International Journal of Business and Emerging Markets http://www.inderscience.com/browse/index.php?journalID=249&year=2012&vol=4&issue=1 Inderscience Publishers Ltd en-uk International Journal of Business and Emerging Markets 1753-6219 1753-6227 © 2012 Inderscience Publishers Ltd editor@inderscience.com https://www.inderscience.com/images/files/coverImgs/ijbem_scoverijbem.jpg http://www.inderscience.com/browse/index.php?journalID=249&year=2012&vol=4&issue=1 http://www.inderscience.com/link.php?id=44316 This paper studies 20 global brands and attempts to understand how four brand constructs (Country of Origin (COO), familiarity, liking and trust) might influence the purchase intent of consumers living under different economic conditions. Study respondents were a random selection of adult consumers living in an emerging market economy, Hungary, and in an advanced market economy, the USA. Stepwise multiple regressions found significant differences between global brand purchase intent between these two consumer groups. The major study findings are the importance of global brand trust and liking as predictors of global brand purchase intent in Hungarian consumers and the unimportance of knowing a brand's COO in both Hungarian and US consumers. The role of global brand familiarity, trust and liking in predicting global brand purchase intent: a Hungarian American comparison
Zsuzsa Deli-Gray; James E. Haefner; Al Rosenbloom
International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 4 - 27
This paper studies 20 global brands and attempts to understand how four brand constructs (Country of Origin (COO), familiarity, liking and trust) might influence the purchase intent of consumers living under different economic conditions. Study respondents were a random selection of adult consumers living in an emerging market economy, Hungary, and in an advanced market economy, the USA. Stepwise multiple regressions found significant differences between global brand purchase intent between these two consumer groups. The major study findings are the importance of global brand trust and liking as predictors of global brand purchase intent in Hungarian consumers and the unimportance of knowing a brand's COO in both Hungarian and US consumers.

]]> 10.1504/IJBEM.2012.044316 International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 4 - 27 Zsuzsa Deli-Gray; James E. Haefner; Al Rosenbloom ESSCA School of Management, Czuczor u. 6, Budapest 1093, Hungary. ' College of Business and Health Care Administration, University of St. Francis, 500 Wilcox Street, Joliet, Illinois 60435, USA. ' Marketing and International Business, Dominican University, 7900 W. Division St., River Forest, Illinois 60305, USA global brands COO country of origin brand familiarity brand trust brand liking brands global brand purchase developed countries comparisons purchase intent Hungary USA United States brand constructs adult consumers market economies advanced economies advanced markets stepwise multiple regressions consumer groups predictors Adidas Dannon Gucci H&M Haier Hyundai IKEA Kappa L’Oreal Lenovo LG Motorola Nivea Nokia Panasonic Philips Puma Samsung Sony Vodafone Finland China Germany France Sweden South Korea Japan consumer electronics sporting goods cosmetics retailing retailers food industry business emerging markets marketing. 2011-12-19T23:20:50-05:00 4 1 4 27 2011-12-19T23:20:50-05:00 http://www.inderscience.com/link.php?id=44317 Small-scale producers in emerging markets have a particularly difficult time accessing the same marketing channels which are available to their larger counterparts. Cooperatives are an oft-recommended solution, allowing members to collectively mimic the advantages of larger producers. In this study, we explore whether or not cooperatives in Mexico demonstrate these expectations. Using depth interviews of seven farm and non-farm rural cooperatives, we find that participation in export channels is extremely limited and that the patterns of market access can be explained in part by differences in vision, quality of leadership, and cultural influences. Leaders are also generally underprepared for the business environment which they attempt to access, suggesting that educational initiatives which build business capacity be developed. Foreign buyers attempting to work with cooperatives (and possibly other small businesses) in emerging markets ought to account for the different foundations and expectations of their transaction partners. Accessing marketing channels in emerging markets: the case of small-scale cooperatives in central Mexico
Julie V. Stanton
International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 28 - 48
Small-scale producers in emerging markets have a particularly difficult time accessing the same marketing channels which are available to their larger counterparts. Cooperatives are an oft-recommended solution, allowing members to collectively mimic the advantages of larger producers. In this study, we explore whether or not cooperatives in Mexico demonstrate these expectations. Using depth interviews of seven farm and non-farm rural cooperatives, we find that participation in export channels is extremely limited and that the patterns of market access can be explained in part by differences in vision, quality of leadership, and cultural influences. Leaders are also generally underprepared for the business environment which they attempt to access, suggesting that educational initiatives which build business capacity be developed. Foreign buyers attempting to work with cooperatives (and possibly other small businesses) in emerging markets ought to account for the different foundations and expectations of their transaction partners.

]]> 10.1504/IJBEM.2012.044317 International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 28 - 48 Julie V. Stanton Department of Business, The Pennsylvania State University, Brandywine Campus, 25 Yearsley Mill Rd., Media, PA 19063, USA agriculture agricultural cooperatives government support Mexico leadership agricultural development cultural factors small farmers export channels marketing channels farming farms farm cooperatives non-farm cooperatives rural cooperatives market access access patterns vision cultural influences leaders educational initiatives business capacity foreign buyers expectations transaction partners small and medium-sized enterprises SMEs business foundations emerging markets. 2011-12-19T23:20:50-05:00 4 1 28 48 2011-12-19T23:20:50-05:00 http://www.inderscience.com/link.php?id=44318 The current paper considers the use of conjoint analysis in emerging economies, specifically considering the customer values and consumer segments of a leading plastic packaging material producer in Estonia. In doing so, the paper builds upon and extends the customer needs identification and conjoint analysis literature. The analysis successfully identified the most important attributes and revealed four customer segments that seek fundamentally different needs: delivery speed, flexibility of offering, quality for money and product appearance. Managerial implications for using conjoint analysis in emerging markets to better understand consumer needs for the purpose of value creation and segmentation are discussed. Identifying customer value in emerging markets via conjoint analysis: a case study of an Estonian packaging company
Andrus Kotri; Jim Mourey
International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 49 - 68
The current paper considers the use of conjoint analysis in emerging economies, specifically considering the customer values and consumer segments of a leading plastic packaging material producer in Estonia. In doing so, the paper builds upon and extends the customer needs identification and conjoint analysis literature. The analysis successfully identified the most important attributes and revealed four customer segments that seek fundamentally different needs: delivery speed, flexibility of offering, quality for money and product appearance. Managerial implications for using conjoint analysis in emerging markets to better understand consumer needs for the purpose of value creation and segmentation are discussed.

]]> 10.1504/IJBEM.2012.044318 International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 49 - 68 Andrus Kotri; Jim Mourey Faculty of Economics and Business Administration, University of Tartu, Andrus Kotri, Narva mnt 4 A214, Tartu, 51009, Estonia. ' Stephen M. Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, Michigan, 48109 1234, USA customer preferences conjoint analysis segmentation market research B2B markets Estonia business-to-business customer value packaging industry emerging economies consumer segments plastic packaging customer needs customer segments delivery speed flexibility product quality product appearance consumer needs value creation Estiko Plastar emerging markets marketing. 2011-12-19T23:20:50-05:00 4 1 49 68 2011-12-19T23:20:50-05:00 http://www.inderscience.com/link.php?id=44319 The purpose of this study is to clarify how ownership structure, internationalisation path, product diversification and geographic scope affect emerging market Multinational Enterprises (MNEs) performance in a sample of Asia Pacific Emerging market MNEs. The result shows that: 1) the relationship between internationalisation and firm performance is a non-linear relationship; 2) Moderate product diversification and geographic scope can increase emerging market MNEs' capacities. By contrast, firm performance will turn out to be negative when emerging market MNEs heavily expand their product offerings and geographic markets; 3) The relationship between ownership structure and firm performance is a non-linear relationship (S Shape). Antecedents of MNE performance: evidence from Asia Pacific emerging markets
Juichuan Chang
International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 69 - 88
The purpose of this study is to clarify how ownership structure, internationalisation path, product diversification and geographic scope affect emerging market Multinational Enterprises (MNEs) performance in a sample of Asia Pacific Emerging market MNEs. The result shows that: 1) the relationship between internationalisation and firm performance is a non-linear relationship; 2) Moderate product diversification and geographic scope can increase emerging market MNEs' capacities. By contrast, firm performance will turn out to be negative when emerging market MNEs heavily expand their product offerings and geographic markets; 3) The relationship between ownership structure and firm performance is a non-linear relationship (S Shape).

]]> 10.1504/IJBEM.2012.044319 International Journal of Business and Emerging Markets, Vol. 4, No. 1 (2012) pp. 69 - 88 Juichuan Chang Faculty of Business Administration, Department of International Business, Ling Tung University, #1 Ling Tung Road, Taichung City 408, Taiwan multinational enterprises MNEs international expansion product diversification ownership structures company performance Asia Pacific internationalisation product diversification geographic scope firm performance non-linear relationships product offerings geographic markets Hong Kong China South Korea Taiwan Singapore business capacities emerging markets marketing. 2011-12-19T23:20:50-05:00 4 1 69 88 2011-12-19T23:20:50-05:00