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Segmentation strategies for non‐profits: mining the emerging market of “black gold”
McKinley‐Floyd, Lydia; Shrestha, Nanda - In: Journal of Business & Industrial Marketing 23 (2008) 6, pp. 416-428
Purpose – The purpose of this article is to present a strategic conceptual framework for targeting and mining the emerging market segment of Black philanthropy (black gold). Design/methodology/approach – This strategic and normative conceptualization utilizes a socio‐historical and...
Persistent link: https://www.econbiz.de/10014842922
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Country‐of‐origin effects in service evaluation in emerging markets: some insights from five West African countries
Ferguson, Jodie L.; Dadzie, Kofi Q.; Johnston, Wesley J. - In: Journal of Business & Industrial Marketing 23 (2008) 6, pp. 429-437
characteristics, such as ethnocentrism and culture orientation, may influence COO preference in service evaluation. Practical …
Persistent link: https://www.econbiz.de/10014842923
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The central role of the reputation of country-of-origin firms in developing markets
Jiménez, Nadia; San-Martin, Sonia - In: Journal of Business & Industrial Marketing 31 (2016) 3, pp. 349-364
-faceted phenomenon of COO on a developing market. It also tests the moderator role of ethnocentrism, which is the objective of … reputation of COO vary depending on the level of consumers’ ethnocentrism. Research limitations/implications Firms seeking to …
Persistent link: https://www.econbiz.de/10014843743