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This edited collection is a uniquely positioned contribution of interrelated research papers about global business value transformations in both offline and online (digital) worlds. With chapters spanning multiple business disciplines such as strategy, organizational behavior and e-commerce, this book explores the impact of cross-cultural issues, characteristics and challenges with regard to global value innovations. The authors analyze the effects of institutional and regulatory change on international marketing and management from both traditional and digital perspectives, providing concepts and cases for students and academics.



Chapter 1. Global Value Chains and International Business Research: Perspectives from Switzerland

The international division of labor and vertical specialization represented by Global Value Chains or GVCs have redefined global trade. The phenomenon has been studied by multiple disciplines, including economists, geographers, sociologists, and historians. This article synthesizes various lines of inquiry, and notes their respective assumptions. IB research on GVCs continues to focus on Multinational Enterprises or MNEs, assuming that they exert control over the network through buying power and superior knowledge. Structure and governance are, however, not necessarily destiny in a GVC. Porter’s original definition of the Value Chain stated that competitive strategies manage not just local costs, but the linkages between dependent nodes. Two Swiss firms illustrate how small suppliers can be successful within GVCs by managing network effects. We conclude with the implication of new business models and strategies on IB research and practice.
Sarbani Bublu Thakur-Weigold

Chapter 2. Social Commerce Optimization: An Integrated Framework for Consumer Behavior in Social Media

This research discusses social commerce in relation to the consumer decision-making process, and how this process is crucial in harnessing the commercial potential of social media resulting in customer value and improved organizational performance. Social commerce involves exchange activities that occur as a result of social interactions that correspond to consumer behavior across all stages of the decision-making process. In this research, we propose a framework on how social commerce integrates firm and consumer perspectives of pre-purchase, purchase, and post-purchase behavior. We conceptualize an integrated multidimensional social commerce framework targeting firms and consumers as a basis for enhancing commercial activities on social media platforms. Finally, we examine our comprehensive framework through the lens of social commerce activities and offer implications for researchers, marketers, and policymakers.
Saidat A. Sanni, Brian Leemoon, Anshu Saxena Arora, Jennifer J. Edmonds

Chapter 3. Social Media Driven Student-Centered Learning Through Social Commerce in Higher Education

The research discusses the usage of social media in advertising with CASMAR, our theoretical Framework for Social Commerce. In the research, we focus on how social media positively affects advertising and how it relates to social commerce, as well as, increase in organizational branding and exposure. We examine social media advertising through CASMAR social commerce framework, and how CASMAR affects consumers and businesses in branding and customer loyalty. In Higher Education (HE) sector, prior research has indicated that social media technologies and networks such as Twitter, Facebook, Instagram, and Google Docs has the potential to enhance primary and secondary learning. We review the importance of Word-of-Mouth (WOM), and the effects of personalized interactive advertising and its usage intensity on consumers and organizations, with a distinct focus on higher education. Furthermore, we investigate how social media sites are being used for e-commerce platforms and how they are integrated into educational (learning) needs of individual consumers and organizations. The research addresses questions of how social media advertising relate to CASMAR social commerce framework; how social media affect social commerce and WOM-related interactive advertising for higher learning needs; and how are social networking sites (SNSs) being used as e-commerce platforms that can be integrated into HE teaching practices to emphasize student centered pedagogy and learning. Finally, we offer recommendations to researchers, practitioners, and policymakers regarding the usage of social media and social commerce-driven CASMAR framework for organizational growth, learning, and innovation.
Casey Galloway, Mariah Curtis, Anshu Saxena Arora

Chapter 4. Online Advertising: Creating a Relationship Between Businesses and Consumers

The purpose of this paper is to provide a review of creating a relationship between businesses and consumers. The paper addresses the advantages, issues, and current trends of online marketing. The findings reveal that some of the most common mediums to make connections with consumers are email, social media, and mobile advertising. In this article, the authors formulate the e-marketing strategies to build and maintain relationship with consumers in response to the current development of online marketing.
Herbert Kresh, Ashley Laible, Mei Lam, Mahesh Raisinghani

Chapter 5. Ballin’ the Pinball Way: Conceptualizing the WALLIN Framework for Transitioning from Linear to Collaborative Social Media Advertising

This research examines the transition from a linear advertising approach (also known as “the bowling alley” approach) to a much more collaborative approach known as “pinball advertising.” We provide significant background information regarding the effectiveness of “the bowling alley,” and explore the benefits and risks associated with switching to the collaborative pinball approach for social media advertising. We developed our own framework for analysis, called the WALLIN framework . Included in the WALLIN framework is the impact of word-of-mouth (WOM), active consumers, leadership , lane shifting, implications, and networks in terms of moving away from the ‘old’ approach and toward the ‘new.’ We utilize case research to develop our findings, with the prospect of highlighting the biggest benefit of pinball advertising based WALLIN framework : giving the power back to the people. The notion of paying attention to what consumers have to say is one that may seem essential to the success of a business, but surprisingly, not one that all businesses follow. Through our paper, we focus on the importance of paying attention to electronic WOM through utilization of the pinball advertising approach. The research addresses questions of how switching to a collaborative pinball advertising driven WALLIN advertising approach positively impact organizational success; what are the pros and cons of moving toward the new advertising approach; and how does WALLIN framework impact social media driven learning and educational needs of organizational employees and individual consumers in business-to-business and business-to-consumer settings.
Christine Walsh, Jordan Lindley, Anshu Saxena Arora, Jennifer J. Edmonds

Chapter 6. Music as a Source of Inspiration for Future Managers—A French Learning-By-Doing Teaching Experiment

This chapter demonstrates how music can become a source of inspiration for building effective teams . In a learning-by-doing experiment with a group of business school students participants managed to turn their group into an effective team, by playing music. Hence, we will demonstrate how these students increased their group effectiveness by referring to Tuckman and Jensen’s group development theory and also to the power of music in each development stage. The federating elements which have fostered the students’ group effectiveness will then be presented. Finally, we show how this experiment can contribute to building higher group effectiveness in the workplace.
Pascale Debuire

Chapter 7. The Soft Power of the Music Industry—Where Does It Start and Where Does It End? Insights from the United States and Japan

With the growing global connectivity, the necessity of countries to assert their cultural identity has become profound. This paper explores how Japan was able to preserve its local music culture amidst the presence of US and western influences on local demand through the soft power concept. Our study suggests that soft power efforts of one state may be considerably undermined when soft power interests of another country raise, resulting in serious impacts on the specific soft power-related industry.
Mathilde Cerqueira

Chapter 8. International Determinants of Cultural Consumption from a Well-Being Perspective

The objective of this chapter is to analyze both conceptually and empirically certain dimensions of the potential interrelation between cultural and happiness economics. The chapter focuses on a specific aspect of leisure, namely cultural consumption , in relation to a broad spectrum of well-being and other economic determinants. An econometric study of international cultural consumption focuses on determinants of international trade in cultural goods and services for OECD countries between 1992 and 2004, along with possible links to measures of well-being. Behavioral demand factors, including experience, education and subjective well-being, are compared to supply-side determinants, as forces driving cultural consumption and trade. In addition, higher cultural consumption propensities are shown to be positively related to national indicators of well-being.
Claire R. Owen

Chapter 9. Holding on to Family Values or Adapting to a Changing World—The Case of Barilla

Family businesses are often deeply rooted in their traditions. While traditions offer identity and stability in times of crisis, they can also represent obstacles when innovation and adaption become necessary. This chapter asks how family businesses handle the challenge of sustaining their traditional values and adapting to a changing environment. It illustrates the case of Barilla, an Italian pasta producer that faced a marketing disaster when the current family owner, Guido Barilla, publicly announced that his family’s traditional values conflict with modern family concepts, such as homosexual partnerships. In the second part of the chapter selected benefits and challenges of family business traditions are discussed.
Fabian Bernhard

Chapter 10. Terrorism vs. Tourism: How Terrorism Affects the Tourism Industry

The twenty-first century has seen incredible growth in terrorism and related events that impact the tourism industry. This research outlines implications for the tourism industry, in an effort to determine the relationship between terrorism-related events and tourism. Specifically, events in the tourism industry are examined through both tourism and terrorism lenses—which provides a unique perspective. This research focuses on the response to these industries throughout the time period. The research concludes with a discussion of the challenges and implications for the tourism industry due to terrorism. The goal of the research is to address the question: is there a correlation between the events, the reactions, and the implications?
Allison Naumann, Jennifer J. Edmonds, Dean Frear


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