Marketing practices in a multicultural world

Jamal (2003) examines the role of marketing  in a multicultural world, using the research method of ethnographic fieldwork. The  main data gathering strategies were participant observation and depth interviews.  The main theme, based on my reading, is depicted  in the following diagram (which is a simplified version of the ideas covered in Jamal (2003):

The main ideas are that:

1. consumers of different ethnic groups interact with each other and affect their respective consumer cultures;
2. marketing practices influence consumer behaviours and their consumer cultures of different ethnic groups in a mutual causation form.

The findings challenge the traditional marketing  approach of ethnic segmentation. The article offers the view that consumer self-concepts in  the contemporary multicultural environment are complicated and contradictory. Jamal recommends a marketing role that promotes more liberating consumer lifestyles in such a social environment. You need to refer to the article for the detailed line of reasoning of the ideas. From my understanding, the perspective taken up by Jamal is very much social-systemic.


Reference
Jamal, A. (2003) "Marketing in a multicultural world" European Journal of Marketing Vol. 37 (11/12), pp. 1599-1620.

How to overcome HRM barriers on corporate globalization effort

Welch (1994) examines Human Resource Management  (HRM) barriers on corporations' effort  to globalize their operations. Such a globalization process largely takes the form of migrating  from a ethnocentric orientation of an enterprise towards a geocentric orientation. In this case, Welch  formulates a framework that indicates the major HRM barriers and HRM initatives involved. A simplified version of the framework is provided as follows (The one in Welch (1994) is in page 57, Figure 1):





In the discussion, Welch (1994) has compared Multinational Corporations' 4 orientations at some length. These are ethnocentric, polycentric, regiocentric and geocentric orientations.  (NoteTable 1 on page 53 of the article). As to the HRM barriers, Welch (1994) summarizes them under four headings, ie. (i) staff availability, (ii) time and cost constraints, (iii) host government requirements, and (iv) HRM policies.

Overall, the article remains informative and accessible to practising managers. It is a useful reading for Global Business Management study.



Reference
Welch, D. (1994) "HRM Implications of Globalization", Journal of General Management Vol 19(4) Summer, pp. 52-68.

An example on theory-driven research objective and research questions

I refer to the article of Liu and Forsythe (2010) to illustrate what are (a) theory-driven research objectives and (b) research questions.

Briefly, for research objective, the article is: to evaluate the validity of the following:

• Drivers behind initial acceptance of online shopping can explain/ predict post adoption usage of online shopping channel

Liu and Forsythe (2010) also formulate related research questions as follows:

Question 1: Do online shopping motives inherited from traditional consumer studies affect post-adoption online shopping behaviour?

Question 2: Why is it that consumers who perceive a high level of risk associated with online shopping may still choose to shop online?

These writers further indicate what major management theories to use, thus making clear the academic value of their study: This study is the first  attempt to integrate 2 dominant theories, ie the technology acceptance model and the prospect theory, to gain understanding of why consumers,who perceive online shopping risk, still choose to maintain online shopping.  This clearly indicates that the study is theory-driven with some innovative initiative.

From the information provided in their article, it should be clear that the formulation of research objectives and research questions require literature review efforts. It also indicates that literature review discusson (mainly in a separate chapter in a dissertation report) is not just lecture notes to explain concepts. Literature review drives the dissertation proposal formulation and, subsequently, the research design of a dissertation project.

I need to remind students formulating dissertation proposals not only to make clear their research objectives and questions, but also justify these objectives and questions in terms of practical and academic values.


Reference
Liu, C. and Forsythe, S. (2010) "Sustaining Online Shopping: Moderating Role of Online Shopping Motives", Journal of Internet Commerce 9, pp. 83-103.

Non-traditional research philosophies in Accounting and Finance Research

Referring to Ryan et al (2002), a starting point to introduce non-traditional research philosophies in Accounting and Finance Research is a description of the naturalist research methods. The main idea is to study the research objects in natural settings, e.g. study of accountants' bebaviour in their workplaces. In this case, researchers make use of holistic theories to interpret accountants' daily practices in their natural settings. Ryan et al (2002) remind us of the various stances in ontological assumptions in research methods, ranging from naive realism ("Reality as a concrete structure") to idealism ("Reality as a projection of human imagination") (re: Table 2.1 of Ryan et al (2002), p. 36). This indicates that ontological assumptions can range from objective to subjective in research orientation.

Subsequently, Ryan et al (2002) distinguishes 3 broad schools of accounting research, namely, critical accounting research, interpretive research and mainstream accounting research (re: Figure 2.1 of Ryan et al. (2002), pg. 40), see following diagram:

I refer you to Ryan et al. (2002) chapter 2 for details of ideas highlighted here.

References

1. Ryan, B., Scapens, R.W. and Theobold, M. (editors) (2002) Research Method and Methodology in Finance and Accounting, Thomson.
2. Related blog article: http://josephho33.blogspot.com/2012/01/research-philosophy-ideas-related-to.html

Research philosophy ideas related to Accounting & Finance study

Ryan et al. (2002) is a Research Methods textbook for Accounting and Finance students. Most students feel that Research Philosophy is too abstract to digest. At the same time, Research Philosophy is a core topic in the study of Research Methods. In my view, whether you like it or not, try to pick up some ideas and viewpoints from the literature of Research Methods. This knowledge of Research Methods will deepen your research skill. The following notes are taken from Ryan et al (2002), and they are mainly for my Accounting and Finance students (also refer to Figure 1.1 on "the subject-object divide" in this book):

Most of you will not be trained up as philosophers. On the other hand, studying the subject can be intellectually stimulating.


Reference
Ryan, B., Scapens, R.W. and Theobold, M. (editors) (2002) Research Method and Methodology in Finance and Accounting, Thomson.
A related forum: https://www.facebook.com/bookmarks/groups#!/group.php?gid=285637757376

Branding in the digital era

Edelman (2010) offers a new idea on branding. Instead of using the funnel metaphor on branding to understand consumer behavior, Edelman proposed the branding model of "the consumer decision journey", which is deeply embedded in digital interaction within the digital social media ecosystem. In this journay model of branding, Edelman examines 4 phases involved, ie, consider, buy, evaluate and advocate. Subsequently, Edelman advised marketers to adopt new roles as "orchestrators", "publishers", "content supply chain managers" and, finally, as "marketplace intelligence leaders".  Marketers also need to develop customer experience plans.

Overall, I think this article makes very valuable contribution to the literature on brand management.


Reference
Edelman, D.C. (2010) "Branding in the Digital Age" Harvard Business Review December, 62-69.

On cosmopolitan corporations

Ghemawat (2011) discusses the main requirements for a corporation to be cosmopolitan. I can discern three requirements from the article:

1. Strategy, with more emphasis on adaptation
2. Organization, which needs to exploit external differences effectively
3. Corporation staff, which should endorses a cosmopolitan mindset.

For item 3, above, some of the main points of leverage are proposed:

1. usage of appropriate conceptual frameworks, such as the CAGE framework
2. usage of cross-border project teams
3. cultivation of cosmopolitan leadership and diverse management team
4. employment of biculturals and triculturals in bridging roles

The article offers updated information and practical advice in global business management.

Reference
Ghemawat, P. (2011) "The Cosmopolitan Corporation" Harvard Business Review May, pp. 92-99.