AIB 2012 Conference Proceedings - Academy of International ...

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This study attempts to investigate the mediating mechanisms through which relationship-specific investments
(RSI) can contribute to channel relationship performance. We identify two types of relationship-specific
investments in channel relationship, namely property-based RSI and knowledge-based RSI. We propose that the
two types of relationship-specific investments rely on different governance mechanisms to impact channel
performance. Specifically, property-based RSI prompts the drafting and utilization of formal contract which
ensure the stability of channel relationship, whereas knowledge-based RSI enhance relationship communication
and relational trust which can improve long-term orientation and profitability of channel relationship. We further
propose that relationship communication mediate the impact of RSI on formal contract and relational trust. We
also predict that the culture aspects of China can influence the relative importance of formal contract,
relationship communication and relational trust to channel performance. Results from an empirical study
conducted in the context of China’s marketing channel basically support the proposed model. (For more
information, please contact: Yi Zheng, Nanjing University, China: zhengyi5828790@163.com)
Antecedents of Service Climate in Emerging Markets: An Exploration of Local and Foreign Service Providers in
Vietnam
Hung Trong Hoang, University of Adelaide
Susan Freeman, University of Adelaide
Vinh Nhat Lu, Australian National University
Sally Rao Hill, University of Adelaide
There exists limited knowledge about antecedents of service climate, especially from an emerging market
context. The purpose of this paper is to obtain preliminary insights into how different internal and external
factors foster a favorable service climate in local versus foreign-owned service firms. Three major theoretical
underpinnings have been drawn upon, including the resource-based theory, the OLI paradigm, and social
exchange theory to provide theoretical development. Data was collected through interviews with managers and
service employees in 10 local and foreign service firms in Vietnam. Three groups of antecedents have emerged
from the paper, namely firm-based, market-based and culture-based. Additionally, the paper provides evidence
that foreign firms tend to perform better in several firm-based antecedents (eg. internal processes, serviceoriented
human resource management), and employee's cultural orientation are different between local and
foreign firms. Implications and directions for future research are provided. (For more information, please
contact: Hung Trong Hoang, University of Adelaide, Australia: hung.hoang@adelaide.edu.au)
Cirque du Soleil's Venture in Macau: Chinese Tourists' Behavior within the Standardization-Adaptation Debate
Joseph Adea Sy-Changco, University of Macau
Alix Barasch, University of Pennsylvania
Chi Hin Chim, Haas Business School
Bernard Tan, University of St. Joseph
With China's recent economic growth, Chinese tourists have become a major target market for Western
companies. In reaching out to this new market, Western firms must consider how much to standardize or adapt
their products and strategies across cultures. This paper uses the case of Cirque Du Soleil's Macau show to
evaluate this challenging decision. Through interviews with audience members and with a Cirque du Soleil
executive, the authors analyze the decisions of Cirque du Soleil's Macau operation and contribute to the growing
literature on standardization and adaptation from the vantage point of Chinese culture and consumers. (For
more information, please contact: Joseph Adea Sy-Changco, University of Macau, Macau: josephs@umac.mo)
AIB 2012 Conference Proceedings
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