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Zhonghui Ding,Davor Vuchkovski,Vesna Žabkar,Morikazu Hirose,Vatroslav Škare,Đurđana Ozretić Došen,Matevž Rašković 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Since Levitt’s (1983) utopic proclamation of globalization-driven market and consumer convergence the determinants, consequences and challenges of addressing globalization have been scrutinized by academics, managers and policy makers. After more than 3 decades of research, however, “there is [still] a dearth of empirical research on its [globalization’s] impact upon consumers” (Cleveland et al., 2016, p. 1090). Such research should also be positioned within a new conceptual framework of geo-economics – resulting in “unique outcomes in different geographic areas” (Merz et al., 2008, p. 169) – where the relationship between regionalism and so-called glocal consumer identities has remained relatively unexplored (Cleveland et al., 2016). International marketers have also been increasingly moving away from country- towards customer-centric approaches (Riefler et al., 2012, p. 285). Young-adult consumers (18-30 years) are believed to be a more homogeneous cohort in terms of their consumer behavior under globalization (Carpenter et al., 2012), as they are seen as glocal citizens (Strizhakova, Coulter, & Price, 2012). The purpose of this paper is to analyze two key consumption-based variables – innate consumer innovativeness (Baumgartner & Steenkamp, 1996) and consumer ethnocentrism (Shimp & Sharma, 1987) – for FMCGs among young-adult consumers across two regions – Central and Eastern Europe (Slovenia, Croatia) and East Asia (China, Japan). Table 1 summarizes the consumer innovativeness and ethnocentrism scores from four matched student samples. Our preliminary results support young adult’s glocal consumer identity (Douglas & Craig, 2011), going beyond regional differences. 5-point ordinal scales Slovenia (n=246) Croatia (n=243) China (n=208) Japan (n=233) Con. innovativeness 4.49 (1.22) 4.70 (1.22) 4.69 (1.19) 4.33 (0.92) Ethnocentrism 2.78 (1.39) 2.93 (1.33) 2.46 (1.29) 2.87 (1.23) Pair-wise correl. 0.146 (p <0.05) 0.03 -0.151 (p <0.05) -0.03
Matevž Rašković,Maria M. Smirnova,Vera Rebiazina,Maja Makovec Brenčič,Zhonghui Ding,Petra Došenović Bonča 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
We propose a conceptual model of MO in emerging markets by drawing on industrial organization and economic sociology, and outline factors which can better explain the determinant-strategy-performance relationships in emerging markets. We provide two country examples (Russia and China), and propose future research directions for our conceptual model.
Matev? Ra?kovi?,Maria M. Smirnova,Vera Rebiazina,Maja Makovec Bren?i?,Zhonghui Ding,Petra Do?enovi? Bon?a 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
We propose a conceptual model of MO in emerging markets by drawing on industrial organization and economic sociology, and outline factors which can better explain the determinant-strategy-performance relationships in emerging markets. We provide two country examples (Russia and China), and propose future research directions for our conceptual model.