Lyn S. Amine

Women entrepreneurs in sub-Saharan Africa: An institutional theory analysis from a social marketing point of view

This paper takes an international marketing (IM) approach to the study of women entrepreneurs (WEs) in sub-Saharan Africa by examining factors in the environments in which WEs operate. The goal is to understand better how environmental barriers of many types impact the efforts of WEs. Using institutional theory-driven analysis, findings from a wide range of literature are integrated, with special attention to issues of the social legitimacy of women as entrepreneurs. Results of this study demonstrate that WEs in sub-Saharan Africa face a daunting array of challenges arising from the socio-cultural, economic, legal, political, and technological environments in which they live. Moreover, unfavourable conditions in local regulatory, normative, and cognitive systems place additional burdens on women who desire to become entrepreneurs or to expand an entrepreneurial business. In order to address these gender-specific problems, social marketing is recommended with the goals of (1) changing social beliefs, attitudes and behaviours that negatively affect Wes, and (2) improving conditions in institutional systems and market environments. Recommendations in the paper suggest how to bring about changes in attitudes towards women, work and their independent enterprise. In conclusion, directions for future scholarly research are identified.

The need for moral champions in global marketing

In order to portray the ethical and social responsibility implications of marketing potentially harmful products to vulnerable consumers in less developed countries, newly emerging democracies, and in newly industrializing countries, presents a descriptive model depicting relationships between the individual manager, the global company, the home market environment, the host market environment, the global business environment, and the target customer abroad. The model shows how these different influences may act on a manager to shape the ethical character of decisions affecting overseas consumers. Lays a conceptual basis for the argument presented in part two, supporting the need for moral champions. Recognizes and refutes counter‐arguments, assesses managerial implications and, in conclusion, outlines an agenda for future research.

Cost‐Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies

Global counterfeiting is escalating despite resistance by many parties. We identify three groups of stakeholders who have vested interests in either resisting or promoting counterfeiting. Among resistors to counterfeiting are national governments, international policymakers, and corporate intellectual property owners; among promoters are the counterfeiters themselves and many consumers. We argue that current supply‐side resistance approaches alone are inadequate; attention is also needed to resisting consumer promoters on the demand‐side of the market. Drawing from a review of the literature, we develop a new analytical framework which depicts complex interfaces between IP owners and consumers. A second framework presents actionable marketing strategies targeted to different consumer segments.

Mass Media Advertising in a Developing Country

This paper examines mass media advertising in the developing country of Morocco, with a special reference to the relevance of standardized versus localized advertising strategies. The advertising infrastructure is described, highlighting strengths and weaknesses of local advertising agencies. Advertising budgets are discussed according to size and type of company, before presenting a detailed assessment of the advertising media. Five selected campaigns serve to illustrate current advertising practices and problems. The authors conclude that knowledge of the local environment and a willingness to address consumers in their own terms are essential for advertising effectiveness in Morocco, and recommend use of localized rather than standardized marketing strategies.

Resource endowments, market positioning, and competition in transitional economies

Purpose – The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE).Design/methodology/approach – The paper utilizes a longitudinal case‐study approach to present and discuss resource asymmetry between global and local advertising agencies operating in Hungary.Findings – RBV proves to be valuable theory, revealing an interesting and unexpected range of sources and types of resources that are being used to advantage by local and global agencies competing in Hungary. Earlier historical asymmetries in resource endowments contributed to a notable division between global and local agencies according to market sector. Specific resources, such as reputation, access to global resources, and use of Western‐style business practices, proved beneficial to global firms after Hungarian market liberalization in 1989, while int...

Linking Consumer Behavior Constructs to International Marketing Strategy: A Comment on Wills, Samli, and Jacobs and an Extension

In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented. Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process, were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development. It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two rates of product learning. Finally, suggestions for future research are outlined.

Challenges to Modern Consumer Segmentation in a Changing World: The Need for a Second Step

We re‐evaluate modern segmentation assumptions and methods by referencing several postmodern characteristics of consumers in global markets. Drawing on contributions from sociology, political sociology, social theory, anthropology, philosophy, psychology, consumer behavior, and international marketing, we posit three research questions, discussion of which leads to the formulation of research propositions. Real‐life consumer and marketing examples are quoted as evidence of the need to go beyond reliance on modern segmentation to incorporate postmodern thinking into consumer analysis as a necessary ‘second step.’ This paper invites reflection on how marketers should adapt to new, complex, and changing consumer realities, which are summarized as multi‐dimensionality, unpredictability, inconsistency, search for meaning, and peak experiences by means of consumption.

Consumer Perception of Country-of-Origin Effect and Brand Effect

Abstract Both brand information and country-of-origin information are often used by consumers to reduce the complexity of task involved in information processing. This paper investigates both effects on hi-tech products. I find that, overall, both country-of-origin effect and brand effect are statistically significant. However, the brand name product with an unfavorable country-of-origin image does not lose its advantage compared to the brand name product with a favorable country-of-origin image. The no-name product with a favorable country-of-origin image can offset the disadvantage of not being the brand name product.

Japanese Sogo Shosha and the U.S. Export Trading Companies

Recent legislation in the U.S. concerning export trading companies has drawn attention to the Japanese general trading companies. While the intent of the ETC Act was not to replicate the sogo shosha model in the U.S., there are some parallels which we can identify. In this paper we examine the evolving forms of the sogo shosha and ETCs, and show how they compete directly in some areas of international trade. Although early performance results for U.S. ETCs are not encouraging, longer term results are expected to improve. To support this expectation, we identify current problems and offer recommendations for improvement. These recommendations are framed in the context of the U.S. business environment, and implications for public policy are assessed.

Marketing supplementary food products in LDCs: A case study in Morocco

Abstract Developing country governments as well as a number of international agencies have become directly involved in the past two decades in the production and marketing of supplementary food products. This article discusses the Moroccan governments involvement in introducing a weaning food targeted for elaborates on the factors which contributed contributedm to the failure of this and other similar ventures, while drawing attention to the important low-income Moroccan children. It role that marketing plays in launching socially desirable food products in developing country environments.