O’Donnell’s Study Examines Firms’ Export Performance

What can small and medium size firms (SMFs) do to improve their export performance? This is the research question posed in a new study by Turner College marketing professor Ed O’Donnell that appears in a recent issue of the International Journal of Business Management and Commerce. O’Donnell’s study posits that SMFs that adapt the visible peripheral attributes of their products, such as brand name and packaging, to comply to host market norms will experience higher levels of export performance than those that adapt their physical product or that use some other strategy. To test this theory, he examines data on exporters in the U.S., China and Romania. The U.S. was used to represent developed markets because it is one of the largest global markets with an income per capita that is comparable to other developed markets. O’Donnell chose Romania and China because they represent two distinct types of emerging markets with respect to market size and growth rate. Statistical analysis discussed in the study suggests that SMFs’ export performance is positively and significantly related to peripheral product adaptation, while no relationship was found between core product adaptation and SMF export performance. When separate tests are conducted for the U.S. only and for both Romania and China, empirical support for the main hypothesis is again found. As O’Donnell concludes his study, the evidence indicates that emerging market SMFs and developed market SMFs both stand to benefit by following this product adaptation strategy
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Grant Hits Ground Running as New Turner College Marketing Intern

The Turner College's new marketing intern Lizzy Grant , a senior marketing major from Newnan who previously attended Gordon State College, where she played varsity soccer, and is scheduled to graduate from the Turner College in May of 2024, has hit the ground running in her new position. She recently played a large role in the creation of a video tour of the Synovus Center, the main campus home of the Turner College. The video helps to guide new students on where to go in the building and who they can talk to if they help. The video showcases the Student Services Center, the main lobby, and more. The video is played as part of a loop on video screens placed throughout the Synovus Center. Lizzy's list of activities at CSU is impressive. She is the Treasurer of the Turner College's Marketing Club, the President of Marketing for the Turner College's chapter of the Financial Management Association, and an Ambassador for the Turner College. She is also the Treasurer of her s

Jung Exploring Influence of Confucianism on Luxury Brand Performance in China, Japan and South Korea

In a recent chat with Turner Business , Turner College professor of marketing Sungwoo Jung made the point that luxury brands are gaining the degree of influence in many developing countries that they enjoy now in developed countries. He has been pondering this issue as part of his international marketing research program, which typically focuses on advertising, pioneering advantages and multi-cultural analysis. Currently, Jung is concentrating his energies on a cross-cultural analysis of brand equity that highlights luxury brands’ performance. His research finds that China, Japan and South Korea have each seen an increase in market share for luxury brands in recent years. As Jung explained to Turner Business , “These three countries share a common philosophical background – Confucianism.” With that point in mind, Jung and his coauthors are currently engaged in an investigation of how Confucianism influences consumer behavior in these three Asian countries, and how that behavior im

Turner College Grad Publishes Academic Study on Corporate Culture and Strategy

Former Turner College student Tamara Todorova , now an associate professor of economics at American University in Bulgaria (AUB), recently published a study on corporate culture and strategy. Todorova earned an MBA from the Turner College in 1996 and then went on to earn a doctorate in international economics from the University of Economics - Varna in 2001. She has been on the faculty at AUB since August of 2000. Todorova's study, which appears in the current issue of the International Journal of Business Performance Management , investigates how corporate culture helps to economize on the transaction costs of internal organization. As she explains, the dimensions of corporate culture that assist in this task include increasing trust and reducing intrafirm opportunism. Todorova's study demonstrates that setting common goals and a common direction reduces the sizeable costs of internal organization. Tamara's prior research appears in Economics of Transition , International

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