Bruce D. Keillor

A five‐country study of national identity

A number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the majority of these investigations focus on existing differences without addressing which of these differences have the potential to substantially affect international operations or how to make comparisons within a framework which allows some measure of flexibility across nations and cultures. The objectives of this study were twofold: (1) to develop and measure the national identify of several different cultures in order to establish a means by which similarities and differences can be placed into a practically applicable context for international marketing decision making; and (2) to establish initial generalizable national identity norms for making broad cross‐cultural/cross‐national comparisons. The results based on a five‐country sample (i.e. the USA, Mexico, Japan, Sweden and Hong Kong) show that, within the theoretical framework of national identity it is possible to identify such differences. Implications for both academic research as well as managerial decision making in an international marketing context are presented.

Relationship‐oriented characteristics and individual salesperson performance

One of the recent trends in sales research has been a growing focus on relationally based buyer‐seller interactions. Although existing sales literature is in general agreement as to the theoretical composition of buyer‐seller relationships, a lack of empirical evidence exists for the interrelationships of various aspects of relational selling (e.g. customer orientation, adaptability, and service orientation) on individual salespersons’ performance. Investigates the effect of these relational selling characteristics on the performance of individual salespeople. The results show a positive relationship exists between customer orientation and actual performance as measured by average annual sales dollars. Implications of the results for sales managers and sales researchers are discussed.

A Study of the Service Encounter in Eight Countries

Drawing on the theory developed by the Nordic school of service marketing, the authors devise a model that involves the direct effects of technical (physical good quality) and functional (service quality and servicescape) elements of the service encounter on customers’ behavioral intentions. They test the model using service customers in the fast-food and grocery industries in eight countries (Australia, China, Germany, India, Morocco, the Netherlands, Sweden, and the United States). Notable differences exist between fast-food and grocery customers in the eight countries. The relative effects of the technical and functional service elements on behavioral intentions also differ significantly across countries.

Salesforce automation issues prior to implementation: the relationship between attitudes toward technology, experience and productivity

One of the primary characteristics of the sales environment of the next century will be the proliferation of technology as an important component of the sales process. The successful salesperson of the future will be marked by an ability to incorporate and directly apply a wide range of technology in their interactions with customers. More than simple data access, sales technology is increasingly being used as a means by which the salesperson and customer interact. The overall objective of this study is to measure the attitude of salespeople toward the use of computer technology in a sales job and then ascertain the relationship between these attitudes and a salesperson’s job experience and productivity. The results of the study outline important managerial implications related to introducing and implementing new technology uses within a salesforce.

Sales Force Performance Satisfaction and Aspects of Relational Selling: Implications for Sales Managers

Increasingly, sales managers are faced with the challenge of implementing a relational selling effort among their sales force. Unfortunately, many of the individuals comprising a given sales force ...

The service encounter in a multi‐national context

Purpose – This study seeks to devise a research instrument designed to test the direct effects of technical and functional elements of the service encounter on behavioral intentions.Design/methodology/approach – Using data collected from eight different countries, the survey instrument was tested for reliability and validity using confirmatory factor analysis. Hypotheses were then developed related to the service encounter across countries which were then tested using structural equation modeling.Findings – The findings showed that, in the case of physical good quality, in some cultures the “experience” of the service encounter itself outweighs the tangible “product aspect” of the encounter. This is particularly true in cultures where a higher emphasis is placed on human interactions than the acquisition of materially‐oriented products. In the case of service quality, there was a significant relationship between levels of service quality and purchase intentions in the developed markets in the study but no...

Valued product attributes in an emerging market: a comparison between French and Malaysian consumers

In the increasingly global environment, a fundamental question for many firms is whether to create a global strategy that will allow for the maximum use of existing product offerings and marketing activities through standardization, or to what extent unique adjustments are required for success in a given local market. The purpose of this study is to compare sixteen product attributes, across three product categories (convenience, shopping, and specialty), and the importance placed on these global attributes by consumers in a developed market (France) versus an emerging market (Malaysia) in their product evaluations. The results indicate that two of the studied product attributes (product quality and appearance) can be standardized in global marketing strategies. The relevance of the other fourteen attributes is based on international market contingencies.

Firm-level political behavior in the global marketplace

Abstract The purpose of this study was to investigate the political behaviors which firms use to deal with the political imperatives associated with international markets. The overarching hypothesis was that as political imperatives baring foreign market access increase so too will firm-level political behaviors designed to reduce these imperatives. Using a mail questionnaire data collection format, 171 completed survey instruments were obtained from executive-level decision markers at major U.S. corporations. The results show that: (1) firms engage in political activities designed to reduce the effects of political imperatives in foreign markets, and (2) the emphasis placed on these activities differs significantly depending upon the political imperative in question. Firms facing high levels of foreign transfer restrictions emphasize foreign lobbying, political industry alliances, political inducements, and political action committees. Firms facing high levels of domestic transfer restrictions do not significantly emphasize political inducements, but add domestic lobbying, public relations, and friendships with U.S. government officials to the activities associated with foreign transfer restrictions. On the other hand, firms facing high levels of ownership/control restrictions emphasize foreign lobbying and political industry alliances.

The Relationship Between Export Promotion Spending and State Exports in the U.S.

Abstract The impact of export promotion spending on export activity is a relationship frequently alluded to but which has yet to be empirically explored. It is generally accepted in practitioner circles that exporting is viewed as an important way of achieving the economic goals of businesses and governments. At the same time, firms often face barriers or inhibitors, some of which can be attributed to the policies of these same government entities that impede the process of exporting. This study empirically considers the relationship between export promotion spending and export activity. The results support the notion that U.S. state government spending on export promotion results in increased exports. The implications of the findings for both export managers and public policy makers are described.

The Nature and Role of Statistics in the Business School Curriculum

Abstract The purpose of this study was to investigate the statistics curriculum at AACSB-accredited business programs. The results show that 72.8% of the responding universities were providing undergraduate students with the opportunity to take two statistics courses, and 69.3% also provided a graduate level course in statistics. The most commonly taught topics in the introductory undergraduate course were descriptive statistics, probability distribution, hypothesis testing, and tables and charts. The second course tended to concentrate on multivariate techniques.