Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics

• 成果类型: Article
• 署名作者: Bahadir, S. Cem; Bharadwaj, Sundar G.; Srivastava, Rajendra K.
• 署名单位: Ozyegin University; University System of Georgia; University of Georgia; Singapore Management University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/jibs.2014.69
• 发表日期: 2015
• 页码: 596-619
• 关键词: marketing strategy; branding and brand management; emerging markets/countries/economies; brand sales; performance; hierarchical linear modeling (e.g.; MULTILEVEL ANALYSIS; RCM; etc.); marketing mix elasticity

摘要

Marketing 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.