In this study we examine the contingent relationship between R&D intensity and performance of international joint ventures (IJVs) in an emerging market context. Based on Teece's (1986) arguments regarding the appropriability of innovation, we identify two types of appropriability hazard related...

As one of the big emerging markets, China’s enormous population and rapid increase in consumer spending have attracted many multinational corporations (MNCs). Meanwhile, the misconception of China as a homogeneous market often leads to difficulties in assessing market demand and enacting...

As the population and purchasing power of ethnic minority consumers in the USA continue to grow, more marketers are using subcultural segmentation and targeted marketing to reach these consumers. Meanwhile, some marketers have grown increasingly concerned with the cost‐effectiveness of ethnic...

Purpose – The purpose of this paper is to show how accelerated technology innovations lead to shorter product lifecycles, and consumers often face the dilemma of choosing between keeping the existing product and upgrading to a new version. They may enact certain coping strategies to deal with...

Purpose – Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric...

Purpose To influence consumer perceptions, firms often manipulate online product reviews on their own websites or third-party forums by anonymously adding positive reviews, deleting unfavorable reviews or offering rewards to encourage favorable reviews. This study aims to investigate consumer...

Purpose When apologizing for a brand crisis, self-attribution by a business inevitably affects consumer attitude and behavior. The purpose of this study is to draw from the dissonance-attribution model and investigate the effect of self-attribution in apologies on consumers’ brand attitude....