Global Versus Local Consumer Culture Steenkamp, Jan-Benedict E.M.
Journal of international marketing,
03/2019, Letnik:
27, Številka:
1
Journal Article
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The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that ...globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. The article addresses behavioral and managerial consequences of GCC and LCC and concludes with areas for future research.
Research summary: We examine the interplay of behavioral and environmental uncertainty in shaping the effectiveness of two key governance mechanisms used by strategic alliances: contractual and ...trust-based governance. We develop and test hypotheses, using a meta-analytic dataset encompassing over 15,000 strategic alliances across 82 independent samples. We find that contractual governance works best under low to moderate levels of behavioral uncertainty and moderate to high levels of environmental uncertainty, while it is detrimental to alliance performance when both types of uncertainty are low or high. Trust-based governance is most effective at high levels of behavioral uncertainty and low levels of environmental uncertainty. It suffers a large loss of usefulness at high behavioral uncertainty as environmental uncertainty increases. Managerial summary: Strategic alliances allow firms to gain greater efficiency and create value. Yet, many such alliances fail because they are not able to deal with the twin challenges posed by behavioral and environmental uncertainty. Findings from our meta-analysis imply that under conditions of high behavioral uncertainty and low-to-moderate levels of environmental uncertainty, the use of trust-based governance alongside contractual governance might enhance the latter's effectiveness. The combined effectiveness of contractual and trust-based governance under high levels of both behavioral and environmental uncertainty is not obvious. When both behavioral and environmental uncertainty are high, contractual governance hurts alliance performance while trust-based governance does not function at its best either. Under these conditions, it might be better for firms to turn to hierarchy or vertical integration.
Branding in a Hyperconnected World Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, Jan-Benedict E.M. ...
Journal of marketing,
03/2020, Letnik:
84, Številka:
2
Journal Article
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Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from ...single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.
To simulate long time and length scale processes involving DNA it is necessary to use a coarse-grained description. Here we provide an overview of different approaches to such coarse-graining, ...focussing on those at the nucleotide level that allow the self-assembly processes associated with DNA nanotechnology to be studied. OxDNA, our recently-developed coarse-grained DNA model, is particularly suited to this task, and has opened up this field to systematic study by simulations. We illustrate some of the range of DNA nanotechnology systems to which the model is being applied, as well as the insights it can provide into fundamental biophysical properties of DNA.
This perspective provides a selective overview of the field of coarse-grained modelling of DNA, highlighting applications to DNA nanotechnology and DNA biophysics.
Measurement invariance is necessary before any substantive cross-national comparisons can be made. The statistical workhorse for conducting measurement invariance analyses is the multigroup ...confirmatory factor analysis model. This model works well if a few items exhibit clearly differential item functioning, but it is not able to capture, model, and control for measurement bias that affects all items, i.e., this model cannot account for common method variance. The presence of common method variance in cross-national data leads to poorly fitting models which in turn often results in biased, if not incorrect, results. We introduce a procedure to analyze and control for common method variance in one’s data, based on a series of factor analysis models with a random intercept. The modeling framework yields constructs and factor scores free of method effects. We use marker variables to support the validity of the interpretation of the random intercept as method factor. An empirical application dealing with material values in Spain, the UK, and Brazil is provided. We compare results with those obtained for the standard multigroup confirmatory factor analysis model.
Firms are under increasing pressure to justify their marketing expenditures. This evolution toward greater accountability is reinforced in harsh economic times when marketing budgets are among the ...first to be reconsidered. To make such decisions, managers must know whether, and to what extent, marketing's effectiveness varies with the economic tide; however, surprisingly little research addresses this issue. Therefore, the authors conduct a systematic investigation of the business cycle's impact on the effectiveness of two important marketing instruments: price and advertising. To do so, they estimate time-varying short-and longterm advertising and price elasticities for 150 brands across 36 consumer packaged goods categories, using 18 years of monthly U.K. data from 1993 to 2010. The long-term price sensitivity tends to decrease during economic expansions, whereas long-term advertising elasticities increase. During contractions, the long-term own and cross price elasticities increase. Moreover, throughout the observation period, the short-term price elasticity became significantly stronger. Finally, patterns differ across categories and brands, which presents opportunities for firms that know how to ride the economic tide.
Socially desirable responding (SDR) has been of long-standing interest to the field of marketing. Unfortunately, the construct has not always been well understood by marketing researchers. The ...authors provide a review of the SDR literature organized around three key issues—the conceptualization and measurement of SDR; the nomological constellation of personality traits, values, sociodemographics, and cultural factors associated with SDR; and the vexing issue of substance versus style in SDR measures. The authors review the current "state of the literature," identify unresolved issues, and provide new empirical evidence to assess the generalizability of existing knowledge, which is disproportionately based on U.S. student samples, to a global context. The new evidence is derived from a large international data set involving 12,424 respondents in 26 countries on four continents.
The growing sales of private labels (PLs) pose significant challenges for national brands (NBs) around the world. A major question is whether consumers continue to be willing to pay a price premium ...for NBs over PLs. Using consumer survey data from 22,623 respondents from 23 countries in Asia, Europe, and the Americas across, on average, 63 consumer packaged goods categories per country, this article studies how marketing and manufacturing factors affect the price premium a consumer is willing to pay for an NB over a PL. These effects are mediated by consumer perceptions of the quality of NBs in relation to PLs. Although the results do not bode well for NBs in the sense that willingness to pay decreases as PLs mature, the authors offer several managerial recommendations to counter this trend. In countries in which PLs are more mature, the route to success is to go back to manufacturing basics. In PL development countries, there is a stronger role for marketing to enhance the willingness to pay for NBs.
We introduce an extended version of oxDNA, a coarse-grained model of deoxyribonucleic acid (DNA) designed to capture the thermodynamic, structural, and mechanical properties of single- and ...double-stranded DNA. By including explicit major and minor grooves and by slightly modifying the coaxial stacking and backbone-backbone interactions, we improve the ability of the model to treat large (kilobase-pair) structures, such as DNA origami, which are sensitive to these geometric features. Further, we extend the model, which was previously parameterised to just one salt concentration (Na(+) = 0.5M), so that it can be used for a range of salt concentrations including those corresponding to physiological conditions. Finally, we use new experimental data to parameterise the oxDNA potential so that consecutive adenine bases stack with a different strength to consecutive thymine bases, a feature which allows a more accurate treatment of systems where the flexibility of single-stranded regions is important. We illustrate the new possibilities opened up by the updated model, oxDNA2, by presenting results from simulations of the structure of large DNA objects and by using the model to investigate some salt-dependent properties of DNA.
Although store brands (SBs) are becoming increasingly important across the world, their success varies dramatically across consumer packaged goods categories and countries. The purpose of this paper ...is to provide insight into how such differences in SB success originate. Using a unique data set that combines scanner data for a three- to five-year period with consumer survey data (
n
= 20,987) for scores of food, household care, and personal care categories from 23 countries around the world, we identify cross-national regularities as to the role of nine manufacturer and retailer factors in explaining SB market share. For each manufacturer and retailer factor, we determine whether it can be part of a global integration strategy, whether it can be included in a local adaptation strategy, or whether it is a candidate for worldwide learning. Our findings have important implications for national brand manufacturers and retailers.
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