Assessing Drivers of Firm Pro-Active Safeguard Mechanisms

Abstract

Proactive safeguard mechanism is essential especially when specific assets are involved in the inter-firm relationships. The paper intends to investigate key drivers behind the proactive safeguard mechanism. The empirical context for the study is Tanzanian producer and distributor firms, representing suppliers and buyers respectively. The sampling frame was based on Tanzania revenue authority records for registered business of 2008. Data were collected from distributor (buyer) firms. A random sample of n=150 buyers were contacted by phone call, of which n=130 were interested to participate. Findings suggest that Buyer specific assets, and volume uncertainty and relational confidence have a positive impact on pro-active safeguard mechanism. The interaction between buyer and supplier specific assets as well as that of between buyer and technological uncertainty were found to have a negative impact on proactive safeguard mechanism. Further, technological uncertainty was not found to have any significant impact on proactive safeguard mechanism. Key words: proactive safeguard mechanism, transaction cost analysis, institutional theory

Relational Adaptation and Institutions: Analysis from the perspectives of firms in emerging economies

Abstract

Inter-firm relational adaptation is often an alternative channel and a most critical element when it comes to sustaining business relations. This paper intends to examine how institutions influence the relational adaptation of firms using the perspective of emerging markets. The study used manufacturing firms in Poland and Tanzania, focusing on the buying side of the relationship. The samples of 201 and 240 respondents were used for Poland and Tanzania respectively. Findings indicated that that buyer asset, supplier asset specificity and volume uncertainty had a positive effect on relational adaptation in both structured and less structured emerging markets. Further, the buyer-perceive risk and technology uncertainty had differences in effects between the less structured compared to structured emerging markets. In structured emerging markets, both buyer’s perceived risk and technology uncertainty had a strong impact on relational adaptability, but no significant effect for less structured emerging economies. Keywords: Inter-firm relational adaptation; asset specificity; volume uncertainty, technological uncertainty, emerging markets

You Really Care, I Can’t Stay Quiet: Mediation Effect of Corporate Brand Trust in Servicescape and Brand Evangelism in The Tanzanian Hotel Industry

Abstract

The study aims to examine the impact of servicescape on brand evangelism, mediated by corporate brand trust. It responds to the scholarly call for investigating servicescape as a driver of attitudinal behaviors, specifically brand evangelism. Data was collected from 505 customers of selected hotels in Tanzania. The analysis, conducted using structural equation modeling, revealed that servicescape has a significant influence on brand evangelism among customers in the hotel industry. These findings suggest that servicescapes serve as strategic assets for fostering corporate brand trust, ultimately leading to the conversion of customers into brand evangelists. Keywords: servicescape, corporate brand trust, brand evangelism, hotel industry

Determinants of Loyalty in Destination Branding: Perspective from Supply Side

Abstract

The Tourism sector has become increasingly competitive globally, and destination branding has emerged as one of the strategic tools for establishing a competitive edge. This study attempted to discover the determinants of loyalty in destination branding from the supply side perspective. This study was conducted in the Tanzania mainland using a cross-sectional survey research design and data were collected data from 302 respondents. The results were analyzed using Structural Equation Modelling. The findings unveiled that local residents’ engagement has a positive influence on loyalty towards destination branding when mediated with destination identification. The findings have also shown that when local residents develop strong identification towards the destination, they tend to express commitment to destination branding. Keywords: Local Residents’ engagement, loyalty in destination branding, destination brand identity, destination identification