Kip Becker

Impact of culture on online management education

Purpose – The purpose of this paper is to investigate the effects of national culture on the acceptance, and online interaction, of management education and training online using Halls cultural classifications and Hofstedes cultural framework. Potential differences in perceptions of personal innovativeness and levels of online management education acceptance were examined.Design/methodology/approach – Factor analysis, structural modeling techniques and independent sample t‐statistics were used to analyze samples collected from online management classes in the USA and Korea.Findings – Results suggest that high‐context and collectivism cultures are more conservative to the adoption of online management education and training and participation in online interaction. A second interesting finding is evidence of the significant difference of adoption likelihood of learning innovation and changes. It was clear that a nations culture directly affects the manner in which participants engage, relate and benefit ...

Monitoring and protecting company and brand reputation on social networks: when sites are not enough

Companies are increasingly recognising that social networks are a force to contend with in reputation management. There are numerous examples of how single voices using viral systems have, in a matter of days, reached out to millions about poor service or flawed products. Managing social networks is, however, not without cost and thus one could reasonably assume that larger companies would have better defined strategies for social network reputation management than smaller ones. The paper explores this assumption and offers an integrity management model. The social network activities of 99 different size companies (33 small, 33 medium and 33 Large) were examined and results supported that larger companies are slightly more responsive but smaller firms seem to respond more quickly. Of interest was the number of firms (of all sizes) without social media sites. There appears to be a general lack of a strategic framework for thinking about communities as most firms in the study were not monitoring, integrating and leveraging social media adequately.

Social Network Reputation Management: An International Study

Managing social networks is not without cost and thus it is reasonable to assume that larger companies would have better defined strategies than smaller ones. The research explores this assumption and offers an integrity management model, based on 189 different size companies taken from the three major world stock markets representing North America and Asia. Results supported that larger companies are slightly more responsive but smaller firms seem to respond more quickly. Given the potential negative impacts to brand image there appears to be a pervasive lack strategic framework as most firms were not monitoring, integrating or leveraging social media adequately.

Positioning Strategies Against Nations with Perceived Quality Advantages

The literature, while shifting in outcome as the understanding of where a product has been produced becomes blurred, has shown that consumers may assign value/price quality relationships as a function of the country offering the good or service. As a result, a marketing strategy that takes into account the rather complex issues relating to country of origin preferences is essential in todays sophisticated competitive environment. It was the objective of the research to determine the extent that quality is perceived as the main competitive feature and explore the possibility of constructing a practical strategy that would take into account competing against nations with perceived advantages. A model with three scenarios is presented providing an overview of the problems involved and a positive means of marketing against such situations.

The impact of Facebook presence on brand image

Although the study does not indicate a significant relationship between the brand use of Facebook pages and consumer purchase intention, it seems there is an impact of Facebook presence on brand image which is an important factor relating to increased sales and brand survival in a competitive international environment. The study investigated the impact that social networks have on developing and maintaining company brands. Two similar questionnaires were developed, one for consumers (269 respondents) and another administered to companies (42 respondents) to study a firm’s social network site from their and the consumer’s perspective. It was interesting to note that both consumers and companies responded that the content of the Facebook brand page is the most valuable feature indicating that companies recognise the importance of content and are responding to consumer’s needs in the network.

Brand personality as a predictor in the product/firm relationship as it relates to brand loyalty during periods of brand stress, catastrophic events or recalls

Social networks are increasingly becoming a dynamic force in firm or brand reputation management. Managing social networks is, however, not without cost and thus it is reasonable to assume that larger companies would have better defined strategies for social network reputation management than smaller ones. The research explores this assumption by presenting the results of the social network activities of 144 companies taken from the two major world stock markets representing North America (NYSE) and the London Exchange (FTSE). Results support that larger companies are slightly more responsive but smaller firms seem to respond more quickly. It was interesting that few firms had social network sites that could be responded to directly and that few firms seemed to monitor their sites in spite of having one. It was suggested that Intimacy–Loyalty influenced and these relationships could hold up better under periods of brand disruptions. While a brand relationship, such as passion, can stimulate sales Intimacy–Loyalty may directly contribute to consumer devotion during difficult times.

The new e-commerce freeloaders: effects on consumer behaviour and decision-making

Differences exist among nations (Portugal, Korea, Turkey and the USA) in the amount of time spent on computers, the manner in which consumers seek information and product purchase locations. While Portuguese and USA consumers rate stores highly for items costing less than

Purchasing Patterns and Advertisement Audience for Consumer Purchases and Repurchasing Decisions

500, search engines were second. In Korea and Turkey search engines were primary, with stores and friends second. For products over

Developing consumer brand relationships built to last: brand stress, catastrophic events and negative social network campaigns

500 stores remained primary, and company websites the second, information source. It was interesting that Turkey rated higher (for both price levels) in use of company websites than other nations, which would not have been intuitive. Since many high end firms used the dissemination of product information as a marketing advantage if consumers no longer rely on them, will these firms be able to attract a sufficient consumer base to maintain their value added pricing model?

Import Orientations for Jor da nian-Based Companies

The research examined the concept that advertising appears to be directed toward tradtional social models while actual consumer roles may have changed. It was noted that initial purchases appear to involve a consultation however, when repurchases were investigated major differences existed. This has implications for advertising and marketing strategies.