Journal of Business and Industrial Marketing

Benét DeBerry‐Spence

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894418

Purpose – This paper seeks to begin a meaningful dialogue on the concept of third space, or “in‐between space”, within the marketing discipline. In the context of scholarly research, third space exists between the academy and places of research, and applies to research agendas involving businesses and consumers in emerging and/or subsistence markets, where study findings often carry significant implications for both theory development and social action. The paper therefore aims to facilitate discussion of defining third space in the context of marketing and to explore its implications for scholars and the academy as a whole. Design/methodology/approach – By reviewing literature from diverse disciplines, the paper explores how occupying a third space may not always be momentary or short‐lived, as it is most often characterized. Instead, marketing scholars with enduring obligations both to the social action of their work in emerging markets and to the theoretical contributions of their work may enact a third space in ways that make it less transitory. Findings – The paper introduces three areas (i.e. researcher identity, researcher context, research methods) and the corresponding themes of rediscovering the researcher, living in the global world, and (re)searching epistemologies, ontologies, and methodologies to begin an examination of third‐space marketing scholars. Originality/value – The issues raised in the paper both respond and contribute to calls for a broader study of culture and business in transformative ways. Moreover, they provide a good starting‐point for further discussion and research on third space by highlighting that the very things one studies indeed affect current ways of theorizing and by reinforcing the need to understand the role of scholars in giving voice to the people and businesses they research.

William K. Darley; Charles Blankson

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894427

Purpose – This paper seeks to focus on the key underpinnings of African culture and its implications for business marketing practices. Design/methodology/approach – Using Kluckholn and Strodtbeck's and Hofstede's conceptualizations as a backdrop, the paper provides a synoptic view and modal focus of African culture. Covered are the culture's implications for organizational behavior, buyer‐seller interactions, collaborative partnerships and negotiations. Findings – The study shows that African culture promotes the principle of reciprocity. In buyer‐seller interaction, respect for the elderly is an important guiding principle. In collaborative partnerships, preference is for the terms of the collaboration to be reached through consultation and consensus. The foreign company needs to pay attention to the softer issues surrounding the relationship and to send a high‐ranking employee‐team. In negotiations, long‐term relationship and win‐win outcome are preferred and encouraged. Research limitations/implications – The paper uses the term “African culture” as an overarching concept. However, the fact that to propose a monolithic African culture may be inaccurate because of strong national differences is acknowledged. Nonetheless, there are some cultural dimensions common to the sub‐region, including a hierarchical social structure, the importance of kinship, the primacy of the group, the belief in ancestry and existence of a supreme being, and the value attached to the extended family. Originality/value – The study provides useful and candid insights into African culture that international marketers may take into consideration when dealing with African business markets. It also responds to Nakata and Sivakumar's suggestions for marketing researchers to deepen the study of culture and its implications for marketing in view of the increasing globalization of markets. It is to be hoped that this study leads to further discussion and research on African culture and its implications for marketing.

Asta Salmi; Elmira Sharafutdinova

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894436

Purpose – This paper aims to focus on interactions between old and new cultural influences, investigating consumer preferences for a new type of product – the mobile phone – by looking at the cultural and socio‐economic factors that affect these preferences. Design/methodology/approach – A total of 22 Russian experts in design and marketing were interviewed in the spring of 2005. The paper takes the viewpoint of Western firms interested in Russian (mobile phone) markets. Findings – The study shows that the general features (high power distance, femininity, high uncertainty avoidance) characterizing Russian culture affect preferred mobile phone design. Long‐term values are seen, for example, in family orientation, which affects the use of mobile phones. Changing cultural and socio‐economic features are seen in the strict division of consumers into distinct segments. Current aspects of society, such as high level of street crime, are apparent in the desired features of products. The emerging Russian markets seem to consist of very different consumer groups and simultaneously represent both old and new cultural features and norms. Design has become a central tool for affecting product marketing, and an influential community of designers and a design industry are emerging. Practical implications – Cooperation with the local designers can provide an important competitive edge and support when promoting both industrial and consumer goods in Russia's emerging markets. Originality/value – Design was earlier neglected and it has only recently started to play a more significant role in production and marketing of products in Russia. Designers can now act as important intermediaries between Russian markets and Western marketers.

Kojo Saffu; John H. Walker; Robert Hinson

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894445

Purpose – This paper sets out to examine the relationship between the perceptions of the strategic value of e‐commerce and e‐commerce adoption among 107 owners/managers of small and medium‐sized enterprises (SMEs) in a transitional economy, Ghana. Design/methodology/approach – The membership of the top 100 Ghanaian businesses, called the Ghana Club 100 (GC 100), and non‐traditional exporters (NTEs) was surveyed using a structured questionnaire in face‐to‐face interviews. Principal axis factoring with varimax rotation was employed to identify and estimate the constructs in the model, followed by an exploratory factor analysis to test for the inclusion of all items in the model. Finally, canonical analysis was employed to study the interrelationships among the sets of multiple dependent and multiple independent variables. By so doing control for moderator effects existing among various variables was effected. Findings – Organizational support was the strongest predictor on the perceived strategic value (PSV) construct, followed by managerial productivity, and decision aids. Perceived usefulness, compatibility, external pressure and organizational pressure were found to be statistically significant determinants of e‐commerce adoption. These findings are consistent with prior studies. Additionally, it was found that ease of use was also influential in the e‐commerce adoption decision of Ghanaian SMEs. Originality/value – The study shows the value that SME owners/managers in a transitional economy place on e‐commerce, and the role envisaged for it. The study also provides an insight into the e‐commerce adoption in a transitional economy context. Owners/managers of SMEs in other developing countries may find the study useful in making decisions relating to e‐commerce adoption. The impact of the perceptions of e‐commerce and e‐commerce adoption on firm performance in transitional economies is a worthy area for future research. Replication of the study in other transitional economies is therefore warranted.

Cristian Chelariu; Thomas G. Brashear; Talai Osmonbekov; Adriana Zait

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894454

Purpose – This paper aims to analyze antecedents of entrepreneurship propensity in two separate studies, at individual and organizational levels. The first study proposes that the effect of individual cultural values on entrepreneurial propensity is mediated by the locus of control. The second study focuses on the interaction effect between the individual's need for autonomy and a bureaucratic culture characterized by high centralization and high formalization. Design/methodology/approach – The approach takes the form of surveys of business students and retail salespeople in Romania and regression analysis. Findings – Internal locus of control predicts entrepreneurship propensity. Mediation effects were not supported. Centralization and formalization stimulate entrepreneurial propensity, especially in salespeople with a high need for autonomy. In general, the individual cultural values approach generated weak results, while the organizational culture approach showed strong support for the hypotheses. Research limitations/implications – A combination of push and pull effects determines an individual's entrepreneurial propensity. Personality traits, such as internal locus of control and need for autonomy predict entrepreneurial propensity. But individuals are pushed into entrepreneurship by negative factors, such as dissatisfaction with existing employment. Practical implications – In transitional economies, entrepreneurial ventures are relied on to sustain a high growth rate, to serve the unmet needs of the population, and to create jobs. Multinationals operating in transition countries could improve recruiting decisions by hiring managers with a high internal locus of control and could then allow them decision‐making power to satisfy their need for autonomy. Originality/value – The paper analyzes antecedents of entrepreneurship propensity in two separate studies, at micro (individual) and meso (organizational) levels, but set within the same transitional economy. This macro context is posited to shape both organizational culture and individual cultural values and personality traits.

Lydia McKinley‐Floyd; Nanda Shrestha

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894463

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 socio‐cultural perspective to posit the black gold construct and recommend tactics for mining it. Findings – Black communities have historically engaged in social justice and self‐help activities for racial equality and advancement and with increasing levels of wealth accumulation now comprise a significant market for philanthropic giving for domestic and global non‐profit organizations. However, in light of Black America's tortured socio‐historical experience and racial/cultural identity, non‐profits must devise a historically‐informed and culturally‐nuanced strategy of relationship marketing to mine the emerging market of black gold. Practical implications – Domestic and international non‐profits can utilize the proposed strategic conceptual framework to increase their donor and volunteer participation in segmented or minority philanthropy markets. Originality/value – The proposed framework is strategic in nature, original in conceptualization, and socio‐historical and cultural in its methodological analysis. It can serve as a model, with some contextual modification if necessary, to tap other minority philanthropy markets.

Jodie L. Ferguson; Kofi Q. Dadzie; Wesley J. Johnston

2008 Journal of Business and Industrial Marketing

doi: 10.1108/08858620810894472

Purpose – The purpose of this paper is to explore country‐of‐origin (COO) effects on service evaluation in an emerging market. Design/methodology/approach – To gain insight, 24 in‐depth interviews were conducted with stakeholders in five West African countries. A conjoint analysis was also conducted to further explore COO effects. Findings – Propositions were developed based on findings from the qualitative study and conjoint analysis. Situational personal characteristics, such as motivation and ability to process information, may influence use of COO attributes in evaluating a service. Individual characteristics, such as ethnocentrism and culture orientation, may influence COO preference in service evaluation. Practical implications – Propositions and findings will assist firms considering entering a market in terms of service offerings and positioning strategies. Originality/value – While COO and consumer products have been widely studied in the literature, mostly within the contexts of industrialized nations, the paper examines COO effects with a service within the context of an emerging market.