Journal of Marketing Development and Competitiveness North American Business Press Atlanta – Seattle – South Florida - Toronto Journal of Marketing Development and Competitiveness Dr. Michael Berry, Editor Dr. David Smith, Editor-In-Chief NABP EDITORIAL ADVISORY BOARD Dr. Andy Bertsch - MINOT STATE UNIVERSITY Dr. Jacob Bikker - UTRECHT UNIVERSITY, NETHERLANDS Dr. Bill Bommer - CALIFORNIA STATE UNIVERSITY, FRESNO Dr. Michael Bond - UNIVERSITY OF ARIZONA Dr. Charles Butler - COLORADO STATE UNIVERSITY Dr. Jon Carrick - STETSON UNIVERSITY Dr. Mondher Cherif - REIMS, FRANCE Dr. Daniel Condon - DOMINICAN UNIVERSITY, CHICAGO Dr. Bahram Dadgostar - LAKEHEAD UNIVERSITY, CANADA Dr. Deborah Erdos-Knapp - KENT STATE UNIVERSITY Dr. Bruce Forster - UNIVERSITY OF NEBRASKA, KEARNEY Dr. Nancy Furlow - MARYMOUNT UNIVERSITY Dr. Mark Gershon - TEMPLE UNIVERSITY Dr. Philippe Gregoire - UNIVERSITY OF LAVAL, CANADA Dr. Donald Grunewald - IONA COLLEGE Dr. Samanthala Hettihewa - UNIVERSITY OF BALLARAT, AUSTRALIA Dr. Russell Kashian - UNIVERSITY OF WISCONSIN, WHITEWATER Dr. Jeffrey Kennedy - PALM BEACH ATLANTIC UNIVERSITY Dr. Jerry Knutson - AG EDWARDS Dr. Dean Koutramanis - UNIVERSITY OF TAMPA Dr. Malek Lashgari - UNIVERSITY OF HARTFORD Dr. Priscilla Liang - CALIFORNIA STATE UNIVERSITY, CHANNEL ISLANDS Dr. Tony Matias - MATIAS AND ASSOCIATES Dr. Patti Meglich - UNIVERSITY OF NEBRASKA, OMAHA Dr. Robert Metts - UNIVERSITY OF NEVADA, RENO Dr. Adil Mouhammed - UNIVERSITY OF ILLINOIS, SPRINGFIELD Dr. Roy Pearson - COLLEGE OF WILLIAM AND MARY Dr. Sergiy Rakhmayil - RYERSON UNIVERSITY, CANADA Dr. Robert Scherer - CLEVELAND STATE UNIVERSITY Dr. Ira Sohn - MONTCLAIR STATE UNIVERSITY Dr. Reginal Sheppard - UNIVERSITY OF NEW BRUNSWICK, CANADA Dr. Carlos Spaht - LOUISIANA STATE UNIVERSITY, SHREVEPORT Dr. Ken Thorpe - EMORY UNIVERSITY Dr. Robert Tian - MEDIALLE COLLEGE Dr. Calin Valsan - BISHOP'S UNIVERSITY, CANADA Dr. Anne Walsh - LA SALLE UNIVERSITY Dr. Thomas Verney - SHIPPENSBURG STATE UNIVERSITY Dr. Christopher Wright - UNIVERSITY OF ADELAIDE, AUSTRALIA Volume 6(5) ISSN 2155-2843 Authors have granted copyright consent to allow that copies of their article may be made for personal or internal use. This does not extend to other kinds of copying, such as copying for general distribution, for advertising or promotional purposes, for creating new collective works, or for resale. Any consent for republication, other than noted, must be granted through the publisher: North American Business Press, Inc. Atlanta - Seattle – South Florida - Toronto ©Journal of Marketing Development and Competitiveness 2012 For submission, subscription or copyright information, contact the editor at: [email protected] Subscription Price: US$ 330/yr Our journals are indexed by UMI-Proquest-ABI Inform, EBSCOhost, GoogleScholar, and listed with Cabell's Directory, Ulrich's Listing of Periodicals, Bowkers Publishing Resources, the Library of Congress, the National Library of Canada. Our journals have been accepted through precedent as scholarly research outlets by the following business school accrediting bodies: AACSB, ACBSP, & IACBE. This Issue Ethical Corporate Marketing and Societal Expectations ...................................................................... 11 Edgar Bellow This is an age where many members of society are becoming more affluent than ever before. Coupled with the increased competition which results from globalization, consumers are now presented with more power over their purchasing decisions than ever before. Changes in communication and technology have also led to changes which mean that the general public is more aware of societal issues across the world. In particular, consumers may be becoming increasingly aware of how the behaviour of certain organisations either contributes to or alleviates these issues. This paper discusses the ethical decision making process, introduces the various elements of societal expectations, and discusses how these various expectations may influence the corporate marketing of the organisation. The Effects of Institutionalization on the Internationalization of Markets: A Conceptual Model of Inquiry ............................................................................................................... 27 Constantine G. Polychroniou Institutionalization of economic actors is a more sustainable strategy for achieving such growth than administrative action. This paper offers a conceptual model that identifies relationships among elements that help institutions evolve, and, attempts to reason out the effects of institutionalization on the internationalization of markets. The framework identifies three influencers that directly affect the evolution of institutions and it discusses how such influencers dominate the process of institutionalization. Intra-institutional cultures, be it monochronic or polychronic, interact under the pressures of endogenous and exogenous to the institution forces causing institutional evolution. Inter-institutional congruence empowers institutionalization which helps the internationalization of markets. A Closer Review and Strategic Implications of the Comparative Market Analysis in Setting the List Price ............................................................................................... 48 Chu V. Nguyen, Lucille L. Pointer, Charles Strain Investigating the belief that real estate properties selling within the time of the listing agent’s contract duration are correctly priced based on comparative market analysis revealed that per square foot listed and sold prices, not their percentage deviation from the average of recent past sold prices, contribute more to the Time on Market (TOM) of listed property. Comparative Market Analysis (CMA) pricing is thus not as critical a factor in the prediction of Time on Market (TOM). Instead, other contributing factors contribute significantly to the TOMs of listed properties. As such, strategic planners may need to rethink their sales strategies. Diversity Performance as a Factor in Marketing Programs: A Comparative Analysis across Ethnic Group Target Audiences ................................................................................... 62 Charles W. Richardson, Jr. The realization that ethnicity can/should be used as a valid and appropriate segmentation variable has been in place for over fifty years. This research will explore the issue of how a firm’s diversity performance is featured as a component in their marketing plan. The study utilizes content analysis to examine advertising placed in six periodicals. These periodicals consisted of a business magazine, and a magazine targeting a female audience, for each of three market segments. The three segments are general (or, non-ethnic) readers, African-American readers, and Latino-American readers. Findings indicate that firms place ads that showcase their diversity activities in minority publications at a much higher rate than they do in publications targeting a general audience. Implications of these findings for firms directing ad placement, media firms, and consumers are discussed. A Cross National Study of Topic Sensitivity: Implications for Web-Based Surveys .......................... 71 Gerald Albaum, Catherine A. Roster, Scott M. Smith Topic sensitivity can have a direct bearing on Web survey design choices such as whether to use forced answering and whether to offer non-substantive response options, like “prefer not to answer.” Respondents from six diverse nations/cultures rated sensitivity of a list of 11 topics that might be the focus of a marketing research study. Differences among the cultural sub-samples were found for 9 of 11 topics. Findings indicate that perceived sensitivity of topics is emic- rather than etic-bound, which implies that cross-national researchers should not assume generalizability of topic sensitivity. How Can You Activate ‘Incongruence’ in ‘Customized Communications’ Through African-American Stereotypes? Measuring ‘Customized Communication Incongruity’ in Advertising ......................................................................................... 83 Anshu Saxena Arora, Jun Wu There has been a growing stream of research on advertising incongruity when targeting different cultures and stereotypes. We conceptualize that stereotypical activation through print advertisements generates Customized Communication Incongruity (CCI), leading to both positive and negative impact on ad- evoked feelings and overall brand equity. The research proposes and measures Customized Communication Incongruity (CCI) between the ad-message and commonly known African-American cultural stereotypes through ‘STAR’ framework [Stereotypes (S), Theme (T), Agreement (A) and Relevance (R)], which makes our research ‘first’ in the field of measuring advertising incongruity through stereotypes. We implement Structural Equation Modeling to examine the hypothesis measuring CCI and its effects on ad-evoked feelings and consumer-based brand equity. The research has strong academic and practical implications for researchers, academicians and practitioners as both positive and negative stereotypes were found to significantly impact ad-evoked feelings and brand equity. iPad and Web 2.0 Pedagogic Innovations In Marketing: Utilization of Entrepreneurial Skills ..................................................................................................... 107 Catherine Giunta This paper describes the implementation of iPad technology in an undergraduate marketing course.