| عنوان فارسی مقاله | هم مکانی با فعالیت های ارزش بازاریابی به عنوان ارتقای تولید در زمان شیوع COVID-19 |
| عنوان انگلیسی مقاله | Co-location with marketing value activities as manufacturing upgrading in a COVID-19 outbreak era |
| فهرست مطالب | چکیده 1. مقدمه 2. ادبیات و ایجاد فرضیه 3. روش شناسی 4. نتایج تجربی 5. بحث و نتیجه گیری منابع |
| نمونه مقاله انگلیسی | Abstract Co-location has been a relevant topic in the international business literature, yet the extant literature focuses on the co-location of research and development (R&D) and production activities and overlooks marketing value activities. Marketing innovation is an agile and effective way to respond to crises such as the COVID-19 pandemic, and many manufacturers in global value chains aim to upgrade functionally following the trajectory of the OEM-ODM-OBM. Thus, this study proposes the co-location of marketing activities as a flexible and organizational learning strategy for manufacturing upgrades, and explores the antecedents of marketing colocation in foreign direct investment (FDI) decisions. The proposed research framework was examined using survey data from 343 Taiwanese manufacturing firms in China, which were drawn from a database compiled by Taiwan’s Ministry of Economic Affairs in 2020. The results show that the breadth of international experience, linkage to R&D, marketing as a primary knowledge source in the host country, upgrading for local demands, and new product development for global supply are all positively associated with the co-location of marketing and production functions. Additionally, it was found that there was a negative association between FDIs that had been impacted by COVID-19 and marketing co-location. The findings provide valuable theoretical, practical, and strategic insights into how firms should manage their global value chains with respect to marketing co-location in case of another crisis. Introduction Co-location has been a relevant topic in the international business literature over the past two decades (Castellani & Lavoratori, 2020). It began with the global offshoring or outsourcing phenomenon, in which companies dissect their value chains and distribute less valued activities outside their original organization boundaries, endorsing the formation of global value chains (Ambos, Brandl, Perri, Scalera, & Van Assche, 2021; Ghauri, Strange, & Cooke, 2021). Location becomes an ensuing question when companies want to determine and derive specific local resources or benefits from specific nation-states within a global value chain (GVC). Co-location discusses what kinds of value activities are combined to uplift a subsidiary venue’s value. Firms that learn through action and transform via functional upgrades successfully follow a common trajectory. They renovate themselves along their value chains, from original equipment manufacturing (OEM) to original design manufacturing (ODM) to own-brand manufacturing (OBM) (Eng & Spickett-Jones, 2009). OEM manufacturers augment the per-unit value of products through functional upgrades to compete on design and marketing innovations in GVCs, instead of engaging in a price war. Functional upgrades maneuver the mix of activities within and between links in a GVC and can effectively transform a production organization into a design or branding corporation (Chin & Rowley, 2018; Gereffi, Humphrey, & Sturgeon, 2005). However, there is also a warning that upgrading from OEM to OBM in GVC is not a panacea (Gereffi, 2009). First, the transformation to an OBM requires significant investments in research and development (R&D) and branding, and the risk of failure is high. Second, the move may generate hostility among current GVC leaders (Chin, Liu, & Yang, 2016). Therefore, the current study presumes that given the high uncertainties and risk of jeopardizing the present clientele, marketing co-location is a safer strategy for OEMs to perform functional upgrades while inducing flexibility and competitiveness in opportunities of future transformation. |
| نمونه ترجمه فارسی |
چکیده ادبیات و ایجاد فرضیه توجه؛ (همانطور که در نمونه ترجمه مشاهده مینمایید، این ترجمه توسط مترجم مجرب با رشته مرتبط به صورت کاملا تخصصی انجام شده و ادامه مقاله نیز به همین صورت با کیفیت عالی در فرمت ورد و pdf آماده خریداری و دانلود میباشد.) |
| سال انتشار | 2022 |
| ناشر | الزویر |
| مجله | Journal of Business Research |
| کلمات کلیدی انگلیسی | Co-location – COVID-19 crisis – Marketing innovation – Local linkages for knowledge – Resilience |
| کلمات کلیدی | هم مکانی – بحران کووید-19 – نوآوری بازاریابی – پیوندهای محلی برای دانش – مقاومت |
| صفحات مقاله انگلیسی | 10 |
| صفحات ترجمه مقاله | 31 (4 صفحه رفرنس انگلیسی) |
| مناسب برای رشته | مدیریت |
| مناسب برای گرایش | بازاریابی – مدیریت بازرگانی – مدیریت کسب و کار – بازاریابی بین الملل – بازرگانی بین الملل – تحقیق در عملیات – سیاست های تحقیق و توسعه |
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