International differences in general, and cultural differences in particular, exert profound influence on what people buy. In modeling market response, highly visible international differences in purchase behavior seem to lead to an assumption by management scientists that there are large parallel international differences in market response to such things as price and advertising. In an interpretive review of market response models, we do find international differences in response parameters, but we also find that parameter differences due to cross-national factors tend to be smaller than differences related to technical characteristics of the model or to product/market specifics. We suggest two new intermediate categories of generalizability between the extremes of "everything is the same" and "everything is different." We also argue that one promising approach to international generalization is through appropriate statistical adjustment of parameters from existing models.

/pdf/cross-national-laws-and-differences-in-market-response-24ctgdxiye.pdf

Cross-national “laws” and differences in market response

This paper integrates the defensive expansion hypothesis in multinational banking with the internalisation approach to the multinational enterprise. This framework is then used to structure a review of the literature to date regarding the proposition that multinational banks follow their clients abroad, otherwise called the defensive expansion hypothesis. Both theoretical and empirical issues relevant to the study of the defensive expansion hypothesis are canvassed. The paper concludes that the defensive expansion hypothesis is best modelled using firm level data, and that investment measures are a preferred proxy for following clients. Furthermore, studies considering the defensive expansion hypothesis should control for the effects of parent firm size and economic cycles. The paper concludes that defensive expansion increases multinational size, but has little impact upon multinational bank profits. There is some evidence that defensive expansion impacts upon the type of organisational form adopted by the multinational bank in the host nation.

https://papers.ssrn.com/sol3/Delivery.cfm/fmii050.pdf?abstractid=313451&mirid=1&type=2

The Defensive Expansion Approach to Multinational Banking: Evidence to Date

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.

Why developing societies need marketing technology

During 1975, Nestle and other infant formula manufacturers agreed to curtail promotion of their products in developing countries. This curtailment resulted in a decrease in consumption of infant formula (when controlling for other variables) in 79 developing countries. Thus a causal link between promotion and consumption of the product is supported by the data and macroeconomic analyses in the study.

A Macroeconomic Study of the Effects of Promotion on the Consumption of Infant Formula in Developing Countries

Experimental combinations of promotions and offers of free samples of a weaning food and a contraceptive were sent by mail to a sample of Sri Lankan households with recently born children. Based on responses to an initial mailing and a follow-up, promotions and offers significantly affected behavior, with impact greater for the weaning food than for the contraceptive. No significant gain in response resulted from joint promotions, but cost savings made joint promotion of both products to the same target group cost effective.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.jibs.8490624.pdf

Joint “Social Marketing” promotion of a Weaning Food and a Contraceptive in Sri Lanka

The present study was conducted at three blocks of Cooch Behar district in West Bengal due to the availability of farmers adopted the Integrated farming system for securing their livelihoods. A multistage, purposive and random sampling methods were followed in case of selecting the respondents for the present study. A structured interview schedule was prepared and personal interview method was used for data collection. A total of 175 farmers taken for the study who adopted Integrated Farming System for securing their livelihood. Level of livelihood security was taken as dependent variable and other 21 independent variables were considered for the study to explore the relational dispositions. The study revealed that majority of the farmers (57.14 %) were in the category of medium level of livelihood security followed by high level (24.00%) and low level of livelihood security (18.86%). The independent variables education, family education status, occupation, annual family income, annual family expenditure, land holding, irrigation facilities, material possession, animal possession, credit seeking behaviour, information seeking behaviour, social participation, scientifi c orientation, economic orientation, innovativeness and management effi ciency had shown positive and signifi cant association with the livelihood security and only the variable material possession had shown positively and signifi cantly contributing towards characterising the dependent variable, level of livelihood security.

/pdf/exploring-the-level-of-livelihood-security-of-the-farmers-3v67sngm.pdf

Srinivas K. Reddy

Papers

Joint “Social Marketing” promotion of a Weaning Food and a Contraceptive in Sri Lanka

Exploring The Level of Livelihood Security of The Farmers Adopted Integrated Farming System in West Bengal