Rudolf R. Sinkovics

The Use of Partial Least Squares Path Modeling in International Marketing

In order to determine the status quo of PLS path modeling in international marketing research, we conducted an exhaustive literature review. An evaluation of double-blind reviewed journals through important academic publishing databases (e.g., ABI/Inform, Elsevier ScienceDirect, Emerald Insight, Google Scholar, PsycINFO, Swetswise) revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis. We assessed what the main motivation for the use of PLS was in respect of each article. Moreover, we checked for applications of PLS in combination with one or more additional methods, and whether the main reason for conducting any additional method(s) was mentioned.

Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation

Abstract This paper explores whether socio-demographics still have a role to play in profiling green consumers. Following an interdisciplinary review of the literature, the second part of the paper attempts to address shortcomings identified in previous research. Specifically, hypotheses are developed concerning the relationship between six key socio-demographic variables and five valid and reliable measures of environmental consciousness. These hypotheses are subsequently tested on a large nationwide sample of British consumers and conclusions drawn on the utility of socio-demographic variables for profiling green consumers.

Analysing textual data in international marketing research

Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research.Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text‐data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real‐world example using N*Vivo software.Findings – A 14‐step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data.Research limitations/implications – The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data.Practical implications – Step‐by‐step guidance o...

Drivers and Performance Outcomes of Relationship Learning for Suppliers in Cross-Border Customer-Supplier Relationships: The Role of Communication Culture

Recently, relationship learning between supply chain members has drawn a great deal of attention in the literature. In the context of the international electronics supply chain, which is characterized by cultural differences and complexity of products, relationship learning is difficult to achieve and relies largely on close collaboration between partners. The authors build on the resource-based view of the firm and adopt a communication culture theory to examine drivers and performance outcomes of relationship learning in cross-border relationships in the electronics industry. They propose a research framework in which a firms innovativeness orientation, trust, information technology advancement, and technological uncertainty are determinants of relationship learning. In the framework, they introduce the communication cultures of the supplier and buyer as a moderator. Using 246 electronics suppliers in relationships with international original equipment manufacturer customers, the authors empirically show that innovativeness orientation, trust, and technological uncertainty affect relationship learning positively. Furthermore, the communication cultures of the supplier and buyer moderate the effects of innovativeness orientation and technological uncertainty. The authors conclude with a discussion of the implications.

AN ALTERNATE APPROACH TO ASSESSING CROSS-CULTURAL MEASUREMENT EQUIVALENCE IN ADVERTISING RESEARCH

This paper offers a new methodological framework to guide researchers attempting to quantitatively assess how a pluralistic audience perceives a standardized television advertisement. Rasch (1960) measurement theory is introduced as an alternative to the more commonly employed multigroup confirmatory factor analysis (CFA) approach to assessing cross-cultural scalar equivalence. By analyzing a multicultural data set, we are able to make various inferences concerning the scalar equivalence of Schlingers confusion scale. The methodology reveals the limits of the scale, which in all probability would not have been detected using traditional approaches. For researchers attempting to develop new scales, or even to refine existing scales, strict adherence to established guidelines of item generation together with the application of the proposed methodology should ensure better results for both theorists and practitioners.

Information technology and organizational performance within international business to business relationships: A review and an integrated conceptual framework

Purpose – Advanced information technology (IT) changes the way companies manage cross‐border supply chains. This paper examines the role of IT in the context of international business to business (B2B) relationship and its contribution to supply chain performance.Design/methodology/approach – This literature review paper develops a conceptual model of IT‐mediated relationships in international supply chain relationships. The framework integrates transaction cost economics and resource‐based theory perspectives and argues that IT capabilities facilitate supply chain performance, deter partners opportunism and this process is mediated by B2B processes. Moreover, environmental, relational, cultural and country level moderators are examined.Findings – It is suggested that IT capabilities contribute directly to improved organizational process such as coordination, transaction specific investment, absorptive capacity and monitoring. These in turn contribute to strategic and operational performance outcomes. Ag...

ICT and MNE reorganisation: the paradox of control

Purpose – The purpose of this paper is to highlight the ICT‐enabled enhancement of control capability in MNEs. The literature on MNE structures acknowledges the role of ICT as a support system, but the specific changes facilitated by ICT have remained significantly underdeveloped. The paper seeks to address this issue conceptually and link contemporary ICT advancement with changes in MNE strategy or structure. The paper further posits that certain applications of ICT may paradoxically reduce a key advantage of multinationality.Design/methodology/approach – The paper is of conceptual nature and critically examines and develops literature to generate insight on the implications of ICT applications for MNE development. Specifically the focus is on enterprise resource planning systems (ERPs) and the impact of enhanced visibility of remote operations to headquarter management.Findings – The finding is that ICT application entails a possible trade‐off. It may facilitate an enhancement of control capability for ...

Reconsidering the problem of data equivalence in international marketing research: Contrasting approaches based on CFA and the Rasch model for measurement

Purpose – The paper investigates the suitability of the Rasch model for establishing data equivalence. The results based on a real data set are contrasted with findings from standard procedures based on CFA methods.Design/methodology/approach – Sinkovics et al.s data on technophobia was used and re‐evaluated using both classical test theory (CTT) (multiple‐group structural equations modelling) and Rasch measurement theory.Findings – Data equivalence in particular and measurement in general cannot be addressed without reference to theory. While both procedures can be considered best practice approaches within their respective theoretical foundation of measurement, the Rasch model provides some theoretical virtues. Measurement derived from data that fit the Rasch model seems to be approximated by classical procedures reasonably well. However, the reverse is not necessarily true.Practical implications – The more widespread application of Rasch models would lead to a stronger justification of measurement, in...

Data equivalence in cross-cultural research: A comparison of classical test theory and latent trait theory based approaches

Given the increasing importance of international business, cross-cultural research becomes more and more relevant to marketing academics and practitioners. This paper illustrates the difficulties in achieving equivalence when conducting marketing research across borders. It opens with a general typology of equivalence issues in cross-cultural research and, subsequently, focuses specifically on data equivalence. Recent studies either disregard data equivalence at all or they predominantly suggest the use of simultaneous confirmatory factor analysis (CFA) for establishing data equivalence. The Latent Trait Theory (LTT), based on a different measurement paradigm, offers an alternative which promises to overcome many of the problems inherent in CFA. This paper contrasts the advantages and disadvantages of both approaches and illustrates their application by means of a simulated data set. In conclusion, a call is made for the incorporation of equivalence issues in scale development by quantitative as well as qualitative analyses.

The internet as an alternative path to internationalization

Purpose – While the internet enjoys increasing interest regarding its potential to extend the global reach of firms, especially small and medium‐sized firms (SMEs), little work has been done on the viability of the internet as a new and effective path to internationalization. Specifically, it is unclear how the internet can successfully support export marketing. The purpose of this paper is to examine the drivers and performance outcomes of two patterns of internet use supporting export marketing: the internet as an alternative to a physical presence and the internet as a sales channel.Design/methodology/approach – Data were collected from 115UK‐based SMEs involved in “active online internationalization”. Relationships are examined in a “soft‐modeling” partial least squares (PLS) analysis.Findings – The findings suggest that online channel support positively enhances export performance for SMEs. Yet, the use of the internet as an alternative to a physical market presence does not lead to higher export per...