The Effects of Marketing Capabilities on Export Performance Using Resource-based View: Assessment on Manufacturing Companies

AbstractFor the last years, under increasing intensive competitive conditions, manufacturing firms have been seeking ways to create advantages against their competitors that lead them to change their product-oriented strategy to adopt market-oriented strategy. Thus, it is important for those firms to define their activities better and to use their resources to increase their export performance. In this study, using resource-based view, important resources and marketing capabilities of manufacturing companies which play key roles in their export performance were examined. Then, in order to understand the effects of various defined resources and marketing capabilities on manufacturing firms’ export performance in depth, export activities of 14 Turkish manufacturing firms in different sectors were investigated using critical incident method

Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

In this research we distinguish between ads that compare two different brands (Across-Brand Comparison or ABC ads) and those that compare different versions of the same brand (Within-Brand Comparison or WBC ads). Results from an experiment indicate that when comparative ads use attributes that are relevant to product performance, ad type and brand image interact such that an ABC ad leads to less favorable consumer perceptions than a WBC ad when image of the sponsor brand is low but not when it is high. However, when the ads use attributes that are irrelevant to product performance an ABC ad leads to less favorable consumer outcomes than a WBC ad, regardless of the image of the sponsor brand. We further propose and show that ad believability mediates these effects. Theoretical and practical implications of the findings are discussed and directions for future research are provided.Comparative ad Brand image Attribute relevance Persuasion knowledge model Characterization-correction model.

Phrenic-Recurrent Nerve Anastomosis in Animal Models with Unilateral Cutting of the Recurrent Nerve

In our experimental study, the aim was to recover vocal cord physiology in cutting of recurrent laryngeal nerve, thus phrenic-recurrent nerve transposition was planned in rabbits. Experiments were performed on 10 experimental and 10 control rabbits. The right recurrent nerve was cut in the control group, while in the experiment group, the right recurrent nerve was cut. Then, a right phrenic-recurrent nerve end-to-end anastomosis was performed and the results were evaluated. After the 3rd postoperative week, videolaryngoscopy (VLS) and intramuscular electromyography (EMG) could not be evaluated in 1 rabbit from the experimental group which had died during anesthesia. In eight of the nine rabbits in the experiment which underwent VLS and EMG, activity was recorded in the right vocal cords. On light microscopic examination, atrophy was not detected in the vocal cord muscles of 9 rabbits among the 10 in the experiment group, while all rabbits in the control group and 1 rabbit in the experiment group were diagnosed with vocal cord atrophy. A success rate of approximately 90% was obtained based on the pathologic examination. We believe that the method can be used in patients without any contraindications, considering the complications of tracheostomy and the quality of life