International Business and Marketing

Perceptual customer constructs can be central to leverage market intelligence for optimizing customer relationships. The purpose of this paper is to contribute to our understanding of the relationship between perceptual customer metrics that relate to relationship quality (i.e., customer orientation, customer satisfaction, attitudinal loyalty, customer influence on supplier innovation) and behavioral outcomes (i.e., customer account profitability, share of wallet). The paper integrates stated and revealed preference data from a multinational mechanical engineering firm and its global customer base. Results from latent class analysis and fractional logistic regressions highlight both the role of customer perception heterogeneity, and that of nonlinearities between perceptual constructs and behavioral metrics, for targeting behavioural outcomes. They also suggest that attitudinal loyalty and customer satisfaction are highly relevant aspects of relationship quality with respect to share of wallet. However, fractional logistic regression results also indicate that customer perceptions of the supplier's product innovativeness, and perceptions of customer influence on supplier innovation, are likely not relevant aspects of relationship quality.

The production and export of Peruvian mandarin to the market of the Russian Federation has been presented as a business opportunity due to the veto of that country to European imports as well as to the mandarin produced in Turkey, allowing a rise in exports, for example, in 2011 was exported 1,742 MT to increase 2017 to 6,996 MT.   For this reason, this work aims to study the relationship between the production and export of Peruvian mandarin to the Russian market, as a business opportunity, 2013-2017 period, in addition to analyzing the constraints for the development of international business. The investigation took as population all the elements of the production and export of Peruvian mandarin in the period 2013-2017, from which was extracted the sample of the ordered and systematized quantitative data published by diverse organisms, like: TRADEMAP, MINAGRI, CCL, AGRO DATA PERU, MINCETUR by means of a random sampling that had as unit of analysis each metric ton produced and expo...

In the context of markets with uncertainty, we use the stakeholder theory to explain the role and importance of destination country in the export arena. We analysed six cross-sectional Chilean case studies on exported agri-food products in three categories (fresh, frozen, and processed). Using quantitative and qualitative data, destination countries and export performance were analysed, comparing 2020 (during the COVID-19 crisis) with the previous year. Our results show that exported agri-food products maintained their main destination countries, and maintained or increased the number of destination countries. The analysis of export performance shows that export performance varies depending on both the kind of product and the category to which it belongs. The role of trade agreements confirmed the destination country as a primary stakeholder. This study thus contributes to the stakeholder theory and literature on export performance, considering the destination country as a primary stakeholder in exporting firms.

This research seeks to answer these questions by analyzing multiple empirical articles carried out at different times, in different countries, and with various innovations. The research is divided into three sections: first, it presents a chronology of the evolution of banks, their main innovations, and events that have modified the banking business model to adapt it to banking today. The second is based on bibliometric tools to present the primary references of the articles that analyze the relationship between innovation and bank profitability and its conceptual structure. The third section analyzes the concept of branchless banking and its factors. Three findings stand out: 1) according to the empirical literature consulted, it is concluded that innovation does affect profitability, 2) publications have grown in recent years, with China being the most productive country and the United States the most influential, and 3) The concept of branchless banking is a viable alternative to...

Most avocados consumed in France come from Peru or Chile. French suppliers vary based on the season; however, Chile is the main supplier of avocados during the winter season. The aim of this study is to analyze the key variables that influence French consumer satisfaction in the preference for Chilean avocados.This is substantiated using an exploratory multivariate analysis, which was performed on a causal model comprised of endogenous constructs: perceived extrinsic and intrinsic quality, perceived risk and perceived value. The sample consists of 346 French consumers of Chilean avocados in supermarkets of the Auvergne-Rhône-Alpes region. The main results show that the risk perceived by French consumers can only be related to the perceived extrinsic quality of the product. On the other hand, both perceived intrinsic and extrinsic quality are directly related to perceived value. Finally, it is concluded that French consumer satisfaction in the preference for Chilean avocados can be e...

This article reports on a study undertaken to determine the influence of conative attitudes towards green advertising on black Generation Y students' environmental behaviour in the South African context. In South Africa, the Generation Y cohort, which is defined as including individuals born between 1986 and 2005, accounted for 40 percent of the country's population in 2011. The African portion of this cohort (hereafter referred to as black Generation Y) comprise an estimated 84 percent of this cohort. This translates into black Generation Y individuals being a market force of significant importance to marketers, including those engaged in green advertising efforts. Despite the importance of this market segment, their consumer behaviour remains under researched in general, specifically concerning their attitudes towards environmental issues and marketing. In order to address this shortfall in the literature, a structured, self-administered questionnaire was used to gather data on conative attitudes towards green advertising and how this influences environmental behaviour from a sample of 400 black Generation Y students across four South African public registered higher education institutions' campuses situated in the Gauteng province. Data analysis included measurement of model fit, independent z-tests and path analysis using structural equation modelling. According to the results, there was acceptable fit between the proposed two-dimensional model for measuring conative attitudes towards green advertising and the data in the sample. The findings suggest that in South Africa, black Generation Y students' conative attitudes towards green advertising have a significant positive influence on their environmental behaviour.

Exports are one of the main and influential sectors that contribute to the development of each country. The general objective was to analyze the exports of the cocoa sector of the APROCAM cooperative during the years 2019-2021; therefore, an applied quantitative methodology was used, non-experimental, whose data obtained were from SUNAT and ADUANET which were analyzed through the periods 2019-2021, whose results showed a decrease of 5.4% in FOB value exported for the year 2020, but for 2021 showed a growth of 14. 5%, on the other hand mentioning the volume exported in the year 2021 indicated a growth of 15.7% in annual variation compared to 2020, likewise in the cooperative APROCAM recorded a value of $354,521.33 in terms of its exports in 2020, instead in the year 2021 reported a value of $487,684.41 thus noting a growth of 17%, where it showed that more is exported to Italy and Belgium. It is concluded that exports are fundamental to the economy of each country and to the developm...

Most avocados consumed in France come from Peru or Chile. French suppliers vary based on the season; however, Chile is the main supplier of avocados during the winter season. The aim of this study is to analyze the key variables that influence French consumer satisfaction in the preference for Chilean avocados.This is substantiated using an exploratory multivariate analysis, which was performed on a causal model comprised of endogenous constructs: perceived extrinsic and intrinsic quality, perceived risk and perceived value. The sample consists of 346 French consumers of Chilean avocados in supermarkets of the Auvergne-Rhône-Alpes region. The main results show that the risk perceived by French consumers can only be related to the perceived extrinsic quality of the product. On the other hand, both perceived intrinsic and extrinsic quality are directly related to perceived value. Finally, it is concluded that French consumer satisfaction in the preference for Chilean avocados can be e...

Exports are one of the main and influential sectors that contribute to the development of each country. The general objective was to analyze the exports of the cocoa sector of the APROCAM cooperative during the years 2019-2021; therefore, an applied quantitative methodology was used, non-experimental, whose data obtained were from SUNAT and ADUANET which were analyzed through the periods 2019-2021, whose results showed a decrease of 5.4% in FOB value exported for the year 2020, but for 2021 showed a growth of 14. 5%, on the other hand mentioning the volume exported in the year 2021 indicated a growth of 15.7% in annual variation compared to 2020, likewise in the cooperative APROCAM recorded a value of $354,521.33 in terms of its exports in 2020, instead in the year 2021 reported a value of $487,684.41 thus noting a growth of 17%, where it showed that more is exported to Italy and Belgium. It is concluded that exports are fundamental to the economy of each country and to the developm...

Exports are one of the main and influential sectors that contribute to the development of each country. The general objective was to analyze the exports of the cocoa sector of the APROCAM cooperative during the years 2019-2021; therefore, an applied quantitative methodology was used, non-experimental, whose data obtained were from SUNAT and ADUANET which were analyzed through the periods 2019-2021, whose results showed a decrease of 5.4% in FOB value exported for the year 2020, but for 2021 showed a growth of 14. 5%, on the other hand mentioning the volume exported in the year 2021 indicated a growth of 15.7% in annual variation compared to 2020, likewise in the cooperative APROCAM recorded a value of $354,521.33 in terms of its exports in 2020, instead in the year 2021 reported a value of $487,684.41 thus noting a growth of 17%, where it showed that more is exported to Italy and Belgium. It is concluded that exports are fundamental to the economy of each country and to the developm...

Fresh fruits and vegetables constitute the basis of many people's daily nutrition habits and different distribution systems have been developed to cover daily supply needs. Important components of alternative distribution channels among others are high quality, high standards and consumer-producer trust. Although numerous studies have been conducted on alternative types of distribution channels, there is a lack of research on consumer behaviour towards these ways of distribution. The aim of this article is to identify consumer attitudes and preferences towards alternative agricultural distribution channels regarding fresh fruits and vegetables. In addition, this article contributes to the understanding of consumer behaviour, by pointing out the factors that affect the final purchase of agricultural products.

The present research work set a basic framework from the various  suggestions, and focus explicitly on entrepreneurs’ reflexive and contextually embedded thoughts and strategies. The aim and objectives is thus not to identify either cognitive mechanisms or relevant discourses in isolation. Instead the ambition is to enhancing the entrepreneurs’ life worlds, especially how they make sense of their situation and find meaning and structure in the venture development process. By changing the point of departure from a view of individuals and situations as separate to a focus on lived experience, it has been possible to reach new insights about entrepreneurial process and activities.

Utilizing Nobel Laureate, Daniel Kahneman's views on decision-making psychology and the general practice experience of Amazon's founder, Jeff Bezos, the authors formulate an approach to understand strategy and entrepreneurship. A hypothetical a priori probability model of a successful entrepreneurial venture is introduced in this paper. The model clarifies why the "prior to launch" probability of success is normally exceptionally low. But, low probability does not imply insignificance as free-market-driven new ventures with low probabilities of success can have a substantial impact on strategic planning within competitive firms. As a venture progresses through start-up phases and the probabilities of achieving individual critical single-events rise, the probability of venture success also increases as a function resembling the shape of a "hockey stick." Entrepreneurially, the results show how a new venture's start-up can be quantitatively managed and analyzed with improved outcomes. The results provide some strategic insights on the difficulty of assessing competition as markets evolve.

Fresh fruits and vegetables constitute the basis of many people's daily nutrition habits and different distribution systems have been developed to cover daily supply needs. Important components of alternative distribution channels among others are high quality, high standards and consumer-producer trust. Although numerous studies have been conducted on alternative types of distribution channels, there is a lack of research on consumer behaviour towards these ways of distribution. The aim of this article is to identify consumer attitudes and preferences towards alternative agricultural distribution channels regarding fresh fruits and vegetables. In addition, this article contributes to the understanding of consumer behaviour, by pointing out the factors that affect the final purchase of agricultural products.

Utilizing Nobel Laureate, Daniel Kahneman's views on decision-making psychology and the general practice experience of Amazon's founder, Jeff Bezos, the authors formulate an approach to understand strategy and entrepreneurship. A hypothetical a priori probability model of a successful entrepreneurial venture is introduced in this paper. The model clarifies why the "prior to launch" probability of success is normally exceptionally low. But, low probability does not imply insignificance as free-market-driven new ventures with low probabilities of success can have a substantial impact on strategic planning within competitive firms. As a venture progresses through start-up phases and the probabilities of achieving individual critical single-events rise, the probability of venture success also increases as a function resembling the shape of a "hockey stick." Entrepreneurially, the results show how a new venture's start-up can be quantitatively managed and analyzed with improved outcomes. The results provide some strategic insights on the difficulty of assessing competition as markets evolve.

Mango (Mangifera indica Linn) plays a central role as fruit crop among the horticultural fruits in Mali. Mali is among the largest mango producers in West Africa and among the fastest growing mango exporters in the world. The volume of mangoes produced is estimated at 575000 tons per year. Mango production is an important socioeconomic activity in Mali, providing employment in rural areas and income through exportation. The study focused on marketing channels of mango famers in Mali. The secondary data were used to investigate marketing channels of mango in Mali. This paper consists of three parts. In the first part, the socioeconomic characteristics of mango farmers in Mali were explained. In the second part, information about the development of Mango production and trade in Mali was given. In the third part, marketing channels of Mango farmers were examined. In general, it is difficult to say that Mango marketing channels operate effectively in Mali. The ineffectiveness of marketing channels occurs mostly at the local market level. It is important to strengthen the marketing infrastructure for Mango's marketing channels in Mali to be more effective. The government of Mali needs to implement a special incentive program, especially for wholesalers, who play an important role in increasing postharvest losses. There is a need for financial support and training of wholesalers during the transportation, storage and processing of fresh mango. It is also important to extend these supports for mango producers.

In the context of markets with uncertainty, we use the stakeholder theory to explain the role and importance of destination country in the export arena. We analysed six cross-sectional Chilean case studies on exported agri-food products in three categories (fresh, frozen, and processed). Using quantitative and qualitative data, destination countries and export performance were analysed, comparing 2020 (during the COVID-19 crisis) with the previous year. Our results show that exported agri-food products maintained their main destination countries, and maintained or increased the number of destination countries. The analysis of export performance shows that export performance varies depending on both the kind of product and the category to which it belongs. The role of trade agreements confirmed the destination country as a primary stakeholder. This study thus contributes to the stakeholder theory and literature on export performance, considering the destination country as a primary stakeholder in exporting firms.

While the sanctions and tariffs of the USA towards the Chinese Marble Industry are increasing, the current study uncovers the strategic orientations of leading marble suppliers of the world and their effects on technological innovativeness. Turkey is the leader of world marble production, and it is at the central point of the world marble trade between the west and the east. The sample is from the marble enterprises participating in the most significant international trade fairs, one of Turkey's most competitive sectors. Data of the study is from 53 respondents of 898 firms participated, among 200 national marble firm visits, using a survey method. Factor analyses resulted in four theoretical components of strategic orientations: opportunity orientation, learning orientation, technology orientation, and customer orientation. The correlation analyses' results showed that three strategic orientations (learning, technology, and opportunity orientation) have significant relations with technological innovativeness. Multiple regression analysis results revealed that opportunity orientation is the main predictor of technological innovativeness in the marble industry. From professionals' perspectives in the sector and researchers in innovation management, the study presents the significance of identifying opportunities for technological innovation. The study presents insights for both researchers and decisionmakers in the marble industry.

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Frame of the research: Cross-border e-commerce (CBEC) is gaining popularity as a foreign market entry mode. Specifically, many small-and medium-sized enterprises (SMEs) choose to rely on digital e-commerce platforms (or marketplaces) that provide them with inexpensive and rapid access to a large base of potential foreign customers. The few studies available on this topic have implicitly assumed that SMEs embrace this channel with the sole intent of increasing export sales (i.e., to exploit existing opportunities). This study argues that SMEs can also implement a data-driven approach that uses cross-border e-commerce platforms as inexpensive tools to acquire foreign market knowledge by leveraging the large volume of data available on these digital platforms. Purpose of the paper: This work proposes and tests a model in which a firm's exploration-driven use of cross-border e-commerce platforms enhances foreign market knowledge acquisition, which improves both the overall export performance of the firm and the exploitation of foreign opportunities through e-commerce. Methodology: Partial least squares structural equation modeling was used to estimate the proposed model. Data for analysis were collected from a sample of 110 Italian exporters belonging to the food and beverage industry. Results: The findings highlighted that the exploration-driven use of cross-border e-commerce platforms had a positive relationship with the export performance of firms. The results also implied that this effect was fully mediated by the level of foreign market knowledge (about customers, competitors, market conditions, business laws and regulations) acquired through the use of cross-border e-commerce platforms. Research limitations: Only exporters belonging to a specific industry were considered in the empirical analysis. Thus, caution is recommended when generalizing these results. Practical implications: The findings encourage export managers to embrace cross-border e-commerce platforms for both sales and market research purposes by deploying a data-driven approach to cross-border e-commerce platforms. Originality of the study: To the authors' knowledge, this is the first study providing empirical evidence about the effects of using a data-driven approach to cross-border e-commerce platforms.

#CBEC

Company support of social cause, called cause related marketing (CRM), recently has experienced extraordinary growth. Using signalling theory, this study empirically tests a formation of attitude toward alliance model, which consists of impact of attitude toward brand, attitude toward causes, product fit, and brand fit on attitude toward CRM, and evaluate the impact of attitude toward CRM on purchase intention. A 2 x 2 factorial design experiment with the use of experience-product was conducted to test hypothesis. The first result is unification of product fit with brand fit into one variable, called fit. The second results is that attitudes toward the cause and fit between partners have significant effect on formation of attitude toward alliance. But hypothesis that attitude toward brand has positive impact on attitude toward CRM is rejected. The third finding is when the model is modified, there is positive and significant direct relation between attitude toward brand and purchase intention.

This paper presents a model of the Enterprise Resource Planning (ERP) software acquisition process that reflects the findings from the four cases examined in this study. This ERP acquisition process model includes six distinctive, yet interrelated, processes (planning, information search, selection, evaluation, choice, and negotiations). This paper depicts the principal processes and many of the constituent activities, issues, dynamics, and complexities that pertain to the acquisition of ERP software. The results from this study contribute to the identification of processes that are part of this type of acquisition. Further, this model also suggests complexities that are worthy of further investigation, in and of themselves, if for no other reason than that they could prove the limit of generalizability of the model.

This study aims to investigate the relationship between agent banking, mobile money operators and financial inclusion in Nigeria. For the purpose of this study, a descriptive research design was used. The study population were operators of agency banking and mobile money services located in Jos town and environs. Primary data was gathered through structured questionnaires. Test-retest technique was employed to determine the internal consistency of the instruments by computing Cronbach's alpha. A Cronbach's alpha of 0.619 and above was taken as acceptable reliability. Linear regression was used to analyse the data to determine, if agency banking, mobile money operations had a significant relationship with financial inclusion and to indicate the relative strength of the independent variables on the dependent variables. Findings revealed that, that cybercrime and reduction of cost of banking services had a statistically insignificant and negative relationship with financial inclusion, while geographical coverage and illiquidity had a positive, but insignificant relationship with financial inclusion. This study concludes, that agent banking and mobile money is gaining wide acceptance, however this has not engendered, more financial inclusion. This study recommends, that the government should create an appropriate regulatory Hummingbird Publications

New international enterprises that are referred to as Born Globals have become the subject of research due to the success of their global operations, despite their early internationalization and limited resources. Given the importance of analyzing the characteristics that contribute to the success of Born Globals, our study examines the influence of international orientation on export performance. Additionally, we consider internal and external drivers for early and accelerated internationalization such as the Born Global's innovative capacity, the dynamism of the market and the favorability of the environment. By estimating a structural equation model, the results show that international orientation is a strong driver of the export performance of Born Globals. However, this relationship is moderated by innovative capacity and the dynamism and favorability of the environment, thus achieving a greater effect on export performance when international orientation is complemented by these variables.

Perceptual customer constructs can be central to leverage market intelligence for optimizing customer relationships. The purpose of this paper is to contribute to our understanding of the relationship between perceptual customer metrics that relate to relationship quality (i.e., customer orientation, customer satisfaction, attitudinal loyalty, customer influence on supplier innovation) and behavioral outcomes (i.e., customer account profitability, share of wallet). The paper integrates stated and revealed preference data from a multinational mechanical engineering firm and its global customer base. Results from latent class analysis and fractional logistic regressions highlight both the role of customer perception heterogeneity, and that of nonlinearities between perceptual constructs and behavioral metrics, for targeting behavioural outcomes. They also suggest that attitudinal loyalty and customer satisfaction are highly relevant aspects of relationship quality with respect to share of wallet. However, fractional logistic regression results also indicate that customer perceptions of the supplier's product innovativeness, and perceptions of customer influence on supplier innovation, are likely not relevant aspects of relationship quality.

In today's society, marketers are going to extreme measures to attract consumers' attention in an attempt to break through advertising clutter. A widely used method is shock advertising, however, the effectiveness of this method is questionable. This study aimed to explore the effectiveness of shock advertising on Generation Y consumers in today's society. Three variables were analyzed, namely, level of shock, norm violation and memory recall, with five different types of shock (impropriety, moral offensiveness, sexual references, disgusting images and religious taboos). The moderating effects of these relationships with gender, religion and personal identity were also explored. By means of a quantitative study, 300 university students were asked to complete questionnaires. The overall findings indicated that shock advertising has become obsolete and that marketers need to implement alternative ways of 'breaking through the clutter'. This paper provides marketers with a better understanding of the (in)effectiveness of shock advertising and proposes the importance that marketers should find alternative methods to capture the attention of consumers.

Born-Global firms, a newly emerging organizational form targeting international markets as a primary source of business from their inception, have innovativeness, requiring an intimate knowledge of their customer, as a primary feature. This study explores how a Born-Global's customer orientation leads to innovativeness through technological capability for customer relationship management (CRM) and external customer information management. Our empirical results, based on responses from 154 Indian managers, indicate that a Born-Global's customer orientation is an effective enabler of its innovativeness, whose effects are mediated by technological capability for CRM and external customer information management. Although significantly affected by customer orientation, the results further indicate that relationship quality with the buyer does not influence a Born-Global's innovativeness. When CRM technology and managing customer information obtained from external sources are employed, customer orientation significantly helps maintain the innovativeness of Born-Globals according to the results.

Previous studies have shown somewhat of a contradiction in the effect of sexual appeal advertising on purchase intention. This research aims to examine from an Indonesian perspective the consumer response to sexual appeal advertising and the subsequent purchase intention toward the products advertised. Through advertising, companies seek to be seen as the providers of creative and innovative products. Therefore company success increasingly relies on advertising appeal. One of these appeals is sexual advertising that is considered to be uniquely able to attract the attention of consumers and strengthen the brand with favorable associations. Such appeal eventually influences purchase decisions and stimulates purchase intention. This research uses quantitative methods through a consumer survey and simple regression analysis. Samples included 120 heterosexual men in the 15-24 year age group who reside in Indonesia’s third largest city, Bandung. Results show that the consumer response to...

in Ohio, where he received the DeJute Memorial Award for outstanding teaching. His teaching and research explores strategic issues in business-to-business marketing, effective sales practices, and buyer-seller relationships. Dr. Reid is the author of Readings in Industrial Marketing and The Sales Presentation Manual and his research has appeared in numerous publications including the Journal of Business-to-Business Marketing (Haworth).

Technical Vocational Education and Training (TVET) system is widely recognised as education system expected to produce a competent workforce who can compete and excel in a rapidly changing environment and improves a country's economy. That TVET system in Nigeria and many other countries are in crisis or in immediate need for intervention, are often heard. Private Public Partnership (PPP) is viewed as an alternative strategy put forward to address the challenges confronting this all-important education system. Therefore, this paper attempts to add to the available literature on PPP in TVET by examining; conceptualizing PPP and its relative importance in economic growth, revamping TVET for technological advancement and economic growth in Nigeria through PPP collaboration. Constraints on TVET as a measure for economic development in Nigeria were also highlighted. The paper concludes by recommending for a proper PPP involvement in TVET system in Nigeria to enhance its economic potentiality.

This paper aimed to explain and define the term of International Marketing and How the firms can have an access to new markets in the world. Also, it focuses on how the marketers create a new strategy to gain new customers at both the local and global levels, and to promote their new products and services. International Marketing is characterized as less costing and using technology( i.e. the social media apps and the internet websites)in promoting the products and services. Several international companies including Amazon company have been ubiquitous all over the world through its website. In 2017, its profit went all the way up to $3.03 billion, which means it has penetrated the global markets and achieved its objectives.

Retail margins for avocados will tend to increase with larger and more frequent price changes, and decrease with smaller and less frequent price changes. The Hass Avocado Board (HAB) is a U.S. government-sponsored marketing program funded by a producer assessment of 2.5 cents per pound on all domestically produced and imported Hass avocados sold in the U.S. market. While the HAB allocates the majority of its funds to advertis­ ing and promotion programs, it also conducts an innovative Internet infor­ mation program through its Network Marketing Center. Growers, packers, shippers, and wholesalers in the United States, Chile, Mexico, Dominican Republic, and New Zealand, as well as U.S. retailers, have access to the HAB web site where they share marketing information, including harvest, ship­ ment, and price data. The “orderly mar­ keting” goal of information exchange is to smooth shipments to major U.S. markets, prevent seasonal surplus and shortage situations, and promote stable ship...

Customers' purchase intention represents their desire to buy products from a particular shop. Product quality, brand image, socioeconomic condition and social influence have been considered in this study as the key factors affecting purchase intention of customers to shop at hypermarkets. The study aims at investigating how much differential impact these factors have on the purchase intention of customers to shop at hyper markets. Primary data were collected through survey with structured questionnaire from 150 customers in Kedah and Perlis states in Malaysia. Correlations and multiple regression analyses were employed to estimate relationships between independent and dependent variables. The results showed that brand image had the highest impact on purchase intention of customers followed by the quality of products sold at the stores and social influence. So marketers should give importance on these factors to influence customers to shop at hypermarkets.

Humankind has faced various pandemics in history. The food supply chain is one of the foremost vital sectors of the economy, and COVID-19 has had a clear bearing on it from the field to the consumer. In the light of recent challenges in the food supply chain, there is currently considerable concern regarding food production, processing, distribution, and demand. COVID-19 resulted in the movement restrictions of staff, changes in the demands of consumers, closure of food production facilities, restrictive food trade policies, and monetary pressures in the food supply chain.  This study describes the impact of the COVID-19 health crisis on people’s interests, opinions, and behaviour towards food. Additionally, an online questionnaire (Spanish population, n = 232) studied the changes in food shopping habits during the pandemic. To try to cover the whole Léon territory and reach the greatest number of persons through mobile phones, tablets, and computers, the questionnaire was created u...

This research aims to know the services marketing mix done Grand Zuri Hotel in influencing the consumer's decision in choosing a hotel and know the magnitude of the influence of simultaneous and partial service marketing mix of Grand Zuri Hotel against the decision of the use of the service made consumers in choosing a hotel. The research method used is descriptive and verifikatif method. Research carried out by sampling method of convenience sampling, with the number of respondents as much as 100 respondents. Then, for the data analysis used the descriptive analysis and multiple regression analysis and hypothesis testing using the F-test and t-test. The responses of the respondents regarding the implementation of the marketing mix services Grand Zuri Hotel is good and the responses of the respondents regarding the consumer decision making in selecting the Grand Zuri Hotel Pekanbaru is good. The results showed that the services marketing mix done Grand Zuri Hotel simultaneously significantly influential to the decision to choose and use and has a coefficient of determunasi of 74.82%. Partially, there are three significant free variables that influence is the price, human resources and physical evidence. While the variable product, place, promotion and the process does not significantly affect. From the results of the research can

New international enterprises that are referred to as Born Globals have become the subject of research due to the success of their global operations, despite their early internationalization and limited resources. Given the importance of analyzing the characteristics that contribute to the success of Born Globals, our study examines the influence of international orientation on export performance. Additionally, we consider internal and external drivers for early and accelerated internationalization such as the Born Global's innovative capacity, the dynamism of the market and the favorability of the environment. By estimating a structural equation model, the results show that international orientation is a strong driver of the export performance of Born Globals. However, this relationship is moderated by innovative capacity and the dynamism and favorability of the environment, thus achieving a greater effect on export performance when international orientation is complemented by these variables.

The purpose of this study is to investigate the factors affecting the decision of buying mobile phone devices in Hawassa town. In order to accomplish the objectives of the study, a sample of 246 consumers were taken by using simple random sampling technique. Both primary and secondary data were explored. Moreover, six important factors i.e. price, social group, product features, brand name, durability and after sales services were selected and analyzed through the use of correlation and multiple regressions analysis. From the analysis, it was clear that consumer's value price followed by mobile phone features as the most important variable amongst all and it also acted as a motivational force that influences them to go for a mobile phone purchase decision. The study suggested that the mobile phone sellers should consider the above mentioned factors to equate the opportunity.

This study aims to examine the causal relationship between the sexuality in elegancy of advertising and positive evaluation of the brand, a causal relationship between congruency of the product and positive evaluation of the brand, and the causal relationship between sexuality in elegancy of advertising interaction with congruency of the product and positive evaluation of the brand. Data were collected through an experimental study of the Economics and Business Students of Sebelas Maret University. Participants are grouped into 4 groups factorial design: 2 (sexuality: High, low) x 2 (congruency: high, low). Hierarchical multiple linear regression analysis is a statistical method chosen to describe the relationship between variables, which are hypothesized. The results indicate that sexuality in elegancy of advertising has a positive relationship with the positive evaluation of the brand, as well as congruency of the product has a positive relationship with positive evaluation of the brand, while sexual interaction with congruence was found not significantly associated with a positive evaluation of the brand. The theoretical implications of this research provides an understanding of consumer behavior in the context of an individual's response to an advertising program that uses the theme of sexuality.

While the sanctions and tariffs of the USA towards the Chinese Marble Industry are increasing, the current study uncovers the strategic orientations of leading marble suppliers of the world and their effects on technological innovativeness. Turkey is the leader of world marble production, and it is at the central point of the world marble trade between the west and the east. The sample is from the marble enterprises participating in the most significant international trade fairs, one of Turkey's most competitive sectors. Data of the study is from 53 respondents of 898 firms participated, among 200 national marble firm visits, using a survey method. Factor analyses resulted in four theoretical components of strategic orientations: opportunity orientation, learning orientation, technology orientation, and customer orientation. The correlation analyses' results showed that three strategic orientations (learning, technology, and opportunity orientation) have significant relations with technological innovativeness. Multiple regression analysis results revealed that opportunity orientation is the main predictor of technological innovativeness in the marble industry. From professionals' perspectives in the sector and researchers in innovation management, the study presents the significance of identifying opportunities for technological innovation. The study presents insights for both researchers and decisionmakers in the marble industry.

Previous studies have shown somewhat of a contradiction in the effect of sexual appeal advertising on purchase intention. This research aims to examine from an Indonesian perspective the consumer response to sexual appeal advertising and the subsequent purchase intention toward the products advertised. Through advertising, companies seek to be seen as the providers of creative and innovative products. Therefore company success increasingly relies on advertising appeal. One of these appeals is sexual advertising that is considered to be uniquely able to attract the attention of consumers and strengthen the brand with favorable associations. Such appeal eventually influences purchase decisions and stimulates purchase intention. This research uses quantitative methods through a consumer survey and simple regression analysis. Samples included 120 heterosexual men in the 15-24 year age group who reside in Indonesia's third largest city, Bandung. Results show that the consumer response to sexual appeal advertising of AXE is positive and consumer purchase intention of AXE products after watching the "Heaven on Earth" advertisements series is strongly positive. Sexual appeal advertising is shown to have a statistically significant positive effect on Indonesian consumers' purchase intentions.

Purpose: To summarize the important contextual influences East Asian philosophy may have on marketing strategy and consumerism.
Design/methodology/approach: A qualitative approach is used to deconstruct (1) the literature on marketing as a contextual discipline, (2) East Asian philosophical underpinnings and their personal and institutional manifestations in East Asian marketing contexts, and (3) the implications for non-East Asian marketers. This essay includes a brief introduction to the manuscripts in this special issue.
Findings: Ancient philosophical wisdom shared by East Asian societies can shed light on how marketing activities and consumer behavior intertwine within East Asia and beyond. Three ancient philosophies (i.e., Confucianism, Taoism, Buddhism) heavily influence East Asian societies through personal and institutional-level cultural manifestations in marketing contexts.
Research limitations/implications: Although the three discussed East Asian philosophical schools are not exhaustive, they lay a foundation for future discussions about how alternative marketing-related theories and frameworks may complement ones grounded in Western historical and cultural contexts.
Originality/value: This essay initiates an overdue academic discussion about relying on non-Western historical and cultural contexts to globalize the marketing discipline further.
Keywords: East Asia, Confucianism, Taoism, Buddhism, marketing, consumer behavior

This paper analyzes the behavior of Ecuador's main traditional and non-traditional export products in the international market during the 2013-2017 period. Specifically, the positioning of the products on a global level is observed by making a comparison of the traditional and non-traditional products; likewise, the efficiency of this products is analyzed. The results obtained show that non-traditional products have an advantage in positioning and efficiency compared to traditional products. Among the traditional products, the banana showed low levels of both positioning and efficiency, the cocoa maintained a situation similar to that of previous years, while the shrimp was consolidated as the best placed traditional product to achieve greater positioning in the international market, likewise an improvement in its efficiency. Unlike shrimp, industrialized coffee showed negative levels of positioning and efficiency, ranking below its main competitors. On the other hand, non-traditional products, such as tropical fruits (passion fruitandpitahaya), pineapples, toquilla straw hats and raw tobacco, showed a behavior in which in most cases Ecuador was consolidated as the country with the highest positioning and efficiency in the international market, in relation to its main global competitors. These results show the potential of non-traditional products in the international market, which is presented as an opportunity for the diversification of the exportable supply and the revitalization of several agricultural sectors that are currently little exploited.

The purpose of the study is to give a theoretical frame-work for the internationalization of SMEs, and efforts are being made to identify the factors that influence the state of SMEs internationally in the Pakistan. Due to lack of global mindset, organizational resources utilization, general capabilities, management experience, dynamics of international markets, and regulatory frameworks, family-owned businesses are less likely to maintain their share of international markets while developing countries by focusing on the SMEs of internationalization, as like Pakistan. SMEs from the Pakistan are focusing on traditional samples and are still not able to gain a significant share in international markets, but are losing their shares in international markets. Most SMEs in Pakistan have been owned families and also operated by these for decades. With the appearance of the financial integration, SMEs are moving beyond borders and also gaining the market share in the overseas markets. SMEs earn more profit by selling products in the international markets and contribute significantly to Pakistan's economic growth. For the establishment of State Internationalization, the Evidence Based Study is utilized to determine the suspects facing SMES. The literature on firms' globalization is primarily based on the research from all South Asia and other countries. This framework identifies potential factors which affecting the performance of Pakistan owned-family SMEs in international markets. The SMEs require to revise their processes strategies, and also operations to reach the approach for desired level of market share in the international markets.

The goal of this exploration is to observationally test the connection between total quality management and SMEs' performance. Specifically, it looks at whether organizational culture (OC) has an interceding impact on the TQM-SMEs performance relationship. Established on the literature review of TQM, OC and SMEs performance, the theoretical model for this investigation was formed. A self-controlled survey was utilized to gather information from the SMEs owners-managers in the Southwestern region of Nigeria. In determining the relationship, SEM-PLS 3.0 was utilized. Measurable results add to the literature by showing a positive direct impact of TQM and OC on SMEs' performance, and a critical and positive aberrant impact of TQM on SMEs' performance through OC. The quantitative cross-sectional research configuration explored an example of assembling SMEs. Subjective methods or a contextual investigation approach for additional data examination could be utilized for subsequent research. The results of this exploration give awareness into SMEs' owners-managers in the present unique manufacturing setting, concentrating on TQM as an instrument for improving their performance. The outcomes can help SMEs by giving direction with regards to the OC, on account of its impact on the effective execution of TQM, in this way improving the dimension of performance. The examination expands the TQM literature with an extensive comprehension of TQM from the point of view of SMEs in Nigeria. It fills the void in observational examinations that research the joint impact of TQM and OC on SMEs' performance.

Entrepreneurship refers to the processes or actions performed by an entrepreneur. An entrepreneur refers to an individual who has continued to search for something new and make changes to such ideas with the goal of making good opportunities by accepting uncertainties and risks related to his or her enterprise. Today, entrepreneurial development has become vital since it plays a major role in economic development. The goals of regional growth, industrial development, and creation of employment opportunities depend on the entrepreneurial development. This implies that entrepreneurs act as the seeds of a country’s industrial development while the fruits of industrial development in a country are more job opportunities, rising per capita income, improved standard of living, and more revenue for the government through export duties, income tax, sales tax, and a balanced regional development.

New international enterprises that are referred to as Born Globals have become the subject of research due to the success of their global operations, despite their early internationalization and limited resources. Given the importance of analyzing the characteristics that contribute to the success of Born Globals, our study examines the influence of international orientation on export performance. Additionally, we consider internal and external drivers for early and accelerated internationalization such as the Born Global's innovative capacity, the dynamism of the market and the favorability of the environment. By estimating a structural equation model, the results show that international orientation is a strong driver of the export performance of Born Globals. However, this relationship is moderated by innovative capacity and the dynamism and favorability of the environment, thus achieving a greater effect on export performance when international orientation is complemented by these variables.

Az interkulturális marketing a kultúrák közötti hasonlóságok és különbözőségek felismerését és megértését szolgálja, annak szándékával, hogy a nemzetközi üzleti műveleteket támogató marketinget a célpiac sajátosságaihoz tudjuk igazítani. A nemzetközi marketingben a piacok globalizálódása és a szocio-kulturális környezeti sajátosságokra adott válaszok kialakítása igényli a nemzetközi üzleti környezet szocio-kulturális dimenzióinak megismerését.
A kelet-közép-európai országok (CZ, HU, PL, SK) 4 részpiacait vizsgálva megállapítottam, hogy a szakirodalmi kategorizálás szerint a (kultúrafüggetlen-culture-free, a kultúrafüggő-culture bond, illetve a köztes irányzat) szerint a vizsgált országok interkulturális jellemzőiket tekintve a köztes irányzatba sorolhatóak, azaz a konvergencia és a divergencia egyidejűleg áll fenn, s az üzleti szituáció dönti el a megfelelő közelítési módot.
A vizsgált termékcsoportok (élelmiszerek, személygépkocsi) és szolgáltatások (biztosítás, vendéglátás) körében policentrikus, országonként eltérő a szocio-kulturális szempontokat is figyelembe vevő differenciált marketing alkalmazása.

This work gives an over view of International Marketing and how it would help the Professional or student engaged in this interesting area.

This is meant to be an introduction to the subject which then points to the bigger and larger works by Marketing Gurus like Kotler and others