Shneor, Rotem, and Kalanit Efrat. “The Influence of Market Intelligence and Marketing Mix Adaptation Efforts on the Performance of Israeli Born Globals.” In Handbook of Research on International Entrepreneurship Strategy. Improving SME Performance Globally (ed. Pervez N. Ghauri and V. H. Manek Kirpalani; Cheltenham, UK and Northampton, MA: Elgar, 2015): 45ff.
The chapter first provides an overview of studies at the intersection of BG internationalization, international marketing and firm performance. This is further extended to the standardization-localization dilemma in particular, and concludes with a list of hypotheses linking localization of marketing mix elements and BG performance. Next, methodology and analysis are presented, and findings are highlighted. Finally, the chapter will conclude with revisiting the main insights emerging from the study, as well as suggested implications for research and practice.
Eyal, Keren, and Tali Te’eni-Harari. “High on Attractiveness, Low on Nutrition: An Over-Time Comparison of Advertising Food Products on Israeli Television.” Health Communication (early view; online first).
This content analysis examines Israeli television food advertising. It compares 2008–2009 and 2012–2013, two periods immediately before and several years after regulatory, educational, and public-advocacy efforts have been advanced to raise awareness of and tackle the television–obesity link. Advertisements were drawn from a composite week sample aired on Israeli broadcast channels from 4:00 p.m. until midnight in each of the two periods. Nearly a quarter of ads were for food products, even after a significant drop over the years. The most common food categories included candies and sweetened drinks, whereas fruit and vegetables were among the least common products advertised. The most prevalent central message in food advertisements was that the product makes for an economically sensible purchase, with a much lower focus on the health qualities of the food products. Food advertisements were characterized by a very short duration and an increased reliance on emotional, rather than cognitive, appeal, especially in ads for low-nutrient foods. A significant increase was observed in 2012–2013 in the reliance on thin models in food advertisements, and these were most often associated with high levels of physical attractiveness, promoting the thin ideal. Findings are discussed in light of theory, previous research conducted worldwide, and audience effects. Implications are addressed for health and media industry regulation efforts.
Shoham, Aviv, Bella Florenthal, and Fredric Kropp. “Children’s Influence on Family Purchasing Decisions: An Israeli Replication.” In Global Perspectives in Marketing for the 21st Century (ed. Ajay K. Manrai and H. Lee Meadow; New York: Springer, 2015): 87-91.
Studies exploring kids’ influence have used different methodologies. Thus, it is virtually impossible to compare their findings. Additionally, most previous studies have been conducted in the US. Therefore, cross-cultural comparisons are few and far between. We replicate Ward and Wackman’s study (1972) and present a cross-cultural comparison between Israeli and US samples. The study revealed differences across products and age groups. Israeli children request more frequently products that are used primary by children such as clothing, bicycles and records. US children mostly try to influence the purchase of food products such as breakfast cereals, snacks and soft drinks. Additionally, for most products, Israeli mothers tend to yield more often than US mothers do.