Existing business marketing theory often overstates the importance of competitive positioning when undertaking market entry strategy, although most theory acknowledge the need to develop strategies based on an analysis of the market structure. Indeed, as business marketers offering distance learning, universities are quick to embrace competitive positioning based on an analysis of the market structure. The same level of enthusiasm, however, has not been shown on network positioning based on an analysis of the network structure. Understanding and applying network positioning could confer a different but equally important perspective impacting on the market entry strategies of a university. This article attempts to fill these gaps and demonstrate its application in the context of Australian universities planning to enter the Malaysian distance learning education market, with local colleges acting as intermediaries.
Compares and contrasts the perceptions of travel distance held by tourists from Australia and the USA, two cultures often regarded as similar by marketers and researchers. Investigates the relationship of cognitive distance, actual distance and prior travel experience. Collects data from 224 US respondents and 230 Australian respondents. Reports that the US tourist has a significantly more unrealistic perception of long haul travel than Australians. Suggests that this should lead to localized strategies for such groups, especially when the results are combined with a high importance placed on travel time by the US tourists.
Previous research has revealed that sales trainers have been reluctant to incorporate distance education training methods into their programs. This study investigated the effectiveness of six different teaching methods in delivering one sales training course to a national salesforce from one organization. Training methods ranged from no‐tech to high‐tec and included: an on‐site instructor, a written manual, a manual plus videotape, video‐conferencing, audio‐graphics and an interactive multi‐media computer‐based training program. Pre‐ and post‐training evaluations of course content indicated significant improvements. Media were evaluated in terms of training required, number of participants to be trained and other technical considerations. Measures of course content revealed no significant differences in terms of delivery methods. Strengths, weaknesses and situations for optimal utilization of media and delivery method were identified. Findings should assist sales training managers in making more informed choices among distance education delivery options.
This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provided the conditions of possibility for theorising marketplace interaction in our early history. Thirdly, marketing thinking has been and remains inflected by a position labelled 'practical idealism'. It is a contrast to the 'practical realism' which also subtends our discipline. Adopting a genealogical approach, we explicate the threads of practical idealism weaved across Prentice Mulford, Thomson J. Hudson and A.F. Sheldon's prominent works. Mulford provides the contours of the intellectual landscape. Hudson extends Mulford's assumption grounds. Sheldon combines the articulations of Mulford, Hudson and studies in psychical research, outlining the viability of hypnosis and telepathy in sales practice. To distance itself from hypnosis and associations of manipulation, 'suggestion' was the epistemological-political replacement promoted by marketing theorists. Discursive transmutation was achieved through epistemological deviation. Epistemological deviation is conceptualised as the dismissal of and disengagement from a theoretical or hypothetical account without the consideration of appropriate evidence. W.D. Scott's treatment of telepathy is an exemplar of epistemological deviation. It is a complete departure from the tenets of intellectual inquiry. What this means is that the promotion of psychology into marketing was accomplished – in part – by the abdication of critical reflection and not by its extension.
Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.
Ranking data has applications in different fields of studies, like marketing, psychology and politics. Over the years, many models for ranking data have been developed. Among them, distance-based ranking models, which originate from the classical rank correlations, postulate that the probability of observing a ranking of items depends on the distance between the observed ranking and a modal ranking. The closer to the modal ranking, the higher the ranking probability is. However, such a model basically assumes a homogeneous population, and the single dispersion parameter may not be able to describe the data very well. To overcome the limitations, we consider new weighted distance measures which allow different weights for different ranks in formulating more flexible distance-based models. The mixtures of weighted distance-based models are also studied for analyzing heterogeneous data. Simulations results will be included, and we will apply the proposed methodology to analyze a real world ranking dataset. ; The 19th International Conference on Computational Statistics (COMPSTAT' 2010), Paris, France, 22-27 August 2010. In Proceedings of COMPSTAT, 2010, pt. 16, p. 517-524
Purpose The Uppsala internationalization model is one of the widely accepted models for the development of exports. This model suggests that the explanation of relations between psychic distance, its antecedents and marketing mix adaptation would lead to successful export practices. Consequently, this study aims to determine the determinants of export performance, antecedents of psychic distance and marketing mix adaptation.
Design/methodology/approach This study uses a mixed-methods research design in which qualitative and quantitative research methods were used together. The face-to-face interview method was used to identify the psychic distance antecedents. The face-to-face interview was with eight Turkish exporting firms. Based on the data obtained from face-to-face interviews, a scale for measuring the antecedents of psychic distance has been developed and used in the quantitative study. The scales used for measuring marketing mix adaptation, export performance and psychic distance perception, which has both individual and country dimensions, were adapted from the literature. Data were collected from 221 Turkish exporting companies for quantitative research. Structural equation modeling was used to test relationships between the variables.
Findings As a result of the data analysis of face-to-face interviews, six antecedents of psychic distance were determined. According to the subsequent quantitative research results, it has been determined that employee expertise, which is one of the antecedents of psychic distance, only affects the country dimension of psychic distance perception; the cooperation, institutionalization and international market experience affect both the country and individual dimensions of psychic distance perception. The country and individual dimensions of psychic distance were found to have an impact on the product, price, promotion and distribution dimensions of marketing mix adaptation. Only the product dimension of marketing mix adaption was found to affect export performance.
Practical implications This study offers a comprehensive perspective for both theoretical and practical studies by discussing various aspects that would help improve the exporting activities of firms within the scope of antecedents of perceived psychic distance.
Originality/value In this research, a scale was developed for measuring the antecedents of psychic distance, and the variables affecting export performance were analyzed holistically.
PurposeWe examine how social exclusion and temporal distance (i.e. being socially excluded in the present or the anticipation of exclusion in the future) shape whether people choose hedonic or utilitarian products.Design/methodology/approachWe conduct four experiments to test the hypotheses. Study 1a and study 1b provide the initial evidence that consumers strategically engage in differentiation in response to social exclusion in the present and in the future. Study 2 and study 3 replicate the basic interaction effect of social exclusion and temporal distance on product choices and test the underlying mechanism.FindingsWe find that temporal distance affects consumer product choices through people's coping strategies. When consumers are socially excluded, they are more likely to have a problem-solving tendency and more likely to choose utilitarian products. In contrast, when consumers imagine being socially excluded in the future, they are more likely to have to use emotions to solve problems and choose hedonic products.Originality/valueOur study contributes to the literature in several ways. First, it deepens our understanding of the psychological drivers of social exclusion in consumer research. Second, it offers insights into understanding prior findings that document both problem-solving and emotion-regulating behavior in response to social exclusion. Third, by showing that social exclusion and temporal distance can influence the type of products selected, our findings contribute to a new stream of work that examines the impact of people's fundamental desire for control on consumer behavior.
In: Technology & Marketing Law Blog (https://blog.ericgoldman.org/archives/2023/07/trademark-extraterritoriality-abitron-v-hetronic-doesnt-go-the-distance-guest-blog-post.htm)
PurposeOn a home game weekend of collegiate football, thousands of fan visitors spend their weekend participating in college football games, showing significant potential of sports tourism businesses in the USA. Understanding the original personality of sport tourists and their travel motivation factors is imperative to develop appealing tourist attractions at the destinations of sports team fandoms. The purpose of the study is to examine the relationships among tourists' personality characteristics, their push and pulls motivations, satisfaction with travel experience, and loyalty toward destination and team using structural equation modeling.Design/methodology/approachThe author collected information from a total of 301 sports tourists who had traveled to a college football game within the past year, staying at least one night in a hotel or other lodging place. This study employed PASW Statistics 25.0 and structural equation modeling using LISREL 9.30 for data analyses.FindingsPersonality has a significant relationship with push factors, especially for socialization motivation, and pull factors (i.e. access and affordability, other attractions) had more significant effects on sports tourists' satisfaction than push factors. The findings indicate the key roles for the entertainment motivation in generating tourists' satisfaction and destination loyalty and important roles of destination loyalty in building team loyalty.Originality/valueThe present study provides an approach of sports tourists' travel behaviors and experiences in the sporting event tourism. The outcome of this research can help both sports event organizers and destination marketers to understand the motivations for sports game attendance and to develop marketing strategies and products/services for attracting various types of sports tourists to games.
The coupling of consumerism with Islamic cultural movements is cherished as providing counterevidence to Orientalist stereotypes. Although this coupling may be celebrated like the cultural recognition of Muslims, this commentary highlights some reserves against a premature conclusion for the emancipatory role of the Islamic consumerism. Liaising marketing and Islamic may be a dangerous liaison articulating an important discursive function related to the production of profits, ideology, power, and identity. Critical consumer studies up to now have emphasized the role of everyday religious and cultural practices as a form of resistance against the disciplinary role of modern institutions, state, and administrative apparatus. However, the disciplinary role of populist cultural movements has been relatively underemphasized. A critical position should keep its distance to rigid dichotomizations depicting popular as excluded subalterns struggling against the technologies of domination. The relations between the popular and domination are not so clear cut if we evoke that truth games perform within a matrix of complex relations between the self and structure. Branding neo-populist Islamist movements as more "humane", ethical ways of modernity tend to reduce complex political societal strategies struggling for cultural hegemony simply to a moralizing discourse. These movements tend to create an emulation of community and charity rather than the decommodification of the sociality dissected and atomized by neoliberal commodification. Public display of conspicuous charity and morality serves more to branding of Islam rather than the modesty of Islam. Marketing an emulated Islamic identity for self-branding of Muslims and excommunicating the internal other can be as dangerous as Orientalist ideology.
PurposeThe purpose of this paper is to explore differences in the behavioural intentions of consumers in different countries, i.e. Japan, UK and Taiwan by employing a customer-based value model.Design/methodology/approachA total of 305 consumers of one of Japan's brand and chain stores, Muji, were interviewed. The moderating effects of cultural and economic distances from the home country of the firm were also tested.FindingsThe results showed that cultural distance moderates the impact of symbolic, experiential and aesthetic value on purchase intention; however, economic distance was found to only influence monetary value.Originality/valueCross-cultural studies on customer value in the retailing industry are limited. The findings from this study offer several implications for those firms that adopt a globalization strategy using another perspective, while to some degree glocalization could be a better strategy.
The regulatory environment dismantled by the 1980 Transport Act (which deregulated scheduled express coach services) is outlined. This is followed by a description of the characteristics of the long distance travel market and implications for providing and marketing scheduled services, comparing the strategies of successful and unsuccessful independent operators in the field.
