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CURRICULUM VITAE David W. Pan, Ph.D, J.D., PD.B.(U. of Florida, USA)

(A sample of recent publications is attached in this CV)

EDUCATION/DEGREES PD.B. AACSB SA Faculty, granted jointly by University of Florida & AACSB (Postdoctoral-Business -

Marketing/Management (2010). J.D. College of Law, University of Tulsa (Jurisprudence Doctor) Ph.D. Southern Illinois University at Carbondale (Sport Management/Marketing) M.A. Ball State University, Muncie, Indiana, USA B.Ed. Beijing University of PE, China

FACULTY POSITIONS 9/2016--- Associate Professor of Marketing/Business Law/IB, School of Management, Texas

Woman’s University (TWU), Denton, Texas, USA (Visiting) 2011- 7/2016 Associate Professor of IB/Marketing, College of Business Administration, Prince Sultan

University (PSU), Riyadh, Saudi Arabia 2003-2011 Associate Professor of Marketing, College of Business & Technology, Northeastern State

University (NSU), Broken Arrow, Oklahoma, USA 2003-2006 Assistant Professor of Marketing, College of Business & Technology, Northeastern State

University (NSU), Tahlequah, Oklahoma, USA 2009-2010 Adjunct Associate Professor of Marketing, College of Business, Oral Roberts University (ORU),

Tulsa, Oklahoma, USA 2/2008-7/2008 Visiting Professor of Law, School of Law, Ocean University of China (OUC), Qingdao, China

1997-2003 Associate Professor of Management & Sport Administration, Department of Marketing & Management, College of Business, University of Tulsa (TU), Tulsa, OK (Visiting on 1st yr)

1997-2000 Adjunct Faculty for the completion of Master degree students’ thesis and research projects, University of Oklahoma (OU), Norman, Oklahoma, USA

1992-1997

1995-1996

Assistant Professor of Sport Management/Marketing, University of Oklahoma (OU), Norman, Oklahoma, USA. Adjunct Faculty, College of Business Administration, University of Tulsa (TU)

SCHOLARLSHIP AND CREATIVE ACTIVITIES Research and Book Projects under-Review or in progress Submitted. Pan, A.J. & Pan, D.W. Data Mining: Ranking of Contributions to AIB Annual Meetings from

2006-2015. AIB Insight. In Revision.

Submitted Pan, D.W., Young, M.. Pan, A.J. Value Co-Creation: A New Product Taxonomy Scaled By Enculturation Conformance. In review.

Submitted

Pan, D.W, Rylander, D., Pan, A.J., Clarke, L., & Mutlu, B. Endogenous Congruence: Comparatively Assess Product for Brand on Enculturation Conformance. In review.

Submitted Pan, D.W., Young, M. Pan, A.J. From Product to Brand: Endogenous Congruence By Enculturation Conformance. In revision.

Scheduled to submit

A New Shape of Our World comes from A New Shape in Our Mind (tentative). A Competitive entry for up to $5,000,000 award for 2017 Global Challenge Prize. Locked entries: 12,000. https://www.globalchallenges.org/en

Pan, D.W., & Pan, A.J. Functions of cross-cultural intelligences relative to rational and

emotional intelligences (The management paper)

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Pan, D.W., Vozikis, G., Pan, A.J. Empowering repatriates with entrepreneurship for sustainable development in emerging economies (The entrepreneurship paper)

Book Project

Pan, D.W., & Ingram, J.D. Preparation for and Participation in Olympic Games: Annotated. A text book with technical nuances of international game preparations and organization for sport business leadership development (>300 pages. In preparation for publication, including the consideration for mobile application). Contributors: Alan J. Pan

Selected Refereed Research Publications (Note: 1997 – current on faculty in business school) 2017 Pan, D.W. & Pan, A.J., A New Product Taxonomy: Value Co-creation from Product to Brand by

Enculturation Conformance. 2017 American Marketing Association (AMA) Educators’ Winter Conference Proceedings, G29-38.

2016 Pan, David W., Fu, F.H., Young, M., & Pan, A.J. (2016), “Distance of Similarity: Assessing

Mimic Product from Authentic Brand on Enculturation Conformance,” China Marketing

International Conference Proceedings. The Best Paper Award (2nd Prize). Published by

CMIC on Dec 24, 2016. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2831213

2016 Pan, David W., Almosa, S., & Pan, A.J. (2016), “Cultural Adaptation or Standardization: Effects of Bank Ethnological Identity on Performance Differences in Customer

Acceptance,” China Marketing International Conference Proceedings.

2015 Pan, D.W., Pan, A.J., Clarke, L., & Mutlu, B. (2015). Endogenous congruence: Assessing product to become brand across culture and language, American Marketing Association (AMA) Educators’ Summer Conference Proceedings, D73-78. (A conceptual marketing paper in the context of international business).

2015

Pan, D.W., Fu, F. H.J., Pan, A. (2015). Integrate congruity paradigm into sport consumer inquiry: Evaluation of mimic brand of sport product, HKRMA Review, 27, 12-18.

2015 Pan, D.W., & Pan, A.J. (2015). Endogenous Congruence: Panorama Analysis of Brand Prominence. Full paper available at SSRN: http://ssrn.com/abstract=2556424

2009-2014

Re intellectual contribution (IC) per AACSB standard during this period, please refer to the IC in full papers reviewed and accepted by Academy of International Business (AIB) and American Marketing Association (AMA) annual meetings after the postdoctoral training at the University of Florida. They are listed in the section of “Selected Refereed Conference Presentations” (next section)

2008 Pan, D.W., & Vozikis, G. (2008). Entrepreneurship: The recipe to prevent a “Sea Turtle” from becoming a “Sea Weed.” Academy of Innovation and Entrepreneurship Conference Proceedings, 153-158. Available at SSRN: http://ssrn.com/abstract=2589338

2006 Pan, D.W., & Shapiro, J. M. (2006). International business education and practices: Chinese “sea turtles” and economic development. Journal of Business and Leadership.

2(2), 289-299. （http://jbl.fhsu.edu/) Listed in Cabell’s Directory

2006 Pan, D.W. (2006). Never taken for granted: Dual status model and functional location

of race and ethnicity in predicting market behavior in sport business. Sport Marketing in the New Millennium (Pitts, B, ed.). W.P. Carey School of Business, Arizona State University, Tempe, Arizona. 61-66. Available at SSRN: http://ssrn.com/abstract=2589342

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2005 Pan, D.W., Baker, J.A.W., Zhu, Z., & Argent, E. (2005). An econometric analysis of panel data for team performance, market characteristics, attendance of the English Premier

League. Journal of Business and Leadership, 1(1), 201-210. （http://jbl.fhsu.edu/) Listed

in Cabell’s Directory. Available at SSRN: http://ssrn.com/abstract=2561942

2005 Pan, D.W., & Baker, J.A.W. (2005). Factors, differential market effects, and marketing strategies for the sale of season tickets for intercollegiate football games. Journal of Sport Behavior, 28(4), 351-377. http://www.southalabama.edu/psychology/journal.htm. Also available at SSRN: http://ssrn.com/abstract=2687034.

2002 Pan, D.W., Gabert, T.E., Baker, J.A.W., Hofford, C.W., Hale, J. (2002, Spring). Mapping of controlled substances relative to their attributes as perceived by college students in the U.S.A. Journal of ICHPER-SD, 38(2), 45-50.

2000 Smith, P.C., Vozikis, G.S., & Pan, D.W. (2000, December). The Development of management practices and management education across time: The case of the People's Republic of China. Academy of Educational Leadership Journal, 4(1), 110-137. Received Distinguished Research Award in conference.

1999 Pan, D.W., Zhu, Z., Gabert, T.E., Brown, J. (1999, September). Team performance, market characteristics, and attendance of major league baseball: A panel data analysis. The Mid-Atlantic Journal of Business, 35(2&3), 77-91. ISSN: 0732-9334 http://www.shu.edu/academics/business/. Listed in Cabell’s Directory.

1999 Pan, D.W., & Baker, J.A.W. (1999). Perceptions of university sports relative to selected attributes as determined by product differentiation strategy. Journal of Sport Behavior,

22(1), 69-82. http://www.southalabama.edu/psychology/journal.htm. Also available at

SSRN: http://ssrn.com/abstract=2687042.

1998 Pan, D.W. & Baker, J.A.W. (1998). Perceptual mapping of banned substances in athletics: Gender and sport defined differences. Journal of Sport and Social Issues, 22 (2), 166-178. http://www.sagepub.com/journalsProdDesc.nav?prodId= Journal200897

1997 Branvold, S., Pan, D.W., & Gabert, T.E. (1997). Effects of winning and market size on attendance in minor league baseball. Sport Marketing Quarterly, 6 (4), 35-42.

1997 Pan, D.W., Gabert, T.E., McGaugh, E., & Branvold, S.E. (1997). Factors and differential demographic effects on purchases of season tickets for intercollegiate basketball games. Journal of Sport Behavior, 20 (4), 125-142. http://www.southalabama.edu/psychology/journal.htm A dozen of research articles published prior to being on business faculty in 1997

Selected Refereed Conference Presentations/Abstract Proceedings (1997- current) 2017 Pan, D.W., Fu, F.H., Young, M. Dong, J.X., Zhou, X.J., Wang, X.Z., Xue, Y., Clarke, L.

Greene, S., Pan, A.J., “Endogenous Congruence: Assessing Product into Brand by Enculturation Conformance across Culture,” China Marketing International Conference, Beijing, China. (Full paper submission). Accepted.

2017 Pan. D.W., Almosa, S., Pan, A., “Effect of Different Ethnological Identities on Banking Performance by MNEs vs Local Firms.” Annual Meeting of Academy of International Business. Dubai, UAE. (Full paper submission required). Accepted. Session Date: July 3,

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2017 David W. Pan, Young, M., Pan, A.J., “Panel Data Analysis of Key Indexes for Banking Services by Their Respective Ethnological and National Identity.” Annual Meeting of Academy of International Business. Dubai, UAE. (Full paper submission required) Accepted. Session Date: July 5.

2017 Pan, D.W. & Pan, A.J., A New Product Taxonomy: Value Co-creation from Product to Brand by Enculturation Conformance. 2017 American Marketing Association (AMA) Educators’ Winter Conference. Orlando, Florida, USA. (Full paper submission required) Accepted and presented.

2016 Pan, David W., Fu, F.H., Young, M., & Pan, A.J. (2016), “Distance of Similarity: Assessing Mimic Product from Authentic Brand on Enculturation Conformance,” China Marketing International Conference Proceedings. China Marketing International Conference Proceedings, Qingdao, China, organized by City U. of Hong Kong, China U. of Petroleum, U. of California-Riverside, U. of Illinois at Urbana-Champaign.(Full paper submission). The

Best Paper Award (2nd Prize).

2016 Pan, David W., Almosa, S., & Pan, A.J. (2016), “Cultural Adaptation or Standardization: Effects of Bank Ethnological Identity on Performance Differences in Customer Acceptance,” China Marketing International Conference Proceedings, Qingdao, China, organized by City U. of Hong Kong, China U. of Petroleum, U. of California-Riverside, U. of Illinois at Urbana-Champaign.(Full paper submission). Accepted and presented.

2015 Pan, D.W, Pan, A.J. Clarke, L., & Mutlu, B. (2015). Endogenous Congruence: Assessing Product to Become Brand Across Culture and Language. Peer reviewed and Selected to present at the competitive session of 2015 Summer American Marketing Association Educators’ Conference in Chicago, USA. Accepted. Also selected to chair the session.

2015 Pan, D.W, & Pan, A.J. (2015). Modeling of Brand Prominence: Deductive Illustration for a New Product Taxonomy. Submitted to the competitive session of 2015 Annual Conference of American Marketing Association in Chicago, USA. (Full paper submission. Not accepted)

2014 Pan, D.W, Fu, F.H, Pan, A.J. Clarke, L., & Mutlu, B. (2014). Integrate enculturalization paradigm into consumer Inquiry: Determinants for brand function in local contexts. In Local Contexts in Global Business (eds), Klaus Mayer and Tunga Kiyak, Annual Meeting of Academy of International Business Proceedings, Vancouver, Canada (full paper submission required, accepted and presented).

2014

Pan, D.W, Pan, A.J., & Vozikis, G. (2014). Functions of cross-cultural intelligence relative to rational and emotional intelligence for people in cross-cultural business. Annual Meeting of Academy of International Business in Vancouver, Canada (full paper submission required, not accepted).

2014 Almosa, S.M, Pan, A.J., & Pan, D.W. (2014). Impact of Ethnological Identities of Firms in Banking Systems and its Environment. Annual Meeting of Academy of International Business in Vancouver, Canada (full paper submission required, not accepted).

2013 Pan, D.W, Pan, A.J., Fu, F.H, Clarke, L., & Mutlu, B.(2013). Integrated model to analyze brand function for products in the global marketplace, in Bridging the Divide: Linking IB to Complementary Disciplines and Practice (eds), Patricia McDougall-Covin and Tunga Kiyak, Annual Meeting of Academy of International Business Proceedings, Istanbul, Turkey. (full paper submission required, accepted and presented).

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2012 Pan, D.W, Clarke, L., Mutlu, B., & Pan, A.J. (2012). Competitive brand evaluations: Is cultural and linguistic fit the overriding factor over effectiveness of international branding strategy? In Rethinking the Roles of Business, Government and NGOs in the Global Economy (eds), Susan Feinberg and Tunga Kiyak, Annual Meeting of Academy of International Business Proceedings, Washington D.C., USA. (full paper submission required, accepted and presented).

2010 Pan, D. W., Shapiro, J., Tewari, J., & Costa, A. (2010). BRICs: Global education for business students at Northeastern Oklahoma. Oklahoma Governor’s Global Education Conference, Oklahoma State University, Stillwater, OK (accepted and presented).

2009 Pan, D.W., Yang, F.L., He, Z., Gu, L.M., & Yu, J. (2009). Functions of cultural and cross cultural competencies in Chinese “Sea Turtles” (Repatriates) Study. 12th Guangzhou Convention for Overseas Chinese in Science and Technology. Accepted for presentation.

2009 Pan, D.W., & Vozikis, G. (2009). Empowering “Sea Turtles” with Entrepreneurial Recipe for Sustainable Development in China. In "Is the World Flat or Spiky? Implications for International Business" (eds), Torben Pedersen and Tunga Kiyak, Annual Meeting for Academy of International Business Proceedings, San Diego, California, USA. (full paper submission required, accepted and presented).

2009 Pan, D.W., & Garcia, R. (2009). Cross-cultural competence: Necessity for successful business leadership. Oklahoma Teaching and Learning Conference, Broken Arrow, OK

2008 Pan, D. W. (2008). Sport spectator and dual status modal for predicting market behavior in sport business. International Convention on Science, Education, and Medicine in Sport (the pre-Olympic scientific convention), Guangzhou, China. August 1-3.

2008 Pan, D.W., & Vozikis, G. (2008). Entrepreneurship: The recipe to prevent a “Sea Turtle” from becoming a “Sea Weed.” Symposium of Marketing, Innovation, and Chinese Economy (MICE), Tsinghua University, Beijing, March 31.

2008 Pan, D.W., & Vozikis, G. (2008). Entrepreneurship: The recipe to prevent a “Sea Turtle” from becoming a “Sea Weed.” Academy of Innovation and Entrepreneurship annual meeting, Tsinghua University, Beijing, March 27. (full paper submission required, accepted and presented).

2006 Pan, D.W., & Shapiro, J. M. (2006). Managerial education and emergent business practices: “Sea turtles” and Chinese economic development. In "From the Silk Road to Global Networks: Harnessing the Power of People in International Business" (eds), Mary Ann Von Glinow and Tunga Kiyak, Annual Meeting for Academy of International Business Proceedings, Beijing, China, June 23-26. (full paper submission required, accepted and presented).

2005 Pan, D.W. (November, 2005). Never taken for granted: Dual status model and functional location of race and ethnicity in predicting market behavior in sport business. Sport Marketing Association Annual Conference III. Tempe, Arizona.

2005 Walker, J., Pan, D.W., & Trent, G. (November, 2005). Effect of sanction on NCAA division I football program revenues and marketing implications. Sport Marketing Association Annual Conference III. Tempe, Arizona.

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2005 Pan, D.W., Baker, J.A.W. & Zhen, Z. (November, 2005). Analysis of factors affecting attendance at sport events. Sport Marketing Association Annual Conference III, W.P. Carey School of Business, Arizona State University, November 12 - 14.Tempe, Arizona.

2005 Pan, D.W., Baker, J.A.W., Zhu, Z., & Argent, E. (September 2005). An econometric analysis of panel data for team performance, market characteristics, attendance of the English Premier League. Business and Leadership Symposium, College of Business and Leadership, Fort Hays State University, Hays, Kansas.

2004 Pan, D.W., Shapiro, J., & Reese, K. (April 2004). Better Learning Results: Students’ Ability to Differentiate Key Marketing Concepts and Pertinent Factors. Oklahoma Teaching and Learning Conference, Northeastern State University, Tahlequah, Oklahoma.

2004 Pan, D.W. (October 2004). Is winning the only thing that matter at intercollegiate football games. Oklahoma Research Day. University of Central Oklahoma, Edmond, Oklahoma.

2000 Smith, P.C., Vozikis, G. S., & Pan, D.W. (October 2000). The development of management practices and management education cross time: The case of the People’s Republic of China. The Annual Allied Academies International Conference, Maui, Hawaii, October 11-14, 2000. Received Distinguished Research Award.

1997 Pan, D.W., Zhu, Z., Gabert, T.E., Brown, J. (June 1997). Team Performance, Market Characteristics, and Attendance of Major League Baseball: A Panel Data Analysis. The NASSM 13th Annual Conference. Buffalo, NY.

More than two dozens of refereed conference presentations made prior to 1997 while on sport management/marketing faculty.

HONORS/AWARDS (1991 - Present) 2016 The Best Paper Award (2nd Prize) by China Marketing International Conference, Qingdao,

China, organized by City U. of Hong Kong, China U. of Petroleum, U. of California-Riverside, U. of Illinois at Urbana-Champaign.

2010-2011 Outstanding Service Award by Chinese American Association of Tulsa Chapter, Tulsa, Oklahoma, USA

2006

U.S. Sailing President’s Award for Contributions to Team-USA Sailing in preparation for Beijing Olympics, US Sailing Annual Meeting, Phoenix, Arizona, USA Oct 26, 2007

2006/2007

NSU Teaching Fellowship Award, Center of Teaching & Learning, NSU, Tahlequah, Oklahoma, USA

2005/2006

The Circle of Excellence-Research Award (only one is awarded university-wide each year), Northeastern State U., Oklahoma, USA

2006 Teacher of Year – Hooray for Teacher Award in Research (One awarded university-wide per year), NSU, Tahlequah, Oklahoma, USA

2004/2005 Nominee for the Northeastern State University Circle of Excellence-Teaching Award 2004-2005, NSU, Tahlequah, Oklahoma, USA

2002 Outstanding Professor, recognized by Chi Omega Sorority, The University of Tulsa, Tulsa, Oklahoma, USA

2000 Phi Delta Phi, The International Legal Honor Fraternity (admitted as life membership) for a select group of law students at ABA accredited law schools

2000 Distinguished Research Award by Allied Academies of Management, Maui, Hawaii, USA 2000 Research Excellence Award by College of Business (AACSB), University of Tulsa, Tulsa,

Oklahoma, USA 1999 Citation of Outstanding Staff Performance by Concordia College, Moorhead, Minnesota,

USA

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1999 Appreciation of Contribution to Pan American Games by U.S. Olympic Committee (USOC), Colorado Springs, Colorado, USA

1999 Appreciation of Contribution to World University Games by U.S. Olympic Committee (USOC), Colorado Springs, Colorado, USA

1991-92 Doctoral Dissertation Award by Graduate College of Southern Illinois University at Carbondale, Illinois, USA

Numerous Honors/Awards received prior to 1991.

Research Grant/Award Support and Procurement 2017-2019 U.S. State Department SportsUnited grant. ($720,000, in the process of initial inquiry). 2014-2016 Prince Sultan University Research Award ($22,000 funded) 2012, 2013 Prince Sultan University AIB conference presentation awards (funded) 2010-2011 NSU: Faculty Research Grant Award ($8,000, awarded, not allocated) 2010-2011 U.S. Federal Government: 2010-2011 Sport Programming Initiative ($225,000, not funded) 2008-2009 NSU: Faculty Research Grant Award ($7,600, funded) 2007-2008 The U.S. Fulbright Research Award in Humanities and Social Sciences (not funded) 2004-2006 Corporate: Broken Arrow Media Market Research ($7,500, funded) 2004-2007 NSU: University Faculty Research Grant ($7,500, unfunded) 2003-2010 NSU: Faculty Development Award ($750 annually, funded) 1998-1999 Corporate: Tulsa Drillers Market Research ($1,500, funded) 1996 OU: College Junior Faculty Grants (funded) 1995-1997 Corporate: Product Position Analysis of Golf Clubs ($21,000, unfunded) 1994-1996 NCAA: Drug Research in Sport Sciences Research Grant ($24,000, unfunded) 1996 AAHPERD Convention: Sport Management Symposium ($600, funded) 1994-1997 OU: Faculty Research Travel Assistance Grant ($2,500, funded) 1994 U.S. Federal Government: NAFSA PUTIS project ($610, funded) 1994 NASPE: In search for academic excellence ($5,000, unfunded) 1993-1996 State: Minority Research Grant from Okla. State Regents for Higher Ed. ($23,000, funded) 1993-1997 OU: College Academic Year Faculty Grant (unfunded) 1993-1997 OU: Junior Faculty Summer Fellowship (unfunded)

TEACHING RESPONSIBILITIES Texas Woman’s University (2016)

Undergraduate Principles of Marketing, Business Law and Ethics, Promotions, Retail Management, Marketing on Internet.

MBA Business Ethics and Legal Environment Additional

Qualifications IB, Marketing, Business Law, and Management related courses, sport marketing, etc. Class enrollment: 260+ (37 on average) during regular semesters, 20+ during summer.

Prince Sultan University (2011- 2016)

Undergraduate International Business, Principles of Marketing, Marketing Channels, Marketing Strategies for Nonprofit Organizations, Internet Marketing, Retail Management, Public Relations.

MBA Marketing Management Additional

Qualifications Marketing Research, B2B Marketing, Marketing Strategies, Entrepreneurship, Business Law, E-Commerce Law, Organizational Behavior, Strategic Management, Human Resources Management, Sport Marketing

Total class enrollment amounted to about 10% of the entire population of PSU undergraduate degree seeking students on men’s campus per semester/term from fall 2013 to spring 2016

Northeastern State University (2003-2011)

Undergraduate Marketing Research, Consumer Behavior, Principles of Marketing, Marketing Management, Promotional Strategies, Sale & Sales Management, International Marketing, Sport Marketing, Business Statistics, Study-Abroad Business Seminar-China

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MBA International Marketing, Securities Regulation, Study-Abroad Business Seminar-China Additional

Qualifications Entrepreneurship, Business Law, E-Commerce Law, Organizational Behavior, Strategic Management; Graduate Faculty Status granted in 2006

Oral Roberts University (2009-2010)

Undergraduate International Marketing As an adjunct faculty member

The Ocean University of China (2008)

Undergraduate Selected U.S. Laws: Contract and U.S. Constitution, Case Analysis Methods. As a visiting professor at College of Law for one semester

University of Tulsa (1997-2003 with the first year in a visiting status)

Undergraduate Sport Marketing, Sport Law, Event Management, Sport Management, Legal Environment of Business, Legal Aspect of E-Commerce, Business in Society, Principles of Management , Study-Abroad Business Travel Seminar-China

Additional Qualifications

Entrepreneurship, Business Law, E-Commerce Law, Organizational Behavior, Strategic Management. Graduate faculty status granted in 1998.

University of Oklahoma (1992-1997 with adjunct graduate faculty extended to 2000)

Undergraduate Sociology of Sport, Sport Psychology, Management Principles in Healthcare, etc. Graduate Sport Marketing, Sport Management, Event Management , Research Method in Sport

Management, etc. Additional

Qualifications/ Responsibilities

Graduate faculty status granted in Spring 1993 Served on committees for Doctoral & Master’s degree students Supervised Master’s degree students’ research for completion until 2000.

Selected Innovative Events in Teaching Procured for Students under My Responsibilities

Guest Speakers For Business

Students

Directors & Counselors for Economics/Trade/Culture from embassies of Sweden, Netherland, Norway, Japan, Demark, Mexico, Romania, France etc.; Deputy Governor of Bank of China and Director-General of China Foreign Currency Reserve; Lead Negotiator of Chinese Ministry of Commerce on Sino-U.S. trade dispute, Executives of GM-Shanghai, VW-Shanghai, BAMA Pie-Beijing, Shanghai Bao Steel, Gulf Monetary Council (the U.S. Federal Reserve equivalent in GCC nations), etc.

Guest Speakers For Marketing/IB

Classes

Executives of USOC and Beijing Olympic Organizing Committee (BOCOG), Former U.S. Ambassadors, Executives of American Professional Sport Teams, Administrators of Chinese Universities, etc.

Placement of Student Field

Trips/ Internships/

Research Competitions

GM-Shanghai, VW-Shanghai, BAMA-Pie Beijing, Shanghai Bao Steel, Qingdao Brewery; various manufacturers and universities (Beijing University, Shanghai Jiaotong University, Shandong University, Ocean University of China, East-China Normal University, Sichuan Normal University, Beijing Normal University, Harbin Normal University, Jilin Normal University, Beijing Sport University, etc) in China, Beijing Olympic Venues, USOC Headquarter in Colorado Springs, Colorado, USA; Women’s Sport Foundation in New York City, NY, USA, various professional sport teams and national sport governing organizations; Beijing University Games in 2001, USOC Team Processing for University Games & Pan American Games in 1999, 2nd Place of Saudi Student Research Competition in 2012 (cash awards donated to Saudi Orphanage Services), Oklahoma market feasibility studies on NBA team and State Lottery, etc.

SERVICE/ADMINISTRATIVE RESPONSIBILITIES

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On Campus Chairs &/or members for various committees such as accreditation review, international program, university faculty council, research, research award, athletics, IB curriculum, IB program assessment since 1997. Instrumental to Beijing Normal University Student Performing Art Troupe’s performance on TWU campus in September 2016. Instrumental to the initiatives of international collaborative exchanges between TWU and other women’s universities in China and Saudi Arabia. In progress.

Off Campus Numerous roles, projects, and organizations at local, national, and international levels.

Editorial Responsibilities

Have done review work with full paper or book manuscripts for Annual Meeting of Academy of International Business, American Marketing Association, International Entrepreneurship and Management Journal, Journal of Business and Leadership, International Journal of Sport Management, Journal of American Medical Association, Journal of Sport and Social Issues, Journal of Sport Management, Sociological Perspectives, Strategies of AAHPERD, Allyn and Bacon Publisher, Prentice Hall, etc.

Currently, serve a reviewer for American Marketing Association and Academy of International Business Annual Meetings for full paper reviews, and editorial board member for International Journal of Sport Management.

Current and Previous Membership in Professional Organizations

American Marketing Association (AMA), Academy of International Business (AIB), Life Membership of Phi Delta Phi (International Legal Honor Fraternity), Life Membership of Chinese American Professor Association, Sport Marketing Association, American Bar Association, North American Society for Sport Management

2017 Winter AMA Proceedings G-29

A New Product Taxonomy: Value Cocreation from Product to Brand by Enculturation Conformance

David W. Pan, Texas Woman’s University

Alan J. Pan, University of Amsterdam

ABSTRACT

This paper contributes to literature by adding a new taxonomy that has deductively scaled business product into four different

types. It is both visually and conceptually resourceful in developing suitable business strategies for firms to engineer products

that will fit with a proper segment of consumers by enculturation conformance.

Keywords: product comparativeness, brand congruence, contextual enculturation conformance, compensatory equilibrium, conforming product, compartmentalized product, cultural product, necessity product.

Description: We deductively conclude that a new product taxonomy is conceptually reflective of the fundamentals of business, mathematically demonstrable from a mirror-imaged perspective, and insightful suitable in practices.

Introduction

Business is an exchange process in which products offered

by firms are competing for respective intended locations in

the mind of consumers that is made by various enculturation

in a given context. However, people often take their context

such as culture-related factors as a constant for granted,

resulting in an insufficient factual basis on which a meaning-

ful insight can be drawn. We take an integrated approach to

depict how product becomes brand with enculturation con-

siderations; we reason that the current firm-to-market based

product classification needs to be revised. Using our brand

centered model that additionally integrates with encultura-

tion conformance, we have deductively arrived at a new sys-

tem of product taxonomy with reason-based insight. This

paper is to provide a nutshell of how the new product taxon-

omy is developed, and why it should be adopted to provide

insightful guidance in practice.

Elemental Axioms

We postulate a series of premises from literature and reason-

based observations to derive the building blocks of axioms

for our modeling. We start with how product can be defined,

and end with how brand prominence can be developed on a

rational basis for the new product taxonomy.

Product Defined

A product P is offered by a firm, according to designed

specifications in form, substantiveness, and structure by

itself and in relation to others for intended benefits in mar-

ketplace. P takes a structured modality Pmodality to include

both substantiveness by content Psubstantiveness and form by

trademark Ptrademark.

(1) Pmodality = (Psubstantiveness + Ptrademark)

where P is expressed by Psubstantiveness in content of attrib-

utes, features, utilities, and benefits (AFUB) in a structural

relationship with Ptrademark in a name, logo, and alike that has

a legally protectable meaning. A successful product is there-

fore (1) in the form of trademark that allows for representing

product distinction from others to become brand uniqueness,

(2) in the content that comprises of superior substantiveness

giving rise to an enhanced functionality over comparable

ones, and (3) in the structure of equilibrium that is reflected

For further information contact: David W. Pan, Texas Woman’s University (dpan@twu.edu).

2017 Winter AMA Proceedings G-30

by price over quantity for best value to willing buyers in

marketplace (Pan and Pan 2013; Pan et al. 2015).

Product Positioning is therefore a placement of marketable

Pmodality for differentiation or similarity in relation with oth-

ers by which an intended impression is created in the mind

of consumers. Pmodality, when being positioned and further

developed, is identifiable for either product competition

from one another or an extension from its predecessors by a

degree of differentiation on product comparativeness X

(Insert Figure 1 about here).

(2) = f (Competition or Extension) / X

Brand Congruence

Only when Pmodality is commercially offered, communicated

to, and perceived by consumers does Ptrademark get recog-

nized, and Psubstantiveness gets experienced with a probability

to form a brand (B). Pmodality is therefore transcended by a

congruence process to take a location as a brand Bi in the

repertoire of knowledge and experience of consumers.

Ptrademark by its representation of Psubstantivenes is therefore a

referent referent occupying a location within . In the

process , P, through similarity categorization (Rosch and

Mervis 1975; Tversky 1977), attempts to be placed, though

often misplaced or misaligned in distance from its intended

B, for brand establishment and development on Y within an

individual. This process is two-layered: specific-aimed

brand (SAB) fit (a.k.a. brand perceived fit [Park, Milberg,

and Lawson 1991], or a classical logical layer [Aerts 2009])

and general context brand (GEEB) consistency (a.k.a., a

quantum conceptual interference layer [Aerts 2009]) for

brand establishment and development (Pan and Pan 2013;

Pan et al. 2015; Pan et al. 2016). Pmodality is therefore through

brand congruence transcended into Bi that is apportioned

for SAB fit with one’s demand by affordability, want, and

need (DAWN) dawn, and for GEEB consistency with one’s

value, identity, and belief systems (VIBS). As

vibs is in a higher hybrid, it dictates and modifies the nature

and range of one’s action, or inaction of dawn in .

Being ∑Bn is to reach brand prominence in marketplace as

an individual’s cognitive result Bi is part of collective .

Applied, any product can achieve its wide range of brand

prominence as long as it taps into the higher layer of GEEB

consistency with a part of VIBS that is deterministic in . In

the same vein, luxury product becomes brand prominence

because of its GEEB consistency with some determinants in

VIBS going beyond its basic functionality of SAB fit with

dawn in , but not because of its additional degree of Pmodal-

ity distinction in . For illustration simplicity, we let B repre-

sented by modality as it should be ideally congruently reflec-

tive of, or approximately congruent with Pmodality. modality

(B) is therefore centered in one direction transcended from

intended Pmodality that is apportioned throughreferent; it is in

the other direction modified and dictated from partial to full

Figure 1. Product Competition or Development

Reproduced with permission of the copyright owner.

P1

P2

Competition or Extension

Development for Upgrade ← Differntiation for Distinction

Imitation for Similarity →

Extension for Derivatives →

0

+∞ -∞

Product Comparativeness (X)

2017 Winter AMA Proceedings G-31

alignment with one’s layered cognitive that is cultivated

through enculturation.

Enculturation Conformance

is generally established and developed through accumula-

tive learning by enculturation conformance over time in a

given culture (Zi), acculturation conformance n in others

(Zn). We adopt the concept of emic-etic dichotomy in cul-

tural anthropology by Pike (1967) to scale enculturation

conformance. The emic account of conformance is uniquely

reserved to oneself in alignment with one’s own from . Etic

account is that commonly shared with others, from a third

party’s viewpoint. We view the emic-etic account of encul-

turation on an elliptic plane to be relative in a temporal and

processive manner. We observe both accounts as being

defined and confined within a culture, embedded with both

subjective and objective information, and transformable by

content and in nature between accounts due to the elliptic

plane law as our referenced “dial.” The distinction is impor-

tant because the nature of etic-emic account is relative to

consumer in a point of time and process regardless of

being objective or subjective (Pan and Pan 2013). The domi-

nant account of either determines and confines a given

Pmodality that has been transcended into modality per rele-

vance of enculturation conformance.

Brand Prominence is thus defined by the congruity func-

tion (f) of product (P) relative to of consumers as deter-

mined and confined by dominant account of conformance

with given enculturation (Z). Suggested, a successful prod-

uct has established a brand in prominence in relatively

with optimal conformance of enculturation.

(3) = f(Z)

A brand B in prominence is determined through product

P’s positioning by P extensions or competition (X-vector)

through respective brand congruence for brand establish-

ment and development (Y-vector) in optimal enculturation

conformance of suitable cultural makeup (Z-vector). and

are thus defined and further confined by in terms of rela-

tive product position in distinction or similarity, brand space

location in distance on congruence, and suitability by extent

of firms’ offerings vis-à-vis alignment by enculturation in

the minds of consumers in marketplace (Pan et al. 2015; Pan

et al. 2016). Applied, a tablet computer (Pmodality is defined

in a design for user friendliness by Apple’s engineers in

America (Z1) (i.e., the country of origin in design, e.g.,

Bilkey and Nes 1982; Samiee 1994) with a name of iPad 2

or 3 (Ptrademark) that is elsewhere manufactured, though pri-

marily in China (Z2) (i.e., country of manufacture, e.g.,

Thakor and Kohli 1996). A brand concept (B) is to transcend

from Pmodality to modality in the consumer minds ( through

the cross-culture (relative to Z1 and Z2) enculturation process

(). Only those commonly shared and accepted product

aesthetics and user friendliness in mutual cultural context can

create similar meanings for and valued by con- sumers

throughout the world (Pan and Pan 2013).

Figure 2. Brand Congruence by Enculturation for Prominence

Reproduced with permission of the copyright owner.

P Z

Pmodality ≈ modality

vibs

dawn

Enculturation Conformance (Z)

etic emic

Brand Congruence (Y)

2017 Winter AMA Proceedings G-32

We therefore adopt and delimit three distinguished sets of

dimensional variables for product positioning X, brand con-

gruence Y, and enculturation conformance Z as follows:

Vector Primary Observation Constraint

Product

Positioning ( X

Product Distinction

Similarity Categorization (Rosch and Mervis 1975; Tversky

1977)

Product Development (e.g., Henard and Szymanski, 2001)

Brand

Congruence ( Y

Brand Prominence SAB Fit (e.g., Park et al. 1991)

GEEB Consistency (e.g., Aerts 2009)

Enculturation

Conformance ( Z

Knowledge and Experience Dominant Emic – Etic Account of Conformance (Pike 1967)

Model Development

Corresponding with the development of definitions and

implications in literature (e.g., Aaker and Keller 1990;

Keller 1993; Boulding, Lee, and Staelin 1994; Diamond et

al. 2009; Henard and Szymanski 2001; Monga and John

2010; Torelli et al. 2012; White, MacDonnell, and Ellard

2012), we define product competition or development for

distinction to be represented by substantive product differ-

entiation to occupy a unique space in of a consumer’s

mind. Based upon above three vectors, we propose there be

a competitive advantage α for a brand on the mental

“ledger” as for that of a product in a mirror-imaged view.

This variable derives from product distinction in quality,

price, or others, and will adjust a space in shape and size that

an established brand occupies in the mind of consumers.

Although brand competitive advantage α cannot be the

exact mirror image of product competitive advantage as

intended by a firm from product distinction to brand unique-

ness, we suggest that the greater α from the firm’s core com-

petencies, the weaker the impact of competing ones to over-

lap with that α in the mind of consumers.

To substantiate our reasoning, we propose that brand promi-

nence from (–∞, ∞) as the Y-vector, subject to the elliptic

iteration in a given culture and the shared commonality of

cross-cultures, be defined by the function of product modal-

ity, brand congruence (let SAB fit = c, GEEB consistency =

ε), and brand identification Bi (i.e., market identification by

dominant enculturation). Thus, we arrive at the relationships

among variables and determining factors F:

f(P: k) = β ε + c αF Xd + ∑ ∑ αjXi(εj − βj)

F

𝑗=1

d

𝑖=1

We let b e scale the size of brand space created in processing

a brand from perception to determination. We analyze that

perceptual assessment b and general context dictation and

modification e are distinct factors that have a role in every

processing step from perceiving product to become brand.

Consumers continuously filter the perceived product-to-

brand information and process it with the contextual consid-

erations. As such, each unit of space occupied from product

perception will lead to additional units of space occupied to

induce more contextual considerations.

Scaling by Enculturation Conformance

As one’s has to be formed over time within at least one

given culture, an individual consumer cannot escape from

forming one’s own brand concept modality without being

defined and confined by at least one culture. This renders

that product-to-brand conceptualization is defined and con-

fined by the process of enculturation conformance . We

know that when a brand concept is formed in modality, it is

also confined within that culture that has defined it. There-

fore, individuals’ enculturation can be on a spectrum in a

fashion of various forms, from being simplified as a singular

and closed one as being controlled and segregated from

many others, to being diversified as a multifaceted and open

one as being “free” and embracing with many others. Gen-

erally, enculturation is reality dependent; that is, to depend

on the context cultural environment in which how an indi-

vidual or firm is operated oneself. The formation of vibs

takes time and steps, and has its limit to confine and define

brand prominence to be relative in product choice in a given

culture.

By the elliptic law, the paralleled emic-etic account of encul-

turation conformance defining product-brand positioning

can eventually intersect under given conditions, thus an emic

account of modality within a singular one can become an etic

account commonly shared with others from a third party’s

viewpoint. On the other hand, we view that the elliptic emic-

etic accounts in confining product distinction is also func-

tioning as a rotatable “dial” that can redefine brand unique-

ness for brand prominence through those variables

embedded in and relative to .

Compensatory Equilibrium

The equilibrium maintenance in a compensatory style for

brand function is evident in a graphical representation of

algebraic space scaling in Cartesian equations as proposed.

We adopt the argument that as a conditional rationality there

is a difference between incentive-based versus reason-based

decision in a compensatory or noncompensatory fashion

among multiple equilibriums (Weirich 1998). While we

agree that incentive proofness alone is not necessary for a

rational decision, we differ by extending both incentive

proofness and reason identification with dominant encultur-

ation conformance on a scalable spectrum of congruity (Pan

and Pan 2013).

2017 Winter AMA Proceedings G-33

In illustration, to achieve a compensatory equilibrium in

one’s mental ledger, a P’s competitiveness (being diago-

nally for brand prominence (and orthogonally for emic-

dominant account (can arrive at a brand-in-valuation for

firms (BIVfirm) and a brand-in-value for consumers (BIVcon-

sumers) (Pan and Pan 2013; Pan et al 2016). The process is

essentially operated on product functionality for dawn by

enculturation of vibs relative to competing choices on brand

congruence. The “dial” strategy in practice ought to pursue a

value-added strategy to approach by similarity to an exten-

sion () with brand uniqueness on etic-dominant account

() that can be translated as an offering that shares the com-

mon criteria for a distinction on product comparativeness.

For example, many firms may offer shoes to marketplace

(etic based on functionality), but only Nike can design, and

contract to sell Nike branded shoes (emic based per market

relevancy) that is uniquely viewed. Thus, parity on product

comparativeness for brand uniqueness exists on a firm’s

emic account as its competitive advantages (Porter 1975) that

are transformed from its own core competencies such as a

design, its trademark and its context legal protection.

Further, a sustainable competitive advantage may be virtu-

ally impossible to be imitated in a culture of the highest rule

of legal protection on intellectual property (IP) because of

little marketability of the IP infringed product, while easily

imitated in a culture of the lowest rule of IP legal protection.

Brand incongruence on an individual’s emic account should

exist for one’s vibs to scale brand prominence when it is

moderately incongruous (an inverted U shape). This would

be determined by whether the emic account of vibs is

inscribed through enculturation in a culture of either high or

low rule of IP legal protection respectively, per our example,

rather than ascribed from one’s own innate biopsychological

makeup in dawn per product functionality.

Thus, we arrive at the following that describes the encultur-

ation process regarding f(Z):

Where cultural determinacy and confinement on is

arrived according to the existing conscious or subconscious

enculturation effects u ) accumulated by the accounts of

emic n or etic m to emics e and etics t, and prioritized by

the scale of emic E or etic T. We define the relationship of

e to be constrained by t because people generally are

restricted or “eye leveled” when follow their own value

systems while are accelerated or “group leveled” by their

cultural environment. We use a summation with the respec-

tive emic and etic account of enculturation in our reasoning

by which decision making is the function of value cocre-

ation by exponentiation (Pan and Pan 2013). We simplify our

function as follows:

f(Z) = A Z-u a

Where A is the ratio of E to T and a is e – t.

Brand Prominence

Our model is constructed in a panorama nature to represent

brand prominence in a three-dimensional view. We propose

that brand B be defined by its brand prominence associ-

ated with the function of Pmodality in relation with to derive

product positioning within the consumer’s mental domain Z

that is scalable by the enculturation effect Applying our

model, we want to find the expected brand congruence such

that having product to become brand in prominence to maxi-

mize brand equity. We set our measurement of brand congru-

ence equal to the consumer’s product perception f (P:) as the

numerator. We analyze that consumers who invoke an etic

account tend to evaluate products on a more static equi-

librium than an emic account due to general “group think”

that has already made a person “predisposed” or “leveled”

before actually experiencing a product (Pan and Pan 2013).

We combine our analysis as follows:

β ε+c αF Xd+∑ ∑ αjXi(εj−βj)F

𝑗=1

d

𝑖=1

A(Z − 𝑢)a

Where brand prominence dependent variable, is evalu-

ated by product comparativeness X and its enculturation

effect Z, independent variables.

Product Taxonomy Brand consciousness is sensitive to how a product is posi-

tioned in the mind of consumers. From a consumer’s per-

spective, it is the level of product distinction that decides the

effectiveness of brand congruence. From a marketer’s per-

spective, it is the effectiveness of a strategy for product

placement according to differentiation in proportion with

enculturation factors for product-brand congruence. How-

ever, both have been observed in a relative term for a some-

what distorted and asymmetric picture in function of com-

pensatory equilibrium.

We term product in nature of absolute characteristic of con-

fined necessity as compartmentalized product, such as per-

sonal computers from which some people are generally

insensitive to product switch due to the necessity for every-

day use. Other examples are: a leg room on airplane for a

person of being taller than the average height as the distance

between seat rows is predetermined, or a dictated food diet

for inpatient in a hospital ward. Note that there is limited

enculturation consideration due to the necessity determina-

2017 Winter AMA Proceedings G-34

tion in this given context. Using an example of being the

“simple product of first mover in a pristine society where:

c = A = a = F = d = and prior enculturation

effect u = 0 (i.e., neutrality, indifference, or status quo), or

hypothetically the only demand by consumers on a dry and

hot desert for a necessity such as water, we can model this

with one factor per intended benefit. The product is to be

congruous with an emic account of a consumer at a given

time or location.We substitute in the factors and solve for Z:

𝑍 =𝑋 + 1

𝑌

As predicted in visual illustration 1 (a), to efficiently maxi-

mize brand prominence on Y requires extensions of product

distinction on X and neutrality with consumers’ on Z. In

Illustration 1 (b), we can take the limits to assumed infinity

(±5000) to see that the first mover is always expected to

become contextually neutral (i.e., generic). However, if u =

1, meaning the first mover is already or has been encultural-

ized with consumers, then aligning with the authentic prod-

uct by competitors would be more efficient (i.e., a mimick-

ing or fungibility strategy is effective to leverage on the

brand equity of an established one) for an immediate result.

But in a long run, it is expected that additional competing

products will enter marketplace and gain far more promi-

nence than additional enculturalized extension products

(Insert Illustration 2 (a) and (b) about here).

Product placement indifference with mental enculturation

dominance will result in brand prominence to be viewed

positively or negatively depending on whether etic or emic

account of enculturation factors is used as a primer. These

products are sensitive to the consumers’ vibs, but insensitive

to the product itself of a new entrant. In an example is the

product of second mover providing one additional benefit in

the pristine society where: c = n A = F = , d = 2,

3, a = –1. We introduce a second product after the first mover

has been established in a static context. However, the second

mover adds a new perceived benefit, such as the choice of

colored packaging for bottled water intended for positioning

in gender preference (presumptively or arguably through

enculturation conformance). The conceptualized brand of the

second mover is similar to the first mover (an even) in

water Psubstantiveness but it invokes the additional (an odd)

layer of context dictation and confinement to perceptual

assessment. In contrast with the first mover, the second is

intended to invoke an etic account of enculturalized indi-

viduals that has been commonly shared with others from a

third party’s viewpoint (i.e., pink labeled bottle water to be

culturally suitable for females, while blue for males). Plug-

ging in the assigned values into our model, we get:

X2 + 2X + Y + 3 Z =

X2 + 2X + 3

As predicted in Illustration 3 (a), the second mover will

unseat the leading first because its brand prominence is

greater than the first mover by an etic enculturation domi-

nance. As shown, it would be more profitable to compete

because the second has been positioned away as a differen-

tiated competing product from the first mover. The first

mover will most effectively compete by further enculturaliz-

ing its product extensions. In Illustration 3 (b), we can take

the limits to assumed infinity (±5000) to see that the second

will become either enculturalized or deenculturalized

depending on how the product would be further projected.

We get the scope of brand equity for prominence with two

determining variables: product-brand complexity factor d

Illustration 1. Predicted Brand Equity for Prominence

(a) Simple Product of First Mover in Pristine Society (u = 0)

c = A = a = F = d = u = 0

(b) Expected Simple Product of First Mover in Pristine Society (u = 0)

c = A = a = F = d = u = 0

Note: The assigned values are for illustrative representation purposes only. ∞ = ± 5000

Reproduced with permission of the copyright owner.

X

Y

Z

X

Y

Z 2

-2

5000

-5000

2017 Winter AMA Proceedings G-35

Illustration 2. Predicted Brand Equity for Prominence

(a) Simple Product of First Mover in Pristine Society (u = 1) (b) Expected Simple Product of First Mover in Pristine Society (u = 1)

c = A = a = F = d = u = 1 c = A = a = F = d = u = 1

Note: The assigned values are for illustrative representation purposes only. ∞ = ± 5000 Reproduced with permission of the copyright owner.

______________________________________________________________________________________________________________________________

Illustration 3. Predicted Brand Equity for Prominence

(a) 2nd Mover with Additional Benef t in Pristine Society (u = 1) (b) Expected 2nd Mover with Additional Benef t in Pristine Society (u = 1)

c = n A = F = , d = 2, 3, a = -1 c = n A = F = , d = 2, 3, a = -1

Note: The assigned values are for illustrative representation purposes only. ∞ = ± 5000

Reproduced with permission of the copyright owner.

and prioritizing consideration of emic or etic a. We identify

factors d to be either perception indifferent or perception

conscious depending on whether the number of d is even or

odd, respectively. As a first mover, the product to brand

would ideally be marketed to be perception conscious by

having one factor d for consumers. That is, the first mover is

a new product without comparison. By adding a second

mover in competition with the exact same attributes to be

ostensibly incomparable in value, perception consciousness

will shift towards perception indifference, where factor d is

even, implying both to be symmetric. But when at least one

product has some ostensible differentiating factor, whether

occurred in time, space, or ownership, products would be

viewed to be asymmetric in comparative evaluation by con-

sumers (Pan and Pan 2013). From a mirror-imaged perspec-

tive we hold in model construction by illustration, the con-

sideration of emic or etic a will either result in a mental sta-

tus of equilibrium being even or prioritization of mental

dominance to be odd. Using the same logic, perception

indifference or consciousness asks whether there is any

determining factor that does not produce a comparable and

ostensible quality or trait. Using our proposed models, we

delve into four types of products in their respective pattern

as our product taxonomy along with the general principles of

insight for practice (Insert Illustration 4 (a), (b), (c), and (d)

about here).

Managerial and Practical Implications

Globalization allows companies to expand business across

their home borders in search for “new” markets. Failures

Y

Z

2017 Winter AMA Proceedings G-36

have proved that direct export of a product from a home

nation into an intended guest one usually does not work as

expected. Our model identifies, reconciles, and weaves with

the literature and reasoning together to provide insight and

practical guidance.

First, we see that the abstract meaning of brand is usually not

unique due to an enculturation effect from often normalized

Pmodalities. We algebraically analyze this phenomenon by

scaling product to four different kinds. When a first mover is

introduced, it creates a 100% unique concept. As competi-

tors enter, the trailing ones have leveraged some meaning

attached to the first mover if, and only if, the first mover has

achieved brand establishment or further prominence. The

trailers’ attachment creates relative meaning to the first

mover due to similarity or fungibility of functionality in

Pmodalities. Thus, communication and perception are determi-

nants of whether a trailing product can succeed against the

first mover. For example, a product name competing in the

same language would face associative consequences with

others. With Nike, we place it into a sports apparel industry,

which in turn consciously or subconsciously triggers Adidas,

Puma, etc. But Nike is translated to ナイキ without the

Nike logo, a non-Japanese reader would not be able to make

any association but a foreign writing.

Second, we delve into three additional types of products that

are context dependent: compartmentalized, cultural, and

necessity products, additional to the traditional conforming

product. This revises the existing product classification and

expand it in a comprehensive view because, for example,

product differentiation and cost leadership (Porter 1984)

alone are only applicable to conforming product in our clas-

sification.

Compartmentalized product is either restricted by channel

obstacles or dominated by industry required expertise such

that there are few other choices a consumer can make. Cul-

tural product is much more independent of product differ-

entiation and cost leadership but largely affected by product-

brand consistency towards personal and societal values in

our illustrated analyses. Necessity products are a lot more

resilient compared to compartmentalized products, so

Illustration 4. The Generalized Scope of Modeling Product Taxonomy for Brand Equity in Prominence

( a ) Necessity Product

d = perception indifference (even), a = mental equilibrium (even)

( b ) Conforming Product

d = perception indifference (even), a = mental dominance (odd)

( c ) Cultural Product

d = perception consciousness (odd), a = mental equilibrium (even)

( d ) Compartmentalized Product

d = perception consciousness (odd), a = mental dominance (odd)

Note: The assigned values are for illustrative representation purposes only. ∞ = ± 5000

Reproduced with permission of the copyright owner.

X Y

Z

X Y

Z

X Y

Z

X Y

Z 5000

-5000

5000

-5000

5000

-5000

5000

-5000

2017 Winter AMA Proceedings G-37

money invested towards the sales or development of such a

product would not be well spent unless there is a significant

innovation or redesign of Pmodality or a change of the encul-

turation context.

Lastly, we suggest that marketing be a complex dynamic

system encompassing firms’ product development to brand

establishment by consumers per context enculturation.

Adopting our new product taxonomy, we are able to help

firms to develop proper marketing strategies for their prod-

ucts to “take” a precise location as an intended brand in the

mind of consumers in a given context. As illustrated, our

model can gauge opportunities and threats in marketplace by

guiding practitioners to identity the scope of brand impact

that is exposed, either intentionally or unintentionally, on

itself and also in relation with others in a given industry.

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