Submitted December 2004 Accepted June 2005 Journal of International Marketing ) 2005, American Ma... more Submitted December 2004 Accepted June 2005 Journal of International Marketing ) 2005, American Marketing Association Vol. 13, No. 4, 2005, pp. 28-56 ISSN 1069-031X (print) 1547-7215 (electronic) ... Drawing on the resource-based view, this study examines the
The increasing efforts by marketers to target diverse groups of consumers call for a closer exami... more The increasing efforts by marketers to target diverse groups of consumers call for a closer examination of the ethical implications of market segmentation and differentiated marketing. Previous research suggests that marketers and consumers often differ in their perceptions of marketing ethics. Based on contingency theory, this research proposes an integrated framework—which includes the nature of the product, consumer characteristics, and market selection—to analyze the ethical complexities of the marketing exchange. Interactions among these factors lead to various contingencies with different ethical implications for marketing managers and public policy makers. Marketers should assess consumer interests and the ethics of marketing programs before their implementation
In light of increasing globalization of the world economy, effective entry and expansion of multi... more In light of increasing globalization of the world economy, effective entry and expansion of multinational corporations (MNCs) in the global market have been of considerable interest to researchers. This study adopts the evolutionary perspective in analyzing MNCs' entry and expansion in the global market and proposes four stages of development: preparation, entry, expansion, and experienced. Furthermore, it explores the evolving nature of MNCs' objectives in each stage and discusses the strategic transitions with respect to mode and scale, operations management, marketing strategies, and human resources. Examination of the evolution of China's market environment and MNCs' activities in the country illustrates the adequacy and application of the framework.
... 88 percent) of ethnic identification and acculturation and their impact on consumer behavior ... more ... 88 percent) of ethnic identification and acculturation and their impact on consumer behavior andmarketing ... pared with the overall amount of published works in market-ing research journals and literally ... A previous study of major market-ing journals from 1988 to 1992 found that ...
... that were in the crusading stage of the life cycle, such as India, appeared to be ... in ma... more ... that were in the crusading stage of the life cycle, such as India, appeared to be ... in marketing activity typically to control, constrain or restrict elements of the promotional mix are more ... and activities of marketers and should place some limits on the choices made in marketing. ...
... Ethnic minority media and communications channels remain underused by the mainstream consumer... more ... Ethnic minority media and communications channels remain underused by the mainstream consumer marketers. ... ignorance from the marketers and the cottage industry nature of most ethnic media ... marketer since the media will provide a cheap way of reaching ethnic minorities ...
Submitted December 2004 Accepted June 2005 Journal of International Marketing ) 2005, American Ma... more Submitted December 2004 Accepted June 2005 Journal of International Marketing ) 2005, American Marketing Association Vol. 13, No. 4, 2005, pp. 28-56 ISSN 1069-031X (print) 1547-7215 (electronic) ... Drawing on the resource-based view, this study examines the
The increasing efforts by marketers to target diverse groups of consumers call for a closer exami... more The increasing efforts by marketers to target diverse groups of consumers call for a closer examination of the ethical implications of market segmentation and differentiated marketing. Previous research suggests that marketers and consumers often differ in their perceptions of marketing ethics. Based on contingency theory, this research proposes an integrated framework—which includes the nature of the product, consumer characteristics, and market selection—to analyze the ethical complexities of the marketing exchange. Interactions among these factors lead to various contingencies with different ethical implications for marketing managers and public policy makers. Marketers should assess consumer interests and the ethics of marketing programs before their implementation
In light of increasing globalization of the world economy, effective entry and expansion of multi... more In light of increasing globalization of the world economy, effective entry and expansion of multinational corporations (MNCs) in the global market have been of considerable interest to researchers. This study adopts the evolutionary perspective in analyzing MNCs' entry and expansion in the global market and proposes four stages of development: preparation, entry, expansion, and experienced. Furthermore, it explores the evolving nature of MNCs' objectives in each stage and discusses the strategic transitions with respect to mode and scale, operations management, marketing strategies, and human resources. Examination of the evolution of China's market environment and MNCs' activities in the country illustrates the adequacy and application of the framework.
... 88 percent) of ethnic identification and acculturation and their impact on consumer behavior ... more ... 88 percent) of ethnic identification and acculturation and their impact on consumer behavior andmarketing ... pared with the overall amount of published works in market-ing research journals and literally ... A previous study of major market-ing journals from 1988 to 1992 found that ...
... that were in the crusading stage of the life cycle, such as India, appeared to be ... in ma... more ... that were in the crusading stage of the life cycle, such as India, appeared to be ... in marketing activity typically to control, constrain or restrict elements of the promotional mix are more ... and activities of marketers and should place some limits on the choices made in marketing. ...
... Ethnic minority media and communications channels remain underused by the mainstream consumer... more ... Ethnic minority media and communications channels remain underused by the mainstream consumer marketers. ... ignorance from the marketers and the cottage industry nature of most ethnic media ... marketer since the media will provide a cheap way of reaching ethnic minorities ...
Uploads
Papers by Geng Cui