Transnational Marketing

Food is an essential part of our everyday lives and it is significantly important for international politics as for national identities. The future of food is widely discussed in political and social sciences in the contexts of food security, health, international marketing cultural identities, and migratory issues. Despite the growing importance of food studies, the enduring power of nationalism and the apparent relationship between food culture and national identity, writers on nationalism have made little reference to food in their research. This article aims to explore the connection between food and nationalism and I argue that food plays a central role in performing the nation's culture and expresses the idea of the nation through portraying spiritual, material and commercial aspects of the national identity. Here, the discussion will proceed through a well – known Middle Eastern food, Hummus.

People move, finances move, so does the cultures, artefacts, goods and food. Remittances literature expanded significantly in the last two decades to cover more of what we refer to as social remittances. Social remittances refer to often intangible elements, cultural artefacts, habits, opinions, attitudes, beliefs, values transferred by migrants from destination countries to their home countries. Through studies on migrant remittances, we know that even in terms of financial transfers, remittances operate in corridors and in a two-way fashion. One third of remittances are sent to countries which are called " advanced economies ". United Kingdom, Germany, France are among the top remittance receiving countries as well as leading the table of sending countries. In this paper, I explore the ways in which social remittances change the foodscapes of destination countries with particular reference to Döner Kebab in the United Kingdom. Until two decades ago, Döner Kebab was a rare meal you would enjoy when holidaying in Turkey or if you happen to be in that cosy corner of North London. Nevertheless, in 2010s Britain, it became a popular fast food, particularly when it comes to what to eat after a night out. One may find an outlet selling Döner Kebab literally in every city, every town, every neighbourhood, every village in Britain. Multiple forces were in play in the making of Döner Kebab a British national food: 1) practicality of the food itself, 2) growing number of immigrants from Turkey arriving in Britain, 3) labour market disadvantages immigrants face, 4) asylum dispersal policies of the 1990s and 2000s, 5) declining incentives making small shops not viable economically, and 6) increasing number of British tourists visiting Turkey. In this article, a number of hypotheses are proposed for a conceptual model explaining the ways in which foreign food becomes part of the national food/cultural heritage in destination.

While the overall majority of Hallyu research has looked at the way fans consume Korean popular culture and how it influences their identity, this paper focuses on the way these fans serve as effective agents for marketing Hallyu and how their fandom empowers them to explore new business and social opportunities. Focusing on what we call "fan entrepreneurship, " this paper examines the evolvement of fan communities in Israel and their role as cultural agents transcending different cultural and social contexts. More specifically, it analyzes their role as promoters, distributers, and entrepreneurs of Hallyu. To examine fan entrepreneurship in action, we focus on three cases of Israeli Hallyu fans who have ventured into new fields in business, education, and social activism to conceptualize the relations between fandom, agency, and the transnational marketing of Hallyu. Our findings suggest that the Hallyu experience in Israel may be relevant for understanding the grassroots processes and mechanisms responsible for the spread and the institutionalization of cultural content across national, ethnic, and linguistic boundaries.

Presents clear and crisp definitions of what is global, international, multinational, and transnational in the world of marketing
Explains the key features of a transnational marketing strategy, a key to the success of global small and large organisations, with many real-life examples and illustrations
Introduces insightful new concepts of Transnational Consumers and Transnational Mobile Consumers 

Transnational Marketing and Transnational Consumers are becoming increasingly common in today's globalizing and fast moving world of business. This book presents a fresh perspective focusing on the transnational character of organizations and firms while underlining the importance of the transnationality of marketing strategies for success. At the same time, it introduces the novel concepts of Transnational Consumers and Transnational Mobile Consumers which take into account the increasing human mobility and its implications for marketing success. This book gives flesh to the ever popular shorthand "glocal" referring to strategies thinking globally but acting locally. This is the reality of current business environment where the norm is fast mobility of goods, services, finance, and consumers.​

India is the second largest mobile phone market after China in terms of number of handsets sold also, usage has increased exponentially in the country. Indian mobile users have high disposable income and young consumers known as Generation Y primarily uses the phone and are very tech-savvy. Using the theory of reasoned action, which suggests that  individual attitude and subjective norms and related to behaviour. We have developed three research questions pertaining to characteristics of Generation Y and their mobile usage.  In total, 10 Focus Group Discussions (FGD) with 70 participants from different segments of the market were conducted in major leading cities such as Ahmedabad, Mumbai and Bangalore as it has 4.17 crore, 5.12 crore and 3.8 crore mobile phone users respectively. Preliminary findings indicate: Generation Y aspires to become independent. They have materialistic and social aspirations. They spend more time with friends and peers than their family. They access multiple media simultaneously such as TV, print, mobiles etc. Mobile phones are very close to their heart as it is an extension of their personality. They prefer to communicate on the virtual platform via mobile phone.  The findings imply that Generation Y has moved from conspicuousness to subtle and hedonic expression. This research study provides a detailed understanding of nuances and characteristics of attitudes and intended behaviour of Generation Y.

This paper seeks to conceptualize the way Thessaloniki is promoting culinary tourism, whilst supporting and building upon local networks; engaging and co-creating an urban experience with its citizens and visitors. The aim of the paper is to suggest a potential framework that can be used as a strategic planning tool for the promotion of culinary tourism in Thessaloniki. In this direction, a food festival is being investigated. The last, is conceived by the organizers as the foundation of the idea of culinary tourism in the city. However, the findings indicate that there is a lack of active participation by the locals and not enough communication among various assets that are associated with the culinary identity of the city. In general, Thessaloniki seems to embody the ongoing struggle of a new destination, which is dealing with the complex process of branding and marketing without having the proper tools and the vital required collaboration between its structural networks. Accordin...

In an article based on his recent book, Transnational Marketing and Transnational Consumers, Ibrahim Sirkeci argues that there is a paradigm shift in business and marketing management. As the speed of communication and transportation increases, local consumers and organisations are ever more connected but not identical despite the blurring national boundaries. Companies face a tough challenge to achieve efficiencies while customising to the extreme to satisfy “glocal” consumers in this new era of transnational marketing.

An increasingly global market with high human mobility within and across borders has posed new challenges and opportunities for marketers. To understand and address customer needs more effectively, this paper proposes to add emphasis on market segmentation variables such as change of residence, movement and commuting distance/hours. Following on earlier work on ‘mobile nationals’, a new customer segment, ‘transnationals’, is defined and elaborated. This segment includes immigrants, refugees, tourists as well as businesspeople and professionals whose careers span into several countries. These groups’ behaviour is influenced by multiple reference points (e.g. sending society, receiving society, diaspora culture, transnational corporate culture, etc.). The segmentation conceptualizations indicate the viability of such segments. Future research should focus on the identification of transnational segments while also developing and fine tuning the new variables – movement, change of residence, commuting and observable product specific behavioural issues for segmentation theory. This is an emerging and promising customer segment particularly for mobile marketing and mobile services.

This case study looks at the development of a money transfer company in a dynamic and fast changing market. Transnational nature of the business as well as profiles of customers are emphasised. Ria Money Transfer is part of the Euronet, US based parent company. Aspiring to become the most progressive company in the sector, Ria deals with customers with backgrounds from all over the world. This is also reflected in the work force of the company. Operating in distinct environments, businesses are not only concerned with a multicultural body of customers, agents and clients but also multiple economic, political, technological environments with a large number of small and big competitors. This case study alludes to the questions about the key drivers of success for a transnational company with such complex web of markets, consumers, clients and competitors. Company information, direct quotes from representatives and media are used to illustrate aspects of the business and markets.

The aim of this article is to investigate the relevance of an alternative entry mode, the incubator concept. Such an alternative entry mode like the so-called incubator is increasingly being used as a shortcut or bridge to a distant market. In-depth qualitative research on a selected case (Kelsen Group selling butter cookies to India) reveals the reasoning behind the entry mode choice of a company entering an emergent market (India). The Incubator Programme provides the opportunity for a company to bridge the 'gap' between a lowcontrol entry mode (e.g. importer or distributor) and high-control entry mode (e.g. wholly owned sales subsidiary), without involving too high risks and still keeping a reasonable level of control.

The aim of this article is to investigate the relevance of an alternative entry mode, the incubator concept. Such an alternative entry mode like the so-called incubator is increasingly being used as a shortcut or bridge to a distant market. In-depth qualitative research on a selected case (Kelsen Group selling butter cookies to India) reveals the reasoning behind the entry mode choice of a company entering an emergent market (India). The Incubator Programme provides the opportunity for a company to bridge the 'gap' between a lowcontrol entry mode (e.g. importer or distributor) and high-control entry mode (e.g. wholly owned sales subsidiary), without involving too high risks and still keeping a reasonable level of control.

This research aimed to determine if disreputable behaviour in esports is a threat to its sponsors. An exploratory design and a convergent-parallel mixed method with equal status were used. Esports sponsorship experts (N = 22) were interviewed via digital platforms and esports fans (N = 5,638) filled an online survey. Qualitative data was processed on NVivo 10 and quantitative on SPSS 25. The results showed that most experts consider disreputable behaviour as a threat to esports sponsors and roughly one-third of fans have developed negative feelings towards esports sponsors due to disreputable behaviour. The most brand-image threatening types of behaviours are corruption, illegal and unregulated gambling, and toxicity. Despite esports’ rapid growth, the field of esports sponsorships has received poor academic attention. Moreover, the findings are relevant for existing and potential sponsors wishing to understand how esports’ disreputable behaviour can damage their brands and how to p...

This research identifies the effective components that influence the evolution of the concepts of customer relationship management (CRM) research strategies and to present the academic literature review and classifications of CRM. It provides an overview of CRM research and identifies the gaps in the previous CRM literature review. To achieve this, our research is based on two stages. Stage one covers the period from 2006 to 2010. The second stage will be covered in the future research that covered the period from 2011 to 2018. Data is collected from 618 research papers on CRM for the 2006 - 2010 period as sourced from top online databases. The data are then analysed by capturing the keywords of articles to determine the different perspectives to the study of CRM. The components of CRM are then classified. The emerging schema is then used to review the literature. The results show the current state of the art in that period 2006-2010 for CRM research, the comprehension of CRM compon...

This research identifies the effective components that influence the evolution of the concepts of customer relationship management (CRM) research strategies and to present the academic literature review and classifications of CRM. It provides an overview of CRM research and identifies the gaps in the previous CRM literature review. To achieve this, our research is based on the period from 2006 to 2010. Data is collected from 618 research papers on CRM for the 2006-2010 period as sourced from top online databases. The data are then analysed by capturing the keywords of articles to determine the different perspectives to the study of CRM. The components of CRM are then classified. The emerging schema is then used to review the literature. The results show the current state of the art in that period (2006-2010) for CRM research, the comprehension of CRM components, their categories and techniques.

This research identifies the effective components that influence the evolution of the concepts of customer relationship management (CRM) research strategies and to present the academic literature review and classifications of CRM. It provides an overview of CRM research and identifies the gaps in the previous CRM literature review. To achieve this, our research is based on two stages. Stage one covers the period from 2006 to 2010. The second stage will be covered in the future research that covered the period from 2011 to 2018. Data is collected from 618 research papers on CRM for the 2006 - 2010 period as sourced from top online databases. The data are then analysed by capturing the keywords of articles to determine the different perspectives to the study of CRM. The components of CRM are then classified. The emerging schema is then used to review the literature. The results show the current state of the art in that period 2006-2010 for CRM research, the comprehension of CRM compon...

This case study examines and illustrates within country regional cultural differences and cross border cultural similarities across four western European countries. Drawing on the data from the World Values Survey (WVS), we refer to the Schwartz Cultural Values Inventory in the survey. The demographic variables of age, gender, education level, marital status and income vary across the regions and hence, have significant effects on the cultural value dimensions across regions. The findings help a better understanding of the homogeneity and heterogeneity of regions withinand across countries. Both researchers and managers will have to justify their sampling methods and generalisations more carefully when drawing conclusions for a whole country. This case study underlines the limited knowledge about regional within country cultural differences, while also illustrating the simplification of treating each country as culturally homogeneous. Cross-country business strategies connecting tra...

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.

In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

The aim behind this research paper is to understand Impact of Digital Marketing during COVID 19 Pandemic on consumer buying decision. This research paper also confers about the four variables of digital marketing which are affecting the buying decision of the consumer. Both primary and secondary data has been collected for the current study. Data from primary sources collected through personal interviews, discussions with industry leaders and structured questionnaire. The research was also carried out on secondary sources like business journals, newspapers, magazines, periodicals, etc.  SPSS 21 software has been used to analyse the data and linear regression analysis and multiple linear regression analysis techniques were used to determine the impact of each variable of digital marketing in influencing the buying decision making of the consumers.Findings of this research study determine the consistency of the independent variables, description of the product, pricing, marketing and ...

Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances. 

Taking the new consumer requirements for products linked to regional identity and cultural heritage into consideration, today’s transnational companies have modified their strategies. By using a regional or geographic indication, it is possible to exploit existing associations that consumers have with a region or particular place and provide products that have a specific image. The purpose of this case study is to illustrate this new orientation of transnational companies’ towards a rediscovery and evaluation of terroir. To pursue this goal we chose to use the case study methodology, based on the analysis of the Italian food company Barilla. The study underlines the decision of this transnational company to offer a line of products closely linked to their geographical origin. Furthermore, it analyses how this territorial links are able to communicate and transmit cultural and traditional roots. 

A qualitative case study was used to examine the experiences and perceptions of foreigners during interactions with small- and medium-sized enterprises in the Seoul Metropolitan Area.  Two constructs, intercultural communications and consumer language, were used to identify difficulties that foreigners experienced during service encounters.  In-depth interviews were conducted with 10 participants based on a purposive sampling frame of 62 foreign professors.

The transcripts were entered into MAXqda software and coded.  The data across all the cases were compared to identify patterns and themes that emerged using a cross-case synthesis. The implications included Koreans being approach avoidant during interactions with foreign consumers, and foreigners being treated politely.  Limitations of the study included the use of purposive sampling and utilizing participants only in South Korea.  Recommendations for practice included the use of signs and greetings in various languages, creating programs to educate SMEs about the use of English as a competitive advantage, and offering language and culture classes to foreigners.  Recommendations for future research include a mixed method study on the convenience level of spoken Korean for foreign consumers in high- and low-involvement service encounters and a qualitative multivariate regression study to further explore approach avoidance tendencies of SMEs.