Arun Pereira

Country-of-origin image: measurement and cross-national testing

Abstract The importance of country-of-origin as a cue in consumer choice behavior is well established in the international business literature. However, little research has been done in conceptualizing and measuring the specific construct of country-of-origin. This research attempts to show that country-of-origin is rooted in the construct of “country-image” and makes a case for the measurement of the broad construct of country-of-origin image (COI). We test and revise an existing scale of COI and attempt to validate it with data from China, Taiwan, and India.

Review: An overview of marketing strategy and planning

Abstract The notion of “marketing strategy” has the potential to serve as an organizing or synthesizing theme to understand all of marketing thought. Here, we offer an overview of the current state of knowledge about strategic market planning. To accomplish this objective, we first place strategic thinking within the context of the history of marketing thought, with an emphasis on identifying those concepts which remain relevant tor strategic thinking in the 21st century. Next, we review some of the current literature pertaining to certain functional areas of marketing (e.g., product decisions) and identify key issues (e.g. brand equity) relevant to strategic planning. We discuss alternative theories of the firm, which provide a basis for placing marketing activities within the broader context of corporate strategy. Finally, we discuss some emerging trends and areas of inquiry that will be relevant to marketing strategy in the future.

A Cross-Cultural Analysis of Ethnocentrism in China, India, and Taiwan

Abstract This research focuses on the popular measure of ethnocentrism, CETSCALE and attempts to validate the multi-item scale in China, India, and Taiwan. LISREL is utilized to test the unidimensionality of the scale and multiple tests are used to analyze the internal consistency reliability of the scale in these countries. Further, given the cultural differences between China, India, and Taiwan, this research hypothesizes and tests for differences in ethnocentrism among consumers of these countries. The results provide useful insights for academic researchers as well as managers of multinational companies who are involved in these countries or have plans to enter them.

Culturally Customizing Websites for U.S. Hispanic Online Consumers

ABSTRACT The U.S. Hispanic online market consists of the most affluent and educated members of the U.S. Hispanic population. The segment is large, increasing in size, and its members prefer culturally-adapted marketing messages. Currently, no frameworks are available to help marketers culturally customize websites for U.S. Hispanics. The objective of this study is to address this gap. The goals are to identify the ways in which Hispanic preferences for web design elements differ, and to explore how these preferences vary based on acculturation. The results indicate that Hispanics have culturally-rooted preferences for web content and that acculturation levels are important segmentation variables.

Explaining the variation in short-term sales response to retail price promotions

This study focuses on the short-term sales response to price promotions in retail grocery stores and attempts to explain its variation using frequency of price promotions and the consecutive scheduling of price promotions. Retail managers’ expectations and tenets from behavioral theories provide the basis for the hypotheses that the frequency of price promotions and consecutive scheduling of price promotions affect short-term response to price promotions. The hypotheses are tested on three frequently purchased product categories, using store-level data from retail chains in three major markets. The analysis is validated with additional data on the same product categories and markets. A variety of managerial implications are drawn from the results and suggestions for future research are offered.

Relationships Between Businesses and Marketing Research Firms: Impact of Partnering on Performance

Abstract Many firms are turning from discrete, arms-length, adversarial exchanges with a multitude of marketing research suppliers toward long-term, collaborative relationships with a smaller number of “partners.” Advocates of partnering believe that it is a way to reduce total costs and improve quality, while dissenting firms believe partnering can breed complacency. This article presents the results of a study that examines performance outcomes (product quality, service quality, cost efficiency, timeliness, and overall customer satisfaction) and the degree to which a client partners with its marketing research firms. Results indicate a relationship between partnering and increased performance in all five areas. Implications for managers include the possibility of better performance from research firms if the relationship is more collaborative in nature.

Dependent care and the workplace: An analysis of management and employee perceptions

This study attempts to identify differences in the perceptions of top management (defined as CEOs, directors, and presidents) and employees (defined as middle and supervisory management) regarding (a) the effects of dependent care responsibilities on job performance, and (b) the extent of a firms responsibility in providing support for those faced with caring needs concerning eldercare, childcare, substance abuse, and mental/physical handicaps.The results indicate that these two groups have significantly different perceptions of the effect of dependent care responsibilities on job performance, and on the firms responsibility in providing support for three types of dependent care.

Consumer Attitudes toward Advertising: Does Culture Matter?

This Paper focuses on the structure of consumer attitudes toward advertising. Specifically, this research examines differences, if any, between American and Latvian consumers on the factors that determine attitudes toward advertising.

The Impact of Culture on Ethical Business Decision-Making

Battels (1967) proposed that values and customs, religion, laws, patriotism, respect for individuality, and properly rights were factors influencing ethics decisions. Ferrell and Gresham (1985), in their contingency framework for understanding ethical decision- making, recognize that the social/cultural environment influences ethical behavior. Hunt and Vitell (1986, 1992) contend that the resolution of an ethical dilemma depends on the philosophical perspective the decision maker employs and postulate that the cultural environment (religion, legal system, and political system) is one of the important predictors of an individual’s ethical decision-making process. Unfortunately, these theoretical models of ethical decision-making do not tell us how culture influences ethical decision-making (Vitell, Nwachykwu, and Barnes 1993).