Antonio Navarro García

The influence of price and brand loyalty on store brands versus national brands

Abstract This article investigates how price and brand loyalty of three frequently purchased product categories can influence the purchase decision process of store brands versus national brands. A multinomial logit model was constructed to analyse the data obtained from a consumer panel. The results confirmed that brand loyalty is the main variable which influences the purchase decision process of both national and store brands. The influence of price on the purchase decision process is product specific. There is a clear distinction between the buyers profile of store brands and national brands. But there is no evidence of any correlation between demographic variables and national brands or store brands.

Proposing new variables for the identification of strategic groups in franchising

The identification of strategic groups in the Spanish franchising area is the main aim of this study. The authors have added some new strategic variables (not used before) to the study and have classified franchisors between sectors and distribution strategy. The results reveal the existence of four perfectly differentiated strategic groups (types of franchisors). One of the major implications of this study is that the variables that build a strategic group vary depending on the respective sector the network operates in and its distribution strategy. This fact indicates that including sector and distribution strategy is absolutely necessary to achieve good classifications of franchisor types.

EFECTOS DE LA PROACTIVIDAD EXPORTADORA Y LA ORIENTACIÓN AL MERCADO EN LAS OPERACIONES DE COMERCIO EXTERIOR

RESUMEN El objetivo del presente trabajo, de naturaleza exploratoria, es analizar, a traves de un modelo conceptual y de los datos recogidos a partir de una muestra de 150 empresas exportadoras espanolas, las consecuencias de la proactividad exportadora y de la orientacion al mercado en las operaciones de comercio exterior. Mas concretamente, se analiza como ambos factores influencian el nivel de compromiso exportador de la organizacion, asi como las decisiones estrategicas tendentes a adaptar los elementos de marketing-mix a las necesidades de los mercados extranjeros. Ademas, se evalua como tales comportamientos empresariales en el ambito internacional influyen en las percepciones directivas sobre el logro de ventajas competitivas en los mercados extranjeros, asi como en las actitudes futuras de la direccion de la empresa hacia su actividad exportadora. Los resultados corroboran el importante papel que desempena la proactividad exportadora y la orientacion al mercado en los comportamientos, percepciones y actitudes directivas hacia la exportacion, siendo recomendable potenciar tales orientaciones en aquellas organizaciones que realizan operaciones de comercio exterior.

Influye la personalidad de los directivos de pymes en los resultados exportadores

In this work, we examine whether values in Schwartz’s scale For Small and Medium-Sized Enterprises (SME) export managers from the most successful export companies differ from those for SME managers from companies with limited export success. The study was conducted with a sample of 196 Spanish export SMEs. First, we conducted a latent class cluster analysis to classify companies according to their export performance. Then, we employed means comparison test to find significant differences in Schwartz’s scale between executives from companies in both groups. Significant differences were found for the following values: honesty, influence, ambition, loyalty, social justice, authority, exciting life, and social order.No presente trabalho, examinamos se gerentes de exportacao das Pequenas e Medias Empresas (PMEs) exportadoras mais bem-sucedidas apresentavam diferencas em valores na escala de Schwartz em comparacao com gerentes de exportacao de PMEs com sucesso limitado em exportacoes. O estudo foi conduzido com uma amostra de 196 PMEs espanholas. Primeiramente, conduzimos uma analise de cluster de classes latentes para classificar as empresas segundo seu desempenho em exportacoes. Depois, empregamos um teste de comparacao de medias para encontrar diferencas significativas em valores na escala de Schwartz entre executivos das empresas de ambos os grupos. Diferencas significativas foram encontradas para os seguintes valores: honestidade, influencia, ambicao, lealdade, justica social, autoridade, vida excitante e ordem social.En este trabajo se analiza si los valores segun la escala de Schwartz varian entre los directivos responsables de exportacion de Pequenas y Medianas Empresas (PyMEs) entre las empresas con mayor exito exportador, frente a las que tienen un exito exportador limitado. El estudio se aplica a una muestra de 196 PyMEs espanolas exportadoras. En primer lugar se aplica un cluster de clases latentes para clasificar las empresas en funcion del performance exportador, para despues aplicar test de comparaciones de medias y buscar diferencias significativas en los valores de Schwartz entre directivos de empresas de ambos grupos. Los valores en los que aparecen diferencias significativas son: honestidad, influencia, ambicion, lealtad, justicia social, autoridad, vida excitante y orden social.