Gerda Gemser

The importance of being 'well-placed': the influence of context on perceived typicality and esthetic appraisal of product appearance

Earlier findings have suggested that esthetic appraisal of product appearances is influenced by perceived typicality. However, prior empirical research on typicality and esthetic appraisal of product appearances has not explicitly taken context effects into account. In this paper, we investigate how a specific context influences perceived typicality and thus the esthetic appraisal of product appearances by manipulating the degree of typicality of a products appearance and its context. The findings of two studies demonstrate that the perceived typicality of a product appearance and consequently its esthetic appraisal vary depending on the typicality of the context in which the product is presented. Specifically, contrast effects occur for product appearances that are perceived as typical. Typical product appearances are perceived as more typical and are more esthetically appealing when presented in an atypical context compared to when presented in a typical context. No differences in perceived typicality and esthetic appraisal were found for product appearances that are perceived as atypical.

Internationalisation strategies of technology-driven small- and medium-sized enterprises

SMEs are increasingly active in international markets. Absence of sufficient resources limits the strategic options available to SMEs. This study examines SMEs’ use of the cooperation strategy to internationalise, both from a cross-sectional and longitudinal perspective. An analysis of data collected in 54 multinational SMEs operating in technology-driven industries suggests an inverted U-shaped relationship between SMEs’ size and their tendency to cooperate with partners to internationalise. In addition, SMEs’ internationalisation strategies are relatively inert. The results of the paper suggest that SMEs can make more effective use of different internationalisation strategies by acquiring knowledge of the pros and cons of the different strategies and by evaluating their choices on a periodical, structural basis, using their resource position as a guiding parameter.