Journal of International Marketing 18(3): 1-17 Abstract Effective governance of distributors represents a critical success factor for firms operating in emerging markets such as China. To increase understanding of this issue, the authors adopt a role theory framework to delineate the effect of fit between governance strategies and distributor role orientations on channel outcomes. They also examine the way two contingency factors (relationship stages and market uncertainty) may moderate the impact of this fit. Using a four-industry survey of distributors in China, the authors confirm the salience of strategic fit between the manufacturer's governance strategy and the distributor's role orientation (in short, governance fit), in support of propositions postulated in recent channel governance research. The findings also indicate that the effects of this governance fit are dependent on the stages of the channel relationship (buildup versus mature) but not market uncertainty. This study extends the current literature and suggests the need for finer, phase-oriented dynamic governance strategies in the Chinese market.

A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers' Perceived Service Quality

(2010-08-31)

Journal of International Marketing 18(3): 18-40 Abstract The spread of global culture is being facilitated by the proliferation of transnational corporations, the rise of global capitalism, widespread aspiration for material possessions, and the homogenization of global consumption. The extent of convergence of cultural values across nations has been debated by international marketing researchers. However, from a practical standpoint, transnational firms require a cross-national, cross-cultural approach to market segmentation that can be used to guide the development of global marketing strategies. In this study, the authors investigate the application of cross-national versus cross-cultural approaches to market segmentation through a rigorous empirical investigation in the context of banking services. Although services constitute the fastest growing sector of the world economy, few studies have examined global market segmentation strategies for them. The authors develop theory-based cross-national hypotheses and test them by estimating a structural model of consumers' perceived service quality using survey data from two countries: the United States and India. They test cross-cultural hypotheses by estimating the same model on culture-based clusters. They demonstrate that there are distinctive differences between cross-national and cross-cultural models of perceived service quality and highlight the growing relevance of cross-cultural research approaches. More generally, the cross-national, cross-cultural approach to market segmentation can guide the development of global marketing strategies for services and improve business performance.

Antecedents and Consequences of Firms' Export Commitment: An Empirical Study

(2010-08-31)

Journal of International Marketing 18(3): 41-61 Abstract Theory posits that export commitment is key to the effective implementation of resource-led strategy. The authors investigate the role of export commitment, considered a multidimensional construct, in linking export resources and capabilities to positional advantages achieved in foreign markets. They test their resource-based view assertions among a multi-industry sample of 150 Spanish exporters. The results show that experiential resources, specific export capabilities, and export market orientation (EMO) reinforce export commitment, which exerts a positive effect on perceived positional advantages. These perceptions also are likely to be positive if the firm adapts its marketing mix to the needs of its foreign markets. Moreover, the results show that EMO exerts a positive influence on marketing-mix adaptation. Resources linked to experience and informational knowledge about foreign markets foster the development of capabilities (i.e., specific export capabilities and/or EMO). Finally, the results indicate that specific export capabilities influence EMO. The authors conclude with a discussion of practical implications for facilitating export competitive strategy and success.

Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange

(2010-08-31)

Journal of International Marketing 18(3): 62-80 Abstract Because of suggested beneficial effects of word-of-mouth (WOM) referral, service companies have invested large amounts of money in customer referral programs as well as programs aimed at fostering positive communication among their existing customers. The question of cross-cultural differences in the effectiveness of WOM has recently gained increased prominence. The authors contribute to research on this topic by proposing a positive effect of received WOM on service quality perceptions among existing customers. Moreover, they predict that cultural values moderate this effect. They test the model on 1910 bank customers in 11 countries. The results show that received WOM has a positive effect on customer service quality perceptions. Furthermore, received WOM has a stronger effect on the evaluation of customers in high-uncertainty-avoidance than in low-uncertainty-avoidance cultures. No other cultural value is a significant moderator. The results imply that received WOM is also important to existing customers and that managers should adjust their strategy of referral marketing to match their target group's uncertainty-avoidance level.

Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect

(2010-08-31)

Journal of International Marketing 18(3): 81-106 Abstract Previous cross-cultural research has demonstrated a consistently positive effect of brand globality on consumer perceptions, attitudes, and purchase intentions. The authors evaluate these effects on three ethnic segments of U.S. consumers. Drawing on survey data analysis and the estimates of a structural equation model, the research shows that associations with global brands as a general category vary across ethnic groups. Caucasian consumers show less of an appreciation of global brands, whereas African Americans and Hispanics show patterns similar to those in prior research. Although the average consumer views brand globality as an attribute of little importance, the structural equation findings show a direct effect of globality on attitudes and purchases. Overall, mainstream consumers in the United States are less favorable toward global brands than minority groups but patronize them at the same overall rate.