AIB 2012 Conference Proceedings - Academy of International ...

TUESDAY
in retailer-supplier relationships in a BRIC market, China. Results suggest that supplier market orientation
significantly impacts perceived role performance of the supplier, and that both supplier market orientation and
supplier role performance significantly impact retailer market orientation (with the exception of supplier role
performance on retailer intelligence generation). Partial mediation of supplier role performance suggests that
supplier's market orientation must establish superior role performance from the retailer's perspective in order to
create retailer market orientation. We adopt reference group theory as the theoretical foundation to explain the
expected association between supplier market orientation/supplier role performance and retailer market
orientation. We discussed the findings and implications of this study to provide managerial insights to suppliers
in BRIC countries. (For more information, please contact: Brenda Sternquist, Michigan State University, USA:
sternqui@msu.edu)
When Do Foreign Owned Firms Use Fire-Fighting Actions to Deal with the Media A Resource Based View
Cosmina Lelia Voinea, Radboud University Nijmegen
Hans van Kranenburg, Radboud University Nijmegen
This paper explores the types of actions chosen by foreign owned firms to manage the influences of the host
media and to exploit the possible benefits that this media can convey to their business activities from a resource
base perspective. As most comprehensive and inclusive types of actions dedicated to media, we explore two
particular forms, namely fire-fighting and strategic actions. Evidence is provided by a survey sample of 160
foreign owned firms operating in the Netherlands. Results show that young foreign owned firms with a broad
market focus and with low perception of media power in the host society are more inclined to utilize fire-fighting
actions; while older foreign owned firms with a market focus on the host economy are predisposed to employ
strategic actions to manage the media effects. Empirical outcome also indicates that foreign owned firms from
the service industries prefer to employ strategic actions to manage the influences of host media institutions and
issues. (For more information, please contact: Cosmina Lelia Voinea, Radboud University Nijmegen,
Netherlands: c.voinea@fm.ru.nl)
The Global Impacts of World Event Sponsorships on Firm Market Performance: A Hierarchical Linear Modeling
Approach
Daekwan Kim, Florida State University
While firms use sponsorships as a common promotional means to enhance its position in the market, the
literature suggests that such promotional activities affect consumers' brand recall and recognition, enhancing
overall brand image if used strategically. However, the literature is muted on whether or not such marketing
activity is eventually leading to their market performance. This study addresses such gap by exploring how
world event sponsorships affect sponsors' market growth rate, using data collected at three different levels: firm
level, industry level, and country level with 2004 Olympic Games as its context. The results of Hierarchical
Linear Modeling (HLM) indicate that world event sponsors accrue enhanced market share growth rate although
such benefit gets stronger in industries with less competition and in countries with less trade barriers and high
interest in the event. Furthermore, sponsors in an event related industry receive additional benefits in countries
with less national income, closer geographic proximity, and less trade barriers. (For more information, please
contact: Daekwan Kim, Florida State University, USA: dkim@cob.fsu.edu)
Session: 3.2.14 - Interactive
Track: 3 - IB Theory, FDI, and Entry Mode
Location Decisions
Presented On: July 3, 2012 - 10:45-12:00
Chair: Andre Sammartino, University of Melbourne
AIB 2012 Conference Proceedings
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