The importance of overcoming cultural barriers in establishing brand names: an Australian company in China

Considering the importance of cross-cultural competencies in the context of rapid globalisation and the growth of China in the world economy, this paper uses case study methodology, to document the difficulties encountered by an Australian multinational beverage company, Foster’s, in attempting to establish its brand in China’s rapidly expanding market economy. Many of these related to culturally distinct attributes of the market, the consumer base and retail practices. The paper analyses these in terms of key concepts in marketing and cross-cultural business theory, in order to provide guidelines on how to overcome cultural barriers when establishing a foreign brand name in China. It also discusses the impact of cultural differences on brand loyalty after the establishment of the brand and on the sustainability of that brand. In attempting to assist foreign firms to succeed in the Chinese market, this paper offers suggestions that will help marketers to first understand the importance of cultural differences and then to succeed with further recommendations. Being a complex market and a market that is different from the Australian market, this is extremely valuable for those foreign brands entering China.

The role of marketing employees in marketing performance : an empirical investigation

The role of marketing employees in contributing to marketing performance (individual and organisational), has, in general, been under-researched. Most research in marketing has focused on the activities of marketing employees and the outputs of those activities, rather than the inputs, i.e., the abilities, skills, or knowledge of the marketing employees themselves. This study represents a unique insight into the marketing capabilities and marketing performance of employees within a multinational organisation, as reported by the employees themselves. Using Structural Equation Modelling (SEM), strong support was found for a systems model of marketing competency marketing performance, suggesting that such relationships are complex and are not studied readily in isolation from external factors. Organisations that are able to conceptualise, operationalise, measure, monitor, and address marketing employee competency, intentions, and perceptions, as well as maintain the appropriate levels of management control, should have a greater likelihood of creating high performing employees, than those organisations that are unable to focus on these core aspects of people's performance. In addition, those same employees are likely to be more satisfied, motivated, and committed, require less assistance and time to complete tasks, and have greater productivity and be less likely to leave the orga.'1isation.

Do repatriate support practices influence repatriate experience, organisational commitment, turnover intentions and perceptions of career success?

The focus of this paper is the development of a model for the effective management of repatriation in multinational enterprises (MNEs). It reviews the literature associated with the relationships between repatriate support practices in relation to repatriation experiences, organisational commitment, turnover intentions, and perceptions of career success. A model has been developed where it is hypothesized that the perception of the provision of important and higher quality practices will result in positive repatriation experiences A positive experience will be positively related to organisational commitment, and perceptions of career success, and negatively related to turnover intentions. These relationships are based on the concepts of social support, uncertainty reduction theory, and psychological contract theory.

Understanding knowledge transfer in web-based B2B IT support

In managed information technology (IT) support environments, transferring solution-oriented knowledge from an IT service provider to an enterprise customer offers benefits to both firms. However, the process of inter-organisational knowledge transfer is not well understood in such complex settings where Web-based Self-service Systems (WSSs) are increasingly employed. This paper draws on findings from an interpretive study of six large multinational IT service providers to provide a staged model of after-sales knowledge transfer from an IT service provider to an enterprise customer when a WSS is used. The paper also identifies and discusses the key challenges involved at each stage.

Federalism in Asia

Federalism in Asia explores the range of theoretical perspectives that shape debates over federalism in general, and over territorial, multinational, hybrid, and asymmetric federalism in particular relation to Asia. The contributors share their understanding of how federal or quasi-federal institutions manage ethnic conflicts and accommodate differences, how democratization facilitates the development of federalism and how federalism facilitates or inhibits democratization in Asia. Their conclusion is that hybrid federalism or quasi-federalism is more prevalent in some Asian countries than others; and the need and potential for greater federalism in more Asian countries makes this sortie into this area worthwhile.

What`s in a game?

Computer games are among the most visible texts of the new information and communication technologies. For many parents, teachers and other adults, computer games have become a focus for their fears about social and technological change, including the changing nature of childhood and the threats to Australia's national and cultural heritage and identity posed by the multinational (and predominantly American) products that saturate the market. However, there are several alternative ways of 'reading' computer games and interpreting their possible effects. These lesson ideas invite students to explore some of these alternatives by examining the storylines and other characteristics of selected games. Through these activities students will:
• experiment with alternative ways of 'reading' selected computer games
• explore issues of gender, violence and cultural values in selected computer games
• discuss and debate the fears held by many adults about the possible effects of computer games on young people
• cooperate with others in justifying a position.

Development of a diversity openness climate organizational measure

Although research on the diversity climate of organizations is said to be imperative for researchers and practitioners, parsimonious attempt has been made to develop its measurement items. This paper describes the development of diversity openness climate organizational measures (DOCOM). The development process involved multi-faceted input of 104 diversity stakeholders across 3 Australian states, across five industries including both private and public sectors. Final results of the Q-sort methodology produced a stable two-factor structure comprised of 21 items. Factor 1 reflected the "diversity open situation of the organization" and Factor 2 reflected "on-going recognition and support for minority members". Construct validity study included data from 15 multinational organizations. Overall, results suggest that the diversity openness climate of organizational measures (DOCOM) is a valid measure that should prove useful in the field of workforce diversity.

Antinomies of Slavoj Zizek

For the last decade, Slavoj Zizek's provocative and insightful interventions have contested the contemporary abandonment of radical politics and the postmodern retreat from the Enlightenment. Rejecting talk of the "victory of liberalism," Zizek calls for a revolutionary analysis of the connection between multinational capitalism and political subjectivity capable of reconstructing the project of global emancipation. In opposition to postmodern relativism, Zizek positions Lacan not as a postmodern theorist but as an Enlightenment thinker. His Lacanian interpretation of ideology proposes that the missing link in post-Althusserian theories is the unconscious subject, as the unruly by-product of ideological interpellation. Zizek combines this...

Successful web-based IT support services : service provider perceptions of stakeholder-oriented challenges

Web-based self-service systems (WSSs) are increasingly leveraged for the delivery of after-sales information technology (IT) support services. Such services are offered by IT service providers to customer firms and increasingly involve business partners. However little is known of the challenges faced by IT service providers as a result of the involvement of the other firms and their employees (end-users). This paper reports related findings from an interpretive study of IT service provider perceptions in six multinational IT service provider firms (Cooper, 2007). The findings highlight that, for IT service providers, (1) it is important to consider and resolve the needs and concerns of other key stakeholders, and (2) significant challenges exist in doing so. The main contribution of the paper is the identification of the key challenges involved. Important implications for theory and practice are discussed.

Power and passion:remoulded teamwork in a plastics factory

Purpose: – The purpose of this paper is to document the progress made in a specified period and the experience of managers and staff in sustaining the high performance team approach in a plastics factory.

Design/methodology/approach: – Single-case analysis was conducted on data collected through semi-structured interviews and site observations made with two managers and one team of six in a multinational plastics manufacturer (Visy) headquartered in Australia.

Findings: – Based on the authors' experiences and literature review a successful high performance team requires clear targets and efficiency standards, communication, rules of behaviour, continual input of facts and feedback, and last but not least – recognition of successes.

Research limitations/implications: – The findings are based on observations and interviews conducted in one part of a multinational organization in Australia. No follow-up interviews could be undertaken to track the progress.

Originality/value: – No other similar study had been undertaken in this organisation documenting the experiences of a quality improvement team and its interactions with managers. The findings have practical implications for industrial and other kinds of organisations engaged in implementing quality improvements through enhanced teamwork.

Reducing corruption in international business decisions : prospects, frameworks & techniques

This paper reports the results of a rare interview/questionnaire survey of 41 multinational business managers in India regarding their personal experiences of corrupt practices. Despite current trends and traditional scepticism, quite favourable prospects for reducing corruption are indicated, provided that multifaceted approaches are adopted that appeal to intrinsic and extrinsic motives. Accordingly, a corruption related decision-making model is proposed, for use as an heuristic guide in circumstances involving corrupt business practices.

Managing stakeholder 'push back', an exploratory investigation into dealing with negative cross cultural communication in a global environment

This paper addresses the issue of a current business phenomenon – ‘push back’. This phenomenon has been experienced by a number of transnational companies. It is embedded in the challenges of cross-cultural communication and involves the linkage of local culture activists with globalisation acitivists in an alliance to stop business growth. This exploratory investigation examines three multinational organisations using qualitative research. From the findings a model has been developed in an attempt to provide practitioners with a framework with which to understand ‘push back’. The complexity of combating alliances of this nature raises challenges for the current approaches to marketing and the need for a multi-stakeholder approach in cross-cultural communication is suggested.

A measurement framework for international entrepreneurship policy research : from impossible index to malleable matrix

The Global Entrepreneurship Monitor (GEM), a multifaceted, multinational research programme now in its seventh year of field operation, currently dominates the field of international entrepreneurship policy research but faces a crisis of credibility. Despite having created and continuing to develop a very rich database capable of addressing many of the complexities requisite for understanding entrepreneurship at the national and international levels of analysis, GEM has chosen to disguise the depths of its potential research and policy utility through a misnamed quest for unobtainable simplicity at the centre of the project and a disorganised variety of report presentations at the periphery. Subsequent to a review of the entrepreneurial definitional literature and a resolution of its many themes into six components of entrepreneurial activity, based on Penrose's (1959/1995) articulation of the practical meaning of 'entrepreneurial services', this paper suggests that a 'malleable matrix' approach can provide a practical measurement framework capable of reporting national entrepreneurial activity in a structure that is comprehensive without being overwhelming.

Joint European masters awards in construction management and construction economics : a positive step for surveying education?

The Royal Institution of Chartered Surveyors (RICS) 5th European Conference in November 2004 focussed on enhancing collaboration at master's level in real estate education across Europe. In a context of increased global economic activity and increasing ties within the EU, there are benefits to business and to students in offering this type of educational provision. But is this paradigm true for construction economics (CE) and construction management (CM)? This paper examined the potential for collaboration and joint European awards in CM and CE. There is a political will for collaboration in HE based on economic drivers for the growth of the EU and changes are being implemented to enhance transparency and mobility for students. Professional bodies are expanding their European presence. Globalisation has resulted in greater opportunities for international real estate, and construction and there is growth in these sectors for practitioners. The difficulties with joint European collaboration are short course duration and the need to cover extensive subject matter. Other barriers are university structures, quality assurance procedures, costs and finances issues as well as IT, student services and support issues. The survey revealed that there are no RICS accredited CM / CE courses outside of the UK which inhibits collaboration. The sample was split in perceived demand for collaboration and the European focus within the courses is limited, as are field trips outside the UK. Student exchange on courses is rare. Generally there is a lag between the political will to greater student mobility and collaboration and the market, which is showing growth in multinational organisations and demand for pan European construction services and a professional body keen to deliver and support this growth. Within academia the barriers and current economic climate in HE preclude the widespread adoption of greater collaboration and development of joint awards, however this position may change.