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We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

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This study is a survey of Korean automobile manufacturers in Europe, which examines the different perceptions of emerging multinationals to economic integration and the subsequent strategic reactions relating to their particular characteristics. The findings show dissimilar patterns and motivations for Korean automotive foreign direct investment (FDI) when compared to those of established multinationals, which are conceptualized as a pre-emptive strategic advance, particularly in relation to the changing ownership endowments and negative perceptions of the single European market. These finding imply that conventional variables are unlikely to be applicable to emerging multinationals and show the need to segregate them from other multinationals when formulating industrial policies and firm-level competing strategies.

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