Nader H. Shooshtari

Introduction to the Special Issue: Marketing of High-Technology Products and Innovations

We are pleased to introduce this special issue of the Journal of Marketing Theory and Practice on the marketing of high-technology products and innovations. The papers featured in this special issue are varied in focus, theory, methods, and implications. Prior to describing the papers in more detail, we describe the reason for the special issue.

Brand Naming in China: Sociolinguistic Implications

Applying brand names to international markets remains a challenge to multinational corporations. Consumers’ sociolinguistic backgrounds shape their responses to brand names. This paper uses a sociolinguistic approach as a conceptual framework in understanding brand naming and translating in the Chinese market. The approach promotes that sociolinguistics a) recognizes linguistic competence, b) advances symbolic values imbedded in linguistic forms, and c) renders attached social valence to cultural scrutiny. Three brand‐naming cases in China are presented for discussion, which may benefit multinational corporations on brand decisions involving Chinese consumers.

Reducing Ethnocentrism in International Business Students with an Online Multicultural Supplement

Abstract This study addresses the question of whether multicultural online supplements can reduce ethnocentricity in students. The results based on data collected through an established “global-mindedness” questionnaire in both a traditional International Business course and one with an online addition, suggest that online supplements are a valuable tool to reduce levels of ethnocentricity and increase international competence. The students in the class with an online supplement showed reduced ethnocentric attitudes, and increase in multicultural awareness and globalmindedness compared with those in the class without the online supplement. Based on these findings, multicultural hybrid course structures can aid in educating the next generation of graduates to perform successfully in a global setting.

Curriculum Internationalization at AACSB Schools: Immersive Experiences, Student Placement, and Assessment.

This article presents results from a survey of AACSB-accredited business schools’ progress in internationalizing their curricula in view of a recent AACSB report. We present data on the use of immersive experiences, degree of success in student placement in internationally oriented careers, and assessment of internationalization efforts. The results indicate growth of internationalization activities at virtually all schools as expected, but these efforts may not always match AACSB recommendations. For instance, AACSB criticized business programs for not coordinating internationalization activities in a strategic manner to improve courses and develop skills needed by international managers. Our survey finds that many schools do not attempt to tie their international experiences to specific courses, but they report the experiences are used to build skills students need. Most institutions also do not examine job placement as a measure of curriculum internationalization success. We find that many schools do not assess the outcomes of their internationalization efforts in a way that can demonstrate whether or not recent AACSB suggestions are being met.

Differences in the Effectiveness of Internationalization of Undergraduate Business Education in Achieving Job Placement Success.

Abstract We provide the results of a survey of business curriculum internationalization at AACSB member U.S. colleges and universities. Although internationalization is now pervasive, no one method of internationalization has emerged. In this study we attempt to profile differences between undergraduate international programs based on the success of the programs placement of students in internationally related jobs upon graduation. We find that schools with good placement success and those with poor placement success largely agree on the elements needed to internationalize the curriculum, although some elements of disagreement remain. Programs with poor placement have not internationalized to the same degree as institutions with better placement.

Receiving, Recording, and Responding to Customer Complaints: The Effects of Formalizing Customer Complaint Handling Policies in Retail Firms

ABSTRACT Given the critical need for retail firms to provide high quality customer service and satisfaction, this article investigates the importance of formalizing customer complaint handling policies and procedures with regard to its relationship to the ways in which retail companies receive, record, and respond to customer complaints. A survey of 184 firms from the retail environment of a midsized community reveals that the existence of such formalized procedures is significantly associated with firm size, better channels of communication with customers, mechanisms of recording customer feedback, and better-trained employees, which have been shown to relate to higher firm performance.

Apec’s evolving role as a regional economic agreement

Outlines the development of the Asia Pacific Economic Co‐operation Forum (APEC), which began as a deliberately informal discussion group in 1989, and traces the evolution of its membership and organizational structure. Summarizes the research and planning work undertaken to date, pointing out that decisions are consensus‐based and not binding on members. Lists the issues identified as crucial to the Asian economic crisis by the 1998 APEC meeting and discusses its role in Asia and in the global economy. Admits that significant, tangible results have been few so far and considers the reasons why; but believes it has the potential to “establish itself as a viable force in dealing with the economic problems of its members”.

Development of a Lower-Division International Business Course

The U.S. economy and its industrial competitiveness have been significantly affected by a globalized economy. At the academic level, especially with regard to business school curricula, there has been a strong call for adapting and developing business courses along the international dimension. This paper describes how a business school at a regional university developed a lower-division course in international business. The course aims to fulfill the need to internationalize and help meet AACSB requirements within the framework of the universitys strengths and limited resources. It also seeks to work within the universitys broad mission as a public institution for higher education in the arts and sciences.