Journal of Global Marketing

ISSN: 0891-1762 (Print) 1528-6975 (Online) Journal homepage: http://www.tandfonline.com/loi/wglo20

New Emerging Business Models, Frameworks, and

Trends in Global Marketing

Ajay K. Manrai

To cite this article: Ajay K. Manrai (2016) New Emerging Business Models, Frameworks,
and Trends in Global Marketing, Journal of Global Marketing, 29:4, 171-173, DOI:
10.1080/08911762.2016.1220799

To link to this article: https://doi.org/10.1080/08911762.2016.1220799

Published online: 01 Sep 2016.

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JOURNAL OF GLOBAL MARKETING
, VOL. , NO. , –
http://dx.doi.org/./..
EDITORIAL
New Emerging Business Models, Frameworks, and Trends in Global Marketing
Introduction
This is the fourth issue of the Journal of Global Market-
ing (JGM) that I have edited. I am glad to report that
there is a continued growth both in the quantity and
quality of manuscripts being submitted to JGM. As the
word of improved quality spreads, the journal’s appeal
and reputation will further grow. It is our goal to gain
recognition of the Journal of Global Marketing among
the top-tier journals and attract the best research arti-
cles with a global, cross-cultural, and/or cross-national
research in marketing.
I am pleased to announce that we have recently
released a Call for Papers for a special issue on the Role
of Gender in Global Marketing by Vanessa Ratten and
her colleagues. We have also resumed the tradition of
publishing book reviews in JGM. We welcome all schol-
ars to contact our Book Review Editor, Dr. Justin Paul,
if you would like to recommend or review a book.
The team at Taylor and Francis, together with the
Associate Editors and Editorial Review Board (ERB)
members that we have assembled, is in a unique posi-
tion to provide quick and high-quality feedback to the
authors on their research manuscripts. It is truly an
international team of highly motivated scholars from
around the world. I invite you to submit your best
research articles in the international, cross-cultural,
and cross-national areas for publication consideration
in the Journal of Global Marketing. Please visit the jour-
nal website (web link provided in the reference section)
to check out our Associate Editors and ERB members
as well as to review a list of research topics covered in
the journal.
It is my pleasure to welcome you to the Volume 29,
Number 4 issue of the Journal of Global Marketing. In
this issue, we have included five excellent manuscripts
that exemplify new emerging business models, frame-
works, and trends in global marketing. We have also
included a book review in this issue. The five articles
and the book review are discussed briefly in this edito-
rial.
©  Taylor & Francis Group, LLC
First article
The lead article, by Shuai Yang and his colleagues,
investigates business on WeChat, a new emerging
business model in China. WeChat essentially com-
bines the traditional e-business with social media
networking. The advent of WeChat business has chal-
lenged long-established Taobao, the largest Chinese e-
commerce website. However, Taobao cannot guaran-
tee the authenticity of all products sold on its platform.
Buyers need to judge vendors’ reliability by relying on
feedback ratings and other information about the ven-
dors that is posted on the stores’ webpages. This lack
of ability to identify “real” products on Taobao pushes
consumers to move to WeChat, as they trust the qual-
ity of products that are recommended by their friends
or relatives. WeChat enables firms to develop multiple
relationships with customers through communications
between firms and customers, and between customers
and other customers. The key results of the empiri-
cal study reported in this article support the positive
effects of friendships on product sales. The authors sug-
gest that the WeChat business model might be useful
in other countries that have online business problems
similar to those experienced by Chinese consumers
on the Taobao platform. However, if the new Chinese
business model were to be applied in mature markets,
such as the United States and the United Kingdom,
in order to guarantee the authenticity of online prod-
ucts, the effects of friendships on product sales may be
weakened.
Second article
The second article, by Wan-Hsiu Sunny Tsai and
her colleague, is an empirical cross-country study
that examines the mechanisms driving consumers’
online group-buying (OGB) intention in China and
the United States. Specifically, OGB (like Groupon
in the USA) reflects the booming trend of “crowd
clouting” that transforms individual purchases into
172 EDITORIAL
social and collective buying. OGB heavily relies on
social influence to attract more buyers. While con-
sumers often depend on recommendations from
reference groups to minimize the efforts in decision
making, social technologies have enhanced the avail-
ability, accessibility, and impact of such social influ-
ence, particularly in the case of OGB. This article
examines the perceptual and psychological antecedents
of OGB from a cross-cultural perspective and pro-
vides theoretical and strategic insights into the emerg-
ing global trend of social e-commerce. The results of
the empirical study confirmed that Chinese consumers
expressed stronger inclination to purchase from group-
buying websites than their U.S. counterparts. In terms
of antecedents of U.S. consumers’ OGB intentions,
perceived trust and opinion leadership emerged as
crucial factors. In other words, when U.S. consumers
perceive group-buying websites as trustworthy and
keeping promises and commitments, they are more
likely to engage in OGB. Additionally, U.S. consumers
who consider themselves as opinion leaders in online
shopping are more likely to participate in OGB. Among
Chinese consumers, their opinion leadership trait sim-
ilarly leads to OGB intention.
Third article
The third article, by Linwan Wu and her colleagues,
is also an excellent report that investigates effects of
country-of-origin, COO, facets and country stereo-
types on advertising effectiveness. The authors use the
decomposition of the COO concept. That is based
on the fact that a large number of products in the
current global market are the results of cooperation
between two or more countries. Given that a uni-
dimensional concept cannot reflect the multinational
nature of contemporary products, COO is believed to
be multidimensional and can be decomposed into dif-
ferent facets, such as country-of-assembly (COA) and
country-of-design (COD). The results present a match-
up effect between COO facets and country stereo-
types. The results of the empirical study show a more
favorable attitude towards the advertisement when
the participants see COA with a functional country
(e.g., Germany) or COD with an emotional country
(e.g., Italy). Product types (utilitarian vs. hedonic) do
not influence such a match-up effect. Another signif-
icant contribution of this study is the demonstration
of the effect of COO on consumers’ attitudes toward
advertisements. The article also provides theoretical
and practical implications of the findings as well as
future research directions.
Fourth article
Tanuj Mathur and his colleagues have reported an
excellent empirical study on the effect of service con-
venience on consumers’ satisfaction and, in turn, the
mediating and direct role of consumers’ satisfaction as
well as the role of organizational and consumer per-
sonal factors on repurchase intentions. The authors
use structural equation analysis to test the hypothe-
sized relationships. They used responses from 424 con-
sumers who have purchased health insurance from
six leading insurance companies in India. The results
of the empirical study supported the hypothesis that
the service convenience affects consumer satisfaction,
which, in turn, plays both a direct and mediating role
in influencing consumers’ repurchase intentions. How-
ever, the role of organizational and consumer personal
factors as moderators between service convenience and
consumers’ satisfaction could only be established indi-
rectly through post-hoc analysis. The article provides
the important implications of the empirical results for
planning, designing, and managing the health insur-
ance business.
Fifth article
The fifth article, by Qin Sun and her colleagues, fills
an important gap in the literature (Seno-Alday, 2010)
by examining the relationships between country insti-
tutions and resources, country image, and exports
based on the institution theory and resource advan-
tage theory. Both archival and primary data for 24
countries over 12 years (1995–2006) were used to
assess a random-effects panel data model. The coun-
tries were selected from six continents (i.e., North
America, South America, Asia, Europe, Africa, and
Australia). The countries selected were differentiated
in terms of the International Monetary Fund (IMF)’s
classification of advanced, emerging, and developing
economies. The results of the empirical study reveal the
significance of economic development and communi-
cation infrastructure on exports. In addition, country
image was found to indirectly affect exports. I am confi-
dent that the study will provide an impetus for research
on export performance at the macro-national level and

the related international business and country brand-
ing issues. Continued research in this field would pro-
vide invaluable insights not only for researchers, but
also for practitioners and government agencies, espe-
cially those from emerging countries.
Book Review
Matteo Montecchi has written a fascinating review of
the Handbook of Research on Global Fashion Manage-
ment and Merchandising edited by Vecchi and Buckley
(2016). The Handbook provides a critical understand-
ing of the issues, strategies, and tools that the fashion
industry needs. There is a wide range of topics covered
in this handbook by many experts in the international
fashion management and merchandising field, explor-
ing approaches to creativity and innovation, strategic
management, and technology in fashion and global
marketing practices.
Acknowledgment
I would like to thank the Associate Editors, Editorial Review
Board members, and ad hoc reviewers for their time and
JOURNAL OF GLOBAL MARKETING 173
effort in providing high-quality feedback to the authors in a
timely fashion. I also sincerely appreciate the invaluable support
from the editorial, production, and marketing staff of Taylor &
Francis.
References
AE and ERB Member contacts, at the Journal website.
http://www.tandfonline.com/action/journalInformation?
show=editorialBoard&journalCode=wglo20#.VvIgS-
IrIdU
Seno-Alday, S. (2010). International business thought: A 50-
source footprint. Journal of International Management,
16(1), 16–31.
Vecchi, A., & Buckley, C. (Eds.). (2016). Handbook of research
on global fashion management and merchandising. Hershey,
PA: IGI Global.
Ajay K. Manrai
Department of Business Administration,
University of Delaware, DE, USA
Editor-in-Chief, Journal of Global Marketing
manraia@udel.edu