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dc.contributor.authorBahadır, Cem
dc.contributor.authorBharadwaj, S. G.
dc.contributor.authorSrivastava, R. K.
dc.date.accessioned2015-10-26T11:58:42Z
dc.date.available2015-10-26T11:58:42Z
dc.date.issued2015-06
dc.identifier.issn0047-2506
dc.identifier.urihttp://hdl.handle.net/10679/968
dc.identifier.urihttp://www.palgrave-journals.com/jibs/journal/v46/n5/full/jibs201469a.html
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractMarketing 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.en_US
dc.language.isoengen_US
dc.publisherPalgrave Macmillanen_US
dc.relation.ispartofJournal of International Business Studies
dc.rightsrestrictedAccess
dc.titleMarketing mix and brand sales in global markets: examining the contingent role of country-market characteristicsen_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID234937
dc.contributor.ozuauthorBahadır, Cem
dc.identifier.volume46
dc.identifier.issue5
dc.identifier.startpage596
dc.identifier.endpage619
dc.identifier.wosWOS:000356106400005
dc.identifier.doi10.1057/jibs.2014.69
dc.subject.keywordsMarketing strategyen_US
dc.subject.keywordsBranding and brand managementen_US
dc.subject.keywordsEmerging markets/countries/economiesen_US
dc.subject.keywordsBrand salesen_US
dc.subject.keywordsPerformanceen_US
dc.subject.keywordsHierarchical linear modeling (e.g., multilevel analysis, RCM, etc.)en_US
dc.subject.keywordsMarketing mix elasticityen_US
dc.identifier.scopusSCOPUS:2-s2.0-84930354634


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