Not all services are the same. Glob
Author: Atanu Adhikari
Publisher: Springer
ISBN: 3319515454
Category : Business & Economics
Languages : en
Pages : 171
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Book Description
This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 1317789199
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
Marketing Challenges in Transition Economies of Europe, Baltic States and the CIS is a collection of conceptual and empirical articles on the developments of markets, marketing orientation, and marketing strategy in the transition economies of Eastern and Central Europe, the Baltic States, and the CIS. This unique book includes conceptual frameworks and research studies that will illuminate topics, such as marketing institutional development, marketing orientation, and foreign direct investment to help you gain a better understanding of the current and future roles of marketing in transition economies.
Author: Gopalkrishnan R. Iyer
Publisher: Routledge
ISBN: 9780789009791
Category : Marketing
Languages : en
Pages : 0
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Book Description
Reluctant to leave the field to economists and political scientists, scholars of business and management share their perspective on the emergence of markets and marketing systems in transition economies. They consider such aspects as foreign direct investment motives and marketing strategies in central and eastern Europe, why progress is slow in Russia, expectation as the driving force for entry and exit in the turbulent Russian market, and how the fall of the Iron Curtain has affected consumers' perceptions of urban and rural quality of life in Romania. The eight studies and introduction are also published as the Journal of East-West Business vol. 5, nos. 1/2 (1999). Annotation copyrighted by Book News Inc., Portland, OR
