Qualitative Methods in International Sales Research: Cross-Cultural Considerations

Javalgi, Rajshekhar G.; Granot, Elad; Alejandro, Thomas G. Brashear

doi:10.2753/pss0885-3134310204

Cited by 18 publications

(13 citation statements)

References 49 publications

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“…Even if researchers are bilingual, sharing the experience of ethical fashion in different languages could become insurmountable. For these reasons, researchers have an option to turn to qualitative techniques which involve the use of visual stimuli or projective techniques ( Javalgi et al, 2011). Belk et al (1997) explored consumer desire in Turkey, Denmark and the USA using collages, story telling, sentence completion and word associations.…”

Section: Visual Research Techniquesmentioning

confidence: 99%

Ethical fashion dimensions: pictorial and auditory depictions through three cultural perspectives

Carey

Cervellon

2014

Journal of Fashion Marketing and Management

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Purpose – The purpose of this paper is to provide the results of an exploratory study comparing attitudes of young fashion conscious consumers towards ethical fashion in Canada, France and the UK. Design/methodology/approach – The methods used in this research were qualitative with a mix of interviews and focus groups and a new application of a visual method widely used within design and fashion environments, the mood board. The study is based within the contrast of a growing trend towards sustainability and the rise of fast fashion where consumers are increasingly demanding cheaper items. The research is also grounded in cross-cultural research where the comparison of data emanating from different cultures and languages presents specific dilemmas for researchers. Findings – Results indicated that there were notable differences in the perception of ethical fashion between the respondents from these three cultures. In the representation and appeal of this fashion segment, in terms of its perceived availability, the transfer of meaning connected with the observation of higher price points and in the use of ethical purchases in the fashion arena as an offset or redemption for unethical behaviour in other contexts. Originality/value – The originality of this paper lies in the innovative use of the visual qualitative methods which contributes to the debate concerning the research methods associated with cross-cultural research and extends the restricted body of literature which compares cultural attitudes in this area by offering key insights into the complex issues surrounding ethical fashion consumption.

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Section: Visual Research Techniquesmentioning

confidence: 99%

Ethical fashion dimensions: pictorial and auditory depictions through three cultural perspectives

Carey

Cervellon

2014

Journal of Fashion Marketing and Management

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“…A descriptive line of inquiry was deemed appropriate due to the limited empirical work on agility selling. Descriptive case studies help to achieve an in-depth understanding of a theory (Yin, 2014) and are suitable “in studying topics that have not attracted significant previous sales research attention” (Javalgi et al , 2011, p. 159). They are appropriate when trying to provide a deep understanding of actors and their interactions (Woodside and Wilson, 2003).…”

Section: Methodsmentioning

confidence: 99%

Salesforce responsive roles in turbulent times: case studies in agility selling

Bourguignon

Boeck

Alejandro

2021

JBIM

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Purpose Salespeople are at the forefront of the external environment where they act as the first responders to critical events and their resulting business turbulence. How the salesforce responds to turbulence is, therefore, of great interest both theoretically and in practice. The paper aims to rekindle interest in agility selling, which is the most adequate behavioral sales model to exploit environmental uncertainty. Design/methodology/approach An organizational autoethnography complemented with data from in-depth interviews with key salespeople involved in turbulence resulted in the development of eight case studies. Findings Salespeople use agility selling through four possible responsive roles. They amplify, innovate, cooperate or mitigate turbulence to exploit its ensuing opportunity or minimize its negative effect for both the supplier and the customer. The article enhances the agility selling model by putting three core abilities in the forefront: (1) forecasting turbulence from critical events, (2) responding to changes quickly and adequately and (3) exploiting changes as opportunities. Research limitations/implications The article argues that critical events are the cause of the turbulence that the salesforce must deal with before it hits the dyad. Agility selling represents an untapped research opportunity in business-to-business sales, and sales management, as well as within the overall agile organization. Practical implications Sales organizations would greatly benefit in implementing training of agility selling’s core abilities because responsiveness is a valuable tool for salespeople in times of turbulence. Originality/value The study is the first to empirically demonstrate the existence of agility selling.

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“…Bender (1978) states that brand community is a network built on bonds of mutual and emotional relation [4]. McAlexander, Schouten and Koenig (2002) define brand community from a customerexperiential perspective, which is a net of relationships between customers and the brand, customers and the firm, customers and the product in use, and customers and other customers [13]. Arora (2009) generalizes other researchers' opinions and states that brand community is a group of active, investigating, and loyal customers [3].…”

Section: Brand Communitymentioning

confidence: 99%

“…Desire to contribute to brand's success: McAlexander et al (2002) state that customers desire to contribute to the brand's success when they are highly integrated and emotionally invested in the brand [13]. Muniz and O'Guinn (2001) describe shortly this concept as a sense of moral responsibility that a consumer may have when being a member of a brand community [15].…”

Section: (2)psychological Attachment To Brand Communitymentioning

confidence: 99%

Impacts of culture differences on a brand community – a cross study in sweden, Taiwan and Vietnam

Hua

2013

Sci. Tech. Dev. J.

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This study questions the impact of cultural differences on Apple Inc. brand community in three countries: Sweden, Taiwan and Vietnam. On the basis of quantitative and qualitative research, two component factors of brand community are assessed: brand loyalty and psychological attachment to brand community. While the Taiwanese highly evaluate the role of brand loyalty for the formation of brand community and psychological attachment to a brand at moderate level; the Vietnamese consumers highly appreciate both the roles of two factors. In comparison, the Swedish have lowest level assessments. In brief, there are significant differences in the evaluations of these factors of the brand community in cross culture context. Besides, Hofstede’s national culture theory is applied as the explanation for the research findings. Last but not least, some implications are given to a brand marketer, especially for Apple Inc’s.

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Qualitative Methods in International Sales Research: Cross-Cultural Considerations

Cited by 18 publications

References 49 publications

Ethical fashion dimensions: pictorial and auditory depictions through three cultural perspectives

Ethical fashion dimensions: pictorial and auditory depictions through three cultural perspectives

Salesforce responsive roles in turbulent times: case studies in agility selling

Impacts of culture differences on a brand community – a cross study in sweden, Taiwan and Vietnam

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