Learning outcomes The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops). Case overview/synopsis This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company. Complexity academic level This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand management. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.

Travel and tourism products and services, such as airline tickets, have largely been handled by travel agencies, who represent the main link in the distribution network. Recent changes brought by E-commerce have brought new business opportunities to the global travel and tourism industry. The internet boom indicated that this type of doing business would ‘kill’ traditional (offline) travel agencies. Nevertheless, previous studies argued that customers now look for lower ticket prices on the Internet, but that their concern with journey complexity results in comparing prices from different airline companies online, while still ordering tour packages from travel agents (Suzuki et al., 2001). Quantitative research was conducted in order to analyze the attitudes of the customers who stayed loyal to offline travel agencies in their airline ticket purchases, in developing countries. The main goal of the survey, conducted among customers, was to determine levels of satisfaction as a predictor for the selection of that type of purchase. The research aim was accomplished through the quantitative analysis of affirmative answers to the survey questions, specially designed for this purpose. The authors used a random sample for the questionnaire whose results were processed, analyzed, and a conclusion was made in accordance with the objectives of the research. The theoretical, practical and economic contributions of this paper lie in the knowledge of the relevant factors of motivation and segmentation that will keep traditional travel agencies inbusiness in developing countries.

Purpose The current challenges international charities face with regards to their deteriorating image, as a result of recent scandals (e.g. Oxfam, Save the Children), provide the impetus for this exploratory research, where the purpose of this paper is to examine the conceptualization and dimensionality of non-profit brand image across national cultures. Design/methodology/approach The study employs a quantitative research design, using multi-country samples from India, Bosnia and Herzegovina and the UK. The authors first examine the psychometric properties of the non-profit brand image scale via confirmatory factor analysis across countries, identifying the optimal model for invariance testing. Further, the authors use multi-group invariance analysis to evaluate whether non-profit brand image (using an 18-item scale and six factors) provides equivalent measurement across cultures. Findings The study shows that individuals in the three countries perceive non-profit brand image equally, and as consisting of perceptions of usefulness, efficiency, affect, dynamism, reliability and ethicality. However, the results also indicate that the means of the dimensions of non-profit brand image are not comparable across different cultures. Originality/value The study extends limited current literature on non-profit brand image in international contexts, deriving insightful suggestions for further theoretical approaches in this under-developed research domain. It also yields key implications for charities and other non-profit organizations operating internationally, as they can use non-profit brand image and its dimensions as actionable tools in their communication campaigns to shape their brand image.

This article analyzes the relationship between facilitating of emotions, a branch of emotional intelligence, and salesperson performance. We employ an ability-based measure of facilitating of emotions on a sample of salespeople from Croatia (N = 245), and use structural equation modelling to test a linear versus non-linear relationship. We find that facilitating of emotions and salesperson performance share a relation that is modeled by a downward turning parabola. These findings contradict a linear relationship assumed in the conventional literature, and suggest that too little or too much facilitating of emotions may be detrimental to salesperson performance. These results provide new insights for sales personnel selection, the development of training agendas, and add an international dimension to the literature on personal selling from the point of view of an emerging market. The implications that emanate from our results have the potential of being useful for those interested in sales training.

This paper investigates the relationship between moral judgment and salesperson’s intentions to behave ethically for Muslim salespersons. A questionnaire was used to collect data from salespersons in Bosnia and Herzegovina. The statistical results provide support to the proposed hypotheses. A group analysis was carried out to accentuate the relevance of religious reasoning. As predicted, the analysis demonstrated that monolithic religions have a superior effect on salesperson’s intentions to behave ethically. In light of the findings, theoretical and managerial implications are discussed.

Generation Y brings new changes and demands to the market and advertisers. Embarking upon wine consumption as inexperienced consumers, Generation Y consumers are confused and overwhelmed when having to choose wine. Generation Y, wine consumption occasions and gender differences in wine consumption represent the subject of research. Consequently, the purpose of this study is to analyse the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia and Herzegovina, and Croatia). // Quantitative research was conducted using a highly structured, Internet-based questionnaire developed for this research. The online questionnaire was created using LimeSurvey. Special attention was given to the fact that the Bosnian and Croatian languages differ in various nuances that serve as ethnical, religious, social and political differentiation. The non-probability judgment sampling method (n=295 respondents) was identified as being suitable, compared to the goals and objectives of the research. // Research findings show that specific gender differences exist in the wine consumption behaviour of males and females of Generation Y. However, factor analysis reveals that self- expression, sociability, tradition and food are factors that have been recognized as significant for wine consumption. Multivariate regressions have been applied in order to explain the influences of the mentioned factors on wine consumption. // This paper has empirical implications because it gives suggestions on how to create ads to target Generation Y male and female wine consumers in accordance with factors that have been identified as influencing their wine consumption. The managerial implications consider new practical knowledge on Generation Y’s attitudes and habits that the regional wine industry and wine professionals could incorporate into their businesses.

This study draws on resource-based theory to examine the strategic orientation conditions under which radical product innovation capability is more or less beneficial. To test these relationships, this study conducts multiple survey studies among international small and medium-sized enterprises (SMEs) in developed and developing economies. This study finds that, although a positive association exists between radical product innovativeness and sales performance in the context of a developed economy, the relationship is non-significant in a developing market context. In addition, across both the developed and developing economy contexts, when high levels of radical product innovativeness exist, as well as when entrepreneurial orientation increases in magnitude, a corresponding increase in sales performance occurs. Similarly, this study finds that, across both contexts, high market-orientation levels strengthen the effect of radical product innovativeness on sales performance.

Wine has been consumed for ages. Throughout history, although its popularity has varied, it has always existed as a drink with a long story behind it. Today, the wine market has become a big regional business. Matt Kramer, an American wine writer, tried to translate the French word “terroir,” which explains wine’s ability to convey a sense of place. He settled on “somewhereness.” The idea behind this is that a good wine should taste like it came from some particular place in the world (Prial, 1992). In some European countries a meal without a glass of wine is not a proper meal. Surprisingly, hardly any studies have been published, until now, that reveal more characteristics of the European wine market, although most of wine is produced and consumed in Europe (OIV, 2008). In our literature review we found very few European studies on the wine market. Those are; a cross-national study with French and Australian consumers (Aurifeille et al., 2002); one that analysed the market in Denmark but used an occasion-based approach (Berni et al., 2005); as well as the one that segmented a portion of the Spanish wine market on geographical basis, albeit with little success, as the authors themselves admit (Sanchez, Gil, 1998). Recently, Brunner and Siegrist (2011) explored the wine market in German-speaking Switzerland, while Cacic, Tratnik, Gajdos, Kljusuric, Cacic and Kovacevic (2011) researched wines with geographical indication awareness among Croatian consumers. Little effort has been devoted to consumer-oriented wine marketing as well (Brunner, Siegrist, 2011). Producers have relied mostly on the reputation of their countries, vineyards or grapes as the main features of differential advantage (Felzensztein et al., 2004). Brunner and Siegrist (2011) wrote that the first step in a more serious approach to wine marketing is to gain a thorough understanding of the wine consumers in a particular market. In terms of world’s wine production, Croatia and Bosnia and Herzegovina are not well known in the production of bottled wines. But, compared to Bosnia and Herzegovina, Croatia has had more success in producing and promoting its wines. In the book Wines of the World (Keevil, 2006), Croatia is mentioned as a wine country together with Slovenia in the Middle and East European group, while Bosnia and Herzegovina is not mentioned at all. One of the reasons for this may lie in fact that, in comparison with Bosnia and Herzegovina, Croatia has a slightly better geographical location for wine production. For the very first time, in 2004, the value of wine import was higher than the value of export from Croatia (CBS, 2008). Wine import into Croatia has even grown in recent years. From five times greater import than export in 2008 (Kneževic, 2009), this ratio has even risen to seven times in 2010. Croatia now imports 15 million liters of wine per year, and exports only 2.5 million liters (Matosevic, 2011). Major wine export partners are Germany and Bosnia and Herzegovina. Although Croatian wines have won a variety of awards at the international and global level, they are still unknown (Kneževic, 2009). As Croatia has different producing regions of wine, there is not any dominant sort of wine produced. The type of produced wine depends on the region of origin. This fact illustrates the opportunity for wine producers of having to produce more expensive wines. This trend is two-sided. On the one hand, more expensive wines yield higher profits through added value, which products have in terms of quality, packing, image etc. But, at the same time, western European markets, which are one of the export destinations for Croatian wines, have a lot of high quality wines which people can afford at low prices (Tasler, 2011). In Bosnia and Herzegovina, the most important wine region is Herzegovina. The origins of wine growing in this area date back to the Roman period. The importance of Herzegovina as a wine growing region is in its geographical location. A Dinaric region with a Mediterranean climate and vegetation, it is sometimes called California of the Balkans with reference to wine (Azinovic, 2010). The best known wine grapes of Herzegovina region are Žilavka and Blatina. Herzegovina’s geographical and historical location indicates a great potential for wine production in Bosnia and Herzegovina. However, some barriers impede the development of wine production in Bosnia and Herzegovina. A major obstacle was the Wine Act adopted in 2008, and revoked shortly after its implementation due to its ambiguity. The new Wine Act should bring more order to the wine market (Nezavisne.com/Bizon.ba, 2010) and should help to reduce the wine black market. Until then, no action at the country level can be taken, such as attending international wine fairs and so on. According to the data of the Chamber of Economy of the Federation of Bosnia and Herzegovina, the import of wines into Bosnia and Herzegovina is almost five times greater than the export of wines from Bosnia and Herzegovina (Biznis.ba, 2009). Barbaric notes that, in order to overcome this ratio, wine exports will have to rise; this would be possible by making more investments in marketing and promotion, as well as by returning to old export markets on which Herzegovina’s wines are still well known (Vinarija, 2008). The main aim of this research was to follow Siegrist’s (2011) suggestion and to discover attitudes towards wine selection and consumption in neighbouring countries with different cultures and traditions: Bosnia and Herzegovina and Croatia. These countries were chosen because of their geographical, cultural and historical connections and also because both have natural resources for wine production. The consequences of the recent economic downturn are still very present in both countries. This makes it even more critical for local wineries and marketers to understand the underlying of reasons local consumers’ purchases and consumption behaviours. Consumers in both countries are faced with a choice between familiar regional and foreign wines. What drives their choice? Are they looking for a familiar “somewhereness” or are they being ethnocentric? Therefore, the purpose of this paper is (1) to examine local (in Bosnia and Herzegovina and Croatia) residents’ attitudes towards local wines (Bosnian and Croatian) (2) to examine potential similarities and differences between these two countries regarding attitudes towards wine consumption and selection.