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- 저자 : Len Tiu Wright (검색결과 5 건)
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Huifen Cai,Len Tiu Wright 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1
This paper analyses the importance of innovation for 680 EU multinationals subsidiaries involved in international marketing in China, the period of 1998-2009, using unbalanced panel data analysis. To date, the literature on EU subsidiaries has failed to consider product innovation in the strategy interplay in approaching new markets overseas. Building on the resource-based view of the firm, linked with host economic and political institutions, the authors empirically examine the inferential marketing strategy in an EU-China context, by applying econometric techniques to investigate innovation capabilities and to test the presence of agglomeration effect of past innovation activities. We find that EU innovation in China is influenced by both host country institutions and firm capabilities, rendering support to the theory. Our analysis indicates EU subsidiaries’ innovation is positively related to firm advertisement, labour training and host market size. R&D expenditure has a negative bearing on innovation. However, openness has a negative and significant effect on product innovation in China. The study findings have important implications for research on international marketing, new venture decision making, and overseas innovation expansion strategies.
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Huifen Cai,Len Tiu Wright 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper analyses the importance of innovation for 680 EU multinationals subsidiaries involved in international marketing in China, the period of 1998-2009, using unbalanced panel data analysis. To date, the literature on EU subsidiaries has failed to consider product innovation in the strategy interplay in approaching new markets overseas. Building on the resource-based view of the firm, linked with host economic and political institutions, the authors empirically examine the inferential marketing strategy in an EU-China context, by applying econometric techniques to investigate innovation capabilities and to test the presence of agglomeration effect of past innovation activities. We find that EU innovation in China is influenced by both host country institutions and firm capabilities, rendering support to the theory. Our analysis indicates EU subsidiaries’ innovation is positively related to firm advertisement, labour training and host market size. R&D expenditure has a negative bearing on innovation. However, openness has a negative and significant effect on product innovation in China. The study findings have important implications for research on international marketing, new venture decision making, and overseas innovation expansion strategies.
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Hazem Rasheed Gaber,Ahmed Mousa Elsamadicy,Len Tiu Wright 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.3
This paper identifies the reasons that make consumers actively engage on Facebook brand pages. By adopting the Uses and Gratification Theory, this article presents a number of uses for these online brand communities. A qualitative study was conducted to collect data from the Facebook page of a leading fast-food brand in Egypt. A content analysis for the comments that were posted by consumers on the brand page over the period of three months was conducted. The findings showed that consumers actively contribute to the content of the brand page for eight reasons which are: search for information, complaining, socializing, obtaining incentives, entertainment seeking, expression of emotions, brand advocacy and enhancing social image. Prior research has focused on consumer participation in offline brand communities. Given the rapid adoption of social media based brand communities in marketing, this article expands the research focus to the social media domains, which have largely replaced traditional marketing methods. The article provides some useful guidelines for companies to follow when adopting marketing on Facebook brand pages. By understanding why consumers use these pages, companies can execute more effective social media marketing strategies that allow them to fully grasp the potentials of these new media.
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BRAND ORIGIN AND PRODUCT PREFERENCE: A STUDY OF URBAN ADULT CHINESE CONSUMERS
Qing Shan Ding,Robert Bradshaw,Len Tiu Wright 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2
This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.
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BRAND ORIGIN AND PRODUCT PREFERENCE: A STUDY OF URBAN ADULT CHINESE CONSUMERS
Qing Shan Ding,Robert Bradshaw,Len Tiu Wright 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.
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