Role of Intangible Assets in Foreign-Market Entry-Mode Decisions: A Longitudinal Study of American Lodging Firms

With the traditional research-based view approach to entry mode that examines the firm\u27s strategies from its resource endowment and deployment (i.e., an inside-out view of the firm), which is different from the earlier paradigms (i.e., an outside-in view of the firm), this article investigates intangibles at the firm level and their impact on the choice of foreign-market entry mode to understand how to create value overseas. From the multinomial logistic regression analyses with data collected from the lodging industry between 1995 and 2005, the results of this study suggest that as marketing capital increases, entry mode seems to move from acquisition to joint venture to greenfield to contractual modes. In the case of employee efficiency, as human capital increases entry mode tends to move from joint venture to acquisition to greenfield to contractual modes, whereas in the case of top managers\u27 efficiency, entry mode tends to move from joint venture to acquisition to contractual mode to greenfield, respectively

Consumers\u27 Environmental Concerns and Behavior in the Lodging Industry: A Comparison Between the United States and Greece

This study utilizes data collected from Greece and the United States to examine consumer attitudes and behavior intentions toward the environmentally responsible practices (ERP) of hotels. Specifically examined is the impact of ERP on consumers\u27 willingness to pay (WTP) for such hotel practices. The results indicate that consumers in both countries were more likely to patronize and demonstrate a strong WTP for hotels that provide ERP. Furthermore, the results reveal thatconsumers in Greece have higher environmental concerns and WTP than those in the United States, confirming that differences in culture and social structure determine a consumer\u27s Green orientation and WTP

A Comparative Study Of Consumers\u27 Green Practice Orientation In India And The United States: A Study From The Restaurant Industry

By considering differences in culture and economic conditions in two different countries, India and the United States, this study investigates the psychological factors (consumers\u27 attitudes, behavioral intentions, and involvement) in relation to Green practices (GP) in the restaurant industry as measured by three concerns (health, social, and environmental). Next, the study examines how these factors affect consumers\u27 willingness to pay for GP. Results from principal component analyses and multinomial logistic regressions with data from India (n = 196) and the United States (n = 200) (collected from customers at two comparable commercial restaurants in each country) show that there is a clear difference in consumers\u27 attitudes, behavioral intentions, and involvement in GP and the relationship of these factors to the consumers\u27 willingness to pay. The findings of this study showed that consumers in the United States have a higher degree of involvement in environmentally and socially responsible practices in restaurants, which have the most significant effect on consumers\u27 willingness to pay up to 10% or higher on menu prices for GP. In contrast, consumers in India have a higher degree of involvement in health and visibility than consumers in the United States, which is the major driver of their willingness to pay more than 10% or higher on menu prices for GP

Consumers\u27 Environmental Concerns and Behavior in the Lodging Industry: A Comparison Between the United States and Greece

This study utilizes data collected from Greece and the United States to examine consumer attitudes and behavior intentions toward the environmentally responsible practices (ERP) of hotels. Specifically examined is the impact of ERP on consumers\u27 willingness to pay (WTP) for such hotel practices. The results indicate that consumers in both countries were more likely to patronize and demonstrate a strong WTP for hotels that provide ERP. Furthermore, the results reveal thatconsumers in Greece have higher environmental concerns and WTP than those in the United States, confirming that differences in culture and social structure determine a consumer\u27s Green orientation and WTP