Towards an integrative framework of brand country of origin recognition determinants : a cross-classified hierarchical model.

To propose a framework integrating the types and levels of the determinants of brand CO recognition and to provide evidence on Internet users’ brand CO recognition rates using a sample of multi-regional and global brands from a variety of product categories and countries. We integrate 'level-1' consumer and brand characteristics and 'level-2' product category and country effects in a single framework. Data obtained through an original on-line survey hosted by Yahoo provide the basis for the empirical analysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (‘HCM2’) : (a) Education is positively related with brand CO recognition; (b) experience with brands is positively related with brand CO recognition; (c) integration between the consumer and the country of a foreign brand is positively related with brand CO recognition; (d) Internet users’ classification performance is significantly better for domestic than for foreign brands; (e) brand-name congruence with true brand origin is positively related with brand CO recognition; (f) brand equity explains brand CO recognition, and (g) product categories with higher consumer involvement enhance brand CO recognition. Brand CO recognition performance by Internet users is in line with classification performance rates reported in other studies dealing with well-know and global brands. The main limitation is the cross-sectional study design. The research implications suggest that scholars should consider level-2 product category and country characteristics in their models, and that the level of brand CO recognition must be understood as inherently associated to the kind of brands under study. Managers would benefit from considering product category and country aspects of their most valuable brands. Policy makers should encourage firms to promote a clear association between brands and countries (when these countries have a positive image) and discriminate between high and low involvement product categories. We contribute to the brand CO awareness literature by integrating consumer and brand characteristics in a theoretical model, and identifying level-2 product category features and CO effects previously disregarded in brand CO recognition frameworks. In addition, our study positively contrasts with previous research by providing empirical evidence on brand CO recognition from the largest set of global brands (109), countries of origin (19) and product categories (15) ever investigated.Brand awareness; Country of origin; Brand CO recognition; Cross-classified hierarchical model; International marketing;

Global integration without expatriates.

A paper provides a case study of a company that, while it has a fully international operation, makes no use at all of expatriates. The global activities of the giant retail clothing company Zara, and the way in which it adapts to cultural differences, are outlined. By exploring why the company does not use expatriates, and how it develops organizational learning without them, the example provides a challenge to many of the assumptions on which international staffing are basedCase studies; Retailing industry; Multinational corporations; Employment policies; Expatriate employees; Corporate planning; Multiculturalism & pluralism;

Hotel management in Cuba and the transfer of best practices.

The main purpose of this paper is to analyse the management challenges faced by international hotel operators when applying universally accepted management principles to the Cuban hospitality market. The authors use both secondary and primary research sources based on fieldwork carried out in Cuba during the first semester of 2003 and a later visit during the months of December 2003 and January 2004. Eight in depth interviews were conducted with senior executives of Cuban, Spanish and French hotel corporations. The paper presents a scenario where the state’s role in the protection of the socialist revolutionary principles, combined with the need to adopt some market based management practices, constitutes a singular case in the world of hotel management. In the current Cuban institutional context, the implementation of some western best management practices can produce significant results, while others produce negative outcomes, and therefore, should be held back until the institutional context is changed. The paper has implications for managers in suggesting that from a hotel perspective, the application of universally accepted best management practices must be carried out practice by practice and country by country. This paper contributes to increased knowledge about the dilemmas of managing hotels in a still highly centralised socialist country but with an increasingly market based economyCuba; Best practice; Hospitality management; Hotel and catering industry;

Towards an integrative framework of brand country of origin recognition determinants : a cross-classified hierarchical model

To propose a framework integrating the types and levels of the determinants of brand CO recognition and to provide evidence on Internet users’ brand CO recognition rates using a sample of multi-regional and global brands from a variety of product categories and countries. We integrate 'level-1' consumer and brand characteristics and 'level-2' product category and country effects in a single framework. Data obtained through an original on-line survey hosted by Yahoo provide the basis for the empirical analysis. Seven hypotheses are tested using a two-level cross-classified random-effect model (‘HCM2’) : (a) Education is positively related with brand CO recognition; (b) experience with brands is positively related with brand CO recognition; (c) integration between the consumer and the country of a foreign brand is positively related with brand CO recognition; (d) Internet users’ classification performance is significantly better for domestic than for foreign brands; (e) brand-name congruence with true brand origin is positively related with brand CO recognition; (f) brand equity explains brand CO recognition, and (g) product categories with higher consumer involvement enhance brand CO recognition. Brand CO recognition performance by Internet users is in line with classification performance rates reported in other studies dealing with well-know and global brands. The main limitation is the cross-sectional study design. The research implications suggest that scholars should consider level-2 product category and country characteristics in their models, and that the level of brand CO recognition must be understood as inherently associated to the kind of brands under study. Managers would benefit from considering product category and country aspects of their most valuable brands. Policy makers should encourage firms to promote a clear association between brands and countries (when these countries have a positive image) and discriminate between high and low involvement product categories. We contribute to the brand CO awareness literature by integrating consumer and brand characteristics in a theoretical model, and identifying level-2 product category features and CO effects previously disregarded in brand CO recognition frameworks. In addition, our study positively contrasts with previous research by providing empirical evidence on brand CO recognition from the largest set of global brands (109), countries of origin (19) and product categories (15) ever investigated.Publicad

Export learning process in local supplier networks

The objective of this study is to analyze the influence of a multinational corporation on the productive network of the host territory and the proliferation of entrepreneurs. In particular, an attempt has been made to analyze the influence on the exporting activities of local SMEs, both suppliers and non-suppliers. The study has shown that strategic integrated suppliers show greater exporting tendencies than those which are not considered to be strategic suppliers for the MNC. Similarly, those companies whose founder and/or part of the executive team have worked previously in the MNC show greater levels of export activity, compared to those companies founded by local entrepreneurs

Export Learning Process in Local Supplier Networks

The objective of this study is to analyze the influence of a multinational corporation on the productive network of the host territory and the proliferation of entrepreneurs. In particular, an attempt has been made to analyze the influence on the exporting activities of local SMEs, both suppliers and non-suppliers. The study has shown that strategic integrated suppliers show greater exporting tendencies than those which are not considered to be strategic suppliers for the MNC. Similarly, those companies whose founder and/or part of the executive team have worked previously in the MNC show greater levels of export activity, compared to those companies founded by local entrepreneurs.

Hotel management in Cuba and the transfer of best practices

The main purpose of this paper is to analyse the management challenges faced by international hotel operators when applying universally accepted management principles to the Cuban hospitality market. The authors use both secondary and primary research sources based on fieldwork carried out in Cuba during the first semester of 2003 and a later visit during the months of December 2003 and January 2004. Eight in depth interviews were conducted with senior executives of Cuban, Spanish and French hotel corporations. The paper presents a scenario where the state’s role in the protection of the socialist revolutionary principles, combined with the need to adopt some market based management practices, constitutes a singular case in the world of hotel management. In the current Cuban institutional context, the implementation of some western best management practices can produce significant results, while others produce negative outcomes, and therefore, should be held back until the institutional context is changed. The paper has implications for managers in suggesting that from a hotel perspective, the application of universally accepted best management practices must be carried out practice by practice and country by country. This paper contributes to increased knowledge about the dilemmas of managing hotels in a still highly centralised socialist country but with an increasingly market based economyPublicad

Global integration without expatriates

The definitive version is available at www.blackwell-synergy.comA paper provides a case study of a company that, while it has a fully international operation, makes no use at all of expatriates. The global activities of the giant retail clothing company Zara, and the way in which it adapts to cultural differences, are outlined. By exploring why the company does not use expatriates, and how it develops organizational learning without them, the example provides a challenge to many of the assumptions on which international staffing are basedPublicad

International students' decision-making process

Purpose – The purpose of this paper is to propose a theoretical model that integrates the different groups of factors which influence the decision-making process of international students, analysing different dimensions of this process and explaining those factors which determine students’ choice. Design/methodology/approach – A hypothetical model is presented which shows the purchase intention as an independent variable dependent on five factors: personal reasons; the effect of country image, influenced by city image; institution image; and the evaluation of the programme of study. The consideration, whether conscious or unconscious on the part of the prospective student, of the different elements making up the factors included in this study will determine the final choice made by that student. Findings – The limitations of this study stem from the nature of the study itself. As a theoretical model, it aims to integrate the factors identified in the existing literature. Thus, future research must try to examine the existing relationships among the aforementioned factors. In particular, it must analyse the weight of each factor on the purchase intention, and the relative importance of each element for the factor it belongs to. Therefore, determining the relative importance of each element and factor would constitute an important source of information for future work in international marketing. Originality/value – There are few studies which try to tackle the decision-making process of the prospective international student from an integrated point of view. This paper contributes to bridging that gapPublicad

El ranking de las revistas académicas en el área de marketing

Siguiendo las metodologías de MacMillan (1989, 1991, 1993), Garfield (1972, 1979, 1981, 1991), Y otras investigaciones relevantes, este trabajo trata de delimitar el conjunto de revistas académicas españolas y extranjeras consideradas como más idóneas para publicar artículos de marketing y consideradas como las más prestigiosas y relevantes para la comunidad científica española del área de marketing, utilizando la metodología del panel de expertos y la utilización del medio intemet para la realización de encuestas. Los resultados del listado de revistas extranjeras se comparan asimismo con los rankings del Social Science Citation Index y otros rankings publicados de revistas académicas de alto prestigio. Este proyecto es una primera parte de un estudio posterior más ambicioso que englobará a todos los países de la Unión Europea y algunos países latinoamericanos