Suchergebnisse

In recent years, the government of Taiwan has been actively promoting gender equality, the positive results of which are already apparent among the younger generation. This research examines the views of indigenous girls attending secondary school with respect to the gender divide in their traditional culture, whether or not they support the concept of gender equality, and how their career plans are associated with their gender perceptions. Data were collected through participant observation and group interviews. The results indicate that female aboriginals of higher socio-economic standing are becoming less constrained by traditional gender limitations. Although their traditional culture may run counter to the ideology of gender equality, in reality many are learning how to draw on the wisdom of their traditional culture without adopting the concept of masculine domination.

Global e-tailers face product returns from across the world, but research on service strategies for successful product return handling in culturally diverse markets is virtually nonexistent. This study examines the drivers of product return–related customer behavior across Western and Eastern cultures. Using a multimethod approach comprising two surveys and one experiment, results from the major Western (United States) and Eastern (China) retail markets show varying patterns for product return behavior and a uniform pattern for repurchase intention. Specifically, return policies that imply high effort restrictiveness decrease product returns in Western but not Eastern cultures, while the perceived customer-oriented institutional environment increases product returns in Eastern but not Western cultures. For repurchase intention, we find that effort restrictiveness in both cultures decreases repurchase intention, while the perceived customer-oriented institutional environment increases repurchase intention. We also find self-interest and legitimacy as the mechanisms responsible for the effect of perceived institutional environment, an important context variable in international marketing that has been neglected in the product return context. These findings enhance our understanding of product returns in different cultural environments and offer valuable insights for an adequate service strategy in product return management by global e-tailers.

Purpose
The purpose of this paper is to discuss China's New Silk Road initiative as an opportunity for European small and medium-sized enterprises (SMEs) to export to Chinese market. It offers research propositions on redefining the business process of European SMEs and Chinese importers in light of the initiative.


Design/methodology/approach
SMEs' export barriers, particularly in SCM and marketing, are identified through literature review. Then they are discussed in accordance with the measures that New Silk Road proposed.


Findings
Logistic infrastructure development under the New Silk Road significantly lowers the supply chain barrier. Marketing remains a challenge for European SMEs to export to China. This paper argues that the European SMEs and the Chinese importers should create closer collaboration, expand their relationship beyond SCM, and integrate their marketing efforts for mutual benefits.


Research limitations/implications
Several future research areas are proposed in this paper. The authors invite researchers and practitioners to deepen the discussion with empirical evidence.


Practical implications
The New Silk Road has already become a high stake project for many countries involved. Many measures are yet to be defined and the stakeholders, including industries and businesses, should have an influence on their definition. This paper provides the authors' viewpoints on how businesses should act in this initiative.


Originality/value
Despite being an important topic of the world's economy in the recent years, the New Silk Road initiative has rarely been studied in management research, possibly due to lack of evidence. As its development significantly sped up since 2017, it is high time that the research community starts to contribute to the knowledge building in this project. This paper is among the firsts to call for and to propose avenues for future research efforts.