Our understanding of experiential learning via export learning process, and its outcomes, is limited in the international marketing literature. Using multi-source, time-lagged data of exporting firms in the United Kingdom (U.K.) and China, this study finds that export learning process is positively associated with marketing strategy adaptation for both U.K. and Chinese exporters. Results suggest contrasting moderating effects of experiential knowledge resources (i.e., psychic dispersion, multina...
The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this ...
The effects on innovation of the dual embeddedness of returnee young ventures (RYVs) in both domestic and international networks of relationships and knowledge contexts are important for value crea...
The literature on consumer choice between global and local brands is focused on sales-based measures of brand globalness (BG). When managers need to establish an effective social media campaign to ...
One popular strategy for brands to grow outside of their home markets is to use line extensions. Although extensive research has examined how factors such as culture influence product acceptance ac...
Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and loyalty to domestic and foreign brands. They test the hyp...