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Research DesignResource based view is a new conceptualization of the literature previously amalgamated by many researchers(Conner, 1991; Barney, 2001; Yang et al., 2008). A measurement instrument can validate the scale developed to testthe model proposed by this research (Churchill, 1979). The instrument will be based on the review of literature andqualitative insights received from the data collected from the field (Nanually, 1967). The sample of internationalcompanies and local companies involved in the business of selling products or services offered by internationalcompanies will be selected for purpose of data collection. Access to the sample will be supported by the database ofinternational firms from a marketing agency offering its services to international firms and associations of localfirms.Research Data and MethodologyThe objective of our empirical research will be to look at the variables that strengthen the relationship betweeninternational and local firms from a resource-based view. The data for analysis involves two set of respondents i.e.international firms and local firms. Respondents will be the senior managers of international firms who are offeringproducts and services to local firms and local firms who are offering products and services of international firms totheir local markets. The data will be procured from marketing companies operating in India. For this research, weincommon look at how these two types of firms benefit from the resources owned by the other firm.As a part of analysis, we will be reviewing the individual contributions made by firms, to explain how they mutuallyallow the partner firms to exploit their resources for addressing competitive markets with innovating marketingpractices. In order to reflect on the quality of local relationships and resources provided by local firms tointernational firms we also measure the role of networks in the association as an indicator of internal capabilities ofthe firm. Based on review of literature and data available, authors have conceptualized specific constructs.This research aims to econometrically test the model presented in this paper by performing confirmatory factoranalysis and path analysis using structural equation modeling. Our structural model will look at the relationshipsidentified to understand the benefits of relationships between international and local firms in business networks. Therelationships will be evaluated through covariance structure analysis using LISREL (Anderson and Gerbing, 1988).A null model that will allow a better understanding of the structural model that will be estimated by considering therelationships between observable constructs to be zero. The structural paths will be estimated to find a saturatedmodel.SummaryIntegration of marketing and resource-based theory identifies the ability of a firm to utilize its knowledge andrelationships apart from products and services as valuable resources that can drive its competitiveness in themarketplace (Cooner, 1991; Barney, 2001; Fahy, 2002). Despite a plethora of research on this integration, thisstream of knowledge requires an established framework. This is a work in progress paper that has outlined a broadconcept into a framework which requires further investigation that can refine and establish the relationships betweenconstructs identified.ReferencesAkan O., Allen R.S., Helms M.M. and Spralls S.A. (2006), ―Critical tactics for implementing Porter‘s genericstrategies‖, Journal of Business Strategy, 27(1): 43-53.Amin A. (1999), ―An institutionalist perspective on regional economic development‖, International Journal ofUrban and Regional Research, 23(2): 365-378.Anderson J.C. and Gerbing D.W. (1988), ―Structure equation modeling in practice: A review and recommendedtwo-step approach‖, Psychological Bulletin, 103(3): 411-423.
Anderson T. L. (1982), ―Institutional underpinning of the water crisis‖, Cato Journal, 2(3): 759-792.Barney J. (1991), ―Special theory forum The resource-based model of the firm: Origins, implications and prospects‖,Journal of Management, 17(1):97-98.Barney J. (2001), ―Resource-based theories of competitive advantage: A ten-year retrospective on the resource-basedview‖, Journal of Management, 27:643-650.Burgees S.M. and Steenkamp J.B.E.M. (2006), ―Marketing renaissance: How research in emerging marketsadvances marketing science and practice‖, International Journal of Research in Marketing, 23(4): 337-356.Calantone R.J., Kim D., Schmidt J.B. and Cavusgil S.T. (2006), ―The influence of internal and external firm factorson international product adaptation strategy and export performance: A three-county comparison‖, Journal ofBusiness Research, 59(2): 176-185.Certo S.T, Covin J.G., Daily C.M. and Dalton D.R. (2001), ―Wealth and effect of founder management among IPOstagenew ventures‖ Strategic Management Journal, 22(6-7): 641-658.Churchill G.A. (1979), ―A paradigm for developing better measures of marketing constructs‖, Journal of MarketingResearch, 16(February): 64-73.Conner K.R. (2001), ―A historical comparison of resource-based theory and five schools of thought within industrialorganization economics: Do we have a new theory of the firm?‖ Journal of Management, 17(1): 121-154.Cox J. (2007), ―Standardisation versus adaptation: Geographical pressures to deviate from franchise formats‖, TheService Industries Journal, 27(8): 1053-1072.Dacin M.T., Hitt M.A. and Levitas E. (1997), ―Selecting partners for successful international alliances: Examinationof US and Korean firms‖, Journal of World Business, 32(1):3-16.Dacin M.T., Oliver C. and Roy J. (2006), ―The legitimacy of strategic alliances: an institutional perspective‖,Strategic Management Journal, 28(2): 169-187.Das T.K. and Teng B.S. (2000), ―A resource based theory of strategic alliances‖, Journal of Management, 26(1): 31-61.Dewett T. and Jones G.R. (2001), ―The role of information technology in the organization: a review, model, andassessment‖, Journal of Management, 27(3): 313-346.Douglas S.P. and Craig C.S. (2006), ―On improving the conceptual foundations of international marketing research‖,Journal of International Marketing, 14(1): 1-22.Dunning J.H. (1993), ―Multinational enterprises and the global economy‖ Addison-Wesley: Wokingham.Dunning J.H. (1988), ―The electic paradigm of international production: A restatement and some possibleextensions‖, Journal of International Business Studies, 19(1): 1-31.Dyer J.H. and Singh H. (1998), ―The relational view: Cooperative strategy and sources of interorganizationalcompetitive advantage‖, The Academy of Management Review, 23(4): 660-679.Fillis I. (2004), ―The internationalizing smaller craft firm‖, International Small Business Journal, 22(1): 57-82.
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
Page 125 and 126: This study is intending to use surv
Page 127 and 128: Cannon, Joseph P., Ravi S. Achrol,
Page 129 and 130: Martin, C. A. & Bush, A. J. (2000).
Page 131 and 132: Can we manage the influence of role
Page 133 and 134: Affective commitment (AC) refers to
Page 135 and 136: transactional theory,we draw upon t
Page 137 and 138: RESULTSConsistent with prior resear
Page 139 and 140: empowerment are perceived to be hig
Page 141 and 142: Agarwal, Sanjeev and Sridhar N. Ram
Page 143 and 144: Meyer, John P. and Natalie J. Allen
Page 145 and 146: TABLE 1CORRELATIONS FOR THE CONSTRU
Page 147 and 148: &Prof Geoff Bick(E: geoff.bick@gsb.
Page 149 and 150: and Reinartz, 2006) and sales (Ahea
Page 151 and 152: The discourse on CRM has made a tre
Page 153 and 154: These studies demonstrate that impl
Page 155 and 156: 3. Conceptual frameworkThis section
Page 157 and 158: This approach is fully supported by
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Page 163: given by respondents are given in t
Page 166 and 167: With regards toinstitutional factor
Page 168 and 169: REFERENCESAhearne, M., Rapp, A., Ma
Page 170 and 171: (5), pp.485-508Gupta, S., Lehmann,
Page 172 and 173: RIA Policy Brief N.1, pp1-4.Scott,
Page 174 and 175: In order to understand individual c
Page 178 and 179: Frank H.A. and D‘Souza J. (2004),
Page 180 and 181: Yang Q., Mudambi R. and Meyer K.E.
Page 182 and 183: INTRODUCTIONPeople in various parts
Page 184 and 185: More importantly, environmental con
Page 186 and 187: However, a number of studies have i
Page 188 and 189: pro-environmental behaviour.ANTECED
Page 190 and 191: Role of family is particularly rele
Page 192 and 193: was further revealed that though co
Page 194 and 195: This paper provides comprehensive f
Page 196 and 197: Lepisto, L. R. (1974). An Empirical
Page 198 and 199: Zimmer, M., Stafford, T. F., and St
Page 200 and 201: HypothesesCSP and Brand Equity: Ins
Page 202 and 203: Rural Penetration of Life Insurance
Page 204 and 205: life) held by an Indian consumer is
Page 206 and 207: the state of Andhra Pradesh, micro
Page 208 and 209: The data wascollected from the agen
Page 210 and 211: The percentage of ULIP business to
Page 212 and 213: public sector LIC has many satellit
Page 214 and 215: Significance of t-test is less than
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Page 218 and 219: Physical presence of at least satel
Page 220 and 221: Examining the association between G
Page 222 and 223: Cross-tab analysis of economic gree
Page 224 and 225: Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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