Anthony Pecotich

The impact of country of origin in the retail service context

This study investigates the impact of the country-of-origin cue associated with a change of ownership and brand on service quality perceptions, price and purchase intentions, with ethnocentrism and product class knowledge as covariates. The experimental design was mixed with one between-subject factor (country of origin) with four levels and one within-subject factor (brand) with two levels (a well-known national brand and an unknown other-country brand) repeated for two selected services, airlines and banks. Eight variants of the questionnaire were administered to 320 respondents, who evaluated each country/service/brand combination. Support was found for the country-oforigin effect and ethnocentrism as a covariate. A significant brand X country interaction was also discovered.

A model of the antecedents and consequents of female fashion innovativeness

Abstract It is well documented that innovators have a significant impact on the success/failure of new products and services. In view of this, it is understandable that over the past three decades marketing practitioners and academics have tried to identify these elusive innovators. This study proposes and tests a causal model of female fashion innovativeness. Specifically, the model establishes the value of a domain-specific fashion innovator construct, identifies the key determinants and consequents of female fashion innovativeness and tests these relationships on data collected from a sample of female respondents using partial least squares. The results support the predicted relationships suggesting that the model provides a reasonable framework to understand female fashion innovativeness.

Development of Industruct: A Scale for the Measurement of Perceptions of Industry Structure

The development of INDUSTRUCT, an instrument designed to measure perceptions of industry structure based on Porters five competitive forces formulation, is described. A seven-step procedure based on psychometric principles was used in the process. The results indicate that a valid five dimensional scale can be defined and an instrument developed to provide a satisfactory basis for implementation in future theory testing.

Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia

The primary purpose of this study is to examine the relationship between foreign brand name translation and product-related cues—such as physical quality, perceived origin, and brand name—on consumers’ perceived quality, price, and purchase intentions. In translations from alphabetic to character-based languages such as Mandarin, two generic methods of brand name translation are available: (1) direct translation for the meaning of the brand name and (2) phonetic translation for the pronunciation of the brand name. The results from a series of structurally related experiments designed to investigate the effects of brand name translation in a cross-cultural context indicate that for an unknown brand, a phonetic translation may be mandatory, whereas for an existing strong brand name, it may be best to retain the original name.

An Evaluation of Typologies of Marketplace Strategic Actions: the Structure Australian Top Management Perceptions

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porters generic strategies) were compared using confirmatory factor analysis on a set of data obtained from top mangers in Australia. The results tend to support Porters formulation of cost leadership, differentiation and focus.

Entrepreneurial Women as Catalysts for Socioeconomic Development in Transitioning Cambodia, Laos, and Vietnam

In this longitudinal study the authors examine the collective interplay of history, culture, policy and marketing, and their dynamic effects on entrepreneurial women in transitioning Cambodia, Laos, and Vietnam (CLV). The authors introduce a systemic model to illustrate key factors and relationships, and then share results that indicate themes for entrepreneurial success and societal welfare. Important findings include insights into the evolving landscape in which women have opportunities to generate income, to provide employment, and to improve their own conditions, status and roles, as well as the well‐being of their families, communities and countries. The authors conclude with a discussion of policies and strategies to re‐orient various institutions and sectors to empower women as catalysts for greater economic growth and societal welfare. Opportunities for future research are suggested.

An extension of the citation analysis of selected marketing j ournals

Abstract The citation analysis of selected marketing journals by Jobber and Simpson (1988) is extended using loglinear and multi-dimensional scaling techniques to produce a map of the relative configuration of the journals, as well as a measure of their importance.

Macromarketing and International Trade: Comparative Advantage versus Cosmopolitan Considerations

Within the context of international trade, the case study method is used as an analogue of a natural experiment to contrast the economic concept of “comparative advantage” with the social network “cosmopoliteness” construct. Specifically, a conceptual reconciliation between these macro/micro theories is developed, and then rival propositions are derived pertaining to the initiation of new export ventures. These alternative explanations are juxtaposed in an empirical setting, which not only provides an approximation of a “crucial test” but also demonstrates the rather unusual situation (in marketing) of hypothesis testing with the qualitative case study method on macro to micro translations. The findings favored the social exchange cosmopolitan explanation and led to the rejection of the hypothesis derived from comparative advantage.

The Evolving Investment Climate in Vietnam and Subsequent Challenges to Foreign Investors

Vietnams evolving reform process is gaining momentum. Vietnams Communist Party, however, continues to maintain strong control over economic affairs. Foreign companies with commercial expectations typically are forced into partnership with State instruments responsible for implementation of economic policy. Conflict is inevitable and many difficulties between the partners can be traced to fundamental differences in motivation between foreign investors and Vietnamese authorities. The authors analyze official policy statements and historical trends, examine some Joint Ventures to provide insights into the nature and source of these conflicts, and conclude with a discussion and implications for managers and foreign investors.

Towards 2000: A tougher future for Australian business?

The paper reports on the future business environment expected by top level Australian executives. It forecasts environmental changes to the year 2000 and updates projections reported in an earlier study. Specifically, top managers from 171 of Australias largest 500 corporations provide their views concerning world ecology, the economy, technology and political-social developments. Their perceptions are then linked to specific competitive strategies that are evoked by the long-range forecast which they expect.