Tiger Li

A classification and assessment of research streams in International Marketing

This article attempts to identify key research streams in international marketing during the past decade and highlights the evolution of the literature. Progress in six established research thrusts and two new research streams is discussed. Using content analysis, the existing research is also examined from a methodological point of view. The review provides evidence for an increasingly sophisticated and rich body of knowledge in international marketing.

Teaching Experiential Learning: Adoption of an Innovative Course in an MBA Marketing Curriculum:

Colleges of business administration are under continuing pressure to develop innovative courses to meet demands from the business community. At the same time, faculty members are facing increasing challenges in adopting innovative technologies because of the amount of risk and effort involved. This article examines the adoption of Marketplace, a purely experiential learning course, in an MBA curriculum. The investigation shows that group dynamics and product characteristics were two key factors in the success of the innovation adoption. Findings from an empirical study demonstrate that the students perceived the simulation course as a viable alternative to the lecture-based pedagogy.

Decomposing the effects of market knowledge competence in new product export

Although the importance of market knowledge competence (MKC) in new product export is assumed in the literature, its effects are not empirically tested due to an insufficient understanding of its dimensionality. This research presents a multidimensional framework of MKC in new product export. The authors further test the model using data collected from the software companies that export from North America to the global markets. The findings reveal that a multidimensional model of MKC provides a more adequate explanation of new product outcomes than a unidimensional model. The results regarding the MKC components indicate that each component of MKC exerts a positive impact on new product advantage and market performance in host countries.

Impact of situational variables and demographic attributes in two seasons on purchase behaviour

Explores seasonal differences in the purchase behaviour of shoppers in Cyprus. The analysis investigates situational factors and demographic/lifestyle attributes associated with consumers’ shopping behaviour in summer and winter. The situational factors include the frequency with which consumers shopped in a large Cypriot market, the usual time of day they shopped, their travel time to the market, the time they spent in it, and whether they were motivated by price/value considerations; the demographic/lifestyle elements encompassed age, gender, education, income, and the transportation mode consumers employed to reach the market. Differences were found in shopping patterns between the two seasons. For instance, in the winter, consumers purchased adult’s clothing to a greater extent than in the summer. In contrast, in the summer consumers purchased more food or beverage and spent more money than in the winter. Based on the findings, the paper includes explicit recommendations for marketing action. The results indicate that store managers can be proactive in their marketing efforts by being aware of situational influences on customers’ purchase behaviour.

The relationships between market‐driven learning and new product success in export markets

Although the impact of market‐driven learning on new product success in export markets is assumed in the literature, its role is not yet empirically tested due to an absence of the concept operationalization. Develops a conceptual framework of market‐driven learning and new product success in export markets to address these issues. The authors further test the model using data collected from US software companies. The findings indicate that both customer and competitor learning processes exert positive impacts on new product success in foreign markets. The results regarding market environmental factors offer some evidence suggesting correlations between these factors and behavioral activities of market learning. Concludes with a discussion of managerial implications and directions for future research.

Measuring the dimensions of market knowledge competence in new product development

The dimensions of market knowledge competence (MKC) in new product development are still not sufficiently understood. This research presents a conceptual framework of MKC that is multidimensional. It further develops items that assess the distinct dimensions of MKC. The measures of the three dimensions are validated through data collected from the software industry. The findings also show that a multidimensional model of MKC provides a more adequate explanation of new product outcomes than a unidimensional model. Suggests potential aims for future research such as the conduct of a comparative study involving multiple categories of products.

Organizational motivation and the global concurrent launch in markets with accelerated technology: a conceptual framework and research propositions

By definition, a concurrent approach in the global market introduces a new product across a companys global target market, ahead of competition. From the perspective of global consumer segments and theory of organizational motivation, this paper develops a conceptual model in explaining external and internal factors that influence corporate decisions in adopting a global concurrent launch. We submit that the adoption of a concurrent approach is affected by the following key factors: the emergence of global buyer segments; organizational fear of technological obsolescence; striving for success as an industry leader in product innovation. By extension, we conclude that a global concurrent launch sustains a firms brand equity.

Emerging Consumer Orientation, Ethical Perceptions, and Purchase Intention in the Counterfeit Smartphone Market in China

ABSTRACT Smartphone counterfeiting costs manufacturers, distributers, and taxpayers billions of dollars every year and is considered one of the costliest practices by-product category in the world. This study investigates the role of emerging consumer orientation in shaping ethical perceptions in the counterfeit smartphone market in China. Based on the view that consumers have a tendency to form moral perceptions that are congenial to their value orientations, we hypothesize that emerging consumer orientation creates distinctly different effects from those of traditional consumers on ethical perceptions of counterfeit practices. A survey sample of 472 respondents was collected at two electronics malls in Beijing and Shanghai. Our analyses indicate that emerging consumer orientation has a positive influence on perceived unethicality and perceived social consequences in contrast to a negative impact from traditional consumer orientation. Subsequently, the two perceptual factors are found to be negatively related to intention to buy a counterfeit smartphone.

Brand trust in a cross-cultural context: test for robustness of an alternative measurement model

Purpose – The purpose of this paper is to provide further validation of an alternative measurement model of brand trust and demonstrate the robustness and measurement invariance of the model in a cross-cultural context. Design/methodology/approach – Survey data collected from the USA and China were submitted to the alternative measurement model. Amos 7.0 was used in testing the robustness and stability of the proposed model. Findings – The results provide strong support for the stability and robustness of the alternative model. The multidimensional scale satisfies the minimum requirement of configural invariance and metric invariance. Research limitations/implications – The findings confirm that the multidimensional scale of brand trust can be meaningfully used in countries with distinct cultures. However, further testing may be needed given that the present study involves only two countries. Practical implications – Overall brand trust is shown to be a function of consumers’ trust in specific aspects of ...

Emerging Customers, Market Knowledge Competence, and Investor Transition: The Experience of MNCs in China

ABSTRACT This research examines the impact of market knowledge competence (MKC) on investor transition with a focus on Chinese emerging customers. Investor transition refers to the role change of multinational corporations that initially select China as a sourcing location and later decide to market products in the host country. Based on the theory of referential information, we hypothesize that each of the three dimensions of MKC influences the level of investor transition. An empirical study among a sample of multinational corporations in China confirms the anticipated relationships. The findings also reveal that two contextual factors, perceived value inclination and cognitive reframing mindset, facilitate the processes of MKC.