Codita Contingency Factors of Marketing-Mix Standardization

German Consumer Goods Companies in Central and Eastern Europe
2011
ISBN: 978-3-8349-6169-3
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 312 Seiten, eBook

Reihe: Applied Marketing Science / Angewandte Marketingforschung

This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.

Dr. Roxana Codita wrote her dissertation under the supervision of Univ.- Prof. Dr. Frank-Martin Belz at the Chair of Brewery and Food Industry Management, Technische Universität München, where she continues to work as a researcher.

Zielgruppe

Research

Autoren/Hrsg.

Codita, Roxana

Inhaltsverzeichnis

1;FOREWORD;7
2;ACKNOWLEDGEMENTS;9
3;CONTENTS;11
4;LIST OF FIGURES AND TABLES;15
4.1;FIGURES;15
4.2;TABLES;18
5;LIST OF APPENDIX ILLUSTRATIONS;20
6;LIST OF ABBREVIATIONS;21
7;1 Introduction;23
7.1;1.1 Relevance of the Research Topic;24
7.1.1;1.1.1 Theoretical Relevance;24
7.1.2;1.1.2 Practical Relevance;26
7.2;1.2 Research Objectives and Questions;28
7.3;1.3 Research Design;30
7.4;1.4 Thesis Structure;32
8;2 International Marketing Standardization: A Literature Review;34
8.1;2.1 Circumscribing the Field of Study;34
8.1.1;2.1.1 International Marketing from a Definitional Perspective;34
8.1.2;2.1.2 International Marketing from a Paradigmatic Perspective;38
8.1.3;2.1.3 International Marketing from a Research Perspective;41
8.1.3.1;Literature Reviews;41
8.1.3.2;Principal Streams of Research;42
8.1.3.3;A Theoretical and Methodological Evaluation of IM Literature;43
8.2;2.2 The Standardization versus Adaptation Debate;45
8.2.1;2.2.1 Standardization School of Thought;47
8.2.2;2.2.2 Adaptation School of Thought;47
8.2.3;2.2.3 Contingency School of Thought;48
8.2.4;2.2.4 The Standardization versus Adaptation Debate from a Central and Eastern European Perspective;50
8.2.5;2.2.5 Theoretical Bases of the Contingency Approach of Marketing-Mix Standardization;54
8.2.5.1;Contingency Theory;55
8.2.5.2;Industrial Organization Theory, Structure-Conduct-Performance Paradigm and Strategic Fit;56
8.2.5.3;Resource-Based View;56
8.2.5.4;Bounded Rationality;58
8.2.6;2.2.6 An Integrative Review of the Marketing Standardization vs. Adaptation Debate;58
9;3 Conceptual Framework;61
9.1;3.1 Standardization of Marketing-Mix Elements;61
9.1.1;3.1.1 Product;62
9.1.2;3.1.2 Promotion;65
9.1.3;3.1.3 Pricing;68
9.1.4;3.1.4 Distribution;72
9.2;3.2 Contingency Factors of Standardization;74
9.2.1;3.2.1 Macro-Environmental Factors;76
9.2.1.1;Natural Environment;76
9.2.1.2;Economic Environment;77
9.2.1.3;Political-Legal Environment;79
9.2.1.4;Socio-Cultural Environment;81
9.2.2;3.2.2 Micro-Environmental Factors;86
9.2.2.1;Consumer Characteristics;86
9.2.2.2;Country-of-Origin Effect;90
9.2.2.3;Brand Familiarity;91
9.2.2.4;Marketing Infrastructure;92
9.2.2.5;Competitive Environment;96
9.2.3;3.2.3 Product Related Factors;97
9.2.3.1;Nature of Product;98
9.2.3.2;Product’s Standardization Potential;102
9.2.3.3;Product Life Cycle Stage;103
9.2.3.4;Product Cultural Specificity;104
9.2.4;3.2.4 Organizational Factors;107
9.3;3.3 Performance Implications of Marketing-Mix Standardization;112
10;4 Empirical Conceptualization and Operationalization of the Product Cultural Specificity Construct;116
10.1;4.1 Scale Development Methodology;116
10.1.1;4.1.1 General Considerations;116
10.1.2;4.1.2 Formative versus Reflective Measures;117
10.1.3;4.1.3 Measurement Quality;120
10.1.4;4.1.4 Criteria for Evaluating a Scale’s Psychometric Properties;122
10.1.4.1;First Generation Criteria;122
10.1.4.2;Second Generation Criteria;126
10.2;4.2 The Scale Development Process of the Product Cultural Specificity Construct;131
10.2.1;4.2.1 Defining the Construct’s Domain;131
10.2.2;4.2.2 Identifying Potential Indicators of Product Cultural Specificity in the Literature;134
10.2.3;4.2.3 Identifying Potential Indicators of PCS through Explorative Studies;138
10.2.3.1;Expert Interviews;139
10.2.3.2;Focus Groups;140
10.2.4;4.2.4 Initial Item Pool;141
10.2.5;4.2.5 Judging Items for Content and Face Validity;144
10.2.6;4.2.6 Conducting a Pre-Test for Initial Development and Validation of the PCS Scale;145
10.2.6.1;Data Collection and Sampling Frame;145
10.2.6.2;Sample Description;146
10.2.6.3;Initial Item Analysis via First Generation Criteria;149
10.2.6.4;Initial Item Analysis via Second Generation Criteria;154
10.2.6.5;Initial Validation of the PCS Scale in the Pre-Test;157
11;5 Testing the Contingency Model of Marketing-Mix Standardization and Its Performance Outcomes;158
11.1;5.1 Structural Equation Modeling as Primary Statistical Analysis Method;158
11.1.1;5.1.1 Basics;158
11.1.2;5.1.2 Comparison of Covariance-Based and Variance-Based SEM;160
11.1.3;5.1.3 PLS Path Modeling Algorithm;164
11.2;5.2 Evaluation of Measurement and Structural Models;165
11.2.1;5.2.1 Measurement Model Assessment: Reflective Mode;166
11.2.2;5.2.2 Measurement Model Assessment: Formative Mode;166
11.2.3;5.2.3 Structural Model Assessment;169
11.3;5.3 Data Collection Process and Sampling Frame;171
11.3.1;5.3.1 Questionnaire Design;172
11.3.2;5.3.2 Data Collection;175
11.3.3;5.3.3 Data Quality;176
11.3.3.1;Key Informant Bias;176
11.3.3.2;Common Method Bias;177
11.3.3.3;Non-Response Bias;178
11.3.3.4;Missing Data;178
11.3.3.5;Outliers;180
11.3.3.6;Data Distribution;180
11.3.4;5.3.4 Sample Description;181
11.4;5.4 Descriptive Data Analysis;186
11.4.1;5.4.1 Status-Quo of Marketing-Mix Standardization in CEE;186
11.4.2;5.4.2 Management’s Perceptions of Business Environment in CEE;189
11.5;5.5 A PLS Path Analysis of Contingency Factors of Marketing-Mix Standardization;191
11.5.1;5.5.1 Operationalization and Measurement Model Assessment of Exogenous Latent Variables;192
11.5.1.1;Operationalization of Environmental Factors;192
11.5.1.2;Measurement Model Assessment of Environmental Factors;194
11.5.1.3;Operationalization of Product Related Factors;197
11.5.1.4;Measurement Model Assessment of Product Related Factors ;198
11.5.1.5;Product’s Standardization Potential;198
11.5.1.6;Product Cultural Specificity;199
11.5.1.7;Operationalization of Organizational Factors;201
11.5.1.8;Measurement Model Assessment of Organizational Factors;202
11.5.2;5.5.2 Operationalization and Measurement Model Assessment of Marketing-Mix Standardization Constructs as Endogenous Latent Varia;203
11.5.2.1;Measurement Model Assessment of Marketing-Mix Standardization Constructs;205
11.5.3;5.5.3 Structural Model Evaluation;207
11.5.3.1;Effects of Environmental Factors on Marketing-Mix Standardization;209
11.5.3.2;Effects of Product Related Factors on Marketing-Mix Standardization;210
11.5.3.3;Effects of Organizational Factors on Marketing-Mix Standardization;210
11.5.3.4;Assessment of the Model’s Predictive Quality;211
11.6;5.6 A PLS Path Analysis of Performance Outcomes of Marketing-Mix Standardization ;213
11.6.1;5.6.1 Operationalization and Measurement Model ;213
11.6.2;5.6.2 Operationalization and Measurement Model Assessment of Performance as Endogenous Latent Variable;214
11.6.3;5.6.3 Structural Model Evaluation;215
11.6.4;5.6.4 Direct and Total Effects of Selected Contingency Factors on Performance;216
11.7;5.7 Validation of Product Cultural Specificity;219
11.8;5.8 Investigating Relationships Between Categorical Variables and Marketing-Mix Standardization in CEE1;222
11.8.1;5.8.1 Target Segment and Marketing-Mix Standardization;222
11.8.2;5.8.2 Product Life Cycle Stage, Nature of Product and Marketing-Mix Standardization;224
11.8.3;5.8.3 Firm Size, Market Entry Mode, Management’s International Orientation and Marketing-Mix Standardization;226
12;6 Discussion;229
12.1;6.1 Degree of Marketing-Mix Standardization in CEE;229
12.2;6.2 Determinants of Marketing-Mix Standardization in CEE;233
12.2.1;6.2.1 The Influence of Environmental Factors on Marketing-Mix Standardization;233
12.2.2;6.2.2 The Influence of Product Related Factors on Marketing-Mix Standardization;237
12.2.3;6.2.3 The Influence of Organizational Factors on Marketing-Mix Standardization;238
12.2.3.1;Synopsis of Results;241
12.3;6.3 The Product Cultural Specificity Scale: Outcome and Outlook;242
12.4;6.4 Performance Outcomes of Marketing-Mix Standardization in CEE;244
13;7 Implications, Limitations and Future Research;248
13.1;7.1 Theoretical Implications;248
13.2;7.2 Managerial Implications;250
13.3;7.3 Limitations and Future Research;251
14;APPENDIX ILLUSTRATIONS;254
14.1;PART A. INDUSTRY AND INTERNATIONAL ACTIVITY;261
14.2;PART B. QUESTIONS CONCERNING YOUR SELECTED PRODUCT;262
14.3;PART C: CONFIGURATION OF MARKETING-MIX;264
14.4;TEIL I: INTERNATIONALE TÄTIGKEIT;270
14.5;TEIL II: FRAGEN ZU IHREM AUSGEWÄHLTEN PRODUKT;271
14.6;TEIL III: FRAGEN ZUR GESTALTUNG DES MARKETING-MIX;273
15;REFERENCES;297

Über Autor(innen)

Dr. Roxana Codita wrote her dissertation under the supervision of Univ.- Prof. Dr. Frank-Martin Belz at the Chair of Brewery and Food Industry Management, Technische Universität München, where she continues to work as a researcher.