Template-Type: ReDIF-Article 1.0
Author-Name: Laura Serviere-Munoz
Author-Name: Anshu Saran  
Title: MARKET ORIENTATION, INNOVATION, AND DYNAMISM FROM AN OWNERSHIP AND GENDER APPROACH: EVIDENCE FROM MEXICO 
Abstract: For businesses where resources are scarce and civil conditions are currently unstable, such as the Mexican state of affairs, striving for business practices that embrace a market orientation (MO) becomes critical to maintaining market share or even business survival. This paper addresses whether MO, innovation, and dynamism levels substantially differ among small businesses in Mexico, from an ownership (manager vs. owner) and gender approach. Our results show that there are no gender differences about market orientation. However, women in small business settings seemed to be more attuned with the need for businesses to be innovative and dynamic. Owners and managers demonstrated a
similar degree of market orientation, innovation, and dynamism; reflecting the importance placed on small businesses to be a source of income despite being an owner or manager
Classification-JEL: M16 
Keywords:  Market Orientation, Innovation, Dynamism, Small Business, Gender, Ownership Approach, Mexico
Journal: International Journal of Management and Marketing Research 
Pages: 1-17
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-1.pdf
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Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:1-17

Template-Type: ReDIF-Article 1.0
Author-Name: Yingtao Shen
Author-Name: Shenyu Li
Author-Name: Michelle DeMoss 
Title:  THE EFFECT OF QUANTITATIVE ELECTRONIC WORD OF MOUTH ON CONSUMER PERCEIVED PRODUCT QUALITY
Abstract: Online shoppers today can easily share reviews of their product usage experiences on a third-party website. Many retail websites allow individuals to submit qualitative and/or quantitative reviews, using a
typical five-point scale. With the increase in online shopping behaviors, the impact of these reviews, or electronic word of mouth, on consumers’ decisions is drawing more attention. Yet how do these on-line consumer reviews impact consumer behavior? This study empirically tests how quantitative product reviews affect online shoppers’ perception of product quality. We find that: (1) extreme ratings have a greater impact on prospective customers’ perceived quality than do median ratings while negative reviews have greater impact than positive reviews; (2) none of the volume, valence and consensus of electronic word of mouth can predict perceived quality reliably; (3) there is no difference between the perceived product quality formed by Chinese and American subjects when judging product quality, based on the same quantitative online product reviews. 
Classification-JEL: M31
Keywords: Electronic Word of Mouth, Online Review, Perceived Quality of Products
Journal: International Journal of Management and Marketing Research
Pages: 19-29
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-2.pdf
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Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:19-29

Template-Type: ReDIF-Article 1.0
Author-Name: K. O. Adenegan
Author-Name: I.B. Adeoye
Author-Name: I. Ibidapo 
Title: SPATIAL PRICE ANALYSIS OF TOMATOES IN NIGERIA
Abstract: The study examined market integration in tomato markets in selected producing and consuming states in Nigeria. Secondary data on tomato prices spanning 2003 –2006 were sourced from National Bureau of Statistics. The data were analyzed using Augmented Dicker Fuller (ADF) and Granger Causality tests. Results indicated that the maximum tomato price was recorded in Ekiti in November, 2006 while the minimum price was recorded in Kano state in August, 2006. The results also revealed that prices of tomato were not stationary in their level form but become stationary at the first difference level. Seven tomato markets rejected their respective null hypothesis of no granger causality. None of the markets exhibited bi -directional granger causality or simultaneous feedback relationships Seven markets exhibited uni -directional granger causality. The results also indicated that Ekiti and Katsina states occupy the leadership position in tomato price formation and transmission. We recommend there should be efficient flow of information and good access road and infrastructural development among the states to improve market performance.
Classification-JEL: A11
Keywords: Tomatoes, Market integration, Nigeria
Journal: International Journal of Management and Marketing Research
Pages: 31-38
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-3.pdf
File-Format: Application/pdf
Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:31-38

Template-Type: ReDIF-Article 1.0
Author-Name: Bamini KPD. Balakrishnan
Author-Name: Azlinda Shazneem Md. Shuaib
Author-Name: Oscar Dousin
Author-Name: P.Yukthamarani Permarupan
Title: THE IMPACT OF BRAND PLACEMENT AND BRAND RECALL IN MOVIES: EMPIRICAL EVIDENCE FROM MALAYSIA
Abstract: Brand placement in movies is an emerging marketing dimension and strategy. These strategies are currently widely applied in films. The aim of this research is to explain the relationship between the acceptance of brand placement based on consumers’ perception and the brand recall towards brand preference, loyalty and intention to purchase among Malaysian young movie viewers. Surveys are conducted randomly and questionnaire distributed to undergraduate students of Malaysian universities. Five-hundred questionnaires were distributed with an 80 percent response rate. Two propositions and three hypotheses were developed and tested using mean and regression analysis. The result indicated
that the acceptance of brand placement based on consumers’ perception and brand recall have a significant relationship with brand preference, loyalty and intentions to purchase. These findings indicate to brand managers that brand placement has become an important marketing tool to reach emerging younger generation consumers. It also indicates that brand placement acceptance and recall plays a vital role in influencing marketing activities, enabling marketers to impact younger generations brand preference in either a gross or subtle manner. This research provides a guideline for global brand players in considering marketing activities using commercialized movies as a medium.
Classification-JEL: M3
Keywords: Brand Placement, movie, attitude, preference, intentions to purchase, loyalty
Journal: International Journal of Management and Marketing Research
Pages: 39-52
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-4.pdf
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Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:39-52

Template-Type: ReDIF-Article 1.0
Author-Name:  Jungki Lee 
Title: COMPONENTS OF MEDICAL SERVICE USERS’ DISSATISFACTION: A PERCEIVED CONTROL PERSPECTIVE
Abstract: Studies across cultures have consistently reported significant levels of dissatisfaction among medical service users. However, there is a surprising paucity in literature dealing with the nature and structure of dissatisfaction among them. This study attempts to examine the components of dissatisfaction among medical service users. The study utilizes the tripartite characteristics of personal control (Averil 1973) to scrutinize the dissatisfactory medical service incidents. Data were collected from individuals who had experienced varying degrees of dissatisfaction with medical services. Data analysis reveals that medical users’ dissatisfaction can be effectively classified into the three types of control proposed. The study also confirms that medical service users’ dissatisfaction with medical services is strongly influenced by their perception of low control during the medical service encounters. Managerial implications and future research directions are provided.
Classification-JEL: M31
Keywords: marketing, customer dissatisfaction, medical services, perceived control
Journal: International Journal of Management and Marketing Research
Pages: 53-63.
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-5.pdf
File-Format: Application/pdf
Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:53-63

Template-Type: ReDIF-Article 1.0
Author-Name: Susan J. Kowalewski
Author-Name: Suzanne L. Phillips  
Title: PREFERENCES FOR PERFORMANCE BASED EMPLOYEE REWARDS: EVIDENCE FROM SMALL BUSINESS ENVIRONMENTS
Abstract: Rewarding and motivating employees is extremely important to organizations because employees are a critical resource for success. The primary objective of this study was to determine if there are gender based employee preferences for performance rewards in small business environments. The study was conducted using surveys provided to employees and supervisors at small business establishments in Western New York State. The employee survey asked subjects to rank motivational items, situational reward/consequences, and social and economic aspects of work environments based on their preferences. The survey provided to supervisors asked them to rank the same items based on what they thought their employees would prefer. The results of the study indicated that there was no significant difference between male and female employees in terms of reward and motivational preferences. However, there were differences between what supervisors thought employees wanted and what employees actually valued. This study included results from 135 employee and 28 supervisor surveys were distributed, with 100 (74%) employee and 18 (64%) supervisor surveys returned. The results of this study indicate that social rewards were more valuable than economic rewards that would be valuable to small business owners and managers to develop programs to reward and motivate their employees.
Classification-JEL: M10
Keywords: Small Business, Rewards, Gender, Employee, Manager
Journal: International Journal of Management and Marketing Research
Pages: 65-76
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-6.pdf
File-Format: Application/pdf
Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:65-76

Template-Type: ReDIF-Article 1.0
Author-Name: Charles M. Rambo  
Title: RISK FACTORS INFLUENCING THE SURVIVAL OF STRATEGIC ALLIANCES: EVIDENCE FROM KENYA
Abstract: Between one-half and two-thirds of strategic alliances formed by Small and Medium Enterprises (SMEs) fail to realize their purpose due to unmitigated risk factors. Most studies on strategic alliances and associated risks focus on developed economies. Using the Kenyan case, this study sheds light on risk factors influencing the survival of SME alliances in the Sub-Sahara Africa (SSA). This study sourced primary data from 120 SMEs involved in strategic alliances. Quantitative and qualitative techniques were used to analyze the data. Results indicate that the survival of SME alliances is a function of factors including the proportion of skilled staff, explaining up to 8.7 percent of variance, transportation cost (8.1%), information sharing (7.5%), level of trust among partners (6.6%) and integration of computers to support business activities (5.5%). The results show that SME strategic alliances remain risky ventures, requiring a concerted effort of all stakeholders to initiate appropriate mitigative measures to avert economic losses resulting from alliance failure. The study underscores the need for SSA governments to
provide tax incentives, improve infrastructure and explore cheaper energy alternatives.
Classification-JEL: O16
Keywords: Risk, Risk Factors, Small and Medium Enterprises, Alliance Survival, Alliance Failure
Journal: International Journal of Management and Marketing Research
Pages: 77-88
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-7.pdf
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Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:77-88

Template-Type: ReDIF-Article 1.0
Author-Name: Shilpa Iyanna
Author-Name: Carmela Bosangit
Author-Name:  Amrul Asraf Mohd-Any
Title: VALUE EVALUATION OF CUSTOMER EXPERIENCE USING CONSUMER GENERATED CONTENT
Abstract: The value literature has emerged from the fundamental notion of a trade-off between costs and benefits. This evolution supports the current understanding that value resides in experience from consumption. However, less is known about how customer experiences derived from their consumption can be translated into customer value components. This study delineates the models used in understanding the experience realm and customer value to provide insights on customers’ experience based vale. Consumer generated content in the form of blogs are used for analysis. These blogs provide textual artifacts of consumption experience. Using netnography as the main methodological tool, our results suggest two main findings. The first is related to the variation in value dimensions according to the realm of experience which supports the notion of value being idiosyncratic with different customers viewing the same experience differently. The second finding is related to the technical aspect of the study which suggests that consumer generated content or blogs can be used to examine the ‘what of consumption.’ However, it cannot be used to explain the ‘why of consumption.’ This suggests its potential as a preliminary research tool to complement other research methods.
Classification-JEL: M31; M39
Keywords: Customer Value; Consumption Experience; Consumer Generated Content (CGC); Travel Blogs; and Netnography.
Journal: International Journal of Management and Marketing Research
Pages: 89-102
Volume:5
Issue: 2
Year: 2012
File-URL: http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v5n2-2012/IJMMR-V5N2-2012-8.pdf
File-Format: Application/pdf
Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:2:p:89-102