International Market Research Articles

Factors Driving Consumption Preferences for Fresh Mango and Mango-Based Products in Italy and Brazil

In many European countries the consumption of tropical fruit is constantly growing, and people are increasingly turning to diets rich in fruit and vegetables. In this context, mango is considered a super-food for its nutritional medium-high energy value. Produced mainly in developing countries, tropical fruits animate an interesting international market. Production in Mediterranean countries is also growing and is increasingly requested in European markets. The aim of this work is to investigate the factors that drive the inclination to purchase fresh mango and mango food and drinks in Italy and Brazil in order to observe consumer preferences in the two countries. The personal experiences, motivations and choices of consumers regarding fresh mango and mango-based products were taken into consideration. Through an online survey, a semi-structured questionnaire was administered in Italy and Brazil which led to a total sample of 453 participants. The data were statistically analyzed, and a PLS-SEM model was used to empirically examine the factors influencing the consumption of fresh mango and mango food and drinks. The research hypotheses are all supported. For a comparison between the two countries, a multigroup analysis (PLS-MGA) was performed. In Italy, consumers are attentive to the quality and safety of the fruit; they choose the point of sale where they buy fresh mango or mango foods because they trust the seller to guarantee the fruit’s origin and transformation. In Brazil, new consumer trends are emerging especially in gastronomy; since they are local foods, they are considered safe, sustainable and healthy by consumers. The study addresses a little-explored topic and aims to enrich the debate on consumer orientations, preferences and reasons for buying mango and mango products.

A Study of Game Localization Translation under the Perspective of Skopos Theory--Taking the Game Red Dead Redemption 2 as an Example

As economic globalization continues to advance, the international market for video games is rapidly growing. For game companies aiming to expand their business globally, the localization of game translations is a crucial aspect. A well-executed localization can greatly boost a game’s international sales and appeal, attracting players from diverse regions. Thus, game localization is a vital strategy for companies seeking success on the global stage. Skopos theory, a key framework in translation studies, offers valuable insights for different types of translation work. This paper applies the principles of Skopos theory to examine the Chinese localization of various texts in the large-scale single-player game Red Dead Redemption 2. The analysis reveals that, under the guidance of Skopos theory, the localization enhances both the gaming experience and the sense of immersion for Chinese players. During the localization process, the translation, adaptation, or even rewriting of the original text is performed with the goal of aligning the final product with the cultural and linguistic preferences of local players.

EXPRESS: Unpacking the Role of Ethical Leadership in the Era of Sustainable Development Goals and Values-based Marketing

Tackling sustainable development goals (SDGs) has become a key strategic marketing activity for multinational enterprises (MNEs) to build their reputation and ensure their brand value. However, SDGs can cause goal conflicts for MNEs, resulting in firms not being equally responsive to all stakeholders. Therefore, this study aimed to explore how ethical leadership, underpinned by a corporate purpose, enables MNEs to pursue SDGs in foreign markets. The researchers argued that ethical leadership based on a corporate purpose can provide strategic direction for MNEs, thus enabling them to focus on selected SDGs that can be integrated into their values-based marketing agendas. Further, the findings revealed that a corporate purpose can offer consistency and perseverance in the exertion of ethical leadership at the local market level; however, ethical leadership may require organizational members to disassociate from structural inconsistencies and goal conflicts in pursuit of aspired SDGs. Thus, the study makes a significant contribution to the literature on international marketing by adopting an ethical perspective to explain how MNEs can strategically position themselves in relation to SDGs in international markets. The findings suggest that ethical leadership can build a foundation for credible marketing communication while serving as a driver of values-based marketing programs.

Analysis of Risk Management and Prevention Strategies in the International Operations of Enterprises

With the deepening of globalization, more and more enterprises are looking towards the international market in search of broader development space. However, international operations not only bring unprecedented opportunities but also accompany various risks. This article delves into the risks enterprises may encounter in international operations, including market, political, economic, exchange rate, legal, and cultural risks, and systematically analyzes the causes, manifestations, and impacts of these risks. Through specific case analyses, this article proposes a series of practical risk management and prevention strategies aimed at helping enterprises build a more robust international operation defense line, ensuring their steady progress in the complex and volatile international market.

Strategic Communication and Socio-Ecological Imperatives for Re-Marketing the Nigerian Brand

The thrust of this paper is to examine select factors within the social and ecological realms that are attributed to the image crises of Nigeria and to proffer sustainable strategic communication solutions to re-marketing the nation as a brand. The de-marketing process of the brand Nigeria is a function of some obvious factors like corruption, bribery, ethnicity, communal and ethno-religious clashes. Consequently, almost everything ‘Nigerian’, whether human beings or products, is questioned or received with greater comparative scepticism, especially within the international community. Nigeria is no doubt in dire need of a corporate reformation and a review of the nation’s socio-ecological posture and experience will offer a headway for the re-marketing of the brand. This paper adopts the analytical methods for the review of strategic communication and the Socio-Ecological Model, using selected scenarios in Nigeria as units of analysis. Findings reveal that Nigeria’s albatross as an unattractive brand is the moral decadence of her citizens occasioned by a lack of adequate information of citizens, absence of motivation and ability to act, and the inherent norms that the people live with. This has thwarted the nation’s (re)branding management efforts. This paper recommends that the Federal government of Nigeria should re-orient her citizens from the now youngest generation and re-order her communication architecture to communicate a renewed Nigerian brand that will help the nation’s image to be attractive for a convincing patronage within the international market.

<b>Performance of Candidate Varieties of Basmati Rice in Uniform Yield Trials</b>

The primary focus of rice breeding research is now on developing high-yielding rice varieties with early maturing and physio-chemical features, such as improved cooking quality, aroma, and extra-long grain. This shift in focus is driven by the growing global demand for high-quality rice. Using traditional breeding methods to trait pyramid these extremely important traits while maintaining yield and quality is a challenging task. Good grain quality(aromatic), fertilizer responsiveness, and high-yielding varieties can help the farmers in Pakistan to increase their revenue despite global population growth and changing international market patterns. At the Rice Research Institute, Kala Shah Kaku (RRI KSK), new, improved, high-yielding, extra-long grain lines with the qualities of early maturity, small stature, and good cooking with aroma are being developed through traditional breeding methods. The present study aimed to assess the genetic variability of these lines in terms of paddy yield and to discover superior high-yielding cultivars suitable for widespread cultivation. There were notable variations in paddy yield among the different entries in the pooled analysis. The highest average paddy yield (5010 Kg/ha) was seen in entry 10640-10-1-1-1, followed by entry 10684-3-1-2 (4990 Kg/ha) and PK 10434-6-2-1 (4550 Kg/ha) and suggested for general cultivation based on their mean paddy yield. A strong positive correlation was seen between the grain thickness grading of over 2.2 mm and the number of panicles per plant. The overall quality of the Uniform Yield Trials of Fine rice samples can be reported as excellent for PK 10306-15-5, PK PB-8 and PK 10678-2-1-1 over check Basmati-515. There will be a simultaneous increase in grain yield with improvements in these qualities.

GPS-supported smartphone app-based integrated travel diary and time-use data collection: challenges and lessons learned

AbstractTravel behaviour and time-use data are two vital data sources for travel demand modelling. Travel behaviour is traditionally collected through household travel surveys, enhanced by using GPS-supported smartphone apps for passive location data collection. However, recruiting individuals willing to install these apps with sustained motivation to continue participation has been a critical challenge. This paper shares insights from a travel and time-use data collection procedure in Chicago and Sydney using the Fourstep app. Social media platforms were utilised as a solution to recruit participants in Chicago, where an international market research company failed to accomplish the task. This paper also discusses the challenges we faced and suggests ways to overcome them, offering valuable guidance to researchers in recruiting participants for smartphone application-based data collection. It also offers an analysis of travel, time-use, and travel-based multitasking behaviours based on the data collected from the Chicago and Sydney samples.

A koronavírus-járvány társadalmi és gazdasági hatásai a határ menti térségek fejlődésére a magyar–szlovák határrégiók esetében

The Social and Economic Impact of the Coronavirus Pandemic on the Development of Border Regions in the Case of the Hungarian–Slovak Border Regions Borders in a given social context seem to be eternal and unchangeable, but their exact location, their permeability, their functions and the regulations assigned to them are in fact constantly changing according to the ideals of the respective societal eras. The SARS-CoV-2 neo-coronavirus infection, identified in December 2019 as the cause of Covid-19 disease, has become a global pandemic, causing a major health, economic and social crisis. The pandemic had an impact on the single market mechanisms established by the European Union, affecting freedoms—the free movement of services, goods, capital and people—and on almost every aspect of everyday life as it had been until then. In border regions, these effects were magnified. The active socio-economic interactions of the Hungarian–Slovak border regions were interrupted overnight as a result of the border traffic measures, causing significant negative changes and restructuring the functioning of cross-border processes.

Trend Analysis of Cross-Border Electricity Trading in Pan-European Network

The long-term global target of facilitating energy security and optimizing resource utilization while supporting the transition to sustainable energy systems has led the pathway towards regional cooperation in the context of energy infrastructures and trading. Recent trends highlight the development of transnational energy grids, pipelines, and renewable energy projects, facilitating efficient distribution of electricity, gas, and other energy forms. These advancements offer benefits such as increased reliability of energy supply, cost savings through shared resources, and strengthened relationships between countries. However, challenges persist, including regulatory differences, geopolitical tensions, alignment of market rules as well as substantial investment requirements in infrastructure and technology. Addressing these challenges necessitates harmonized policies, robust legal frameworks, and cooperative international governance, which are crucial for effective cross-border energy trading. The aim of the work is to present the current landscape as well as analyze the latest trends and developments in the dynamic field of electricity interconnectors, providing insights into its trajectory and implications for the European internal energy market.

Optimization and Application Analysis of the UAV "Last Mile" Mobile Terminal Distribution Station in Rural Area under the Background of E-Commerce

With the booming demands of global consumers, the grand total of international e-commercial procurement in 2024 will be expected to exceed 6.3 trillion USD. Under the pressure of huge orders and shipping lag, figuring out a cost-effective last mile delivery achieving real door-to-door service, especially in rural areas, has become one of the focuses in the international e-commercial market. To better solve this problem, this paper starts with the analysis of international e-commercial status and the feasibility of UAV mobile terminal station launch, taking good account of drone delivery route setting, time schedule, and costs spent to optimize the mobile station moving. Based on a series of experiments to iterate the Unmanned Aerial Vehicle (UAV) mobile terminal station delivery mode, it will provide some insights to the market about how the last mile delivery will develop in the next decade. This paper will focus on applying the hybrid ant colony algorithm to improve truck-drone collaborative last mile delivery route settings and figure out the best delivery route combo for cost saving.

Research on International Trade Development Path of Small and Medium-sized Enterprises in the Context of E-commerce Trade

With the rapid development of Internet technology and the advancement of globalization, e-commerce has become an important part of international trade activities. In this context, how to expand the international market and enhance the competitiveness of small and medium-sized enterprises with the help of e-commerce trading platform has become a hot issue in current research. This paper first summarizes the development of e-commerce trade and its impact on the international trade of small and medium-sized enterprises (SMEs), and then analyzes the current situation and main problems of the international trade of small and medium-sized enterprises. On this basis, it puts forward the development path and strategy of SMEs' international trade under the background of e-commerce trade, including establishing e-commerce trade platform, strengthening supply chain management, utilizing cross-border e-commerce, strengthening brand building, and innovating service mode. This paper aims to provide theoretical support and practical guidance for SMEs to carry out international trade under the background of e-commerce trade.

Effects of Land and Labor Costs Growth on Agricultural Product Prices and Farmers’ Income

Widespread attention has been paid to the continuous rounds of rising agricultural product prices in China since 2003. During this period, rising prices were affected by input costs and international market prices; therefore, the degree of benefits obtained by farmers from the rise in agricultural product prices has been questioned. However, limited studies have examined the effect and relationship between rising agricultural product prices and farmers’ income. The purpose of the study was to provide empirical evidence on how the rise in agricultural product prices affects farmers’ income and to understand the role of land and labor costs in this context using provincial data from 2003 to 2020. The findings reveal that there is a threshold effect on the impact of the rise in agricultural product prices on farmers’ income. A moderate rise in agricultural product prices can increase farmers’ income, but excessive price increases have an insignificant effect. The causes behind the price rise significantly influence farmers’ income. An increase attributed to higher land and labor costs can improve farmers’ income, whereas a rise driven by international market prices or the cost of agricultural production inputs is unlikely to benefit farmers.

The Impact of Changes in the RMB Exchange Rate on the Export Competitiveness of China's Textiles and Clothing Industry

In recent years, the export volume of China's textiles and clothing industry and its international market share have increased year by year. Under such circumstances, studying the export status of China's textiles and clothing is conducive to further promoting the development of its textiles and clothing industry. This paper establishes a model based on the annual Revealed Comparative Advantage Index of China's textiles and clothing industry from 2000 to 2021, the nominal exchange rate of RMB against the US dollar, and the annual data of GDP. This paper then tests its stability, and continues to carry out the co-integration test and Granger-Causality under the condition that the data is stable in the same order to judge the relationship between the change of RMB exchange rate and the Revealed Comparative Advantage Index of China's textiles and clothing. Research shows that for every 1% appreciation of the nominal exchange rate of the RMB against the US dollar, the Revealed Comparative Advantage Index of China's textiles and clothing industry will increase by 0.0009647%. The rise of the RMB exchange rate has a certain effect on the RCA of China's textiles and clothing industry, and the results of Granger-Causality also show that the RMB exchange rate is the reason for RCA in China's textiles and clothing industry.

Analysis of the Competitiveness of Digital Service Trade Between China and RCEP Partner Countries

Abstract: Based on the digital service trade data from China and RCEP partner countries from 2008 to 2022, this study analyzes the current status of digital service trade, including export scale, structure, and policies. It calculates the international market share and trade competitiveness index, and provides an in-depth analysis of the overall competitiveness of digital service trade and the competitiveness levels by industry within RCEP countries. The study finds that while the international competitiveness of digital service trade between China and RCEP partner countries is relatively weak, the development speed is relatively fast. In response, China should increase efforts in digital infrastructure construction with RCEP partners, promote digital technology research and innovation; enhance digital security and privacy protection, and improve relevant laws and policies; reduce barriers to digital service trade, and increase the influence in formulating digital trade rules; strengthen political mutual trust among RCEP countries, and deepen cooperation in digital service trade.

Enhancing Cultural Intelligence and Global Competency in Marketing Education: a Comparison Between Study Abroad and Host Country Students

ABSTRACT A study abroad program offers numerous benefits and holds significant importance in a student’s educational and personal development. It offers a transformative and enriching experience that can positively impact a student’s personal, academic, and professional life. We propose a short-term study abroad and cultural exchange program where one of the main focuses is to create an opportunity for study abroad students to interact and collaborate with people from a different culture (host country students). American students spent 2 weeks with Thai students attending lectures, group discussions, and activities to learn about international marketing and sustainable tourism in Thailand. This study examines the effects of this program on student’s cultural intelligence, global competency, openness to diversity, and learning. It also compares the differences between these two groups to offer more insights. The results show that American study abroad students showed higher cultural intelligence, global competency, and openness to diversity after the program completion, whereas Thai host country students did not show any significant changes.

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how marketing capabilities affect brand orientation and performance. Specifically, the study considered the mediating impact of value cocreation and the moderating effect of innovation capabilities on the association between brand orientation and performance. Design/methodology/approach The population of interest included SMEs exporting food and agricultural products. A sample of 296 managers and export executives completed the questionnaire. Structural equation modeling (SEM) using Smart PLS3 was applied to analyze the data. Findings The findings revealed that export market planning capabilities positively affect brand orientation, but the impact of marketing information capabilities on brand orientation was not supported. The results showed that brand orientation was directly and indirectly associated with brand performance through the mediating effect of value cocreation, and that innovation capability adversely moderated the relationship between brand orientation and performance. Research limitations/implications This research focused only on two primary internal marketing capabilities affecting brand orientation, i.e. market information and product planning capabilities. Practical implications Explaining why some international SMEs adopt brand orientation activities, the results may help international firms increase their brand performance by emphasizing their marketing capabilities and creating covalue with their customers. Originality/value This research expands the existing knowledge of branding in international markets.

THE CORRELATION BETWEEN INTERNAL AND EXTERNAL CUSTOMER SATISFACTION AS A TOOL FOR ACTIVATING SERVICE MARKETING IN SMALL AND MEDIUM ENTERPRISES

Purpose: This research paper seeks to determine the relationship between internal and external customer satisfaction in order to activate the marketing of tourism services for Algerian small and medium enterprises by practicing internal marketing. Methodology: In order to answer the raised questions and test the validity of the hypotheses, and after reviewing previous studies, the descriptive analytical approach was relied upon, as this approach is one of the forms of scientific description and interpretation organized to describe the variable under study, depict it quantitatively, and analyze it. To extract the results, one of the methods of this approach was relied upon, which is the field survey by investigating the opinions of employees of the Algerian small and medium tourism enterprises under study on the impact of internal marketing on achieving internal and external customer satisfaction; to obtain data and information that help in coming up with results to provide suggestions and recommendations. The researchers used the questionnaire in this. The study community was selected, which was all small and medium tourism enterprises (agencies, hotels, airports, ...) operating in the Algerian tourism sector. Based on the study community, a random sample of 20 tourism enterprises operating in various parts of the country was selected. The sampling unit (items) was represented by the employees of the institutions under study. 140 questionnaires were distributed, 126 of which were returned, thus the return rate was 90%. Therefore, the study sample is 20 small and medium enterprises represented by 126 individuals. Results: The study concluded that there is a role for internal marketing procedures in achieving internal customer satisfaction, and that there is a role for internal customer satisfaction in achieving external customer satisfaction.. Practical Implications: The practical implications of the research were to recommend the need to expand the interest of Algerian small and medium enterprises in internal marketing, due to its major role in improving the organizational climate and achieving both job satisfaction and external customer satisfaction. Originality/Value: This study contributes to the growing body of knowledge on the concept of internal marketing application in SMEs as a necessity to achieve internal and external customer satisfaction, and can contribute something new to both practitioners as the study provides actionable insights for developing policies for these organizations.

Analysis of Wheat Export Performance in India

Wheat is a plant which is valued highly for its kernel as an edible part and an important source of carbohydrates. India ranks second position in wheat production in the world with a contribution of roughly 13.53 per cent to global wheat output (Naga Latha et. al., 2022). The study analyses the export performance of wheat and examines the trends in the growth performance of wheat in terms of area, production and productivity, export quantity and export value during 1973-2022 which is a period of 50 years. The analysis reveals that the highest compound growth rate in terms of area was 1.16 per cent, production was 4.49 per cent and productivity was 3.29 per cent respectively. The results of the study on the compound growth rates during the study periods have shown positive and increasing value which indicates high potential for the export of wheat from India. In the analysis of instability, there exists a high positive correlation between the export quantity and value of export in the overall period. Wheat area, production and productivity exhibit higher variability and instability in the overall period. Period II shows lower variability and instability, indicating increased stability. Period I exhibits moderate variability and instability. The overall period has the highest instability, suggesting unpredictable production. Instability indices show high instability at 126.97 per cent in Period I and 138.18 per cent overall, while Period II exhibits moderate instability at 101.94 per cent. Market volatility, trade policies, economic fluctuations, weather patterns and production variability contribute to these fluctuations. As of trend analysis, there is a positive and significant increase. The NPC value of wheat during the overall period was 0.051, it indicates that the commodity is not protected. NPC<1 indicates that the commodity is exportable and possesses export competitiveness and hence the hypothesis i.e. Indian wheat has better competitiveness in the International market.

Can the European nuclear power industry compete with the Chinese nuclear power industry?

European commissioner for the Internal Market, Thierry Breton, told Le Journal du Dimanche in January 2022, “Existing nuclear plants alone will need 50 billion euros of investment from now until 2030. And new generation ones will need 500 billion”. This paper considers whether these values are realistic. Further, it asks whether these investments would yield an internationally competitive European nuclear power infrastructure given that the nuclear power industries in the Organization for Economic Cooperation and Development member countries have lost global nuclear market share to Russian and Chinese firms since 1995.The paper investigates whether the European nuclear industry even with massive investment can compete with the Chinese nuclear industries. It concludes that the European (in particular, the French) nuclear power industry will be unlikely to be cost competitive with the Chinese nuclear power industry unless financing and new plant orders are immediately forthcoming. To achieve carbon neutrality, the issue becomes whether European Union countries can afford indigenous nuclear technologies or will need to import nuclear power plants from Asia.

The Rise of Green Trade Policy and Its Impact on the International Market

With the increasing severity of global environmental issues, governments and international organizations are gradually recognizing the key role of green trade policies in promoting environmental sustainability. Green trade policies aim to facilitate a green transition in global trade through the formulation and implementation of environmental protection measures. These policies include carbon pricing mechanisms, green tariffs, environmental subsidies, and international coordination of environmental standards. This paper systematically analyzes the definition and development of green trade policies and explores their impact on the international market. The main content covers the reshaping of international trade flows and patterns, changes in global competitive dynamics, and the optimization and adjustment of global supply chains. The study reveals that green trade policies not only drive increased demand for eco-friendly products and technologies in the international market but also reshape global competitive dynamics and promote the greening and smart transformation of global supply chains. In the future, with the further refinement of green trade policies and strengthened international cooperation, the global economy is expected to achieve more sustainable development.