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Customer Knowledge Networks

University of Missouri-Kansas City

Mark E. Parry

I. Overview

A. Thesis: The analysis of customer knowledge network maps has untapped

potential for the development of marketing and branding strategy.

B. Illustrative Application: Brand Extension Research

II. Existing Research: Aaker and Keller (1991) and Replications

A. The Importance of Fit

B. Determinants of Fit

1. Complements — “products are consumed jointly to satisfy some

particular need”

2. Substitutes— “one product can replace the other in usage and satisfy

the same needs”

3. Capability — “perceived ability of an firm operating in the first

product class to make a product in the second product class”

4. Difficult — “perceived difficulty of designing and making the

extension”

III. Fit from the Perspective of Customer Knowledge Networks

A. Customers have separate knowledge maps for products and categories.

B. Transfer depends on fit.

C. A lack of fit can lead to the transfer of negative associations.

D. Quality is only one dimension of fit.

E. High level measures of multi-dimensional attributes like quality may

obscure important differences between categories.

F. Perceived similarity is not necessarily an increasing function of

complementarity or substitutability.

G. Perception of fit is a function of customer expertise.

H. Perception of fit is a function of company expertise, (not just manufacturing

expertise).

I. Perceptions of fit may differ among those who influence decisions.

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J. Congruence of higher level associations influence fit,.

K. Links between associations influence fit.

IV. Research Issues

A. How should knowledge network maps be constructed?

B. How should fit be measured?

C. How should we account for variations in the strength of associations within

a single customer?

D. How should we account for variation in associations across customers?

E. What subsets of associations determine fit?

F. Can we identify associations that influence fit across classes of products?

G. How do corporate associations influence the transfer of brand associations?

H. How should the desire to extend a brand influence the associations that the

firm tries to associate with the brand?

I. How should brand knowledge networks influence brand acquisitions?

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Innovations in International Retailing: Globalisation and Networks

The University of Edinburgh

John A. Dawson

1. Innovation is the basis for retail competition

1. Competition by being different

2. A model of retail growth based on innovation

2. Internationalisation networks

1. The expansion of international retailing provide the framework for competitive

retail strategy based on innovation

2. Major international growth amongst second tier firms

3. Relatively few large Asian based retailers

3. The networks have enabled a new global dimension to retailing

1. Retailers move from internationalisation to being global

2. The increase of inter-continental retailing creates major new challenges

3. The challenges are being met by innovation in branding, ICT and SCM

4. The limits to growth of major retailers have changed

1. Globalisation and networks result in expanded limits to growth

2. Innovation has removed some former limits to growth

3. What are the new limits to growth?

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Expanding Research Network in Cross-cultural Context

New York University

C. Samuel Craig

Importance of conducting research in global markets

Complexity of cross-cultural research

Key issues in conducting cross-cultural research

Developing the conceptual framework

Selecting the unit of analysis

Defining the construct

Steps in Designing International Marketing Research

Determine the relevance of the theory in another country

Decenter the research perspective/approach

Select unit of analysis

Assess the role of context

Identify possible mediators/moderators

Define and measure the constructs

Are the constructs relevant in another country?

Are the constructs expressed in the same way in another country?

Can the constructs be measured in the same way in another country?

Conclusion

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Abstract

This research explores the determinants of why a leader multinational

enterprise (MNE) and follower MNE select an OEM contract as a starting point of

international strategic alliances and an international joint venture highly

evaluated as most strategic. The former alliance form is defined as a network type

and the latter as an internalization type in this article. Depending on

international product life cycle stages, how to distribute the profit accrued from

such cooperative businesses between the leader MNE and follower one is solved to

the degree of satisfaction levels for both in terms of equation models, which the

essences derived from the transaction cost theory and resource-based view are

integrated into. In this way, the distribution rule of the added value for both type

MNEs is dynamically formulated. Finally a separate distribution rule for partner

MNEs in an IJV is examined taking four independent variables such a market size,

profit ratio, volatility and innovation into consideration. Throughout the above

theoretical analysis, this research may totally conclude the determinants of

selecting OEM and IJV and moreover how to switch from OEM to IJV beyond the

transaction cost based MNE theory.

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QZ<�= 455>�23-30@A

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ê�ë;¼<=$ÕÍ�a"Ç1���º»����Ç���ºE�#���Î���

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Activities -Case of Takeda Pharmaceutical Company-,” Far Eastern Studies, 6,

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2007, pp.51-63.

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