WHEN DOES CHINESE RELATIONSHIP CULTURE OF GUANXI WORK BETTER THAN RELATIONSHIP MARKETING? CASE OF FOREIGN-INVESTED ENTERPRISES IN THE CHINESE BUSINESS TO BUSINESS MARKET

Xina Yuan,Sang Yong Kim,Tae Ho Song 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.1

Although the role of Guanxi in the Chinese business to business (B2B) market as a form of relationship marketing has received increasing attention in recent years, few empirical studies have explicitly distinguished between Guanxi and relationship marketing. Westerners typically consider Guanxi as unethical, but foreign-invested enterprises (FIEs) may have some difficulty in fully practicing relationship marketing in China without considering the influence of Chinese culture. In this regard, this study is guided by the following research question: “In China, should foreign-invested enterprises (FIEs) adopt Guanxi instead of relationship marketing in the B2B market?” In this study, we first provide an overview of previous research on Guanxi, focusing on the fundamental differences between Guanxi and relationship marketing. We then provide an empirical analysis of the differential effects of Guanxi and relationship marketing on firm performance by investigating 295 FIEs in the Chinese B2B market. The results suggest that Guanxi and relationship marketing are not trade-off options in today’s Chinese market. Guanxi and relationship marketing have synergetic effects on firm performance, that is, they have differential effects based on the mode of market entry and the type of competitor. Guanxi is more likely to influence firm performance for collaboration based entry firms rather than entry without collaboration firms, whereas relationship marketing is more likely to influence firm performance when FIEs’ main competitors are foreign firms than when they are local firms.

WHEN DOES CHINESE RELATIONSHIP CULTURE OF GUANXI WORK BETTER THAN RELATIONSHIP MARKETING? CASE OF FOREIGN-INVESTED ENTERPRISES IN THE CHINESE BUSINESS TO BUSINESS MARKET

Xina Yuan,Sang Yong Kim,Tae Ho Song 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Although the role of Guanxi in the Chinese business to business (B2B) market as a form of relationship marketing has received increasing attention in recent years, few empirical studies have explicitly distinguished between Guanxi and relationship marketing. Westerners typically consider Guanxi as unethical, but foreign-invested enterprises (FIEs) may have some difficulty in fully practicing relationship marketing in China without considering the influence of Chinese culture. In this regard, this study is guided by the following research question: “In China, should foreign-invested enterprises (FIEs) adopt Guanxi instead of relationship marketing in the B2B market?” In this study, we first provide an overview of previous research on Guanxi, focusing on the fundamental differences between Guanxi and relationship marketing. We then provide an empirical analysis of the differential effects of Guanxi and relationship marketing on firm performance by investigating 295 FIEs in the Chinese B2B market. The results suggest that Guanxi and relationship marketing are not trade-off options in today’s Chinese market. Guanxi and relationship marketing have synergetic effects on firm performance, that is, they have differential effects based on the mode of market entry and the type of competitor. Guanxi is more likely to influence firm performance for collaboration based entry firms rather than entry without collaboration firms, whereas relationship marketing is more likely to influence firm performance when FIEs’ main competitors are foreign firms than when they are local firms.

DOES INFORMATION ORDER MATTERS? THE INTERPLAY OF INFORMATION ORDER, GENDER, AND CONSTRUAL LEVEL IN CAUSE-RELATED MARKETING COMMUNICATION

Xina Yuan,Jungmin Jung,Feng Xiong,Sha Cai 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

横向网络质量对企业创新绩效的影响研究——企业家精神导 向和市场导向的调节作用

Yuan, Xina,Zeng, Lulu 부산대학교 중국연구소 2017 Journal of China Studies Vol.20 No.2

This paper examines the impact of two kinds network quality of horizontal network —— competitor network quality &non-competitor network quality on firm’s innovative performance, considering the moderating effect of entrepreneurship orientation and market orientation. Analysis of 165 industrial firms from Fu Jian province indicates that innovative performance is influenced by competitor network quality negatively but by non-competitor network quality positively. And results suggest that firms with higher entrepreneurship orientation prefer non-competitor network quality to competitor network quality to achieve higher innovative performance; However, firms with higher market orientation tend to choose competitor network quality rather than non-competitor network quality to create higher innovative performance. Namely,the higher the non-competitor network quality ,the better the firms innovative performance, but the higher the competitor network quality ,the lower the firms innovative performance; So, if a firm tends to reach higher innovative performance, we suggest they choose to build good relationship with non-competitor networkers, such as school, institute and government etc. rather than their competitors. As regard to the moderating effect of entrepreneurship orientation on the relationship between non-competitor network quality and innovative performance, our results indicate that the higher the entrepreneurship orientation of firms, the stronger positive relationship between non-competitor network quality and innovative performance will be. But as for the moderating effect of market orientation, the result is otherwise, the higher the market orientation, the weaker positive relationship will be between the non-competitor network quality and innovative performance.The Implications for research、theory and practice are as followed .This paper concentrates on the research of horizontal network quality, dividing horizontal network quality into two parts , one is competitor network quality ,and the other is non-competitor network quality , expanding the range of firms’ network research. It centers on the quality of network, not the network structure and the relationship quality between innovative performance. Finally, the limitation is discussed in the end of the article.

브랜드 확장에 따른 가격 전략에 관한 연구

원희나(Yuan, Xina),김상용(Kim, Sang Yong),김민철(Kim, Min Cheol),조혜진(Cho, Hyejin) 한국상품학회 2009 商品學硏究 Vol.27 No.2

브랜드 확장은 개념적 차원과 효과에 대한 실용적 차원에서 많은 연구들이 이루어져왔으며, 성공적 브랜드 확장을 위한 주요 요인으로 가장 널리 연구되어 온 것이 유사성 개념이라 할 수 있다. 한편, 새로운 카테고리로의 비유사 확장이 활발하게 이루어짐에 따라 확장제품의 모브랜드와의 제조난이도 차이에 따른 확장제품 평가에 대한 연구들도 활발하게 이루어져 왔다. 그러나 브랜드 확장 전략과 관련하여 실무에서 매우 높은 관심을 갖고 있는 가격의 영향력에 대한 연구는 거의 이루어지지 않았다. 본 연구는 브랜드 확장시 확장제품의 모브랜드와의 유사성과 제조난이도를 함께 고려하여 가격전략에 따른 각 변수들 간의 상호작용효과를 통해 확장 제품에 대한 소비자의 제품 평가에 미치는 영향을 살펴보고자 하였다. 분석 결과, 비유사 - 저난이도 확장의 경우 고가 전략을 통해 확장제품에 대한 품질지각과 태도에 가장 긍정적인 영향을 줄 수 있음을 밝혔다. 또한 제조난이도와 확장제품 간 정의 관계가 있다거나, 유사-고난이도의 경우 브랜드 확장 평가가 높게 나타난다는 기존 일부 연구와는 달리, 본 연구에서는 유사-고난이도 상황에서는 확장제품에 대한 품질지각과 태도는 고가전략에서 더 긍정적인 평가를 받기 어려울 수도 있으며, 유사-저난이도의 상황에서 고가전략을 통해 품질지각을 높이는 것이 더 효과적임을 밝히고 있다. 즉, 아무리 유명 브랜드의 유사확장이라도 확장제품의 인지된 제조기술 수준이 높을 경우 가격의 품질연상효과에도 불구하고 소비자의 확장제품에 대한 평가는 신중한 경향을 보일 수 있음을 밝혔다. There are many research focusing on the conceptual dimensions and practical effects of brand extension. For the key factor for successful brand extension the concept of similarity (similar extension & dissimilar extension) has been the most popular. Meanwhile, as more dissimilar extension occurs in the real world, researchers began to have interests in the dimension of manufacturing difficulty (high-difficult extension & low-difficult extension). At the same time, firms are more concerned about how to price the product with brand extension. However, almost all of previous works have not appropriately dealt with this issue of pricing at brand extension. In this study, we focus our interest on the pricing strategy with 2 dimensions of brand extension such as similarity and manufacturing difficulty and investigate its impact on consumer's product evaluations. We find that high-price strategy works most efficient on "dissimilar & low-difficult" extension with a significantly positive effect on the perceived quality and attitude. Unlike the previous literature, we also find that high-price strategy cannot be a good option for "similar & high difficult" extension and suggest that high-price strategy can be effective with the "similar & low-difficult" extension. This finding implies that consumers become cautious to evaluate the well-known branded product with high-difficult extension so that the high-price strategy may not work well with price-quality association.

SOCIETAL MARKETING STRATEGY IN ASIAN MARKETS: A COMPARATIVE STUDY OF THE KOREAN AND CHINESE MARKETS

Tae Ho Song,HaeJin Seo,Yuan Xina 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Consumers who play a key role in the Marketing 3.0 era tend to prefer socially responsible firms to profit-seeking firms. Hence, when creating a vision statement or setting a goal, firms make an effort to project an image of someone who cares for human and societal values. When managing relationships with consumers, many firms actively engage in various societal marketing activities and try to elicit positive responses from consumers. An example of such an activity is cause-related marketing (CRM), “the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (as cited in Varadarajan & Menon, 1988, p. 60). CRM positively influences consumers’ attitudes and purchase behavior (Olsen, Pracejus, Brown, 2003; Pracejus & Olsen, 2004; Henderson & Arora, 2010), and has become a strategic tool for increasing firm value and improving financial performance in the long term (Dean, 2004). As a result, investment in CRM in the U.S. is rapidly increasing, with annual average growth of more than 12%. In Korea, CRM came into the spotlight after the mid-1990s. In China, a successful implementation by Nongfu Spring in 2006 attracted more interest and more investment in CRM. As firms worldwide increasingly employ CRM, researchers have become more interested in CRM as well. Most studies focused on finding factors that affect the effectiveness of CRM. However, most studies were conducted in the West, so the strategies or guidelines they offer are not directly applicable in other cultural contexts. A successful implementation of any marketing tool, including CRM, requires understanding its cultural context. Understanding culture is essential for effective marketing, for entering and growing in foreign markets (Steenkamp, 2001; Mueller, 2004). In this paper, we study the effect of CRM, taking into account cultural factors. We focus on Korea and China. We chose these two countries because they are both part of the larger Asian market, yet have different cultural characteristics. Our study thus extends prior research that was mainly conducted in the West. We examined Chinese consumer responses to CRM. CRM is not a common concept in China, but Chinese consumers demand that both national and foreign companies offer socially responsible products and services. Despite the recent slowdown, China is still a market with a big potential, attractive to multinational corporations. Hence, our study carries practical significance. This comparative study may be especially useful to Korean firms, as they show the highest rate of entering the Chinese market. We tackle several issues in this paper. First, we examined the responses of both Korean and Chinese consumers to CRM from a comparative perspective. Second, we analyzed the moderating effect of product type on consumer response to CRM. Product type has been treated—with contradictory results—as an important variable in previous research (Strahilevits & Myers, 1998; Burnett & Lunsford, 1994; Winterich & Barone, 2011). Our study provides more insight into those results, and suggests what the practical implications are for firms in the Korean and/or the Chinese market. Third, we explored the response of Chinese consumers to CRM by regional groups. The Chinese economic reform of the early 1990s allowed for many different lifestyles to emerge in China (Wei, 1997). There are regional differences also in economic, social, and cultural aspects, consumer characteristics, or consumer behavior (Schmitt, 1997; Cui & Liu, 2000; Sun & Wu, 2004). Rather than treating China as one single market, segmenting markets becomes a prerequisite for effective marketing in China. Building on results and insights from previous research and taking account of differential consumer responses, we found that there are regional differences in how Chinese consumers react to CRM.

브랜드 확장 시 가격과 품질지각에 관한 연구

김민철,Yuan Xina,김상용,조혜진 한국유통학회 2009 한국유통학회 학술대회 발표논문집 Vol.2009 No.5

브랜드확장은 전략에 대한 개념적 차원에서, 그리고 효과에 대한 실용적 차원에서 많은 연구들이 이루어져왔다. 이 때 성공적인 브랜드 확장을 위한 주요 요인으로 가장 널리 연구되어 온 것이 유사성 개념이라 할 수 있다. 한편, 새로운 카테고리로의 비관련 확장이 활발하게 이루어짐에 따라 확장제품의 모브랜드와의 제조난이도 차이에 따른 소비자의 확장제품 평가에 대한 연구들도 활발하게 이루어져 왔다. 그러나 브랜드확장 전략과 관련하여 실무에서 매우 높은 관심을 갖고 있는 가격의 영향력에 대한 연구는 거의 이루어지지 않고 있는 실정이다. 따라서 본 연구는 브랜드확장 시 확장제품의 모브랜드와의 유사성과 제조난이도를 함께 고려하여 가격전략에 따른 확장 제품에 대한 소비자의 제품 평가, 특히 품질 지각에 미치는 영향을 살펴보고자 하였다. 분석 결과, 모브랜드보다 제조난이도가 낮은 제품으로 브랜드 확장이 이루어진 경우, 모브랜드와 확장된 제품 간의 지각된 유사성 정도와 상관없이, 고가전략이 확장제품에 대한 소비자의 제품 품질 지각을 높이는데 효과적인 것으로 나타났다. 즉 모브랜드와 확장제품간의 유사성과 제조 난이도와 상관없이 고가 전략은 소비자의 품질지각에 대한 평가를 상승시킬 수 있는 가능성이 있음을 발견하였다. 그러나 제조난이도가 높을 경우 고가전략에 따른 품질지각의 상승효과는 제조난이도가 낮은 경우보다 낮게 나타났다. 한편, 모브랜드와 확장 제품간의 지각된 유사성이 낮고 모브랜드보다 제조난이도가 낮은 제품으로 브랜드확장이 이루어진 경우 고가전략을 통한 소비자의 제품품질 지각 향상이 상대적으로 가장 높은 효과를 얻을 수 있는 것으로 나타났다. 따라서 본 연구는 유사확장만이 가격 전략에 영향을 받는다는 기존의 브랜드확장에 대한 연구의 결과에서 한 단계 더 나아가, 제조 난이도의 변수를 추가함으로써 유사-고난이도 확장뿐만 아니라, 비유사-저난이도, 비유사-고난이도 확장에서도 고가전략이 소비자의 품질 지각에 긍정적으로 영향을 미칠 수 있음을 밝혔다.

The Role of Perceived Quality in New Product Adoption Process in China

김지윤,Yuan, Xina 한국마케팅학회 2012 ASIA MARKETING JOURNAL Vol.14 No.1

This study investigate the role of consumer’s perception of quality in new technology adoption process in China which is given little attention in the field of Information System and Communication Technology. Here, we developed a simple model in the level of consumer perception by exploring the antecedent of perceived quality. Three factors are introduced as determinants of perceived quality:perceived usefulness, perceived risk and trialability. An empirical study is conducted with analysis of the adoption mechanism of a new innovative product. Data analysis results support some of our proposed hypotheses. It indicates that perceived quality is positively related to the adoption intention and fully mediates the relationship between triablility and purchase intention. And we conclude that a product’s perceived quality plays an important role in adoption intention. And what makes Chinese customers perceive product’s quality good is a trialability of a product. This suggests that when market managers plan to launch products in China, they need to craft an effective strategy based on the market system of the consumer especially understanding the consumers’ critical factor for adopting a new product. Chinese are more interested to purchase a product with free trial and free experiential period, therefore, suggesting an advertisement highlighting the trialability of a product is possible in China.

THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON NEW PRODUCT DEVELOPMENT PERFORMANCE: MEDIATING EFFECT OF INTERNAL CAPABILITY AND AS WELL AS EXTERNAL NETWORK QUALITY

Hailin Zhang,Xina Yuan,Seongsoo Jang,Xin Wang 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

The effect of advertising on sales

TeaHo Song,Xina Yuan,Jiyoon Kim,Sang Yong Kim 한국경영과학회 2008 한국경영과학회 학술대회논문집 Vol.- No.-

“How does advertising affect sales?” is the fundamental issue of modern advertising research. There is an interesting issue for estimating carry over effects of advertising on sales, and the aggregated data biases exist in the duration of advertising effect. This research suggests a modified model at micro-data using Koyck model (Koyck 1954) by estimated model the aggregate data, and empirically shows the aggregated data bias. Our modified model with the aggregated level of actual data is more appropriate than the base model for micro-data. The result shows that it is very important to consider the disaggregated data level in the analysis of dynamic effects of adverting such as lagged effects.