issues in consumer behavior: brazil

Class Topic: Current Issues in Consumer Behavior

Team Topic: Chapter 6 Title Consumer Preception________________________ Based on Schiffman, L., and L. Kanuk, Consumer Behavior, 10th Edition, (Prentice Hall,

2010) ISBN-10: 0135053013, ISBN-13: 9780135053010

Team Name DuboisHarris, Denzel, Senior, Major

Hazeur, Nia, Standing Senior, MajorHenderson, Valerie, Senior, MarketingMitchell, Marialle, Senior, Marketing

Riathin, Mayol, Senior, Management Information Systems

Faculty Sponsor:Dr. K. Joonas

Associate Professor of MarketingDepartment of Management and Marketing

Approved by Center for Business Communications________________________________ __________________________ ____________

Print name Signature Date

This research paper was submitted in partial completion of the requirements ofSpring 2012 MRKT 3333.P01 Consumer Behavior

eCourse SupportedCollege of Business

Prairie View A&M University

Submitted on Date: __February 26, 2013___

NEW DUE DATE: 2/28 FOR HARD COPY- BINDER AND PEER EVALSNEW DUE DATE: 3/1 11:00 AM FOR ASSIGNMENT DROP BOX- ECOURSE ISSUESSee instructions given syllabus and orientation package.

DUE IN ECOURSES DROP BOX BY 2/26/2013, 3 P.M.

TEAMRESEARCH PAPER SECTION 1

DUE IN MGMT/MRKT DEPARTMENT OFFICE BY 2/26/2013, 4 P.M:

TEAMRESEARCH PAPER SECTION 1 SIGNED, HARD COPIES

---------------------------------------------------------------------------------------------

TEAM RESEARCH PAPER-I CHEKLIST OF SUBMISSIONS

ASSIGNMENT DESCRIPTION, INSTRUCTIONS AND SAMPLES ARE IN SYLLABUS

TUESDAY, FEBRUARY 26TH- TEAM RESEARCH PAPER-I DUE IN ECOURSE DROP BOX BY 3 P.M.

TUESDAY, FEBRUARY 26TH - TEAM RESEARCH PAPER-I SIGNED HARD BINDER DUE IN MGMT/ MRKT DEPARTMENT OFFICE OR STUDENT ASSISTANT BY 4 P.M.

A.IN THE DROP BOX, UPLOAD THESE ATTACHMENTS:

This Checklist- see eCourse Resources

Instructions and assignment description- see eCourse Resources

All Team Summaries- ONE WORD DOCUMENT with Cover Sheet followed by all article summaries, for every paper, of all team members. Order- first author's last name (not student's last name!). That means EVERY student will submit the same document. Self-Evaluation document- see eCourse ResourcesTurnitin Report in .pdf format- YOUR summary- not the whole teamWord documents- YOUR ORIGINAL article selection, not the whole team- with all important points highlighted.Last but not least, Confidential Team Peer Evaluation- see eCourse ResourcesB. TEAM - ONE 3-RING BINDER ONLYThis Checklist- see eCourse Resources- one printout

Instructions and assignment description- from syllabus- see eCourse Resources- one printout

All Team Summaries- TWO PRINTOUTS with Cover Sheet followed by all article summaries, for every paper, of all team members. Order- first author's last name (not student's!). Remember to number the pages- first summary starts Page 1.Self-Evaluation document from Team- one printoutTurnitin Report- ONE PRINTOUT OF EVERY MEMBER'S REPORTAll original articles- with approval signature- ONE PRINTOUT OF EACH with important points highlighted.

C. DR. JOONAS’ ARCH MAILBOX: Confidential Team Peer Evaluation- one printout

TUESDAY 2/26/2013 BY 4:00 PM

TEAM RESEARCH PAPERS (additional resources on eCourse)

Class Theme: Current Issues in Consumer Behavior

Research Paper Title: See assigned chapter

Based on Schiffman and Kanuk 10th Edition

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Objective: The objective of this exercise is to encourage an exploration of current academic/scholarly literature in the field of consumer behavior, which is an important basis of marketing communications.

Note: Direct quotation from an author’s original work is not allowed.

Description: Each team must identify articles relating to consumer behavior.

Two articles must be selected per team member (e.g. four team members= 8 papers).

Source: Coleman Library’s electronic resources

Requirements of the original article:

ABI Inform Global

Full-text

Scholarly journals including peer reviewed

Article length- minimum 8-12 original pages

Usually based on a research study, and include statistics, charts, and graphs.

CITATION OR ABSTRACT/CITATION OR TEXT: Key words (see below)

AND

PUBLICATION TITLE: marketing OR consumer OR advertising OR promotion

AND

DOCUMENT TYPE: Feature

AND NOT

DOCUMENT TYPE: book OR review OR case

AND

DATE: 09/01/2012- 12/31/2012

Check: Scholarly and Peer Reviewed

--------------------------------------------------------------------------------------------

List of Key Words and Terms:

See assigned Chapter from Schiffman and Kanuk

Credit and Due Dates:

Coleman Library Training- Databases, Fair Use (5 Bonus Points)

Ms. Kimberly Gay, TBA LAB; but no later than TBA date

Research Paper Section-1- 100 points

Each student- submit on Turnitin in eCourses: TBA

Each student- submit in the assignment drop box: TBA

A Cover Sheet, followed by article summaries IN ORDER OF LAST NAME OF FIRST

AUTHOR- one file (see sample below) (full check list will be provided)

Team- submit hard submission in 3-ring binder to Office- by TBA in ARCH office/Miss Kesee/Student Worker OR Dr. Tandon.

Two copies- Cover Sheet, followed by article summaries

One copy- Self-evaluation

MyResearch results list

Complete article with important points highlighted (every article)

Turnitin Report

This assignment description

Research Paper Section-2- 100 points, including PowerPoint and Presentation

Each student- submit on Turnitin in eCourses: TBA

Each student- submit in drop box on eCourses: Cover Sheet, followed by PPT presentation and literature review- one file (sample below) (full check list will be provided) TBA

Team- submit hard copy in 3-ring binder to Office - by TBA, in ARCH office/Miss Kesee/Student Worker OR Dr. Tandon

Two copies- A Cover Sheet, followed by PPT Presentation, then literature review- one file

One copy- Turnitin Report, supporting material

RETURN FULL ORIGINAL PACKAGE FROM RESEARCH SECTION 1

Late submissions will not be accepted.

RESEARCH PAPER SECTION - 1

Research Paper Section-1 Requirements and Guidelines: Team must make a summary of each article, about 900 words (see format).

Each team is required to:

1. Select a current article from peer-reviewed academic/scholarly journals, relating to the assigned chapter in the text (date: 09/01/2012- 12/31/2012).

PVAMU Homepage Library A-Z list of article collections ABI Inform Global Advanced Search Enter key subject words from assigned chapter, publication title (marketing OR

consumer), publication title (journal or review), date range, select scholarly/peer reviewed, select full text file, select Scholarly.

Save and submit the results list (MyResearch). Select article from results list. Save and submit the article, after highlighting the important points listed below (such as citation, purpose of the article…. and so on)

2. Get approval for the article selection from Coleman Library, Kim Gay (contact details in syllabus). Submit the FULL-TEXT file of the article (NOT PDF OR OTHER). She will sign on your cover sheet in approval of article selection.

3. Complete a summary of each article in about 900 words, no more than two pages single-spaced, in the given format (see sample). Five or more words from the original must be placed within quotation marks and duly cited within the paper. The summary should reflect the points made in the article, in your own words. The following should be included, and should cite page numbers from the article:Cover Page

Citation

Purpose of the Article

Theory/Model/Framework used

Study Setting

(DO NOT INCLUDE METHODOLOGY AND STATISTICAL ANALYSIS)

Summary of Findings

Contribution of the Article to the Body of Literature (i.e., what the authors inform us,

that we did not know earlier)

Limitations of the Study Directions for Future Research

Reflections:-Which course Learning Objectives were met by this research article (see Syllabus- Learning Objectives)-How did this research article help understand Consumer Behavior?

4. Complete an originality check on Turnitin on eCourses; print and submit the Turnitin report along with your article summary. For questions regarding Turnitin, contact Mr. Major Stewart (see Syllabus- Important PVAMU Contacts).

Page Format and Text Font: Word 2010, one inch margins on all sides, single spaced, left aligned, Times New Roman 12 pt. ordinary font. Citation must be in APA style.

RESEARCH PAPER SECTION- 2

Research Paper Section-2 Team must make a literature review of covering the highlights of all papers from Section 1 (Cover sheet, Acknowledgements, Contents, Key Words, Declarations, Reference List, and Reflections- not counted):

5 members= 5 papers= about 1000 words

6 members= 6 papers= about 1200 words.

will comprise a summary “literature review” based on Section 1 article selections.

For guidelines on literature review, see ABI Inform on Coleman Library web page:

Richard J Torraco. (2005). Writing Integrative Literature Reviews: Guidelines and

Examples. Human Resource Development Review, 4(3), 356-367. Retrieved September

16, 2010, from ABI/INFORM Global. (Document ID: 887946431).

For a sample of literature review, see ABI Inform on Coleman Library web page:

Sengun Yeniyurt. (2003). A literature review and integrative performance measurement

framework for multinational companies. Marketing Intelligence & Planning, 21(3), 134-

142. Retrieved September 16, 2010, from ABI/INFORM Global. (Document

ID: 349379671).

Review by Center for Business Communications: It is recommended that Mrs. Garcia (see syllabus for contact information), given sufficient advance notice, be consulted in reference to style and formatting.

Team work: For best results, each student needs to review any work done by other team members.

Team Peer Evaluations: Each team member will complete and submit a peer evaluation in the drop box under Assignments- rating themselves as well as team members.

PowerPoint Presentation- 8-10 content slides covering important points of lit review- sample in class.

NO PEER EVALUTION SUBMITTED= NO GRADE

Grading considerations will include among other things, accurate representation of the article, originality (no plagiarism), word count limit, style and format, grammar, language and spelling check, timely submission, and average of team peer evaluations.

IN-CLASS PRESENTATIONS

Teams will make in-class PowerPoint presentation, about 10 minutes each, on TBA. NO ATTENDANCE AND PARTICIPATION= NO GRADE

GOOD LUCK WITH YOUR WORK!

ACKNOWLEDGEMENTS

We would first like to acknowledge Ms. Kim Gay with helping us select our articles and approving them to make sure they were relevant to our chapter.

Next, we wish to acknowledge Ms. Edwina Garcia for analyzing our literature review to make sure it was of the highest standards.

Last but not least, we would like to acknowledge Dr. Joonas for teaching us the necessary knowledge for us to reach our full potential as business students and take what we have learned with us in our careers. She was very helpful in telling our group what we needed to do for the project and how to do it.

DECLARATION

We, the members of Team Dubois, hereby declare that this research paper constitutes original work, representing fair use of copyrighted material under law. If at any time, evidence is found to the contrary, we submit to the fullest penalties under the official University Policy on Student Conduct and Academic Dishonesty presented in full in the Undergraduate Catalog (http://www.pantherconnect.com/catalog/catalog.undergrad.swf). Further, we accept individual as well as collective responsibility as to the originality of this research paper.

Harris, Denzel, Senior, Marketing

________________________________ _____________________

Hazeur, Nia, Senior, Marketing

________________________________ _____________________

Henderson, Valerie, Senior, Marketing

________________________________ _____________________

Mitchell, Marialle, Senior, Marketing

________________________________ _____________________

Riathin, Mayol, Senior, MIS

________________________________ _____________________

Spring 2013 MRKT 3333.P01 Consumer Behavior

College of Business

Prairie View A&M University

http://www.pantherconnect.com/catalog/catalog.undergrad.swf

KEY TERMS

ConsumerRolesPersonality Actual self-imageBrand personificationCognitive personality factorsCompulsive consumption Consumer dogmatismConsumer ethnocentricConsumer innovativenessConsumer innovatorsConsumer materialismExpected selfExtended selfFreudian theoryIdeal self-imageIdeal social self-imageInner directednessMultiple selvesNeed for cognitionNeo-Freudian theoryOptimum stimulation levels Ought-to self Other-directnessPsychoanalytic theory of personalitySensation seekingSocial self-imageTrait theory

CONTENTS

Section Topic Page

1. Consumer complaining behavior in developing countries 7 2. Consumer reaction to service failure and recovery 7-83. Retailers' internationalization in emerging markets 84. Marketing Trends in value strategies and capabilities 95. Extended theoretical model of fashion clothing involvement 9-10

Abstract

The nature of the research paper is to determine consumers’ behavioral perspectives and

attitudes towards different brands. Consumer purchasing and characteristics of their attitude were

observed in various circumstances regarding how they felt about the evaluation of different

brands and product placement. Most of the data was received through questionnaires that

consisted of personality types and demographics, disposing of products and services, and

consumers’ approach toward certain situations. The findings were that the opinion of brands

changes between qualities such as; age, values, gender. Corporations and scholars can confess

that marketing their merchandise toward their target market’s behaviors will produce more

revenue as well as aiding in constructing the loyalty of consumers. In conclusion, undergraduates

are able to grasp the consumer behavior class goals and relate it to their normal life by engaging

in different behavioral patterns in connection to consumer’s attitudes and purchasing power.

Introduction

Consumer Behavior is “ The behavior that consumers display in searching for, purchasing, using,

evaluating , and disposing of products, services, and ideas” (Schiffman and Kanuk 1997). When

focusing on consumer complaining marketers must always think about the consumer first. You

can have products, and or services, but with no consumer to utilize the product or service you

have nothing. From a business state of mind it has always been a known fact that the consumer

is always right. Whenever there is a consumer complaint the first question should always ask

what caused the complaint. In order to understand a consumers complaint or feelings, you have

to put yourself inside of their shoes and imagine how you would feel If you weren’t getting or

receiving superior service/ product that you paid for

Consumer complaining behavior in developing countries

Fernandes and Santos, (2007) analyze and examine why dissatisfied consumers are

making complaints and what it is that’s leaving consumers dissatisfied. While conducting the

study, researchers examined a model that had been put together by an analyst dealing with

customer service and consumers take on the customer service received. Hirschman model

entitled “Exit, Voice and Loyalty” focused in on the customers characteristics and reaction to

different types of customer service. By using this model, they examined the body language and

response to the restaurant service from the respondents. Most respondents assumed that the

study taking place would be simple seeing if not half, all the respondents ate at the restaurant

before. Along with the study of the “Exit, Voice and Loyalty model, researchers hypothesized

that the higher the impact of the level of dissatisfaction would determine the height of

complaining from consumers.

The results were parallel with the researchers prediction of what would be expected from

the service that the respondents received while participating in the study. Majority of the

individuals who were dissatisfied with the service took a mental note and did not return to the

establishment, whereas others complained while present.

Consumer reaction to service failure and recovery

According to the Journal of Services Marketing, companies realized that it is quite

difficult to measure a customers’ attitude toward complaining (ATC) accurately. These theories

lead to two options of studies that were designed to help accumulate a random score using two

distinctive items. For example, if the failure was with a male at clothing store designed for

women, the test results were thrown out. Though this is a very bias approach to filter out results

companies felt this would narrow down the findings to something useful. There were many

results that interest the companies; the correlations between theories that the customers

experience will have an effect on their attitude toward the company after services have been

rendered, and the connections between word of mouth and the failure of services.

When the results were tabulated the outcome proved that a failure of service severely

affects a customer’s thoughts, emotions, and attitude towards the company, and business as a

whole. Since the surveys found direct relationships of the services they provide to the attitude of

the consumers this concludes that the questionnaire was successful. Companies can now use this

information to construct a new plan n satisfying clients and focus on them revisiting the business.

Retailers' internationalization in emerging markets

Diallo (2012) compares and contrasts two retailers’ success and failure factors in the

emerging retail markets of Brazil. The two retailers that were used as study subjects were the

French retailer Carrefour and the local Brazilian retailer Extra. According to Diallo there are

certain “push” and “pull” factors that are prevalent and create direct correlation to the success of

retailers. Diallo explains that it is vital that retailers grasp the core competence and the

organizational culture theory. The study was done in three parts; first there was a synthetic

literature review that was done covering the core competence theory and the organizational

structure theory. The second study internally based on both retailers and community perceptions.

The third study; an internal audit, was a further analysis of both companies internal structures.

These findings showed that Carrefour was able to grasp key concepts of both theories thus

making it easy for the retailer to thrive. Extra however did not acquire these understanding. His

study is limited to only using a select sample size that was purposely chosen and not selected

random. The article contributes to understanding the arrangement of the organizational structure

theory and the core competence theory which creates a framework for successful companies.

Marketing Trends in Value, Strategies and Capabilities

This paper examines and summarizes the studies from the article, Marketing

Relationships in Brazil: Trends in Value Strategies and Capabilities. The article provides insight

and statistical data for the trends in value strategies for businesses across the world, including the

United States and Brazil. This paper seeks to identify and capture business and value strategies in

order to provide value of adoption. The term value represents economic gains. Value strategies

are heavily embedded within an economic perspective. These perspectives pinpoint resources as

assets between others to gain access to other resources in business relationships. This builds

value through a network while turning organizational knowledge to widely accepted strategies.

The central theme of these relationships involves trading of ideas, resources, and methodologies

which are essential when exchanging. Exchange relationships have been around forever. The

ways in which we exchange and how frequently we trade are factors involved in trade

relationships. The challenge is maintaining all the efficiencies on a larger scale. Because of

strategies business use to gain profits success of businesses around the world who have adopted

strategies from other parts of the world and the speed at which they are adopting them.

Theoretical Model of Fashion Clothing Involvement

Marketers are mindful of how customers view clothing and the way various groups make

assorted decisions regarding similar branding of fashions. Less pressure has been put on

consumers to follow the norms; consequently, the customer is open to choose what price they are

willing to spend for fashion items. The meaning of generalized concept of fashion can be

broadly distinct based on a behavioral phenomenon that can be shown from a variety of material.

The second way to view fashion is as an item and as a process of behavior. With all the ways of

viewing involvement, each marketer possibly views involvement from a different perspective.

The way this article was formulated could be misconstrued and mislead the reader or it did not

flow well enough for the reader to understand. The hypotheses could have explained in detail as

to why the theoretical model was of any importance and how to measure its accuracy. It is

highly unlikely that marketers will use this information from this model for secondary research.

However, this article will be beneficial for further research and studies; the specificity of any

new studies will be a perfect match for marketers for secondary research.

Directions for Future Research and Conclusion

The scientist only used an approach checking for intentions on complaining behaviors

instead of the act of complaining. The variables the researchers used should have been of

different age groups to determine whether age groups play a factor in customer complaining

behavior. There should have also been a survey to show an approach that causes the initial

irritability. Another tactic the researchers should try is to compare emerging markets to

established markets. Also, measuring more retailers would help in the comparison rather than

showing the competition between two retailers. This would lead to unbiased data. Marketers

could even use this information to go more in depth with the previous research. In conclusion

learning the different attitude of the consumer is important because it can affect how they react to

the different brands. By indulging in how diverse buyers and their different outlooks can

observe brands, vendors will be able to not only increase their customer loyalty, but it will also

increase sells, with further understanding of the complaints.

References

Áurea Helena, P. R., Brashear, T. G., Plinio Rafael, R. M., & Luciana, F. D. (2009). Marketing

relationships in Brazil: Trends in value strategies and capabilities. The Journal of

Business & Industrial Marketing, 24(5), 449-459. doi:

http://dx.doi.org/10.1108/08858620910966327

Diallo, M. F. (2012). Retailers' internationalization in emerging markets: A comparative study of

a French and a local retailer's key success factors in Brazil. International Business

Research, 5(10), 91-99. Retrieved from

http://ezproxy.pvamu.edu/login?url=http://search.proquest.com/docview/1222689928?

accountid=7062

Fernandes, D. V. H., & Santos, C. P. (2007). Consumer complaining behavior in developing

countries: The case of Brazil. Journal of Consumer Satisfaction, Dissatisfaction and

Complaining Behavior, 20, 86-109. Retrieved from http://ezproxy.pvamu.edu/login?

url=http://search.proquest.com/docview/204704890?accountid=7062

Matos, A. D., Vargas, R., Alberto, C., Veiga, R. T., & Vieira, V. A. (2009). Consumer reaction

to service failure and recovery: The moderating role of attitude toward complaining. The

Journal of Services Marketing, 23(7), 462-475. doi:

http://dx.doi.org/10.1108/08876040910995257

Schiffman, L. G., & Kanuk, L(1997). Consumer behavior. Upper Saddle River, N J: Prentice

Hall.

Valter, A. V. (2009). An extended theoretical model of fashion clothing involvement. Journal of

Fashion Marketing and Management, 13(2), 179-200. doi:

http://dx.doi.org/10.1108/13612020910957707

Citation

Daniel Von der, H. F., & Cristiane Pizzutti, d. S. (2007). Consumer complaining behavior in developing countries: The case of Brazil. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 20, 86-109. Retrieved from http://ezproxy.pvamu.edu/login?url=http://search.proquest.com/docview/204704890?accountid=7062

Article Word Count: 8761

Purpose of the Article- Page 1

The purpose of this article is to understand why dissatisfied consumers are making complaints and what is it that is leaving the consumers dissatisfied. Throughout the article the author explains the different attitude and characteristic traits that could possibly be the reason that leads consumers to complain in developing countries such as Brazil.

Theory/Model/ Framework used- Page 6-7

Daniel used many hypotheses to determine the results of the study. Some of the hypotheses included, the higher the level of dissatisfaction, the high the impact on intent to complain. The higher the level of dissatisfaction, the higher the impact on spreading negative word of mouth. It was perceived dissatisfaction is hypothesized to be an emotional state that motivates consumers to undergo a process according to Day. It was found that only 15% of complaint reports could be explained by the intensity level of dissatisfaction. The author often compares and contrasts the behavior of Brazilian consumers and their attitudes versus US American consumers.

Study Setting- Page 7-8

This study took place in two different stages. In a primary investigative phase, interviews were conducted with a number of 20 college students who were pursuing graduate degrees. The study was set in place to take survey of the beliefs of the students dealing with the research of the hypothesis. Students were taken to a group of restaurants and each individual rated the service they received. During the visit students acted as if they were out for a normal dinner and observed the service and made complaints if necessary. Students were asked numbers of questions such as what actions do restaurant customers perform in response to horrible service experiences. They were also asked if as the customer, were complaints made to the restaurant or was it just negative word of mouth that was spread amongst the customers and individuals they knew. With the help of the questions being asked, the response made things possible for researchers to better understand customer complaining behavior which lead the researchers to the next phase of the research. Customer complaints and service failures in a restaurant atmosphere were rated on two levels, high or low. In the second stage of investigating, a total of 480

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graduate level students from two different universities south of Brazil. Once results were back it was said that students who experienced a higher level of service failure made more complaints to the restaurant versus students with a lower level of complaints and service failure.

Summary of Findings-Page 9-12

After close examining the behavior of restaurant customers and their dissatisfaction with the restaurant and the services they received and didn’t receive, results showed that depending on how big of a deal it was to the customer of the service failures they had encountered determined how much complaining the customer did after receiving bad service. Majority of the interviewers were people who dined in at restaurants more than four times a month, with 23.4 % eating in restaurants once a month and 20% less than one month. At least more than half, sixty percent to be exact had unsatisfactory experiences with some of the same restaurants prior being to the collection of data. Researchers also pointed out that about 28 percent of surveyors only complained, where as seventeen percent complained about the service and didn’t return but used negative word of mouth in regards to the restaurant leaving forty-eight percent of individuals who complaints weren’t direct but did not make a return and also passed on negative word of mouth experiences. It was also said to believe that from observing customer complaint behavior, each surveyor personality played a part in the ways complaints were made. Surveyors who complained and made their complaints known to the company which followed no return visit and negative word of mouth were customers with a lot of personality and self confidence versus other surveyors with a more conservative personality who complained about the service received but never complained to the actually company, but did not return and gave negative word of mouth. Overall dissatisfaction levels were high but only so many complained and made it a big deal to the company.

Contribution of the Article to the Body of Literature-Pages 11-12

Researchers have found that through the study of restaurants and their services, it has shown how important excellent customer service can be. With restaurants not providing top notch service to its customers, as studies have shown customer will complain if they aren’t happy with the service they received during their visit. Without the business of customers it would be impossible for restaurants to stay open and run a business. This study shows how customer’s reaction to bad service could play a major role on business especially with negative word of mouth spreading about a business which will take away more customers than the customers experiencing it hands on.

Limitations of the Study-Page 13

Limitations of the study that took place were service providers and their consideration for the customers and their emotion and feelings of complaining behavior. Many customers felt that it’s the service providers fault for not taking into consideration of how one would want to be treated if they were a guest at a restaurant. Another limitation would be to use more than on sample of studies to determine the behavior of customers. Instead of using just restaurants to us a variety of different services and rating the customers experience.

Directions for Future Research- Page 13

In the future I feel as if researchers should use more surveyors of all types of age groups to determine whether age groups play a factor in customer complaining behavior. Also as mentioned early, future research should study more service areas besides restaurants. This study should also take place not only in developing countries like Brazil, but so many other developing countries where entrepreneurs are starting to building businesses.

Article Summary Word Count: 982 words

Citation

Matos, A. d., Vargas, R., Alberto, C., Veiga, R. T., & Vieira, V. A. (2009). Consumer reaction to service failure and recovery: The moderating role of attitude toward complaining. The Journal of services Marketing, 23(7), 462-475. Retrieved February 4, 2013, form ABI/INFORM Global. (Document ID 08876045).



The article serves the purpose to show the connection between consumer satisfaction and how the company responds. Within the article the authors break down the customers’ satisfaction into different groups; service failure and recovery. The authors also explore how different customers have unique satisfactions and how that can influence their support for the company, the way they tell a friend about the corporation, and their initial attitude toward complaining. (ATC)

Theory/Model/Framework used-Page 1-2

By using a design method approach the author speaks about the traits of the technique being able to incorporate and predict the expected direction of the relationship between customers failure and recovery rate for a product. The company can recover more effectively and efficiently with these results and can potentially prevent future failures for the business. This particular model constructs data to show the altered levels of consumer satisfaction. This can be a negative or positive result. This differentiation will be determined by the change in variables of failure during the original test. From these responses the customer and the company can detect the problem, and determine if one is present and can predict if the same problem will arise again in the future.


A number of companies gave surveys to graduate and undergraduate students at the surrounding universities. The survey consisted of a questionnaire asking about recent experiences, which reflected in a negative way, or a positive way. The opinion poll wanted to find information

about the service provider, and the customers’ reactions to the service. The examination also found information on whether the service was successful or a failure for the consumer. Out of the four hundred and fifty students that participated in the poll two hundred and fifty-two stated that they had experienced some form of service failure with a company in the last three to four months. After the poll was completed the final results showed that about fifty-five percent of the contributors were college males and the remaining forty-five percent were female collegiate students. Majority of the applicants were young adults under the age of twenty-five and the remaining few were middle aged; around the ages of early thirties to the mid-forties. The test demographics showed that the bulk of undergraduate candidates experienced some form of service failure between the years of 2004 to 2006.

Summary of Findings-Page 6-9

Because companies realize that it is quite difficult to measure the customers ATC accurately they have conducted a separate test with two alternatives for receiving the correct information. The two options of studies were designed to help accumulate a random score using two distinctive items that remained after the elimination process of the first survey. Even though two factors were taken out to help filter the survey there was still a second step that the companies needed to take to make a current and adequate testing that could benefit the industry in a positive way. The other elimination option was the gender of the participant and the type of business failure that was presented. For example, if the failure was with a male at clothing store designed for women, the test results were thrown out due to lack of good judgment. Though this is a very bias approach to filter out results companies felt this would narrow down the findings to something useful. The administers of the surveys decided to keep the original content of the survey with the initial findings, in hope to have an accurate report to give the companies that participated. There were many results that interest the companies; the correlations between theories that the customers experience will have an effect on their attitude toward the company after services have been rendered, and the connections between word of mouth and the failure of services. When the results were tabulated the outcome proved that a failure of service severely affects a customer’s thoughts, emotions, and attitude towards the company, and business as a whole. For example, if someone has a problem with one McDonalds they will have a problem with the entire chain.

Contribution of the Article to the Body of Literature- Page 10

Since the surveys found direct relationships of the service they provide to the attitude of the consumers this concludes that the questionnaire was successful. Companies can now use this information to construct a new plan n satisfying clients and focus on them revisiting the business.

Limitations of the Study-Page 10

One limitation of this study is that the predictions and the responses are variables that are measured at the same time. The other limitation is that the results can be unreliable for the variations of complaints and predicting the possibility of future complaints.


In the future there should be a test to show and approach that checks for intentions on complaining behaviors and the actual act of complaining and the variables to be tested. This will allow the researchers to have a detailed response from the affected consumers’ viewpoint.

Article Summary Word Count: 895 words

Citation

Mbaye, F. D. (2012). Retailers' internationalization in emerging markets: A comparative study of a French and a local retailer's key success factors in Brazil. International Business Research, 5(10), 91-99. Retrieved from http://ezproxy.pvamu.edu/login?url=http://search.proquest.com/docview/1222689928?accountid=7062



The purpose of the article is to compare and contrast two retailers’ success and failure factors in the emerging country of Brazil. The two retailers are the French retailer Carrefour and the local Brazilian retailer Extra. The author explains within the article that the “core competence theory and organizational culture theory” are two areas in which a retailer must succeed in to make their location in Brazil successful.

Theory/ Model/ Framework used- Page 2-3

Over the last twenty- five years in the retail industry certain “push” and “pull” factors have become prevalent to the success of certain retailers. These factors effect the macro and micro environments of a business. Push factors include industry competition, economy, and the country’s legislation; where as pull factors include economic stability, political stability of global markets, and international opportunities for growth. The “core competence theory and organizational culture theory” are two areas where these push and pull factors can be identified as a strength and/or weakness and are extremely relevant for this research. The core competence theory is based on a manager’s ability to assess a strategy that correlates resources, capabilities, and competences. As where, the organizational culture theory is the structure within the organization which includes values, beliefs, taboos, symbols, rituals, and myths. Brazil was used because it is known as an emerging market, social and business activities are rapidly growing and increasing industrialization.


The study was done in three parts; first there was a synthetically literature review that was done covering the core competence theory and the organization culture theory. The study of the Brazilian retailer Extra it is the second largest retailer in Latin America after Wal-Mart, and has operations in Brazil, Argentina, Colombia. It was the first foreign retailer to find its place in Brazilian stores in 1975. It is now the largest retailer in the country. Carrefour is the largest grocery retailer in Europe and has about 14,990 stores running in 30 countries, $102.442 billion during the 2007 fiscal year were the recorded sales and provides jobs to more than 400,000 employees. The third part of the study was to analyze both companies’ internal structures and how the managers ran them in comparison to one another to deduce the reasons why the international seller was preforming better than the local chain.

METHODOLOGY AND DATA ANALYSIS- NOT NEEDED

Summary of Findings- Page 4-7

The hypothesis was that for businesses to thrive in emerging countries a business must focus on the international aspect of sales this theory was indeed proven by the findings from the studies. There were four features related to the two theories that were proven to be the key components of why the French establishment thrived and the local establishment was constantly playing catch up. One of the four features was where the stores were located and the how they were laid out. Carrefour is a hypermart sort of like Wal-Mart in the United Sates and they merged with a group of discounted products and now can offer high end and discounted products of equal proportion. Consumer relations were noted as being a key element of success. Carrefour has taken much pride in the fact that they are aware of how important the relationship that they maintain with their customers. They use these types of relationships to find and attract new clients and the mere fact that they care so much gives the returning clients reason to say.

It has for instance launched own store brands, credit cards earlier than its competitors in the Brazilian market. Carrefour showed competitive strengths over other stores such as Extra the company used competitive pricing to bring in new customers who might have initial thought the store was pricey for their economic level. Carrefour has implemented a system within the storefront will cut cost and to charge prices that suit all consumers without sacrificing quality. Carrefour puts also an emphasis on respect for the law on workers' remuneration, paid holidays, etc.

Contribution of the Article to the Body of Literature- Page 7

Researchers have found a correlation between thriving retails in emerging countries and retail internationalization. The core competence theory and the organizational structure theory create frameworks of key strategic issues in emerging markets. The study preformed provided research for a better understanding of what an emerging market must go through to prevail.

Limitations of the Study- Page 7

This study is limited itself to only using a select sample size that was purposely chosen and not selected random thus not representing a more diverse population. The study was carried out through one Brazilian city and managers from only two different retailers. The data collected were also statements from managers that might have wanted to personally fabricate some of their findings to make their store seem better.


In the future I think it would be better if they compared the emerging market to an established market to compare. Also, taking more than two retailers would help in the comparison to an overall market rather than the competition between two retailers. Finally, I feel that it would be beneficial for data to be collected on an unbiased basis.

Word Count: 907

CitationRibeiro, Á. H. P., & Brashear, T. G. (2009). Marketing relationships in Brazil: trends in value strategies and capabilities. The Journal of Business & Industrial Marketing , 1-1

Article Word Count:5,624

Purpose of the Article-page1This article provides insight and statistics for the trends in value strategies for businesses across the world, the United States and Brazil to name a few. Value strategies are heavily embedded within an economic perspective. Such perspectives pinpoint resources as assets and the interaction between others to gain access to other resources, thus improving value through a network as well as build upon it.

Theory/Model/Framwork used- page3Four forms of generated value are presented and examined in the article. In order of most basic values to most complex forms of value the authors explain exchange cost value, added value, performance value, and value co creation. Exchange cost value assumes the value of the actual cost or scarcity of the good being traded. Added value includes enhancements to the product that are of no significant cost to the producer but add to the benefit of buying a product or service from the particular seller. This gives companies a competitive advantage. Performance value is the value shared and gained between buyer and seller through a new or continuing relationship and causes the customer to return to a particular seller. Value of co-creation is considered the highest level of value and innovation because it creates new competencies between buyer and seller through a better understanding of the relationship. Each level requires greater resources and competencies as they develop higher levels of interaction and integration with their markets. Explore practices in strategies of business to business relationships within developed countries like the U.S. and those in Europe and compare them to developing countries like Brazil and Argentina to exhibit the pace of current trends and display how rapidly developing countries are picking up on developed country trends. Through careful monitoring, by a company in one region, of corporate success in other regions of the world that country can quickly follow the trend. This is true, especially if they have adapted the methodologies of a learning organization.

Study setting page3The article describes necessary capabilities to implement such strategies as relational and transactional. The necessary capabilities include four perspectives. They look at transactional marketing, database marketing, interactive marketing and network marketing as a means explaining the different perspectives in developing a business’s structured capabilities or competencies. The first, transactional marketing, deals with marketing’s fundamentals which is centered on the four P.’s of marketing price, place, product, promotion and the last three perspectives listed handle the customer’s profile, including their network/environment resources and buying patterns Relational strategies are viewed as delivering more long term relationships and thus are more effective in the long run. Relational strategies require a mutual dependence of the buyer and seller it integrates the two through higher value added exchanges. Transactional strategies deal solely with business practices and the use of better business practices to improve

performance. Examples of transactional strategies would be those strategies related to logistics, a corporations decision to ship on land and not through the airways would be a transactional strategy.

Study Setting-Page 5The authors conclude that 42 percent of revenues will come from performance value and value co-creation strategies this statistical forecast assumes that Brazil will be picking up the trend and relying on it for a significant amount of revenue. Argentina’s relational strategies excel in local and small businesses for Brazil these competencies display great review in large businesses. Ribeiro and Brashear maintain that currently Brazil receives 26% of revenue from value added strategies and 32% from commodity strategies this will be quite a change in the direction towards more complex value strategies and is expected to show huge rewards for businesses that adopt this practice. The expected trend across the board is in relational strategies over transactional strategies. Industry still shows progress in both, but there is a definite increase in relational strategies used by more industry as well as more complex strategies within the spectrum of relational. These trends are true especially within the more advanced market economies.

Contribution of the Article to the body of Literature-5Through recent developments in industry and globalization, corporations and even small businesses are able to benefit from such specific strategies as value strategies to promote and be more productive in their businesses. It is interesting to see the exchange of working ideas from country to country. The pace of the exchange is becoming increasingly faster, which is even more fascinating. This exchange of ideas so rapidly creates value for all subjects involved. Value is something that both sellers and producers are seeking through trade. One value is exchanged for another value in hopes of achieving satisfaction. This is now done on an international level which is increasing the body of information exchanged from country to country. The adoption of strategies may be seen by one country as valuable; however another country may not agree that the value produced by the exchange method is satisfactory. This can be the result of many cultural or regional differences. There is a positive correlation between innovation that works and the expansion of the work. If the innovation does not work for one country it may be as simple as tweaking the idea to the needs of another demographic group.

Word Count: 895

Citation

Valter, A. V. (2009). An extended theoretical model of fashion clothing involvement. Journal of Fashion Marketing and Management, 13(2), 179-200

Article Word Count: 7,691

Purpose of the Article- Page 1-2

Being aware of how customers view clothing and in what way various groups make assorted decisions regarding similar branding of fashions is crucial to marketers. Recently, consumers have become more independent and less pressure has been put on them to follow the norms. Therefore, the customer is open to decide what price they are prepared to spend for fashion items. Theoretically, it is not easy to comprehend fashion consumption, because diverse meanings of the concept appear. For this reason, it is best to describe theory of fashion in three ways: Generalized concept of fashion, Fashion as an object and a process, and mechanisms of the fashion process.

Theory/ Model/ Framework used- Page 3-5

What is meant by generalized concept of fashion is that fashion can be broadly distinct based off of a behavioral phenomenon that can be shown form a variety of material. Also, a second way of defining fashion is viewing it as an item and as a process of behavior. The last way to view fashion is as a mechanic process of diffusion and social influence. The types of characteristics for measuring fashion involvement is product involvement, consumption involvement, advertising involvement, and purchase decision involvement. Additionally, the characteristics of involvement should not be confused for the dimensions of involvement, which are challenged moderate, knowledge enthusiast, indifferent moderate, challenged enthusiast, and cautious moderate. Though, little exploration has been done on the fashion involvement. A theoretical model was proposed, if was found out that involvement is highly caused by a customer’s grade of materialism, and that knowledge is influenced by age and gender. Time, commitment and loyalty are variables in consumer behavior that have not been applied to this phenomenon.

There are various hypotheses that are stated in this article; they are all related in a way. First, materialism has an important direct association with clothing involvement of fashion. Next, Females are closely related with the fashion clothing involvement. Younger ages of consumers have a significant indirect association with the clothing involvement of fashion. Consumers’ perception for the knowledge of fashion has a significant association with the clothing involvement of fashion. Consumers’ confidence to make the right decision about clothing is closely related with the relationship of fashion clothing knowledge. Next, Consumers’ confidence to make the right decision about clothing is closely related with the relationship of fashion clothing involvement. Also, Clothing involvement dealing with fashion has a substantial direct relationship with consumers continuing to be committed. The time it takes shopping is

closely related with the involvement with clothing in fashion. Lastly, patronage has a direct relationship with involvement in the clothing of fashion.


To measure involvement, three scales were used. A pretest Questionnaire was done on 53 business students, but they were not included in the final sample. Two of the instruments were not good, patronage and materialism. Because of this, the study used different instruments. The sample consisted of undergraduate and postgraduate students from San Juan, Brazil; there was 315 respondents. Forty-Six percent of the participants were female. What kind of data analysis that was done was: family income values, age range, average age, males interested in buying jeans that were not on sale, how long spent buying normal jeans, and how long spent buying fashionable jeans.

Summary of Findings- Page 8-12

It has been shown in research that strong feelings for possession desire, create people that spend extra intervals consuming. Some researchers understand possessions as product involvement. Making improvements to the environment of the store might have an impact on commitment consumers give to that store or product. The purpose of this article is to propose that intervals spent choosing and commitment are the reasons for involvement and that the clothing involvement build is a huge arbitrator variable with this model. The hypotheses in the article are what will propose structure for the extended model.

The way that the opposite sex perceives cues in advertising differs. Women are more in to fashion than men are in the traditional sense. When it comes to age, it is assumed that younger consumers are more fashion conscience than older consumers. Another assumption that can be made is that confidence has something to do with certainty and if the consumer made the right choice. It is thought that the more involved with a product a consumer is, the more confident they will be. Cognitive aspects might be used more when it is related to involvement.

Because materialism achieved low values in the study, the first hypothesis could not be tested. Maybe a materialism instrument might need to be created in Brazil. There were three hypothesis that were rejected, gender related to fashion involvement, confidence related to involvement, and patronage related to involvement. The other five hypotheses were supported. Future research in variables in involvement might use a different model.

Contribution of the Article to the Body of Literature- Page 13-14

This article can be used to learn more about the fashion clothing involvement. It is helpful to know certain theories to market to current consumers and attract consumers. I do believe that this article has helped a lot of people understand more about involvement. Lastly, this article found evidence that other theories did not find or research.

Limitations of the Study-Page 13-14

However, not all the theories could be proven or tested. Also, more investigation should still be done on all theories to get more insight of involvement.


Marketers could use this information to go more in debt of the research already given in this article. In the future, the article needs to be less redundant.

Article Summary Word Count: 899

Report Information from ProQuest

February 14 2013 21:48_______________________________________________________________John B. Coleman LibraryTable of Contents1. Retailers' Internationalization in Emerging Markets: A Comparative Study of a French and a LocalRetailer's Key Success Factors in Brazil......................................................................................................... 1Bibliography...................................................................................................................................................... 914 February 2013 ii ProQuestDocument 1 of 1Retailers' Internationalization in Emerging Markets: A Comparative Study of a French and a LocalRetailer's Key Success Factors in BrazilAuthor: Diallo, Mbaye FallPublication info: International Business Research 5. 10 (2012): 91-99.ProQuest document linkAbstract: The internationalization of retail operations in emerging markets is today one of the most importantdecisions of mass retailers. This phenomenon has been highlighted by past research, at the micro level as wellas the macro-environment. In this paper, we will focus on the key success factors of a retail company in anemerging economy (Brazil). In this respect, we used a case study to compare the key success factors of aforeign and a local retailer considering two increasingly interesting theories in strategic marketing: the corecompetences theory and the organizational culture theory. The results showed that the international retailingsuccess on the Brazilian market can be well explained by these two theories. Factors for this internationalretailing success that have been underlined are store format and localization, customer relationship, competitivestrengths and organizational culture. However, the local retailer's challenge is now to do as well as the foreignretailer, or better, taking into account the two theories mentioned above. Theoretical and managerialimplications of these findings will be provided. [PUBLICATION ABSTRACT]Links: Check SFX for Availability, Base URL to Journal Linker:, Click here to order from Interlibrary Loan IlliadFull Text: Headnote Abstract The internationalization of retail operations in emerging markets is today one ofthe most important decisions of mass retailers. This phenomenon has been highlighted by past research, at the

micro level as well as the macro-environment. In this paper, we will focus on the key success factors of a retailcompany in an emerging economy (Brazil). In this respect, we used a case study to compare the key successfactors of a foreign and a local retailer considering two increasingly interesting theories in strategic marketing:the core competences theory and the organizational culture theory. The results showed that the internationalretailing success on the Brazilian market can be well explained by these two theories. Factors for thisinternational retailing success that have been underlined are store format and localization, customerrelationship, competitive strengths and organizational culture. However, the local retailer's challenge is now todo as well as the foreign retailer, or better, taking into account the two theories mentioned above. Theoreticaland managerial implications of these findings will be provided. Keywords: retail internationalization, corecompetence theory, organizational culture, Brazil 1. Introduction According to Pederzoli (2006), over the pastfew years, the trend in the retailing sector has been a global standardization of consumption behaviors andlifestyles. Considering this development, retailers are focusing on a global-scale effort. Actually, as far as a retailstrategy is concerned, it is wise, maybe essential, to think "international". Dawson (1994, p.267), definedinternational retail operations as "Operations, by a single firm or an alliance, of shops or other forms of retaildistribution in more than one country". Early studies and empirical ones have listed several factors motivatingretail firms to internationalize their activities, and have illustrated the complexity and the influences prevailing inthe international retail decision-making process. To be more specific, Treadgold (1988) identified various "push"and "pull" factors associated with both the macro and micro environments. Among the push factors prevailindustry competition, economy, legislation, and domestic saturation, while the pull factors include, for instance,economic and political stability of global markets and profit opportunities in the oversea market (Hutchinson etal., 2007). In the 1990s, pull factors, i.e. international opportunities for growth, were considered as moreimportant for the retail internationalization. As a consequence, a study on the reasons for such a retailinternationalization should focus on both internal factors specific to the organization, and external environmental

14 February 2013 Page 1 of 9 ProQuestmotives (Alexander &Myers, 2000; Vida &Fairhust, 1998). Other authors also noted that, most of the time,retailers tend to internationalize their activities in order to exploit a competitive or a differential advantage (Vida&Fairhust, 1998; Dupuis &Fournioux, 2005). As Burt &Mavrommatis (2006, p.398) noted: "an original concept ora unique and distinctive retail product is the source of competitive advantage for global retailers". In this respect,we can distinguish two main kinds of retailers in the international markets: mass retailers (e.g. Wal-Mart,Carrefour, Tesco, etc.) and smaller specialty retailers dealing with international operations (e.g. H&M, Zara,Decathlon, etc.). Mass retailers' target segments may be premium segment, mass market segment or massmarket and premium segment (Meyer &Yen, 2006). As for the others, "differentiation is marked by a nichestrategy and brand recognition, which focuses on a narrow group of products, a clearly defined market sector,or a specific customer segment" (Hutchinson, Alexander, Quinn, &Dohery, 2007, p. 98). The main objective ofthis research is to compare a French retailer's key success factors (Carrefour) with those of a local chain (Extra)on the Brazilian market mainly based on 'core competence' and organizational culture frameworks. In fact,previous research has investigated firms' internationalization in emerging markets. However, the impactscaused by both 'core competence' and organizational culture have not been studied together regarding retailers'key success factors in these markets. According to Fleury (2009, p. 2), "culture and competence are fairly wellknowntopics; both are part of the academic agenda and are widely discussed in day-to-day debates withinorganizations". Yet, the combination of these two frameworks can bring interesting insights into the retailinternationalization in emerging markets. This research is also a reaction to scholars' call for more research inemerging markets (see Diallo, 2012). For these researchers, emerging markets "present significantsocioeconomic, demographic, cultural, and regulative departures from the assumptions of theories developed inthe Western world and challenge our conventional understanding of constructs and their relations" (Burgess&Steenkamp, 2006, p.337). This study will be divided as follows: first, we will make a synthetical literature

review regarding the 'core competence' theory and the organizational culture theory in relation with internationalretail strategies. Then, we will use a case study focused on the Brazilian retail market. In the third part, we willpresent and discuss the results. To finish, we will emphasize the theoretical and managerial benefits of thisstudy, point out its limits and suggest future research orientations. 2. Literature Review Two general theoriesdeveloped in the international business area are particularly relevant in this research. On the one hand, the'core competence' theory can be a starting point to understand the retailers' internationalization and theirsuccess in emerging markets. On the other hand, based on the strategic field, organizational culture can beseen as a key factor explaining retailers' success in emerging markets. 2.1 Core Competences Increasingattention has recently been given to the concept of 'core competence' by managers, decision makers andscholars. The 'core competence' theory is part of the strategy theory introduced by Prahalad &Hamel (1990) inthe business literature. The basic premise of this concept is that the strategy has to be directed inside thecorporation toward resources, capabilities and competences. The concept of core competence may beconsidered as a complex one as some authors used a wider term in the literature to explain this same reality(i.e., resource-based theory) while other authors preferred another concept close but different (i.e., capabilities).The idea behind the concept of core competence is that a "firm's ability to gain and keep profitable marketssegments depends on its ability to gain and defend advantageous positions in underlying resources important toproduction and distribution" (Conner, 1991, p. 121-122). Prahalad &Hamel (1990) defined core competences as"the collective learning in the organization, especially how to coordinate diverse production skills and integratemultiple streams of technologies". As for the resource-based theory, it is a tool that allows us to know whatresources are available to a company. This theory is criticized in a sense that the basis for a competitiveadvantage of a firm lies mainly in the application of the set of valuable resources available for this firm.Resources can be defined as "all assets, capabilities, organizational processes, firm attributes, information,knowledge, etc, controlled by a firm that enable the firm to conceive and implement strategies that improve its

efficiency and effectiveness" (Daft, 1983; Barney, 1991, p.101). In this sense, there are many ways of creating a14 February 2013 Page 2 of 9 ProQuestcompetitive advantage. For instance, Barney (1991) supported that a firm resource must have four mainattributes: it must be valuable, rare among the firm's current and potential competition, imperfectly imitable, andthere cannot be any strategically equivalent substitutes. Capabilities must also be differentiated from theconcept of 'core competence'. "The capabilities of a firm are what it can do as a result of teams of resourcesworking together and most of the time, higher capabilities of a firm is likely those which derive from anintegration of individual functional capabilities"(Grant, 1991). For instance, in the retailing sector, Wal-Mart has ahigh quality team management, a strong ability to practice aggressive price competition and to avoid laborunions. However, for Prahalad &Hamel (1990), the central concept of corporate strategy is 'core competence'.They believe that a core competence has many characteristics: it is easier to enter many markets; it increasesthe profits generated by customers; and it is difficult for competitors to imitate. Besides, use is not a factor thatdiminishes 'core competence'. In fact, "unlike physical assets, which do deteriorate over time, competencies areenhanced as they are applied and shared" (Prahalad &Hamel, 1990). However, we must stress thatcompetences still need to be nurtured and protected from competitors. The concept of 'core competence' hasrecently been applied to the retail sector (Cao &Dupuis, 2009). The authors distinguished between 'resources'and 'competences' as it was done in past research, defining the core competence of a retailer as "a way ofdeploying the firm's resources that allow it to perform better, in a similar environment, than its direct or potentialcompetitors, and to create value perceived as such by consumers and the other players involved in the retailchain" (p.351). 2.2 Organizational Culture Organizational culture refers to the general culture within a companyor organization, and it is also often referred to as corporate culture even though the two concepts are differentas corporate culture encompasses a blend of the values, beliefs, taboos, symbols, rituals and myths allcompanies develop over time. There are many organizational culture classifications. For instance, Hofstede

(1981) identified five dimensions of culture in his study of national influences: power distance, uncertaintyavoidance, individualism/collectivism, masculinity/ femininity and long/short term orientation. Power distanceexpresses the degree to which a society expects differences in terms of power. Uncertainty avoidance reflectsthe extent to which a society accepts uncertainty and risk. Individualism and collectivism are opposed and referto the extent to which people are expected to stand up for themselves, or alternatively act predominantly as amember of the group or organization. Masculinity vs. femininity refers to the value placed on traditional male orfemale values. Male values, for instance, include competitiveness, assertiveness, ambition and theaccumulation of wealth and material possessions. Long vs. short term orientation describes a society's "timehorizon" or the importance attached to the future versus the past and present. Furthermore, according toDeshpande, Farley, &Webster (1993), organizations can have four cultures: first, the hierarchical cultureemphasizes established procedures, rules and uniformity. Second, the clan culture stresses loyalty, traditionand commitment to the firm. Third, the market culture focuses on competitive actions and achievement. Finally,an organization with an adhocracy culture is entrepreneurial, creative and flexible. According to these authors,an organization can be classified in one of those four cultures. Morgan (1997) puts forward four essentialstrengths of the organizational culture approach. First, it stressed the human side of organizational life, andfound significance and learning in its most mundane aspects. Second, it explains the importance of creatingappropriate systems of shared meaning to help people work together for a common goal. Third, it makes themembers acknowledge the impact of their behavior on the organization's culture. Finally, it reinforces the ideathat the perceived relationship between an organization and its environment is also affected by theorganization's basic assumptions. 3. Methodology: Case Study This paper includes a case study research toexplore the key success factors of a retailer's internationalization in an emerging market. The reasons for sucha methodology are, first of all, that it gives us rich insights of these processes (Yin, 1994). Then, the exploratorynature of this research suggests that a case study may be a relevant methodology. Finally, this research is

applied to a specific context (i.e. Brazil). 3.1 Study Units 3.1.1 Retailers Investigated Two mass retailers areinvolved in this research: Carrefour and Extra (Group Pao Açucar). Carrefour is the largest grocery retailer in14 February 2013 Page 3 of 9 ProQuestEurope. It operated about 14,990 stores in 30 countries, with sales of US$102.442 billion during the 2007 fiscalyear and has 490,042 employees (Carrefour annual report, 2007). Retailer Extra is the second largest retailer inLatin America after Wal-Mart, and has operations in Brazil, Argentina, Colombia. It was the first foreign retailerto find its place in Brazilian stores in 1975. It is now the largest retailer in the country. Brazil is the third largestcontributor of Carrefour in terms of operating income. In order to have a more precise idea of the retail successof Carrefour on the Brazilian market, we compare its strategy to that of its competitor Pao Açucar, a localretailer. The Group Pao Açucar is now the second biggest retailer on the Brazilian market in terms of retailmarket shares. 3.1.2 The Market Study This research is based on a survey undertaken on the Brazilian market.Brazil is an emerging market and a BRIC nation which remains one of the first market concerned by retailexpansion (Alexander &de Lira e Silva 2002; AT Kearney 2010; Diallo, 2012). The Brazilian retail market istoday attractive for global retailers "considering the country's large population and the relatively stablemacroeconomic conditions that had emerged in recent years" (De Angelo, Eunni &Fouto, 2010, p.204). Brazil isan emerging market and a part of what is called BRICs (Brazil, Russia, India and China). It is the largestnational economy in Latin America, the world's tenth largest economy at market exchange rates and the ninthlargest in purchasing power parity (PPP), with $1,313.590 billion of GNP, according to the InternationalMonetary Fund (2008). Brazil, and indeed South America as a whole, is becoming more important on the globalretail stage. With the consumer market growing, an increasing number of foreign retailers are expanding there(Diallo, 2009; Planet Retail, 2007). Brazil's top retailers are leading multinational retailers who are investinghuge sums in this increasingly competitive market. In fact, Brazil's foodservice industry is facing significantchanges as global companies continue to invest in the market which has benefited from economic recovery,

political stability and growth in tourism. A report published by Planet Retail, The Brazilian Foodservice Market,shows that foodservice sales in Brazil will keep on increasing, reaching BRL103 billion (USD47.2 billion) in 2012(Planet retail, 2007). 3.2 Data Collection We used two kinds of data: primary and secondary data. The primarydata are composed of in-depth interviews with managers of the international retailer Carrefour and its localcompetitor retailer Extra (hypermarket chain of the Group Pao Açucar). As for the secondary data, it includesthe annual reports of the retailers involved and the specialized economic press. Secondary data analysis's aimis to know more about the retailers involved in the study whereas the purpose of the interviews with managers isto identify the key success factors of Carrefour and those of Extra on the Brazilian market. The interviews wereconducted using an in-depth interview guide. We also used a technique usually adopted by researchers: themethod of direct quotations. Four in-depth interviews were conducted in Brasilia with store managers anddepartment's managers of Carrefour. Four other in-depth interviews were conducted in the same city withmanagers and department's managers of Extra (hypermarket chain of the Pao Açucar group). These tworetailers were chosen for their representativeness at a national level and for their success in the Brazilian retailindustry. Each interview lasted about an hour and was fully recorded and transcribed. 3.3 Data Analysis Datawas analyzed using content analysis. One of the main advantages of content analysis is the condensation ofdata to get a simplified representation. Krippendorff(2004, p.18) defined content analysis as "a technique formaking replicable and valid inferences from texts (or other meaningful matter) to the contexts of their use". Forresearchers who consider using content analysis, several advantages can be associated to it. In this research,content analysis is used for three main reasons. First, content analysis allows both quantitative and qualitativeoperations. Second, content analysis can provide valuable historical/cultural insights over time through textsanalysis. Third, it permits to stay close to the text which can alternate between specific categories andrelationships. The Sphinx Lexica software was chosen as an assisting tool for our data analysis. In the opencoding phase, we first identified the activities where Carrefour was successful and then tried to see whether

there was a link between these successful activities and our theoretical frameworks, i.e. 'core competence'theory and organizational culture theory. The same process was performed for the local retailer Extra. Theresults are analyzed in the next section. 4. Results and Comments 4.1 The Key Success Factors of Carrefour in14 February 2013 Page 4 of 9 ProQuestBrazil The success of Carrefour in the Brazilian market is based on several factors. Among these factors, fourfeatures related to 'core competence' theory and organizational culture can be mentioned. - Store Formats andLocalization Carrefour has historically seen most of its internationalization strategy rooted in a single format, thehypermarket (Burt, Davies, Dawson, &Sparks, 2008). However, after a merger with another retailer in 1999,Carrefour clearly shifted into a multi-format internationalization strategy. The merger also brought the limited linediscount format into this group. Carrefour also is the first mover in the Brazilian market. This is why it was ableto settle in the heart of Brasilia. Table 1 shows some quotations from the interviews explaining how it wasrelevant for the success of Carrefour on the Brazilian market. - Consumer Relationship Relationship withconsumers is a key element in the success of any mass retailer. Customer relationship management is abroadly recognized, widely-implemented strategy for managing and nurturing a company's interactions withclients and sales prospects. Carrefour has always been aware of the importance of customer relationship and isusing it in order to find, attract, and win new clients, nurture and retain those the company already has, enticeformer clients back into the fold, and reduce the costs of marketing and client service. It has for instancelaunched own store brands, credit cards earlier than its competitors in the Brazilian market (see table 1). -Competitive Strengths Being competitive is a critical issue for retailers evolving in the retail environment asmore and more retailers are in competition in the retail market. Competition may give incentives for selfimprovement.For example, if two retailers are competing, they will hopefully improve their products and serviceto increase sales. Carrefour's success is mainly due to several key competitive points. For example, launchingits store brands has been a key strategy to attract consumers in the segments C and D in the Brazilian market.

The strategy aimed to support and to strengthen an aggressive pricing strategy. The focus on its image has alsobeen a key element in the competitive tools of Carrefour (see table 1). - Organizational Culture The concept oforganizational culture has now gained wide acceptance in the marketing literature. It is a way to understandhuman systems. For Carrefour, each aspect of its organizational culture can be seen as an importantenvironmental condition affecting its system and subsystems. Carrefour has for instance a high level ofstandardization as the latter is a part of its history in retail markets. This allows it to be consistent with its will tocut cost and to charge prices that suit all consumers without sacrificing quality. Carrefour puts also an emphasison respect for the law on workers' remuneration, paid holidays, etc. Table 1 gives quotations from the interviewsabout this dimension on the success of Carrefour in Brazil. 4.2 Comparing Carrefour to the Local Chain Extra Inorder to have a more precise idea of the success of Carrefour in the Brazilian market, we explored the successof Extra (local challenger of Carrefour). The results are shown in table 1. Several comments can be made whencomparing the success of the two retailers investigated in the Brazilian market. First, regarding 'store format andlocalization', Carrefour and Extra are now almost in the same situation. In fact, Carrefour uses supermarket as akey format for its internationalization whereas Extra is doing very well in this format today in Brazil. In terms oflocalization, Carrefour keeps an advantage as the first big mover on the Brazilian market. However, Extra istrying to be present everywhere in Brasilia. It also adopts the strategy of changing the positioning of its retailformats depending on consumers' income in a given area. Second, regarding 'customer relationship', thesuccess of the two retailers is based on similar facts. For instance, they both adopted a customer orientationand tried to build loyalty and reach customer satisfaction by launching their own brands and store credit cards.However, Extra has an advantage as it offers its leisure outlets for kids inside its hypermarkets whereasCarrefour built its leisure outlets for kids outside its stores. It's obviously more secure for clients to be able tosee their kids while shopping. Third, with reference to competitive strengths', the two retailers have a similarstrategy. For example, they both own brands that try to attract every customer segment in the Brazilian market.

However, where Carrefour put forward its aggressive pricing policy with its own brands, Extra emphasized theprice-quality ratio of its own brands. Finally, concerning 'organizational culture', the two retailers have two maindifferences. On the one hand, Carrefour lays the emphasis mainly on standardization in order to makeeconomies of scale and to offer low prices to consumer while Extra focuses on a higher level of adaptation to14 February 2013 Page 5 of 9 ProQuestthe local culture. On the other hand, Extra seems to be more concerned than Carrefour about the behavior of itsemployees even outside the working hours. 5. Conclusions: Implications, Limitations and Future ResearchRetail internationalization is now a key element for most of the retail firms. Many factors lead to retailinternationalization and are likely to influence the business strategy adopted in emerging markets. The mainobjective of this research was to investigate key success factors of an international retailer in the Brazilianmarket based on two increasingly interesting theories, i.e., 'core competence' theory and organizational culturaltheory. Several implications can be highlighted from our analysis. 5.1 Discussion and Research Implications Interms of theoretical implications, this research helps to better understand factors influencing international retailsuccess factors in an emerging market. First, it's generally recognized that retail internalization is now a keystrategic issue for retailers. This research showed that 'core competence' theory and organizational culturetheory are, among other theories, relevant frameworks that can explain a retailer's success in an emergingmarket, especially in the Brazilian market. Second, this research contributes to a better understanding ofemerging market countries. Following Burgess and Steenkamp (2006), we think that emerging market countriesshould devote more attention on market researchers. Several managerial implications of this study must benoted. First of all, managers must be aware that there are many different factors that can explain retailers'success in an emerging market. The 'core competence' theory and the organizational culture theory's facetshighlighted here are part of these factors. Relevant store format, a good localization, a good management ofcustomer relationship and competitive strengths are key factors to be taken into account in an emerging market

like Brazil. Besides, following Prahalad and Hamel's recommendation to diversify an organization's staffas wellas to review values and beliefs through an unlearning process, we recommend diversifying the retail staffin thisemerging market (Brazil). Actually, emerging market countries are most of the time multi-cultural and it would bea mistake to pass over the multi-cultural nature of these markets, especially the Brazilian one. As for Carrefour,its strategy seems to have been relevant in the past. However, today, the strategy of Extra becomes moreappropriate and more in line with consumer expectations. If Carrefour wants to keep itself in first position in theBrazilian market, it has to be more innovative regarding both 'core competence' and organizational culture. 5.2Limitations and Future Research The relevance of the Brazilian market as a field of study for the problemsmentioned in our research and its objectives is obvious. However, this study is limited in that it was carried outin only one Brazilian city and includes managers from only two different retailers. This is why caution should bepaid in generalizing the results of other emerging markets. Also, data collected in this research are partly basedon the perceptions and statements of managers, assessing their firm's key success factors: they may havebeen tempted to embellish things in order to highlight their success on the Brazilian market. Our findingspermitted to define some directions of future studies. On the one hand, it would be useful to carry out moreinvestigations about 'core competence' and organizational culture theories in the Brazilian market. This wouldhelp to figure out which one performs better in Brazil. Fleury (2009) investigated the effect of organizationalculture and competence in this country but her research did not deal with the retail sector. Consequently, wecould not generalize her results to the retail sector. On the other hand, it would be interesting to conduct thissame study in other emerging markets. As emerging markets have different economic, political and institutionalcontexts, one could imagine that key success factors may differ from one country to another. Cao and Dupuis(2009) showed that 'core competences' was one of the best theories explaining retail internationalization inChina. But how about organizational culture theory in China? References References Alexander, N., &de Lira eSilva, M. (2002). Emerging markets and the internationalization of retailing: The Brazilian experience.

International Journal of Retail and Distribution Management, 30(6), 300-314.http://dx.doi.org/10.1108/09590550210429513 ATKearney. (2010). Expanding opportunities for global retailers.The 2010 ATKearney Global Retail Development Index, AT Kearney report. (accessed July 10, 2012) availableat: http://www.atkearney.com/images/global/pdf/2010_Global_Retail_Development_Index.pdf Barkema, H., Bell,J., &Pennings, J. (1996). Foreign entry, cultural barriers and learning. Strategic Management Journal, 17(2),14 February 2013 Page 6 of 9 ProQuest151-166. http://dx.doi.org/10.1002/(SICI)1097-0266(199602)17:2<151::AID-SMJ799>3.0.CO;2-Z Barney, J. B.(1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.http://dx.doi.org/10.1177/014920639101700108 Burgess, S. M., &Steenkamp, J. B. - E. M. (2006). Marketingrenaissance: How research in emerging markets advances marketing science and practice. InternationalJournal of Research in Marketing, 23(4), 337-356. http://dx.doi.org/10.1016/j.ijresmar.2006.08.001 Burt, S.,Davies, K., Dawson, J., &Sparks, L. (2008). Categorizing patterns and processes in retail groceryinternationalization. Journal of Retailing and Consumer Services, 15(2), 78-92.http://dx.doi.org/10.1016/j.jretconser.2007.05.008 Cao, L. L., &Dupuis, M. (2009). Core competences, strategyand performance: the case of international retailers in China. The International Review of Retail, Distributionand Consumer Research, 19(4), 349-369. http://dx.doi.org/10.1080/09593960903331360 Conner, K. R. (1991).A historical comparison of resource-based view and five schools of thought within industrial organizationeconomics: Do we have a new theory of the firm? Journal of Management, 17(1), 121-154.http://dx.doi.org/10.1177/014920639101700109 Daft, L. R. (1983). Organizational theory and designs. St. Paul:West Pub. Co. Dawson, J. (1994). Internationalization of retailing operations. Journal of MarketingManagement, 10(4), 267-82. http://dx.doi.org/10.1080/0267257X.1994.9964274 Deshpande, R., Farley, J.,&Webster, F. (1993). Corporate culture, customer orientation and innovativeness in Japanese firms: A quadrantanalysis. Journal of Marketing, 57(1), 23-37. http://dx.doi.org/10.2307/1252055 Diallo, M. F. (2009). Foreignretailers' private label brands strategy in emerging markets: Evidence from the Brazilian retail industry. TheBusiness Review, Cambridge, 12(1), 127-133. Diallo, M. F. (2012). Effects of store image and store brand priceimageon store brand purchase intention: Application to an emerging market. Journal of Retailing and

Consumer Services, 19(3), 360-367. http://dx.doi.org/10.1016/j.jretconser.2012.03.010 Dupuis, M., &Fournioux,J. (2005). Internationalisation du distributeur: De l'avantage compétitif àla performance. Décisions Marketing,37, 45-56. Fleury, M. T. L. (2009). Organizational culture and the renewal of competences. BrazilianAdministration Review, 6(1), 1-14. http://dx.doi.org/10.1590/S1807-76922009000100002 Grant, R. M. (1991).The resource-based theory of competitive advantage: Implications for strategy formulation. CaliforniaManagement Review, 33(3), 114-135. Hofstede, G. (1981). Management control of public and not-for-profitactivities. Accounting, Organisations and Society, 6(3), 192-211. http://dx.doi.org/10.1016/0361-3682(81)90026-X Hutchinson, K., Alexander, N., Quinn, B., &Dohery, A.-M. (2007). Internationalization motives and facilitatingfactors: Qualitative evidence from smaller specialist retailers. Journal of International Marketing, 15(3), 95-122.http://dx.doi.org/10.1509/jimk.15.3.96 International Monetary Fund. (2008). Report for selected countries andsubjects. World Economic Outlook Database. International Monetary Fund Ducument, April. Krippendorff, K.(2004). Content analysis: an introduction to its methodology. Thousand Oaks, CA: Sage Publications, SecondEdition. Meyer, K. E., &Yen, T. T. T. (2006). Market penetration and acquisition strategies for emergingeconomies. Long Range Planning, 39, 177-197. http://dx.doi.org/10.1016/j.lrp.2006.04.004 Morgan, G. (1997).Images of organization. Thousand Oaks, CA: Sage Publications. Ogbonna, E., &Harris, L. C. (2002).Organizational culture: A ten year, two-phase study of change in the UK food retailing sector. Journal ofManagement Studies, 39(5), 673-706. http://dx.doi.org/10.1111/1467-6486.00004 Pederzoli, D. (2006).Conception and test of a comprehensive model of international strategy for retail companies. InternationalJournal of Retail Distribution and Consumer Research, 16(4), 415-431.http://dx.doi.org/10.1080/09593960600844210 Planet Retail. (2007). Private label trends worldwide 2007.Available from http://www.planetretail.net/ Prahalad, C. K., &Hamel, G. (1990). The core competence of thecorporation. Harvard Business Review, 68(3), 79-91. Sacramento, I., Almeida, V., &Silva, M. (2002). Theinternationalization process of services firms: a two-case study in Brazil. Latin American Business Review, 2(2),

43-64. http://dx.doi.org/10.1300/J140v03n02_03 Salmon, W. J., &Tordjman, A. (1989). The internationalizationof retailing. International Journal of Retailing, 4(2), 3-16. Treadgold, A. (1988). Retailing without frontiers. Retailand Distribution Management, 16(6), 8-12. http://dx.doi.org/10.1108/eb018382 Vida, I., &Fairhust, A. (1998).14 February 2013 Page 7 of 9 ProQuestInternational expansion of retail firms: A theoretical approach for future investigations. Journal of Retailing andConsumer Services, 5(3), 143-151. http://dx.doi.org/10.1016/S0969-6989(96)00056-2 AuthorAffiliation MbayeFall Diallo1,2 1 The Univ Lille Nord de France, Skema Business School, France 2 Lille School of ManagementResearch Center (LSMRC), France Correspondence: Mbaye Fall Diallo, IMMD, 6 rue de l'Hôtel de ville, BP5959051, Roubaix Cedex, France. Tel: 33-6-3069-8587. E-mail: [email protected] Received: May 2,2012 Accepted: May 15, 2012 Online Published: September 3, 2012 doi:10.5539/ibr.v5n10p91 URL:http://dx.doi.org/10.5539/ibr.v5n10p91Subject: Comparative studies; Retailing industry; Emerging markets; Globalization; Corporate culture; SuccessfactorsLocation: Brazil, FranceClassification: 9175: Western Europe, 9173: Latin America, 9130: Experimental/theoretical, 8390: RetailingindustryPublication title: International Business ResearchVolume: 5Issue: 10Pages: 91-99Number of pages: 9Publication year: 2012Publication date: 2012Year: 2012Publisher: Canadian Center of Science and EducationPlace of publication: TorontoCountry of publication: CanadaJournal subject: Business And Economics--International CommerceISSN: 19139004Source type: Scholarly JournalsLanguage of publication: EnglishDocument type: FeatureDocument feature: Tables;ReferencesProQuest document ID: 1222689928Document URL:

http://ezproxy.pvamu.edu/login?url=http://search.proquest.com/docview/1222689928?accountid=7062Copyright: Copyright Canadian Center of Science and Education 2012Last updated: 2012-12-06Database: ABI/INFORM Complete,ProQuest Research Library14 February 2013 Page 8 of 9 ProQuestBibliographyCitation style: APA 6th - American P sychological Association, 6th EditionDiallo, M. F. (2012). Retailers' internationalization in emerging markets: A comparative study of a french and alocal retailer's key success factors in brazil. International Business Research, 5(10), 91-99. Retrieved fromhttp://ezproxy.pvamu.edu/login?url=http://search.proquest.com/docview/1222689928?accountid=7062;http://linkresolver.tamu.edu/?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&genre=article&sid=ProQ:ProQ%3Aabiglobal&atitle=Retailers%27+Internationalization+in+Emerging+Markets%3A+A+Comparative+Study+of+a+French+and+a+Local+Retailer%27s+Key+Success+Factors+in+Brazil&title=International+Business+Research&issn=19139004&date=2012-10-01&volume=5&issue=10&spage=91&au=Diallo%2C+Mbaye+Fall&isbn=&jtitle=International+Business+Research&btitle=;http://MV3RH7MD4D.search.serialssolutions.com?genre=article&sid=ProQ:&atitle=Retailers%27+Internationalization+in+Emerging+Markets%3A+A+Comparative+Study+of+a+French+and+a+Local+Retailer%27s+Key+Success+Factors+in+Brazil&title=International+Business+Research&issn=19139004&date=2012-10-01&volume=5&issue=10&spage=91&author=Diallo%2C+Mbaye+Fall;http://pvamu.illiad.oclc.org/illiad/illiad.dll/OpenURL?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&rfr_id=info:sid/ProQ%3Aabiglobal&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.jtitle=International+Business+Research&rft.atitle=Retailers%27+Internationalization+in+Emerging+Markets%3A+A+Comparative+Study+of+a+French+and+a+Local+Retailer%27s+Key+Success+Factors+in+Brazil&rft.au=Diallo%2C+Mbaye+Fall&rft.aulast=Diallo&rft.aufirst=Mbaye&rft.date=2012-10-01&rft.volume=5&rft.issue=10&rft.spage=91&rft.title=International+Business+Research&rft.issn=19139004_______________________________________________________________Contact ProQuestCopyright Ó 2012 ProQuest LLC. All rights reserved. - Terms and Conditions

14 February 2013 Page 9 of 9 ProQuest

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3% Student Papers:

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sources:

1

2% match (student papers from 20-Oct-2012)Submitted to Keiser University on 2012-10-20

2

1% match (Internet from 20-Dec-2012)http://www.hightechwriting.org/2012/03/

paper text:

Citation Daniel Von der, H. F., & Cristiane Pizzutti, d. S. 1(2007). Consumer complaining

behavior in developing countries: The case of Brazil. Journal of Consumer

Satisfaction, Dissatisfaction and Complaining Behavior, 20, 86-109. Retrieved from

http://2ezproxy. pvamu .edu/login?url=http://search.proquest.com/docview/

204704890 ?accountid= 706 2 Article Word Count: 8761 Purpose of the Article- Page 1

The purpose of this article is to understand why dissatisfied consumers are making complaints

and what is it that is leaving the consumers dissatisfied. Throughout the article the author

explains the different attitude and characteristic traits that could possibly be the reason that leads

consumers to complain in developing countries such as Brazil. Theory/Model/ Framework used-

Page 6-7 Daniel used many hypotheses to determine the results of the study. Some of the

hypotheses included, the higher the level of dissatisfaction, the high the impact on intent to

complain. The higher the level of dissatisfaction, the higher the impact on spreading negative

word of mouth. It was perceived dissatisfaction is hypothesized to be an emotional state that

motivates consumers to undergo a process according to Day. It was found that only 15% of

complaint reports could be explained by the intensity level of dissatisfaction. The author often

compares and contrasts the behavior of Brazilian consumers and their attitudes versus US

American consumers. Study Setting- Page 7-8 This study took place in two different stages. In a

primary investigative phase, interviews were conducted with a number of 20 college students

who were pursuing graduate degrees. The study was set in place to take survey of the beliefs of

the students dealing with the research of the hypothesis. Students were taken to a group of

restaurants and each individual rated the service they received. During the visit students acted as

if they were out for a normal dinner and observed the service and made complaints if necessary.

Students were asked numbers of questions such as what actions do restaurant customers perform

in response to horrible service experiences. They were also asked if as the customer, were

complaints made to the restaurant or was it just negative word of mouth that was spread amongst

the customers and individuals they knew. With the help of the questions being asked, the

response made things possible for researchers to better understand customer complaining

behavior which lead the researchers to the next phase of the research. Customer complaints and

service failures in a restaurant atmosphere were rated on two levels, high or low. In the second

stage of investigating, a total of 480 graduate level students from two different universities south

of Brazil. Once results were back it was said that students who experienced a higher level of

service failure made more complaints to the restaurant versus students with a lower level of

complaints and service failure. Summary of Findings-Page 9-12 After close examining the

behavior of restaurant customers and their dissatisfaction with the restaurant and the services

they received and didn’t receive, results showed that depending on how big of a deal it was to the

customer of the service failures they had encountered determined how much complaining the

customer did after receiving bad service. Majority of the interviewers were people who dined in

at restaurants more than four times a month, with 23.4 % eating in restaurants once a month and

20% less than one month. At least more than half, sixty percent to be exact had unsatisfactory

experiences with some of the same restaurants prior being to the collection of data. Researchers

also pointed out that about 28 percent of surveyors only complained, where as seventeen percent

complained about the service and didn’t return but used negative word of mouth in regards to the

restaurant leaving forty-eight percent of individuals who complaints weren’t direct but did not

make a return and also passed on negative word of mouth experiences. It was also said to believe

that from observing customer complaint behavior, each surveyor personality played a part in the

ways complaints were made. Surveyors who complained and made their complaints known to

the company which followed no return visit and negative word of mouth were customers with a

lot of personality and self confidence versus other surveyors with a more conservative

personality who complained about the service received but never complained to the actually

company, but did not return and gave negative word of mouth. Overall dissatisfaction levels

were high but only so many complained and made it a big deal to the company. Contribution of

the Article to the Body of Literature-Pages 11-12 Researchers have found that through the study

of restaurants and their services, it has shown how important excellent customer service can be.

With restaurants not providing top notch service to its customers, as studies have shown

customer will complain if they aren’t happy with the service they received during their visit.

Without the business of customers it would be impossible for restaurants to stay open and run a

business. This study shows how customer’s reaction to bad service could play a major role on

business especially with negative word of mouth spreading about a business which will take

away more customers than the customers experiencing it hands on. Limitations of the Study-

Page 13 Limitations of the study that took place were service providers and their consideration

for the customers and their emotion and feelings of complaining behavior. Many customers felt

that it’s the service providers fault for not taking into consideration of how one would want to be

treated if they were a guest at a restaurant. Another limitation would be to use more than on

sample of studies to determine the behavior of customers. Instead of using just restaurants to us a

variety of different services and rating the customers experience. Directions for Future Research-

Page 13 In the future I feel as if researchers should use more surveyors of all types of age groups

to determine whether age groups play a factor in customer complaining behavior. Also as

mentioned early, future research should study more service areas besides restaurants. This study

should also take place not only in developing countries like Brazil, but so many other developing

countries where entrepreneurs are starting to building businesses. Article Summary Word Count:

982 words

Turnitin Originality Report

Part 2-Retailers' internationalization in emerging markets: A comparative study of a French and a local retailer's key success factors in Brazil by Valerie Henderson

From DropBoxOriginalityCheckArticleSummary - Part 2 (Moodle 18960694) (Spring2013_MRKT3333P01-20426 (Moodle 6036170))

Processed on 26-Feb-2013 10:38 AM CST

ID: 307661219

Word Count: 910

Similarity Index

35%

Similarity by Source

Internet Sources:

8%

Publications:

24%

Student Papers:

18% sources:121% match (publications)

Diallo, Mbaye Fall. "Retailers’ Internationalization in Emerging Markets: A Comparative Study of a French and a Local Retailer’s Key Success Factors in Brazil", International Business Research, 2012.

25% match (student papers from 14-Oct-2011)

Submitted to Prairie View A&M University on 2011-10-14



43% match (student papers from 29-Nov-2012)

Submitted to British University in Egypt on 2012-11-29



61% match (Internet from 16-Sep-2012)

http://www.ccsenet.org/journal/index.php/ibr/article/view/20263 paper text:Citation Mbaye, F. D.

4(2012). Retailers' internationalization in emerging markets: A comparative study of a French and a local retailer's key success factors in Brazil. International Business Research, 5(10), 91-99.

3Retrieved from http://ezproxy.pvamu.edu/login?url=http://search.proquest.com/docview/ 1222689928 ?ac countid=7062 Article Word Count: 4873 Purpose of the Article- Page 2 The purpose of the article is to compare and

contrast two retailers’ success and failure factors in the emerging country of Brazil. The two retailers are the French

1retailer Carrefour and the local Brazilian retailer Extra. The

author explains within the article that the

1“core competence theory and organizational culture theory” are two areas in

which a retailer must succeed in to make their location in Brazil successful. Theory/ Model/ Framework used- Page 2-3 Over the last twenty- five years in the retail industry certain “push” and “pull” factors have become prevalent to the success of certain retailers. These factors effect the

1macro and micro environments of a business. Push factors include industry competition, economy, and the

country’s legislation; where as

1pull factors include economic stability, political stability of global markets, and international opportunities for growth. The

1“core competence theory and organizational culture theory” are

two areas where these push and pull factors can be identified as a strength and/or weakness and are extremely relevant for this research. The core competence theory is based on a manager’s ability to assess a strategy that correlates resources, capabilities, and competences. As where,

1the organizational culture theory is the structure within the

organization which includes

1values, beliefs, taboos, symbols, rituals, and myths.

Brazil was used because it is known as an emerging market, social and business activities are rapidly growing and increasing industrialization. Study Setting- Page 3-4 The study was done in three parts; first there was a synthetically literature review that was done covering

6the core competence theory and the organization culture theory. The study of the

Brazilian

1retailer Extra it is the second largest retailer in Latin America after Wal-Mart, and has operations in Brazil, Argentina, Colombia. It was the first foreign retailer to find its place in Brazilian stores in 1975. It is now the largest retailer in the country. Carrefour is the largest grocery retailer in

1Europe and has about 14,990 stores running in 30 countries,

1$102.442 billion during the 2007 fiscal year

were the recorded sales and provides jobs to more than 400,000 employees. The third part of the study was to analyze both companies’ internal structures and how the managers ran them in comparison to one another to deduce the reasons why the international seller was preforming better than the local chain.

5METHODOLOGY AND DATA ANALYSIS- NOT NEEDED Summary of Findings- Page 4- 7 The hypothesis was that

for businesses to thrive in emerging countries a business must focus on the international aspect of sales this theory was indeed proven by the findings from the studies. There were four features related to the two theories that were proven to be the key components of why the French establishment thrived and the local establishment was constantly playing catch up. One of the four features was where the stores were located and the how they were laid out. Carrefour is a hypermart sort of like Wal-Mart in the United Sates and they merged with a group of discounted products and now can offer high end and discounted products of equal proportion. Consumer relations were noted as being a key element of success. Carrefour has taken much pride in the fact that they are aware of how important the relationship that they maintain with their customers. They use these types of relationships to find and attract new clients and the mere fact that they care so much gives the returning clients reason to say.

1It has for instance launched own store brands, credit cards earlier than its competitors in the Brazilian market. Carrefour showed competitive strengths

over other stores such as Extra the company used competitive pricing to bring in new customers who might have initial thought the store was pricey for their economic level. Carrefour has implemented a system within the storefront will

1cut cost and to charge prices that suit all consumers without sacrificing quality. Carrefour puts also an emphasis on respect for the law on workers' remuneration, paid holidays, etc.

2Contribution of the Article to the Body of Literature- Page 7 Researchers have found a correlation between

thriving retails in emerging countries and retail internationalization.

1The core competence theory and the organizational structure theory

create frameworks of key strategic issues in emerging markets. The study preformed provided research for

1a better understanding of what an emerging market

must go through to prevail.

2Limitations of the Study- Page 7 This study is limited itself to only using a select sample size that was purposely chosen and not selected random thus not representing a more diverse population.

The study

1was carried out through one Brazilian city and managers from only two different retailers.

The data collected were also statements from managers that might have wanted to personally fabricate some of their findings to make their store seem better. Directions for Future Research- Page 7 In the future I think it would be better if they compared the emerging market to an established market to compare. Also, taking more than two retailers would help in the comparison to an overall market rather than the competition between two retailers. Finally, I feel that it would be beneficial for data to be collected on an unbiased basis. Word Count: 907

Turnitin Originality ReportSummary Review of Marketing Relationships in Brazil: by Mayol RiathinFrom DropBoxOriginalityCheckArticleSummary - Part 2 (Moodle 18960694) (Spring2013_MRKT3333P01-20426 (Moodle 6036170))• Processed on 17-Feb-2013 8:50 PM CST• ID: 305267004• Word Count: 819 Similarity Index7%Similarity by SourceInternet Sources:1%

Publications:7%

Student Papers:2%

sources:1

5% match (publications)Journal of Business & Industrial Marketing, Volume 24, Issue 5-6 (2009-07-26)

22% match (student papers from 25-Dec-2012)Submitted to Higher Education Commission Pakistan on 2012-12-25

31% match (Internet from 09-Oct-2012)http://www.emeraldinsight.com/journals.htm?articleid=1805459&show=abstractpaper text:Mayol Riathin Consumer Behavior 02/11/2013 Summary Review of

3Marketing Relationships in Brazil: Trends in Value Strategies and CapabilitiesThis article provides insight and statistics for the trends in value strategies for businesses across the world, the United States and Brazil to name a few. Value strategies are heavily embedded within an economic perspective. Such perspectives pinpoint resources as assets and the interaction between others to gain access to other resources, thus improving value through a network as well as build upon it. Four forms of generated value are presented and examined in the article. In order of most basic values to most complex forms of value the authors explain exchange cost2value, added value, performance value, and value co creation. Exchange cost value assumes the valueof the actual cost or scarcity of the good being traded. Added value includes enhancements to the product that are of no significant cost to the producer but add to the benefit of buying a product or service from the particular seller. This gives companies a competitive advantage. Performance value is the value shared and gained between buyer and seller through a new or continuing relationship and causes the customer to return to a particular seller. Value of co- creation is considered the highest level of value and innovation because it creates new competencies between buyer and seller through a better understanding of the relationship.1“Each level requires greater resources and competencies as they develop higher levels of interaction and integration with their markets”(Áurea Helena Puga Ribeiro; Brashear, 2009, p. 3) Ribeiro and Monteiro (2009) explore practices in strategies of business to business relationships within developed countries like the U.S. and those in Europe and compare them to developing countries like Brazil and Argentina to exhibit the pace of current trends and display how rapidly developing countries are picking up on developed country trends. Through careful monitoring, by a company in one region, of corporate success in other regions of the world that country can quickly follow the trend. This is true, especially if they have adapted the methodologies of a learning organization. The article describes necessary capabilities to implement such strategies as relational and transactional. The necessary capabilities include four perspectives. They look at1transactional marketing, database marketing, interactive marketing and network marketing

as a means explaining the different perspectives in developing a business’s structured capabilities or competencies. The first, transactional marketing, deals with marketing’s fundamentals which is centered on the four P.’s of marketing price, place, product, promotion and the last three perspectives listed handle the customer’s profile, including their network/environment resources and buying patterns (Ribeiro & Brashear, 2009, p. 3). Relational strategies are viewed as delivering more long term relationships and thus are more effective in the long run. Relational strategies require a mutual dependence of the buyer and seller it integrates the two through higher value added exchanges. Transactional strategies deal solely with business practices and the use of better business practices to improve performance. Examples of transactional strategies would be those strategies related to logistics, a corporations decision to ship on land and not through the airways would be a transactional strategy. The authors conclude that “42 percent of1revenues will come from performance value and value co-creation strategies”(Ribeiro & Brashear, 2009, p. 5). This statistical forecast assumes that Brazil will be picking up the trend and relying on it for a significant amount of revenue. Argentina’s relational strategies excel in local and small businesses for Brazil these competencies display great review in large businesses. Ribeiro and Brashear maintain that currently “Brazil receives 26% of revenue from value added strategies and 32% from commodity strategies” (2009, p. 5). This will be quite a change in the direction towards more complex value strategies and is expected to show huge rewards for businesses that adopt this practice. The expected trend across the board is in relational strategies over transactional strategies. Industry still shows progress in both, but there is a definite increase in relational strategies used by more industry as well as more complex strategies within the spectrum of relational. These trends are true especially within the more advanced market economies. Through recent developments in industry and globalization, corporations and even small businesses are able to benefit from such specific strategies as value strategies to promote and be more productive in their businesses. Value is something that both sellers and producers are seeking through trade. One value is exchanged for another value in hopes of achieving satisfaction. The adoption of strategies may be seen by one country as valuable; however another country may not agree

that the value produced by the exchange method is satisfactory. There is a positive correlation between innovation that works and the expansion of the work. References Ribeiro, Á. H. P., & Brashear, T. G. (2009). Marketing relationships in Brazil: trends in value strategies and capabilities. The Journal of Business & Industrial Marketing , 1-11.

2% match (student papers from 22-Nov-2011)

Submitted to University of North Texas

2

1% match (publications)

Iman Naderi. "Beyond the fad: a critical review of consumer fashion involvement : Fashion involvement review", International Journal of Consumer Studies, 10/2011

3

1% match (Internet from 18-Apr-2012)

http://www.ijtef.org

4

1% match (publications)

Arpita Khare. "Predictors to fashion clothing involvement among Indian youth", Journal of Targeting Measurement and Analysis for Marketing, 10/04/2010

Citation Valter, A.

1V. (2009). An extended theoretical model of fashion clothing involvement. Journal of Fashion Marketing and Management, 13(2), 179-200

Article Word Count: 7,691 Being aware of how customers view clothing and in what way various groups make assorted decisions regarding similar branding of fashions is crucial to marketers. Recently, consumers have become more independent and less pressure has been put on them to follow the norms. Therefore, the customer is open to decide what price they are prepared to spend for fashion items. Theoretically, it is not easy to comprehend fashion consumption, because diverse meanings of the concept appear. For this reason, it is best to describe theory of fashion in three ways: Generalized concept of fashion, Fashion as an object and a process, and mechanisms of the fashion process. What is meant by generalized concept of fashion is that fashion can be broadly distinct based off of a behavioral phenomenon that can be shown form a variety of material. Also, a second way of defining fashion is viewing it as an item and as a process of behavior. The last way to view fashion is as a mechanic process of diffusion

and social influence. The types of characteristics for measuring fashion involvement is product involvement, consumption

4involvement, advertising involvement, and purchase decision involvement.

Additionally, the characteristics of involvement should not be confused for the

2dimensions of involvement, which are challenged moderate, knowledge enthusiast, indifferent moderate, challenged enthusiast, and cautious moderate.

Though, little exploration has been done on the fashion involvement. A theoretical model was proposed, if was found out that involvement is highly caused by a customer’s grade of materialism, and that knowledge is influenced by age and gender. Time, commitment and loyalty are variables in consumer behavior that have not been applied to this phenomenon. It has been shown in research that strong feelings for possession desire, create people that spend extra intervals consuming. Some researchers understand possessions as product involvement. Making improvements to the environment of the store might have an impact on commitment consumers give to that store or product. The purpose of this article is to propose that intervals spent choosing and commitment are the reasons for involvement and that the clothing involvement build is a huge arbitrator variable with this model. The hypotheses in the article are what will propose structure for the extended model. There are various hypotheses that are stated in this article; they are all related in a way. First, materialism has an important direct association with clothing involvement of fashion. Next, Females are closely related with the fashion clothing involvement. Younger ages of consumers have a significant indirect association with the clothing involvement of fashion. Consumers’ perception for the knowledge of fashion has a significant association with the clothing involvement of fashion. Consumers’ confidence to make the right decision about clothing is closely related with the relationship of fashion clothing knowledge. Next, Consumers’ confidence to make the right decision about clothing is closely related with the relationship of fashion clothing involvement. Also, Clothing involvement dealing with fashion has a substantial direct relationship with consumers continuing to be committed. The time it takes shopping is closely related with the involvement with clothing in fashion. Lastly, patronage

3has a direct relationship with involvement in the clothing of fashion. The

way that the opposite sex perceives cues in advertising differs. Women are more in to fashion than men are in the traditional sense. When it comes to age, it is assumed that younger consumers are more fashion conscience than older consumers. Another assumption that can be made is that confidence has something to do with certainty and if the consumer made the right choice. It is thought that the more involved with a product a consumer is, the more confident they will be. Cognitive aspects might be used more when it is related to involvement. To measure involvement, three scales were used. A pretest Questionnaire was done on 53 business students, but they were not included in the final sample. Two of the instruments were not good,

http://dx.doi.org/10.1057/jt.2010.12

http://dx.doi.org/10.1057/jt.2010.12

http://www.ijtef.org/papers/107-F504.pdf

http://dx.doi.org/10.1111/j.1470-6431.2011.01041.x

http://dx.doi.org/10.1111/j.1470-6431.2011.01041.x

patronage and materialism. Because of this, the study used different instruments. The sample consisted of undergraduate and postgraduate students from San Juan, Brazil; there was 315 respondents. Forty-Six percent of the participants were female. What kind of data analysis that was done was: family income values, age range, average age, males interested in buying jeans that were not on sale, how long spent buying normal jeans, and how long spent buying fashionable jeans. Because materialism achieved low values in the study, the first hypothesis could not be tested. Maybe a materialism instrument might need to be created in Brazil. There were three hypothesis that were rejected, gender related to fashion involvement, confidence related to involvement, and patronage related to involvement. The other five hypotheses were supported. Future research in variables in involvement might use a different model. This article can be used to learn more about the fashion clothing involvement. It is helpful to know certain theories to market to current consumers and attract consumers. However, not all the theories could be proven or tested. Marketers could use this information to go more in debt of the research already given in this article. I do believe that this article has helped a lot of people understand more about involvement. Lastly, this article found evidence that other theories did not find or research. However, more investigation should still be done on all theories to get more insight of involvement. In the future, the article needs to be less redundant. Article Summary Word Count: 899

TEAM RESEARCH PAPER 1ARTICLE SUMMARY SELF EVALUATION

EACH STUDENT TO SUBMIT TO DROP BOX(ALSO SUBMIT ONE COPY IN HARD FILE)

A. HOW WE SELECTED THE ARTICLE FROM ABI INFORM GLOBAL

1. Our assigned chapter is # __6_, title Consumer Perception_______________

2. We have read the instructions listed under “Selecting an article” through remote access to Coleman Library

_x__ Yes ___ No

3. Our route to access Advanced Search on ABI Inform Global Index in Coleman Library: PVAMU Homepage John Coleman Library A-Z List Resource- ABI Inform Global Proquest- Advanced Search

__x_ Yes ___ No

4. We were seeking a marketing-oriented journal related to Schiffman and Kanuk Chapter # _6_ Chapter Title __Consumer Perception____________________________________________. Therefore, we selected drop menu “Publication Title”, and entered “marketing OR consumer”_x__ Yes ___ No

5. Below is the list of key words (bolded in the textbook):(List all key words here)SensationStimulusSensory receptorsAbsolute thresholdSensory adaptationDifference thresholdJust noticeable differenceWebers lawPerceptual selectionOrganizationInterpretation of stimuli

ExpectationsSelective perception Selective exposerSelective attentionPerceptual defensePerceptual blockingGestalt psychologyFigure and groundGroupingClosurePhysical appearanceDescriptive terms First impressionHalo effectPositioningProduct repositioningPerceptual mappingExternal reference priceInternal reference pricePerceived qualityIntrinsic ExtrinsicIntrinsic quesExpected serviceAssessment of the service actually deliveredOutcomeProcessPrice quality relationshipPerceived risk Functional riskPhysical riskFinancial riskSocial risk Psychological riskTime risk High risk perceivers Narrow categorizersLow risk perceiversBroad categorizers

6. We placed a check mark to select “Full Text” _x__ Yes ___ No

7. We placed a check mark to select “Scholarly” _x__ Yes ___ No

8. We entered the date range 1/1/2011 to 8/31/2012. __x_ Yes ___ No

9. As a check, we clicked on the selected article, and confirmed the subject under Indexing (document details). _x__ Yes ___ No

Indexing (document details) are: _______________________________________________________ _________________________________________________________________________________These match the key words we were seeking.

10. In Proquest- Advanced Search we check-marked the selected article, and saved the MyResults file. __x_ Yes ___ No

11. Our Results file is being submitted in hard copy. We have saved a Word file, submitted to drop box. _x_ Yes ___ No

12. The article selection was approved by Kim Gay, Coleman Library, documentation is attached in hard copy _x__ Yes ___ No

B. WE HIGHLIGHTED THE ARTICLE TEXT FILE

13. In the article text, we have highlighted the important points that relate to the Article Summary requirements:

a. Citation __x_ Yes ___ Nob. Purpose of the Article __x_ Yes ___ Noc. Theory/Model/Framework used _x__ Yes ___ Nod. Study Setting _x__ Yes ___ No e. Summary Findings and Conclusions _x__ Yes ___ Nof. Contribution of the Article to the Body of Literature __x_ Yes ___ Nog. Limitations of the Study __x_ Yes ___ Noh. Directions for Future Research __x_ Yes ___ No

14. The highlighted article is being submitted in hard copy; a Word text file is submitted to drop box __x_ Yes ___ No

C. ABOUT OUR ARTICLE SUMMARY

1. Our article summary contains 895 to 905 words __x_ Yes ___ No

2. Our Article Summary is:a. Single-spaced _x _ Yes ___ Nob. One inch margins on all sides _x__ Yes ___ Noc. Left aligned __x _ Yes ___ Nod. In Times New Roman 12 pt. ordinary font __x_ Yes ___ Noe. Citation is in APA style __x_ Yes ___ No

f. Pages are numbered __x_ Yes ___ No

3. Our Article Summary includes the following:a. Cover Page __x_ Yes ___ Nob. Citation __x_ Yes ___ Noc. Original Article Word count __x_ Yes ___ Nod. Purpose of the Article __x_ Yes ___ Noe. Theory/Model/Framework used _x__ Yes ___ Nof. Study Setting __x_ Yes ___ No g. Summary Findings and Conclusions _x__ Yes ___ Noh. Contribution of the Article to the Body of Literature __x_ Yes ___ Noi. Limitations of the Study _x__ Yes ___ Noj. Directions for Future Research __x_ Yes ___ Nok. Grade the Article on a 10-point scale __x_ Yes ___ Nol. Article Summary Word count __x_ Yes ___ No

4. The Article Summary was submitted to Turnitin __x_ Yes ___ No

D. WE COMPLETED AN ORIGINALITY CHECK

5. We have completed plagiarism check for Article Summaries on Turnitin _x_ Yes ___ No

6. The turnitin originality check report is being submitted in hard copy; a Word file is submitted to Drop Box _x__ Yes ___ No

E. WE COMPLETED A LANGUAGE CHECK

7. We have completed a spelling, grammar and usage check from GradeMark, on each Article Summary.

_x__ Yes ___ No

F. OUR FINAL CHECKLIST 21. We are submitting the following hard copies FOR EACH OF ARTICLES (submitted to drop box):

a. Assignment description and instructions _x__ Yes ___ No

b.Self-Evaluation Article Summary _x__ Yes ___ Noc.Article Summaries __4_ team members X 1= total __8_ summaries _x_ Yes

___ Nod.MyResearch file ___ Yes ___ Noe.Complete original articles with important points highlighted _x__ Yes ___ Nof. Turnitin report _x__ Yes ___ No

------------------------------------------------------------------------------------------------------

SUBMITTED BY TEAM ___Dubois___ DATE February 26, 2012___

Members: _________________________________________________

Denzel Harris______________________________________

Marialle Mitchell___________________________________

Mayol Riathin _____________________________________

Nia Hazeur________________________________________

Valerie Henderson__________________________________

issues in consumer behavior: brazil

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