Newsletter for the Members of the Global
Marketing Special Interest Group
Global Interests
Volume 8, Issue 3
Editor: Frank J. Franzak, Virginia Commonwealth University
Message from the Chair
July 2005
Member Input:
Global Marketing
Special Interest Group
Teaching Teams in Global Marketing
Camille Schuster
Cal State San Marcos
The first order of business is to thank David Griffith
for his energy, leadership, and dedication as Chair
of the Global SIG. Under his leadership the Global
SIG has formalized procedures and made that
information more accessible to members on the
Global SIG website (we should insert the address
here but I don’t have it.) Short articles on
international marketing research issues were
published on the website to stimulate discussion on
relevant topics and a repository for teaching
materials on international marketing was created.
The electronic newsletter and monthly updates (I
don’t know what Kate’s email is called) greatly
increased communication with members as well.
The co-sponsored bi-annual conference with the
Academy of Marketing continued. In addition,
awards for outstanding leadership in marketing
research and best marketing research article were
created.
Wow!! What an outstanding list of contributions.
When you see David at the AMA Conference please
(continued on Page 2, column 1)
IN THIS ISSUE
1
Chair’s Message, Member’s Speak
2
Members’ on Teaching Global Teams
3
Global Teams, cont., Conference News
4
More Conference News
We hear a lot about the importance of teams and
teamwork in today's corporations. The question
posed to Global Marketing SIG members was:
How do you, as a global marketing educator,
incorporate the topic of working with teams into
your global marketing courses?
Two responses were received, and they offer
quite different approaches to using teams in the
classroom.
Subhojit Banerjee, of the Institute of Business
Management, VBS Purvanachal University,
Jaunpur, India receives uncommon cooperation of
colleagues from around his university to present
the benefits of teamwork. Subhojit often gives
students an assignment where they have to
design a product launch strategy using the help of
other departments in the campus. For example, if
they have to design a product launch strategy of a
new automobile (which has recently been
launched), students have to do an engineering
write up (usually consisting of comparisons of
technical specifications of other brands) with the
help of grads in the Mechanical Engineering
department. They follow it up with a print media
ad (creative done with the help of students from
the Mass Communication department).
Sometimes these are individual projects and
sometimes they are given as group assignments.
The advantage that Subhojit has is that different
departments are housed on the same campus,
which makes it convenient for such interactive
assignments.
Continued on Page 2, Column 2
Global Interests 1
Chair's message - continued from Page 1
extend your thanks and appreciation for a job well
done. Thanks, David!
The second order of business is thank you for electing
me to the position of Chair. My long association with
the Global SIG is because of my commitment to
globalization of marketing thought and practice and I
appreciate the opportunity to serve the SIG as Chair.
The third order of business is to discuss programming
issues. The Global SIG is committed to creating
value for members through programs that will be of
particular interest in the areas of research, teaching
and facilitating global marketing. In that spirit I have
several requests to make:
1. The international marketing research articles on
the website are very popular in terms of the
number of people who go to those articles.
However, recruiting people to submit research
articles has been a challenge. For this section to
continue, we need to have members submit
articles to be posted. The requirement is that the
articles be short and thought provoking. They will
continue being posted on the website as long as
articles are received from members. You can
email them to me at camille.schuster@asu.edu; I
look forward to your contributions.
2. The Global SIG plans to sponsor a reception at
the Summer AMA meeting and at the Winter AMA
meeting as well as at least one session in the SIG
slots for the conference. If you would like to see
these events continued or discontinued or see
other events added, please send your suggestions
and ideas.
3. If you have recommendations or suggestions for
the types of programs (panel discussion, paper
presentations, joint academic-practitioner
discussions), please send your ideas. This is the
time the Board will be planning for the following
year’s programs.
4. If you are interested in getting involved by creating
sessions, coordinating events, writing, or
shepherding some new program, please get
involved. We would like to take advantage of our
diversity and provide a wide range of programs
and information to our members.
As you are spending time at the beach, in the
mountains, at a lake, or urban environment this
summer and think about what you want to
accomplish for the coming academic year, think
about what the Global SIG could provide to help you
and let us know.
The new board looks forward to the challenge of
following in David’s footsteps and continuing the
growth and relevance of the Global SIG to its
members.
Camille P. Schuster
Cal State San Marcos
Continued from page 1
MEMBERS SPEAK, Teams
Liesl Riddle, of the International Business and
International Affairs School of Business and Public
Management of The George Washington University,
takes a more traditional approach but adapts to
cover the unique situations faced by global
marketers. After covering the topic of teams with a
lecture on "Organizing for the International
Marketplace" in an International Marketing course,
students in the class get hands-on experience
dealing with team issues in two ways: (1) a
teamwork assignment and (2) a case about global
teams.
TEAMWORK ASSIGNMENT – This is a large group
project in international marketing. The group
projects comprise the second part of the course
(weeks 10 and 11 of the 14-week semester). There
are two main deliverables: a written marketing plan
and a 20-minute presentation in which the team
sells their marketing plan to "venture capitalists,"
fellow students who have been assigned to read the
marketing plan and provide a critique of it. The
presentation is videotaped, and the presenting team
must view the videotape and critique themselves on
their presentation skills (energy, eye contact, voice
modulation, persuasiveness, etc.). At the
conclusion of the workshop, every student
completes a confidential team evaluation (including
a self-evaluation). The evaluation of fellow team
members is a component of a student’s final score
for the project.
CASE - During the last part of the course (weeks
12-14), several Harvard cases are discussed. The
case, "P&G Japan: The SK-II Globalization Project"
Continued top of Page 2, Column 2
Global Interests 2
Continued on Page 3 Column 1
MEMBERS SPEAK, Teams continued from Page 2
deals with the question: Is it possible to take the
business model of a product that was originally
created for a singular marketplace (localized) and
turn it into a global brand? Can the business model
(or parts of it) be transferred across borders? How
and why? In the case, P&G's recent organizational
changes are detailed, including the growing
importance of global teams. The main character in
the case is Paolo de Cesare, President of Max Factor
Japan. At the opening of the case, Paolo is
preparing for a meeting of the Global Leadership
Team for P&G's Beauty Care Global Business Unit.
The class discusses the evolution of P&G's
organizational structure, the role of teams within the
organization, and how the global team might react to
the various positions/arguments Paolo might make
about the potential of SK-II as a global brand.
An interesting observation is that the consideration of
cultural characteristics, and their impact on the
interaction among team members, appears to be
missing from these assignments. The product
development team might function quite differently if
elements of the product development process were
carried out in different countries. This might be done
to take advantage of innate knowledge and skills that
residents of a country are known to possess. Global
companies have resources that can be used to
advantage, if they can understand how the interaction
of these resources works.
Responses to the P&G Japan case might be quite
different if the team consisted of individuals from
around the world, rather than considering a decision
by a team of Japanese executives. Diversity
contributes to creativity, but it can also be divisive
and a factor hindering progress toward a sound
decision.
As teams become the structure of choice in today’s
flattened organizations, global companies will have to
learn how to make teams work for their situation.
The classroom is a perfect place to study
collaborative dynamics, as universities have become
more culturally diverse over the years. This will also
be a good exercise for students, as they find
themselves part of truly global teams. These are
teams whose members may speak the same
language, but they organize their thoughts, formulate
their views, and react to emotional stimuli from very
different native backgrounds. Team assignments are
here to stay. Classroom global teams present an
opportunity waiting to be mined.
2005 AMA SUMMER EDUCATORS’
CONFERENCE
Handy Pull-Out Guide to Global Marketing
Sessions
San Francisco Marriott Hotel, San Francisco,
California, will be the site of the 2005 AMA Summer
Marketing Educators’ Conference, July 29 –
August 1, 2005. The conference theme is
“Advancing Marketing Theory and Practice.” The
Co-Chairs for the GLOBAL AND CROSSCULTURAL MARKETING TRACK are Professor
Shaoming Zou, of the University of MissouriColumbia and Professor Martin S. Roth of the
University of South Carolina.
A full slate of global marketing competitive paper
and special session has been selected.
SATURDAY, JULY 30, 2005
1:30 – 3:00 PM
Session 3.7 Emerging Issues in International
Marketing & Consumer Behavior
CHAIR: Henry Yu Xie, Saint Louis University
Cross-Cultural Research: A Comparative Analysis in
the U.S.
Adriana M. Bóveda-Lambie, University of Rhode Island
Deborah E. Rosen, University of Rhode Island
Language Codeswitching and Advertising: The
Overlooked Communication Alternative
Melissa Bishop, University of Texas Arlington
Chinese Branding - An Empirical Investigation of the
Relationship between Method of Translation and
Brand Perception
Margit Enke, Freiberg University
Anja Geigenmueller, Freiberg University
Martin Reimann, Freiberg University
DISCUSSANT: Simona Stan, University of Oregon
3:30 – 5:00 PM
SPECIAL SESSION 4.2 Outsourcing and Offshoring
of CRM Activities
CHAIR: Neeraj Bharadwaj , The University of Texas at
Austin
Managing the CRM Outsourcing Decision: An
Integrative Framework
P. Rajan Varadarajan , Texas A&M University
Kartik Kalaignanam , Texas A&M University
Building Collaborative Capabilities: A Look at
Foreign Outsourcing
Alka Citrin , Georgia Institute of Technology
Aric Rindfleisch , University of Wisconsin at Madison
Offshoring Call Centers: Its Effect on Consumer
Expectations and Judgments
Neeraj Bharadwaj , The University of Texas at Austin
Wayne D. Hoyer , University of Texas at Austin
Anne Roggeveen , Babson College
Global Interests 3
Continued from p. 3, column 2
SESSION 4.6 Culture and Consumption
CHAIR: Kevin E. Voss , Oklahoma State University
Examination of the Psychometric Properties of the
Horizontal & Vertical Individualism and
Collectivism Scale: A Four-Country Analysis
Eugene Sivadas , University of Washington, Tacoma
Norman T. Bruvold , University of Cincinnati
Michelle R. Nelson , University of Wisconsin-Madison
Barbara B. Stern , Rutgers University
Demographic and Psychosocial Correlates of
Consumer Ethnocentrism: A Cross-national
Comparison
Attila Yaprak , Wayne State University
Hugh M. Cannon , Wayne State University
Roger Calantone , Michigan State University
Does Culture and Consumption influence the
Perception of the Personality of a Brand?
Thomas Foscht , Karl-Franzens University of Graz
Claudia Pieber , Karl-Franzens University of Graz
Bernhard Swoboda , Trier University
DISCUSSANT: Brian Lofman , Ramapo College of NJ
SUNDAY, JULY 31, 2005
8:30-10:00 AM
SESSION 5.6 Marketing in China
CHAIR: Pradeep A. Rau , George Washington U.
Managerial Ties in China: When Do They Bolster or
Damage Firm Performance?
Julie Li , University of Hong Kong
Kevin Zhou , University of Hong Kong
Laura Poppo , Virginia Tech
When Does Guanxi Matter? Effects of Guanxi on
Market Expansion in a Transitional Economy
Flora Fang Gu , University of Hong Kong
David K. Tse , University of Hong Kong
Chi Kin (Bennett) Yim , University of Hong Kong
An Empirical Examination Of Competing
Technology Adoption Models In The Context Of
China
Roger Calantone , Michigan State University
Goksel Yalcinkaya , Michigan State University
David A.Griffith , Michigan State University
DISCUSSANT: Anne Stringfellow , Thunderbird
10:30 AM- 12:00 PM
SESSION 6.6 Managing Marketing Processes in
Multinational Firms
CHAIR: Avinandan Mukherjee , Montclair State U.
A Need-Satisfaction View of Antecedents to
Organizational Commitment in Early vs. Late
Transition Economies: The Moderating Roles of
Salesperson Competitiveness and Context
Cristian Chelariu , York University
Rodney L.. Stump , Towson University
Toward a Broader Understanding of How Firms
Relate to Their Markets: A Comparative Analysis of
Contemporary Marketing Practices in the U.S. and
Selected African Countries
Kofi Q. Dadzie , Georgia State University
Wesley J. Johnston , Georgia State University
Alphonso Ogbuehi , Bryant University
War in Iraq: The Effects of the American and the
French Branded Products in an Arabic Country
Francois Marticotte , Universite du Quebec a Montreal
DISCUSSANT: A. Morys Perry , Michigan State U.
1:30 – 3:00 PM
SESSION 7.6 Global Marketing Strategy
CHAIR: Artur Baldauf, University of Bern
Strategic Fit on Standardization Global Marketing
Strategy: An Implementation Perspective
Shichun Xu , Michigan State University
Drivers of Product Standardization: An Exploration
of Globally-Oriented Firms
Brian R.. Chabowski , Michigan State University
J. Chris White , Michigan State University
Determinants of the Pace of Sequential Entry
Activities: The Case of Multinational Firms’
Investments in China, 1979-2002
Gerald Yong Gao , University of Hong Kong
Yigang Pan , University of Hong Kong
DISCUSSANT: Anna Kaleka , Cardiff University
MONDAY, AUGUST 1, 2005
10:30 AM – 12:00 PM
SESSION 10.6 Cultural and Social Influences on
Consumer Behavior
CHAIR: Xiang Fang, Oklahoma State University
Consumer Susceptibility to Interpersonal
Influence: A Cross-National Study
Ying Xie , Rutgers University
Social Alienation in a Transitional Economy:
Antecedents and Consequences
Yeqing Bao , University of Alabama in Huntsville
Kevin Zhou , University of Hong Kong
Nan Zhou , City University of Hong Kong
Epistemic and Hedonic Search Strategies As
Mediators of Store Atmosphere's Influence On
Customer Satisfaction: An Investigation Of
Shopper Behavior In Singapore
Venkatapparao Mummalaneni , Virginia State
University
DISCUSSANT: Piyush Sharma, Nanyang
Technological University
FOR INFORMATION ON THE
GLOBAL MARKETING SIG
Global Interests 4
www.amaglobalsig.msu.edu