Janell Townsend | Oakland University (original) (raw)
Uploads
Papers by Janell Townsend
Industrial Marketing Management
Supplemental_Material for Stock Market Reactions to New Product Launches in International Markets... more Supplemental_Material for Stock Market Reactions to New Product Launches in International Markets: The Moderating Role of Culture by M. Berk Talay, M. Billur Akdeniz, Michael Obal and Janell D. Townsend in Journal of International Marketing
Academy of Management Proceedings, 2018
Proactive Competitor Orientation is conceptually and empirically the most underdeveloped componen... more Proactive Competitor Orientation is conceptually and empirically the most underdeveloped component of strategic orientation. In this paper, we theoretically develop, measure and inves-tigate Proact...
Academy of Management Proceedings, 2018
Marketing Intelligence & Planning, 2003
This paper presents a review of the recent literature related to international strategic business... more This paper presents a review of the recent literature related to international strategic business alliances utilizing the conceptual foundations presented by Varadarajan and Cunningham in the 1995 special edition of Marketing Science as a baseline. Employing a parsimonious framework, alliances are defined, motives are identified, structures and governance methods are considered, critical success factors are recognized and outcomes are analyzed. This paper elucidates the relationships between the major components of the alliance literature, presents a conceptualization of an integrated framework and provides direction for future research.
Journal of Product Innovation Management, 2010
The rapidly globalizing marketplace reflects environmental characteristics requiring the developm... more The rapidly globalizing marketplace reflects environmental characteristics requiring the development of unique capabilities that enable the firm to create competitive advantages. Correspondingly, this study addresses challenges faced by managers in a large company with a broad global footprint as it integrates the product development process and the portfolio of brands across geographic markets. In a global organization, the unique dynamic capabilities that need to be developed include a global orientation, global market knowledge competencies, and global coordination. The present study considers these capabilities with respect to process, position, and evolutionary history of the firm and its brands. Qualitative research methodology is employed to explore the phenomenon of moving products and brands from multidomestic to global. The findings indicate the structure of a global brand portfolio evolves through complex interactions among new product development, marketing, and brand management. Overall, the organization's current positions and past history form the basis of the ways routines, practices, and means of learning are combined and coordinated to implement product decisions that support brand objectives.
Journal of International Business Studies, 2008
Alliances are recognized as an indispensable tool for managers operating in a global business env... more Alliances are recognized as an indispensable tool for managers operating in a global business environment, and as a fundamental stage of the internationalization process of the firm. Drawing on a co-evolutionary framework, this article investigates the mimetic and experiential effects in international alliance formation. We focus on a critical unresolved issue in the literature: what is the role of mimetic behavior and previous alliance experience in mitigating the uncertainty associated with engaging in cross-border operations? An event history analysis of 792 international marketing alliance formations initiated by 317 firms in the US pharmaceutical industry is employed to test the hypotheses. The findings of two different hazard rate models reveal significant complex effects of density and cross-border alliance experience on the propensity to engage in new international marketing alliances.
International Marketing Review, 2003
This paper investigates the role of cultural differences in the acceptance of new products, as mo... more This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio‐economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio‐economic structure and the penetration rate of new products was undertaken. The results demonstrate that power distance and uncertainty avoidance hinder the acceptance of new products. Also found is that individualism has a positive effect but the masculinity dimension has no significant effect on the diffusion of new products. The findings regarding the moderation effects of the socio‐economic variables are mixed.
Industrial Marketing Management
Journal of International Marketing
Prior research indicates the importance of new product launches across international markets for ... more Prior research indicates the importance of new product launches across international markets for firm performance. However, little is known about if, and how, new product launches in international markets drive firm financial value. This study examines the drivers of stock market reactions to a new product introduction in a foreign country, along with the moderating impact of cultural context. Using a sample of 1,154 products in 34 product categories launched in 48 countries between 2011 and 2018, the authors investigate how product characteristics such as product innovativeness and product type affect abnormal stock reactions to a new product launch event. Furthermore, the authors assess the role of the national culture by considering the individualism, uncertainty avoidance, and indulgence characteristics of the country where the new product is launched. Results of a mixed-effects estimation model indicate that product launches in international markets with innovativeness and hedo...
Journal of Business Research
International Journal of Automotive Technology and Management, 2017
Http Dx Doi Org 10 1509 Jimk 12 4 1 53215, May 29, 2013
Industrial and Corporate Change, 2015
The Sustainable Global Marketplace, 2014
Marketing Letters, 2015
ABSTRACT This paper investigates how dimensional measures of product design form influence the ae... more ABSTRACT This paper investigates how dimensional measures of product design form influence the aesthetic responses of consumers through the concepts of product prototypicality and uniqueness. We develop and test a model with two different methods. The first is a longitudinal panel of passenger vehicle models available in the U.S. automotive market from 1999 to 2007. The data includes 16 firms, 32 brands, and 137 products (i.e., vehicle models) from four product-based, industry-derived market segments. We also conduct an experiment motivated by the results of the model. The model results suggest prototypical design and aesthetic response can vary by the relative prototypicality and sub-dimensions of the product’s design. Results from both the model and experiment suggest that consumers prefer prototypical design form across the entire passenger car market, but prefer unique design form within specific market segments. Theoretical and managerial implications are discussed.
Journal of International Marketing, 2014
Companies expend vast resources to create product and brand portfolios in the global marketplace.... more Companies expend vast resources to create product and brand portfolios in the global marketplace. Yet knowledge of the market-based performance implications of various positions in a firm's portfolio architecture is lacking in the literature. To further the understanding of managing brands in the global marketplace, the authors develop a conceptual framework based on the tenets of signaling theory, explore the relationship between global brand architecture and market-based performance, and consider how culture moderates this relationship. The results of the analyses, from a panel data set of 165 automotive brands operating in 65 countries from 2002 to 2008, reveal that global brands perform better in the marketplace than their nonglobal counterparts. Cultural values indeed provide boundary conditions for this relationship, suggesting that alternative strategies for some markets may be advisable.
Companies expend vast resources to create product and brand portfolios in the global marketplace.... more Companies expend vast resources to create product and brand portfolios in the global marketplace. Yet knowledge of the market-based performance implications of various positions in a firm's portfolio architecture is lacking in the literature. To further the understanding of managing brands in the global marketplace, the authors develop a conceptual framework based on the tenets of signaling theory, explore the relationship between global brand architecture and market-based performance, and consider how culture moderates this relationship. The results of the analyses, from a panel data set of 165 automotive brands operating in 65 countries from 2002 to 2008, reveal that global brands perform better in the marketplace than their nonglobal counterparts. Cultural values indeed provide boundary conditions for this relationship, suggesting that alternative strategies for some markets may be advisable.
Wiley International Encyclopedia of Marketing, 2010
Industrial Marketing Management
Supplemental_Material for Stock Market Reactions to New Product Launches in International Markets... more Supplemental_Material for Stock Market Reactions to New Product Launches in International Markets: The Moderating Role of Culture by M. Berk Talay, M. Billur Akdeniz, Michael Obal and Janell D. Townsend in Journal of International Marketing
Academy of Management Proceedings, 2018
Proactive Competitor Orientation is conceptually and empirically the most underdeveloped componen... more Proactive Competitor Orientation is conceptually and empirically the most underdeveloped component of strategic orientation. In this paper, we theoretically develop, measure and inves-tigate Proact...
Academy of Management Proceedings, 2018
Marketing Intelligence & Planning, 2003
This paper presents a review of the recent literature related to international strategic business... more This paper presents a review of the recent literature related to international strategic business alliances utilizing the conceptual foundations presented by Varadarajan and Cunningham in the 1995 special edition of Marketing Science as a baseline. Employing a parsimonious framework, alliances are defined, motives are identified, structures and governance methods are considered, critical success factors are recognized and outcomes are analyzed. This paper elucidates the relationships between the major components of the alliance literature, presents a conceptualization of an integrated framework and provides direction for future research.
Journal of Product Innovation Management, 2010
The rapidly globalizing marketplace reflects environmental characteristics requiring the developm... more The rapidly globalizing marketplace reflects environmental characteristics requiring the development of unique capabilities that enable the firm to create competitive advantages. Correspondingly, this study addresses challenges faced by managers in a large company with a broad global footprint as it integrates the product development process and the portfolio of brands across geographic markets. In a global organization, the unique dynamic capabilities that need to be developed include a global orientation, global market knowledge competencies, and global coordination. The present study considers these capabilities with respect to process, position, and evolutionary history of the firm and its brands. Qualitative research methodology is employed to explore the phenomenon of moving products and brands from multidomestic to global. The findings indicate the structure of a global brand portfolio evolves through complex interactions among new product development, marketing, and brand management. Overall, the organization's current positions and past history form the basis of the ways routines, practices, and means of learning are combined and coordinated to implement product decisions that support brand objectives.
Journal of International Business Studies, 2008
Alliances are recognized as an indispensable tool for managers operating in a global business env... more Alliances are recognized as an indispensable tool for managers operating in a global business environment, and as a fundamental stage of the internationalization process of the firm. Drawing on a co-evolutionary framework, this article investigates the mimetic and experiential effects in international alliance formation. We focus on a critical unresolved issue in the literature: what is the role of mimetic behavior and previous alliance experience in mitigating the uncertainty associated with engaging in cross-border operations? An event history analysis of 792 international marketing alliance formations initiated by 317 firms in the US pharmaceutical industry is employed to test the hypotheses. The findings of two different hazard rate models reveal significant complex effects of density and cross-border alliance experience on the propensity to engage in new international marketing alliances.
International Marketing Review, 2003
This paper investigates the role of cultural differences in the acceptance of new products, as mo... more This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio‐economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio‐economic structure and the penetration rate of new products was undertaken. The results demonstrate that power distance and uncertainty avoidance hinder the acceptance of new products. Also found is that individualism has a positive effect but the masculinity dimension has no significant effect on the diffusion of new products. The findings regarding the moderation effects of the socio‐economic variables are mixed.
Industrial Marketing Management
Journal of International Marketing
Prior research indicates the importance of new product launches across international markets for ... more Prior research indicates the importance of new product launches across international markets for firm performance. However, little is known about if, and how, new product launches in international markets drive firm financial value. This study examines the drivers of stock market reactions to a new product introduction in a foreign country, along with the moderating impact of cultural context. Using a sample of 1,154 products in 34 product categories launched in 48 countries between 2011 and 2018, the authors investigate how product characteristics such as product innovativeness and product type affect abnormal stock reactions to a new product launch event. Furthermore, the authors assess the role of the national culture by considering the individualism, uncertainty avoidance, and indulgence characteristics of the country where the new product is launched. Results of a mixed-effects estimation model indicate that product launches in international markets with innovativeness and hedo...
Journal of Business Research
International Journal of Automotive Technology and Management, 2017
Http Dx Doi Org 10 1509 Jimk 12 4 1 53215, May 29, 2013
Industrial and Corporate Change, 2015
The Sustainable Global Marketplace, 2014
Marketing Letters, 2015
ABSTRACT This paper investigates how dimensional measures of product design form influence the ae... more ABSTRACT This paper investigates how dimensional measures of product design form influence the aesthetic responses of consumers through the concepts of product prototypicality and uniqueness. We develop and test a model with two different methods. The first is a longitudinal panel of passenger vehicle models available in the U.S. automotive market from 1999 to 2007. The data includes 16 firms, 32 brands, and 137 products (i.e., vehicle models) from four product-based, industry-derived market segments. We also conduct an experiment motivated by the results of the model. The model results suggest prototypical design and aesthetic response can vary by the relative prototypicality and sub-dimensions of the product’s design. Results from both the model and experiment suggest that consumers prefer prototypical design form across the entire passenger car market, but prefer unique design form within specific market segments. Theoretical and managerial implications are discussed.
Journal of International Marketing, 2014
Companies expend vast resources to create product and brand portfolios in the global marketplace.... more Companies expend vast resources to create product and brand portfolios in the global marketplace. Yet knowledge of the market-based performance implications of various positions in a firm's portfolio architecture is lacking in the literature. To further the understanding of managing brands in the global marketplace, the authors develop a conceptual framework based on the tenets of signaling theory, explore the relationship between global brand architecture and market-based performance, and consider how culture moderates this relationship. The results of the analyses, from a panel data set of 165 automotive brands operating in 65 countries from 2002 to 2008, reveal that global brands perform better in the marketplace than their nonglobal counterparts. Cultural values indeed provide boundary conditions for this relationship, suggesting that alternative strategies for some markets may be advisable.
Companies expend vast resources to create product and brand portfolios in the global marketplace.... more Companies expend vast resources to create product and brand portfolios in the global marketplace. Yet knowledge of the market-based performance implications of various positions in a firm's portfolio architecture is lacking in the literature. To further the understanding of managing brands in the global marketplace, the authors develop a conceptual framework based on the tenets of signaling theory, explore the relationship between global brand architecture and market-based performance, and consider how culture moderates this relationship. The results of the analyses, from a panel data set of 165 automotive brands operating in 65 countries from 2002 to 2008, reveal that global brands perform better in the marketplace than their nonglobal counterparts. Cultural values indeed provide boundary conditions for this relationship, suggesting that alternative strategies for some markets may be advisable.
Wiley International Encyclopedia of Marketing, 2010