Marketing mix and brand sales in global markets: examining the contingent role of country-market characteristics

Name: Marketing mix and brand sales in global markets: examining the contingent role of country-market characteristics
Author: Bahadır, Cem, Bharadwaj, S. G., Srivastava, R. K.

İsim	Marketing mix and brand sales in global markets: examining the contingent role of country-market characteristics
Yazar	Bahadır, Cem, Bharadwaj, S. G., Srivastava, R. K.
Basım Tarihi:	2015-06
Basım Yeri	- Palgrave Macmillan
Konu	Marketing strategy, Branding and brand management, Emerging markets/countries/economies, Brand sales, Performance, Hierarchical linear modeling (e.g., multilevel analysis, RCM, etc.), Marketing mix elasticity
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0047-2506
Kayıt Numarası	6af0605b-8b18-470d-a780-7adec188678d
Tarih	2015-06
Notlar	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Örnek Metin	Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While distribution and price have the largest impact in emerging and developed countries, respectively, product innovation and advertising have significantly larger impacts in emerging markets relative to developed countries. These finding highlights the importance of contingency view of marketing strategy in global markets.
DOI	10.1057/jibs.2014.69
Cilt	46

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Marketing mix and brand sales in global markets: examining the contingent role of country-market characteristics

Yazar Bahadır, Cem, Bharadwaj, S. G., Srivastava, R. K.

Basım Tarihi 2015-06

Basım Yeri - Palgrave Macmillan

Konu Marketing strategy, Branding and brand management, Emerging markets/countries/economies, Brand sales, Performance, Hierarchical linear modeling (e.g., multilevel analysis, RCM, etc.), Marketing mix elasticity

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0047-2506

Kayıt Numarası 6af0605b-8b18-470d-a780-7adec188678d

Tarih 2015-06

Notlar Due to copyright restrictions, the access to the full text of this article is only available via subscription.

Örnek Metin Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While distribution and price have the largest impact in emerging and developed countries, respectively, product innovation and advertising have significantly larger impacts in emerging markets relative to developed countries. These finding highlights the importance of contingency view of marketing strategy in global markets.

DOI 10.1057/jibs.2014.69

Cilt 46