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Understanding the importance of the length of global product rollout: an examination in the motion picture industry

Published on Dec 1, 2017in Journal of International Marketing 3.38
· DOI :10.1509/jim.17.0044
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)
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Abstract
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 resources, and competitive intensity result in shorter global product rollout and that shorter global product rollout enhances global product performance. They also find that brand equity and financial resources operate as moderators, magnifying the effect of length of global product rollout on global product performance. Implications for international marketing academics and practitioners are presented.
  • References (88)
  • Citations (1)
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References88
Newest
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...
Published on Jun 1, 2017in International Journal of Research in Marketing 3.32
André Marchand6
Estimated H-index: 6
(University of Cologne),
Thorsten Hennig-Thurau35
Estimated H-index: 35
(University of Cologne),
Caroline Wiertz11
Estimated H-index: 11
(City University London)
The expansion of the Internet and social media have triggered a differentiation of the word-of-mouth (WOM) concept, with consumer communication about brands and products now taking place in various settings and forms. Two important digital WOM types are microblogs and consumer reviews. To clarify their differential roles for product success, this study offers a theoretical framework of the influence of these two types of WOM, drawing from consumer information search theory and diffusion theory. ...
Published on Feb 13, 2017in International Marketing Review 3.45
Hela Chebbi4
Estimated H-index: 4
,
Dorra Yahiaoui5
Estimated H-index: 5
,
Alkis Thrassou18
Estimated H-index: 18
Purpose The purpose of this paper is to operationalise the collaborative cross-border innovation process employed by multinational corporations in their effort to penetrate new markets. Design/methodology/approach The paper is based on the case study of a leading European telecommunications group (OPERACOM). Methodologically it relies on 32 interviews, observation and secondary data analysis, and is theoretically founded on an extensive (mostly narrative and partly meta-synthetic) literature rev...
Published on Jan 1, 2017
José Hernández-Orallo22
Estimated H-index: 22
Published on Dec 1, 2016in Journal of International Marketing 3.38
Jason Lu Jin2
Estimated H-index: 2
(HKU: University of Hong Kong),
Kevin Zheng Zhou34
Estimated H-index: 34
(HKU: University of Hong Kong),
Yonggui Wang9
Estimated H-index: 9
(UIBE: Beijing Institute of Foreign Trade)
AbstractInternational joint ventures (IJVs) need to exploit their existing resources as well as explore new capabilities to capture the potential in emerging markets. This study develops a contingent view, arguing that the efficacy of exploitation and exploration depends on the levels of control imbalance and product similarity between an IJV’s foreign and local partners. A sample of 198 IJVs in China reveals that partner control imbalance has a U-shaped moderating effect on the relationship bet...
Published on Dec 1, 2016in Journal of International Marketing 3.38
David A. Griffith44
Estimated H-index: 44
(Lehigh University),
Hannah S. Lee4
Estimated H-index: 4
(Miami University)
AbstractMultinational success in building new product advantage through customer participation is contingent on a multinational’s ability to understand the moderating influence of cross-national collaboration of its marketing personnel. The findings from a survey of global marketing managers indicate that customer participation as an information source positively influences new product advantage, but this effect is dampened when cross-national collaboration within a multinational is high. Howeve...
Published on Sep 1, 2016in Journal of International Marketing 3.38
Sangkil Moon10
Estimated H-index: 10
(UNCC: University of North Carolina at Charlotte),
Arul Mishra9
Estimated H-index: 9
(UofU: University of Utah)
+ 1 AuthorsMoon Young Kang2
Estimated H-index: 2
(KAIST)
AbstractExisting international product diffusion studies have identified economic and cultural factors that influence consumers’ acceptance of new products, but they have not fully examined these factors’ roles in the international diffusion of global cultural products. The authors examine country-level economic and cultural factors that influence consumers’ acceptance of new global cultural products across countries. Using 846 recent U.S. movies’ box office performances in 48 national markets a...
Published on Jul 1, 2016in Journal of Marketing 7.82
Sumaiya Ahmed1
Estimated H-index: 1
(UNSW: University of New South Wales),
Ashish Sinha10
Estimated H-index: 10
(UTS: University of Technology, Sydney)
AbstractThis study examines the optimization of interrelease timing decisions, focusing on box office and DVD sales in the U.S. motion picture industry. It aims to improve managerial decision making by jointly modeling the revenue in these two channels through a copula modeling approach. As in previous studies, the authors find that the time lag from box office release to DVD release should be increased to optimize total movie performance, but they conclude that previous studies have systematica...
Published on Jul 1, 2016in Strategic Management Journal 5.57
Michael J. Mannor9
Estimated H-index: 9
(Mendoza College of Business),
Jamal Shamsie13
Estimated H-index: 13
(SPbU: Saint Petersburg State University),
Donald E. Conlon29
Estimated H-index: 29
(SPbU: Saint Petersburg State University)
Research summary: Research on the resource-based view has begun to place more emphasis on the ability of managers to extract better performance from the resources that are available to them. In this paper, we show that prior experience can both help and hinder their ability to generate performance from various categories of resources. Further, we argue that the fungibility of each resource influences the opportunities managers have to use their experiences in order to find the best method to dep...
Published on Mar 1, 2016in Journal of Marketing 7.82
Constantine S. Katsikeas40
Estimated H-index: 40
(University of Leeds),
Neil A. Morgan37
Estimated H-index: 37
(IU: Indiana University Bloomington)
+ 1 AuthorsG. Tomas M. Hult60
Estimated H-index: 60
(MSU: Michigan State University)
AbstractResearch in marketing has increasingly focused on building knowledge about how firms’ marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms’ marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with...
Cited By1
Newest
Published on Jun 1, 2019in Journal of International Marketing 3.38
Hannah S. Lee4
Estimated H-index: 4
,
Hannah Soobin Lee , David A. Griffith44
Estimated H-index: 44
For business success and continued growth, multinational corporations (MNCs) must work to efficiently leverage interactions with customers dispersed across geographic boundaries. Under the framework of the attention-based view, this study examines the MNC strategic approach of country-based interaction orientation and marketing strategy implementation adaptation/standardization as drivers of global profit growth, contingent on the environmental conditions of competitive intensity and market dyna...