Marketing Strategy Standardization in Transition Economies : The Case of the Automobile
This paper investigates the concept of the standardisation of products and marketing communications in an emerging market. In addition, the paper aims to introduce the logical connection among product category, product attributes, and consumers' perceptions of product quality. Relationships between the three constructs of product characteristic-, benefit-, and image-attributes with perceived product quality are hypothesized, and data are collected via a consumer survey in Almaty, Kazakhstan during 2005. The empirical data are utilized to test all hypotheses using structural equation modeling method. This study finds that the factors of product attributes affect differentially to consumers' evaluations of product quality. For products with status symbolic meanings such as the automobile in the Central Asia, consumers are more sensitive to benefit attributes of the product rather than product characteristic attributes. Standardisation of products and marketing communications in an international context is an important issue faced by multinational managers and has been the subject of debate for several decades. However, to date, few empirical studies have examined the intricacies of this issue in the Central Asia under transitional economies. This study implicates that, beyond product standardisation, multinational firms must develop marketing communications by adapting the differences of values, expectations, needs of consumers towards global products, in particular, in emerging markets and it will help their global products to achieve competitive strategic positions in emerging markets. This study uses a single product category and a single segment in a single country. Results need to be expanded and confirmed with other product categories in other emergent markets with various segments
Year of publication: |
2017
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Authors: | Lee, Jung Wan |
Other Persons: | Tai, Simon (contributor) |
Publisher: |
[2017]: [S.l.] : SSRN |
Description of contents: | Abstract [papers.ssrn.com] |
Saved in:
Extent: | 1 Online-Ressource |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: International Journal of Emerging Markets, Vol.4, No.2, pp. 119-136, 2009 In: DOI: 10.1108/17468800910945765 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments April 30, 2009 erstellt Volltext nicht verfügbar |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012941214
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