1,721,042 research outputs found
Elledì e Inglesina: l’internazionalizzazione nel mercato cinese
No full textThis paper analyzes the case study of two Italian medium-sized firms, Elledì (sweet and bakery products) and Inglesina (baby-gear sector). Although they operate in two different sectors, their internationalization process is characterized by common features. They are both family-owned companies that started to expand in foreign countries through exports, by approaching first, culturally proximate markets, then more distant markets like Far East. One developing market for Inglesina and Elledì is represented by China, where they entered at the beginning of 2000’s. In the initial phases, the two Italian firms delegated most activities to their distributors, which allowed them to access a complex distribution system. On the other hand, an indirect strategy resulted in a slow market knowledge acquisition. Therefore, in the past few years Elledì and Inglesina have changed their approach to the Chinese market into a more direct strategy. Findings suggest that internationalization does not always result in an incremental process mediated by local distributors. Managerial implications are discussed on the extent to which internationalizing companies should actively engage in new markets, adopting marketing strategies in line with consumers’ habits, values, and cultural system
The PPE industry in Italy during COVID-19: supply chain disruption and the adoption of digital and social media in B2B firms
No full textPurpose – The purpose of this paper is to analyze how the personal protective equipment (PPE) industry managed supply chain and business relationships disrupted by the COVID-19 pandemic, and the adoption of digital and social media during the period of crisis management.
Design/methodology/approach – The methodology used is qualitative based on 14 interviews with 11 PPE firms operating in Italy, the first Western country that implemented a national lockdown during the COVID-19 outbreak in 2020.
Findings – Findings suggest that although most PPE companies in Italy have been slow in implementing digital transformation, digital technologies and communication enhanced existing assets and capabilities creating new customer value during the COVID-19 outbreak. The pandemic has increased the relevance of social media as an effective tool in the business-to-business (B2B) context to provide updated information and training, as well as to reinforce and personalize business relationships, weakened by the lack of physical contacts during the lockdown. Moreover, highly interdependent buyer–supplier relations can increase supply chain resilience to disruptions in mutually dependent relationships/partnerships.
Research limitations/implications – By analyzing the main issues encountered during the pandemic and the digital strategies adopted by PPE companies, this study seeks to extend B2B literature on supply chain disruption management and digitalization. The limitations refer to the study’s generalizability as a limited number of firms are analyzed.
Practical implications – Implications for B2B companies and policymakers are provided with the extent of managing supply chain disruptions during emergency situations such as the COVID-19 pandemic, when collaboration between different actors involved becomes essential.
Originality/value – No previous studies have analyzed how PPE firms used digital and social media in managing disruption in supply chain and business relationships. Therefore, the present study contributes to extend the B2B literature by analyzing the related effects during the COVID-19 pandemic
The Chinese market as an opportunity to innovate distribution strategies? Evidences from Italian firms
Full text linkThe purpose of this paper is to analyze the distribution strategies implemented by foreign firms in emerging markets, and to investigate whether they represent an opportunity for firms to innovate their practice. China is selected as the setting of the investigation as distribution is a critical determinant of business success for international firms operating there.\ud
A multiple-case study approach is adopted by investigating the distribution strategies of four Italian firms in China. The collected data consist of interviews with firm managers and their distributors. To ensure triangulation and cross-verify the findings from the primary data, secondary data consisting of sector reports and newspaper articles were analyzed.\ud
Results discuss how foreign firms develop their distribution system in China and suggest that emerging markets can enable reverse innovation in their distribution strategies. Managerial implications are discussed on the extent to which the Chinese distribution system still represents a key issue for foreign firms, but it also provides with opportunity for innovation
Consumer behavior: cross-cultural dimensions
No full textCross-cultural dimensions in consumer behavior refer to the cultural aspects that influence consumers’ buying behaviors, which are measured in a comparative way relative to consumers belonging to other cultures. The American Marketing Association (AMA) defines consumer behavior as “the study of how customers, both individual and organizations, satisfy their needs and wants by choosing, purchasing, using and disposing of goods, ideas and services” (AMA, 2023, para. 1), whilst culture is defined by Hofstede (2001, p. 9) as “the collective programming of the mind that distinguishes the members
of one group or category of people from another.
Luxury brand communication on social media: A qualitative study of the Chinese market
Full text linkIn the current digital word, social media represent a relevant tool for marketing and communications strategies, which create new opportunities for firms to engage with their customers (Leeflang, Verhoef, Dahlström, & Freundt, 2013; Lemon & Verhoef,
2016; Libai et al., 2010). Among the sectors that leverage on social media in their communications, the luxury industry represents a main one. As previous research has mainly analyzed the consumer-side (Godey et al., 2016; Jin, 2012; Kim & Ko, 2012) overlooking the firm-side, the aim of this study is to investigate the cross-cultural issues faced by foreign luxury brands in implementing their social media strategies in China by carrying out a qualitative inquiry. China is the setting of analysis as it
represents an increasingly relevant luxury market, characterized by the role of digital media as main communications and sales channel. Data collected consist of semi-structured interviews with managers from foreign luxury brands operating in China in
order to understand the issues faced and the strategies implemented. Moreover, an analysis of their social media presence on Chinese platforms such as WeChat and Weibo is conducted by considering the type of response activated among users. As
pointed out by Belk (2017), qualitative advertising research can provide a better understanding of consumer response to advertising also in the rapidly growing field of social media, which have been mainly unexplored by qualitative approaches
(Hadija, Barnes, & Hair, 2012). Moreover, an analysis on the firm-side will fill a gap in the existing literature and provide relevant managerial implications for international firms that operate in China
ANTECEDENTS OF TRUST TOWARDS ONLINE SHOPPING IN CHINA AND SAUDI ARABIA. THE MODERATING ROLE OF DISPOSITION TO TRUST
No full textChinese and Saudi Arabians are among the world's biggest spenders on tourism and hospitality. Moreover, in both countries the purchase channel that has experienced the highest growth rate is represented by the internet. Digital platforms are often involved in travelers’ decision making. In particular, a key role is played by online travel agencies (OTAs), which are defined as the electronic business providers that offer travel-related products and/or services in
the virtual market place. In the context of hospitality and tourism industry, studies about decision-making in e-commerce are still lacking significantly in both theoretical and empirical perspective. Indeed, the
amount of studies about consumers in the online travel shopping context is relatively small. Limited studies have been conducted on the antecedents of trust in the context of tourism e-commerce. Furthermore, the studies of consumers' behavior on online travel platforms are still rare within the context of developing countries. Therefore, this study aims to examine the factors that influence consumers to trust OTAs and the relationship between trust and online purchasing intentions in two emerging markets, China and Saudi Arabia. Six factors are proposed for building consumer trust towards online travel agencies: website information quality, consumers reviews quality, service quality, previous online shopping experience, perceived risk, and disposition to trust. Consumers purchase intention is a result of trust towards the online travel website. Data of Saudi Arabian and Chinese users of OTAs were collected by an online questionnaire and then analyzed using structural equation modelling (SEM). Findings reveal that the predictors of trust towards OTAs differ among consumers from China and Saudi Arabia. Theoretical and managerial implications are discussed
THE METAVERSE IN LUXURY FASHION BRANDS’ OMNICHANNEL STRATEGIES
No full textFashion firms are the most active and enterprising in terms of digital initiatives and investments in the Metaverse, where they engage consumers with exclusive experiences. For example, luxury fashion companies create branded virtual clothes for avatars and digital alter egos through which consumers can access the Metaverse. In this context, new purchasing methods and innovative logics of interaction with consumers emerged, revolutionizing the traditional customer journey of the fashion sector. Although the academic literature has recently focused on the Metaverse in fashion marketing strategies, no previous studies have analyzed the role of the Metaverse in the omnichannel strategies of luxury fashion brands. As recently pointed out by Yoo et al. (2023), a major cost associated with the Metaverse concerns extending firms’ omnichannel strategy. Thus, the objective of this research is to investigate how the Metaverse has been integrated in the omnichannel strategies of luxury fashion brands. Considering the exploratory purpose of this study, we adopted a qualitative methodology based on semi-structured interviews. So far, we have collected 11 semi-structured interviews with professionals operating in luxury fashion firms, consulting companies and various associations specialized in the Metaverse. The preliminary results of this exploratory research highlight opportunities for companies in the luxury fashion sector and some limits, mainly technological, linked to the implementation of the Metaverse in business processes
Social media management in the traveller's customer journey: an analysis of the hospitality sector
No full textIn hospitality, consumers rely on social media during the purchase decision process, e.g. to search for information, compare alternative destinations and share media content of their travel experiences. While previous research has mainly analyzed the consumer-side, the aim of this paper is to examine how hospitality firms manage social media within their marketing strategies considering the phases of the traveller's customer journey. To achieve our research objective, we conducted a multiple-case study by interviewing key informants from two hospitality companies. Results discuss the main touchpoints activated and their respective objectives, highlighting the growing usage of social media in all the phases of the traveller's consumer journey. The paper also presents managerial implications for the social media marketing strategies of hospitality companies
Consumer Experience of Foreign Products in China: The Role of Digital Media
Full text linkDigital media are relevant touch points that contribute to shape the customer journey and allow consumers to engage more with firms. In particular, they play a primary role in the largest web-user base in the world, China. Internet also represents an increasing channel for Chinese consumers to purchase any type of products, including foreign brands. In this market, the main Internet access point is represented by mobile phones. This has led firms to substantially increase their expenditure in mobile advertising and e-commerce platforms’ implementation.
This article aims at contributing to the recent marketing literature that conceptualize customer experience as a dynamic process by analyzing the customer journey in China related to foreign brands. A mixed method approach is adopted, consisting of focus groups and a preliminary questionnaire. Results show that digital media play a main role in the consumer journey of Chinese consumers, as information tool and increasing purchase channel
The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis
No full textMobile devices are ubiquitous in the lives of modern consumers, who use them forinformation-seeking and purchasing activities, fostering the emergence of m-com-merce. This trend has been exacerbated by the COVID-19 pandemic, which hasboosted m-commerce growth in both developed and developing countries. Hence,there is a need for cross-cultural research concerning the factors affecting beha-vioural intentions. Drawing upon the hedonic information systems model, we mea-sure the impact of utilitarian factors on satisfaction, repurchase intention, andeWOM through the mediation of enjoyment across two countries characterized bydifferent stages of m-commerce readiness and culture: China and Italy. Findings sug-gest that the impact of utilitarian factors on satisfaction is stronger among Italianusers than Chinese users. On the contrary, for Chinese users, who use their mobilephones as a primary device to shop online, the mediation effect of enjoyment on sat-isfaction and eWOM is stronger. With this study, we contribute to cross-culturalresearch in m-commerce and provide guidelines to mobile retailers operating indiverse international markets
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