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Country-Level Performance of New Experience Products in a Global Rollout: The Moderating Effects of Economic Wealth and National Culture

Published on Dec 1, 2014in Journal of International Marketing 3.38
· DOI :10.1509/jim.14.0028
David A. Griffith44
Estimated H-index: 44
(Lehigh University),
Goksel Yalcinkaya11
Estimated H-index: 11
(UNH: University of New Hampshire),
Gaia Rubera16
Estimated H-index: 16
(Bocconi University)
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Abstract
Abstract International marketing manager decisions pertaining to a new experience product's global rollout are critical to the product's country-level performance. Extending work on the lead–lag and success-breeds-success effects, the authors examine how the country-specific factors of economic wealth and national culture influence the effects of a new experience product's global rollout decisions (i.e., the time lag from initial lead country introduction to target country introduction and the number of countries in which the product was introduced before its introduction in the target country) on the product's country-level performance. The authors employ hierarchical linear modeling and, from an examination of 259 unique movies gathered from 16 countries, corresponding to 2,523 total entries between 2006 and 2007, find significant interaction effects between a country's economic wealth and national culture and time lag and target country position on the new experience product's country-level performance...
  • References (72)
  • Citations (18)
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References72
Newest
Published on Sep 1, 2014in Journal of International Marketing 3.38
Abdul R. Ashraf6
Estimated H-index: 6
(UNSW: University of New South Wales),
Narongsak (Tek) Thongpapanl13
Estimated H-index: 13
(CMU: Chiang Mai University),
Seigyoung Auh29
Estimated H-index: 29
(ASU: Arizona State University)
Abstract Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand t...
Published on Sep 1, 2014in Journal of International Marketing 3.38
V. Kumar4
Estimated H-index: 4
(J. Mack Robinson College of Business)
Abstract Extant literature on innovation has produced important and significant results. However, no study to date has provided researchers with a framework to understand innovation from a cultural differences perspective. To fill this research gap, the author proposes a framework that categorizes culture and innovation studies into the following six approaches: (1) innovation characteristics, (2) adoption of/propensity to adopt innovations, (3) geographical innovations, (4) market characteristi...
Published on Sep 1, 2014in Journal of International Marketing 3.38
Lee Li11
Estimated H-index: 11
(York University),
Gongming Qian17
Estimated H-index: 17
(CUHK: The Chinese University of Hong Kong),
Zhengming Qian2
Estimated H-index: 2
(XJU: Xinjiang University)
Abstract This article explores two unresolved issues in the international business literature. First, it is not clear why high-tech firms should standardize their product strategies across countries. Second, the rationale for high-tech firms to forge international strategic alliances (ISAs) is unknown. Drawing on organizational ecology and structural inertia theories, this study proposes that the interactions between a firm's structural inertia and environmental hostility are hazardous to firm p...
Published on Mar 1, 2014in Journal of International Marketing 3.38
Gianfranco Walsh30
Estimated H-index: 30
(FSU: University of Jena),
Edward Shiu21
Estimated H-index: 21
(Bangor University),
Louise M. Hassan20
Estimated H-index: 20
(Bangor University)
Abstract Previous research has provided limited insight into (1) the cross-national effectiveness of marketing communication aimed at engaging consumers and (2) the moderating role of national characteristics. This study assesses the effectiveness of a cross-national advertising campaign in terms of changing behavioral intentions. The authors examine the moderating effects of country-level indicators representing three institutional pillars (regulative, normative/moral, and cultural-cognitive) o...
Published on Mar 1, 2014in Journal of International Marketing 3.38
David A. Griffith44
Estimated H-index: 44
(Lehigh University),
Gaia Rubera16
Estimated H-index: 16
(Bocconi University)
Abstract Although design and technological innovations are conceptually distinct and require significantly different resource investments by the firm, little is known about how differing strategies employed in relation to these new products influence changes in market share across national cultures. In this study, the authors provide insights into how technological and design product innovations and product portfolio breadth strategies influence changes in market share within 26 technological an...
Published on Dec 1, 2013in Journal of International Marketing 3.38
Nathaniel Boso9
Estimated H-index: 9
(University of Leeds),
Vicky Story16
Estimated H-index: 16
(University of Nottingham)
+ 2 AuthorsSelma Kadić-Maglajlić5
Estimated H-index: 5
(University of Sarajevo)
Abstract Much scholarly work has explored the benefits firms accrue from innovation activities. Although some research has shown that firm innovativeness is associated with enhanced export success, the conditions under which firm innovativeness activities are most and least beneficial are not well understood. The authors take a contingency perspective and use social capital theory to investigate how internal channel networking capability and structural factors as well as external environment fac...
Published on Dec 1, 2013in Journal of International Marketing 3.38
Donald J. Lund5
Estimated H-index: 5
(UAB: University of Alabama at Birmingham),
Lisa K. Scheer18
Estimated H-index: 18
(MU: University of Missouri),
Irina V. Kozlenkova6
Estimated H-index: 6
(MSU: Michigan State University)
Research on interorganizational relationships is predicated on the idea that fairness is always important. The authors question this assumption because most fairness research has been conducted in Western countries, and mixed empirical support draws into question how important fairness actually is. Drawing on Hofstede's cultural dimensions framework, the authors examine culture as an antecedent to the importance of outcome fairness (OF) and procedural fairness (PF) in retailers' assessments of t...
Published on Oct 17, 2013
Matthew J. Zagumny4
Estimated H-index: 4
(Tennessee Technological University)
Shalom Schwartz, developer of the Schwartz values dimensions, was born in Hempstead, New York on January 1, 1936. Schwartz's eclectic educational background prepared him well as a significant theorist, researcher, and preeminent scholar in cross-cultural psychology. He received his A.B. in comparative literature from Columbia University in 1957 while also studying Hebrew literature and language at the Jewish Theological Seminary, receiving his B.H.L. in 1958. Continuing his studies at Columbia U...
Published on Sep 1, 2013in Journal of International Marketing 3.38
Sunny Li Sun18
Estimated H-index: 18
(UMKC: University of Missouri–Kansas City),
Ruby P. Lee21
Estimated H-index: 21
(UMKC: University of Missouri–Kansas City)
Abstract Anecdotal evidence continues to suggest that many firms in emerging economies (EEs) lack innovation. To investigate how these firms might improve their innovation, the authors integrate resource dependence theory with network theory and the resource-based view to theorize that EE firms can advance their innovation by configuring their international joint venture (IJV) portfolio characteristics at the network and focal firm levels. The results indicate that an EE firm's innovation improv...
Published on Sep 1, 2013in Journal of International Marketing 3.38
Marc Herz7
Estimated H-index: 7
(University of Vienna),
Adamantios Diamantopoulos60
Estimated H-index: 60
(University of Vienna)
Abstract Extant country-of-origin research has focused on the deliberate use of country-specific associations (CSAs) as a cognitive cue, captured by consumer responses to direct questioning. However, such responses only capture rational and verbally held aspects of CSAs and do not reveal emotional and nonverbally held aspects. Drawing from dual-coding theory, the authors (1) develop propositions about the existence of two distinct types of CSAs (rational and emotional) and the differences in con...
Cited By18
Newest
Anshu Saxena Arora5
Estimated H-index: 5
,
Amit Arora (UDC: University of the District of Columbia), Vas Taras15
Estimated H-index: 15
(UNC: University of North Carolina at Chapel Hill)
Published on Jun 21, 2019in Journal of Marketing Communications
Yaniv Gvili5
Estimated H-index: 5
(Ono Academic College),
Shalom Levy7
Estimated H-index: 7
(Ariel University)
Published on Jun 1, 2019in Journal of International Marketing 3.38
Leonidas C. Leonidou38
Estimated H-index: 38
,
Olga Kvasova5
Estimated H-index: 5
+ 1 AuthorsSergii Tokar
Although personality and cultural traits were found to be important predictors or moderators of consumer attitudes and behavior, their relationship to consumer animosity has not yet been studied. T...
Published on May 10, 2019in International Journal of Advertising 2.23
Shalom Levy7
Estimated H-index: 7
(Ariel University),
Yaniv Gvili5
Estimated H-index: 5
(Ono Academic College)
AbstractThe strategy of inviting online shoppers to negotiate product prices has been employed by numerous online sellers due to its benefits for buyers and sellers. Social media facilitates sharing information regarding such economic benefits among shoppers, thereby generating eWOM, which boosts online social commerce. Yet not all buyers choose to embrace sellers' offers to negotiate product price. In the current paper, we employ consumer culture theory and the elaboration likelihood model to t...
Published on Mar 1, 2019in International Journal of Research in Marketing 3.32
Nils Wlömert3
Estimated H-index: 3
(WU: Vienna University of Economics and Business),
Dominik Papies7
Estimated H-index: 7
(University of Tübingen)
Abstract Broadband Internet has fundamentally changed business models in many industries. In the music industry, for instance, old business models were challenged by illegal competitors, and broadband Internet has enabled value creation through new business models. The changes that established business models experienced in the wake of broadband Internet, however, differed vastly across national markets, and these differences are not well understood. We build a conceptual framework and study the...
Published on Jun 1, 2018in Journal of International Marketing 3.38
Hsin-Chen Lin1
Estimated H-index: 1
(UNB: University of New Brunswick),
Manohar U. Kalwani18
Estimated H-index: 18
(Purdue University)
AbstractElectronic word of mouth (eWOM) is an important source of influence on consumer decision making, yet little is known about cross-cultural differences in both the occurrence of eWOM and the relationship between eWOM and sales. The authors draw on signaling theory to develop a conceptual model and assess the relationships between country and the occurrence of eWOM, as well as between online ratings and relative product sales according to country. Online reviews and sales rank data for book...
Published on May 1, 2018in Journal of the Academy of Marketing Science 9.36
Reo Song4
Estimated H-index: 4
(LBSU: California State University, Long Beach),
Sangkil Moon10
Estimated H-index: 10
(UNCC: University of North Carolina at Charlotte)
+ 1 AuthorsMark B. Houston24
Estimated H-index: 24
(A&M: Texas A&M University)
This research investigates how national culture interacts with marketing strategy to influence consumers’ organic post-consumption satisfaction ratings of entertainment products rich in cultural content. Drawing upon a communication theory framework, we develop hypotheses concerning multiple interaction effects between culture and marketing strategies on consumers’ product evaluations. We test these hypotheses by analyzing consumer reviews of 260 movies in 25 country markets. In support of our h...
Published on Dec 1, 2017in Journal of International Marketing 3.38
David A. Griffith44
Estimated H-index: 44
(Lehigh University),
Goksel Yalcinkaya11
Estimated H-index: 11
(UNH: University of New Hampshire)
+ 1 AuthorsVerdiana Giannetti1
Estimated H-index: 1
(Bocconi University)
AbstractEmploying the resource-based view of the firm and the competitive forces perspective, the authors examine how brand equity (star power, director power, and brand extensions), financial resources, and competitive intensity serve both as antecedents to the length of global product rollout and as moderators of the effect of length of global product rollout on global product performance. The results, based on data from the motion picture industry, demonstrate that brand equity, financial res...
Published on Jun 1, 2017in Journal of International Marketing 3.38
Linghui Tang8
Estimated H-index: 8
(TCNJ: The College of New Jersey)
AbstractConsumer- and producer-generated content on the Internet has become an important source of electronic word-of-mouth (eWOM) for buyers making purchasing decisions. However, the cultural effect of eWOM on firm performance remains largely unexplored. This research contributes to the extant marketing literature by examining the moderating role of culture in the relationship between eWOM and product-market performance. The author finds that individualism, power distance, and uncertainty avoid...