Chen, Junsong; Paliwoda, Stanley:"Identifying and Measuring Knowledge Transfer in Consumer New Brand Purchase Decision", Journal of Euromarketing, 2006, Vol.3.

Abstract: In the purchase decision of a new brand from a multi-branding firm, a consumer is likely to rely upon what he/she knows about the company to make an initial judgement of this new brand. This paper attempts to explore how established consumer knowledge influences the consumer's new brand purchase intention and how the knowledge transfer can be moderated by some product characteristics. In this research, consumer knowledge is conceptualised by two variables: Category Expertise Belief and Category Association Belief, and product characteristics are measured by Product Sign Value and Product Pleasure Value. The research findings will help the brand manager understand how to shape and take advantage of consumer knowledge to expedite consumer acceptance of a new brand.

Chen, Shaohui; Wilson, Marie; Erakovic, Ljiljana: "Dynamics of Decision Power in the Localization Process: Comparative Case Studies of China-Western IJVs", International Journal of Human Resource Management, 17:9, September 2006.

Abstract: International HRM has focused on the MNC and its control and compliance mechanisms, particularly the tension between "internationalizing" practices and normative host-country practices. This contingency approach does not capture the complexity of MNC interactions in the local environment, however, particularly with regard to international contractual and non-contractual resource power, internationalization expertise and operational consistency requirements to gain relative decisional advantage. Case studies of four Sino-Western IJVs illustrate the dynamics of IHRM development under conditions of weak socio-legal constraint and high cultural distance between partners.