What interested us about this orienting narrative was the relative lack of compli- cating action, coupled by extensive use of orientation. Orientation is used for vir- tually every kind of narrative structure: abstract, complicating action, evaluation, resolution, even other orientation clauses. Also noteworthy is the vagueness throughout the narrative, in every type of nar- rative structure. But despite the overall vagueness, some information in the narrative IS articulated explicitly.
These moments of explicitness are often accompanied by comprehension checks. Through such strategies, Ennio takes the authority to direct his narrative toward Amy rather than Massimo and positions himself as having insider knowledge that neither Amy nor his son have. At the conclusion, Massimo rejoins the dialogue. Ennio uses the oppor- tunity of the sociolinguistic interview to position himself as an authority addressing an outsider, the interviewer.
Explicit orientation must have another function, then, namely that of evaluation of the onyx boom. Its evaluative function is heightened by the fact that it is a repetition of previous evaluation; as Tannen notes, repetition is itself an evaluative device. Critically, the implication of having quarries and sawmills is left off- record. Also, it is discursively assumed that the listeners know the difference between the neighborhoods men- tioned Massa and Avensa and their histories.
You see, Val- lerini, Montanari, they were big Fascists. They had sawmills, workers, and quar- ries. This topic receives much dis- cussion among Pietrasantans. This is perhaps not surprising, given that the larger historical narrative about local Fascism is a story that people in Pietrasanta do not tend to narrate. In her study of German Fascist atrocities committed in Alto Versilia towns, Cappellet- to similarly encountered great resistance to discussing the possible collab- oration of local Fascists.
Perhaps in the context of the Nazi massacre of innocent villagers, the idea of local Fascists the idea that Italians collaborated in these atrocities , is so horrendous, that people are silent about local Fascism. Orientation—the seemingly background information that gets thrown into the interstices of stories—is useful for understanding how tellers navigate cultural silences. Our analysis shows that it is through switches between orientation as given vs. Furthermore, in that narrative orientation, most of the information about the Fascists appears not in com- plicating action clauses, but in orientation clauses—orientation within orientation.
They consequently fought industrialization of the area, which played a role in the economic collapse in marble that led to onyx. By directing his attention solely to Amy at a key moment, Ennio is able to redirect the narrative to offer a different explanation from the one commonly given; he recasts the onyx boom as a result of history of Fascism in da- maging the economy of Pietrasanta.
The local Fascists have faded from public discourse because there is a cost to the local public face in remembering them. They are not forgotten, but they need the right context to resurface.
An out-group audience and a novel event like a socio- linguistic interview are the kind of interaction that can provide these conditions.
It is certainly not the case that no one knows about or cares about past local Fascist elements in the town. However, in in-group situations, such information is often in- dividualized into a story about a single person, rather than about a subset of the community.
Tellers who personally experienced historical events assess those events from the perspective of personal interest and investment. The possibility of both in- group and out-group status for sociolinguistic interviewers affords informants stra- tegic manipulation of the information status of embedded orientation i.
Informants can manipulate these positionalities strategically for their own purposes. Narratives within sociolinguistic interviews provide informants with a warrant to withhold, repeat, and insert information through embedded orien- tation. Rather than dismiss sociolinguistic interviews as inferior to spontaneous interaction, we suggest attending to the possibilities that they afford informants.
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The Journal of American Folklore 33— Tannen, Deborah Interview is not limited to only the prepared protocols, but conversation is allowed to expand alongside the issue. Each interview took from about an hour to almost three hours to complete, depending on the number of export ventures involved.
This can be attributed to the differing strategies applied and performance shown by different export ventures, therefore required more time to be explained and hence support the notion by Lages and Montgomery , and Morgan et al. Even though the single unit of analysis Yin, is used in this interview, informants were requested to give information on more than one export venture, particularly focusing on the served foreign markets. The credibility of the informants was assessed through their capability of obtaining direct information and making decisions regarding their export activities in the different markets served, and hence referring to the different export ventures.
First, through the first question in the protocol, it is found that the exporters are aware of the dimensions in the EMO.
The exporters who applied EMO are aware of the different needs among their export customers in their foreign market, supporting the idea for the research on proactive and responsive EMO. The awareness is not only oriented towards customers, but also towards competitors and market structure. This is evident from citation of several informants: We generate a lot of data on our export customers. In fact, we believe that those who are exporting but did not know who their customers or competitors are and their foreign markets are going to fail in the activity… As for the company, we even hired special lawyers to investigate about our potential customers financial background, especially on first-timers.
Firm 1 We developed special relationship with our customers in the foreign markets, even when there is no need for us to do so, such as when it involves our regular customers or clients with contracts to abide by. It allows us to have insights on their needs and wants over time, and even enables us to predict the needs in the near future. That means ongoing business relationship…Understanding the market in which we are dealing with, the language, the society structure, sensitive issues of the population, that will definitely help us in the business.
Also, to know with whom we are dealing with, who are they in their own market. Being in the consulting industry requires us to know more than simple information Firm 3 This finding, which confirmed the propositions for further research on the dimensions of EMO, also paved ways for researches on investigation of why exporters behave differently in catering their export market.
As embedded in the second protocol, exporters deal with different level of dimensions in their export activity. Nevertheless, from the interview, it is possible to find exporters catering to either both needs expressed and latent or only on expressed needs, but it is nearly unfeasible to find exporters catering to only latent needs forever in their business.
For example, as suggested by the MATRADE regional director, It is possible for exporters to cater to new latent needs, with less or no competitors, such as Company Q, but after times the technology will be imitated and improved by others, turning it into an expressed one. However, as for the case of Company Q, because it is well patented and the industry requires specific conditions to fit in, especially on the environmental factors, it is still enjoying high demand until today with a very few competitors to compete with, even internationally.
Besides, its success is because of the risks endured by the owners, as it is a new industry with little information for others, but sufficient to them as they learnt about it while they were studying abroad - factor of chances and experience, as we can safely conclude. Other than that, several other exporters also direct the reasons behind their different attributes towards the needs to some other points, such as different clients catered Firm 1 , different products offered Firm 3 , and different industry in which they are engaging Firm 2, Firm 4 , which opens more interesting insights on the question.
For example, Firm 2 mentioned that they are catering to only the expressed needs for the time being, as they are in the industry with long product-cycle period.
Therefore, abrupt changes are not necessary. Besides, they are also positioned as the third-tier supplier in the value chain, and thereby their activities are limited to only materials supplying and processing, and not designing, which is an important activity to recognize the latent needs. Firm 4, on the other hand, cited the limited adjacent foreign markets to penetrate as an important reason for their limited foreign expansion activity.
This is because the unique product they are offering is also offered in the said market even with little variation, limiting the needs from foreign customers. Worsening economic situation also forced them to hold their foreign expansion plans. In the third protocol, informants were asked to detail about their activities of generating information, disseminating and responding to their foreign market intelligence. Since the level of dimensions of their EMO were assessed beforehand through the second protocol, their generic EMO activities can be regarded as resembling the activities of the proactive or responsive export market-oriented firms.
This is so as profit-based organizations such as business ventures are aiming for making profits and hence exploiting the knowledge and information gathered, and in the same time doing investment to recognize the latent needs and solutions in the market through explorative skills see Kyriakopoulos and Moorman, This situation puts business ventures such as an exporting firm with profit-based objectives to apply both explorative and exploitative skills in the business, making them proactive and responsive at a time.
To this aspect, there are differences in catering to the different dimensions, as explained previously. Certain conditions put certain export venture to favor a dimension over another, but these ventures are not going to ignore the less favored one. The EMO activities are found to be influenced by many factors which are affected by the dimensions served. In other words, the dimension served influences the activities of generating, disseminating and responding to the export market intelligence.
Conclusion and Future Direction The series of an in-depth interview is conducted to assess the existence of the proactive and responsive EMO among the practitioners in the fieldwork. From the interview, it has been found that, as argued in the literature, the existence of proactive and responsive dimensions or behaviors in the MO concept is also an issue in the EMO. With the proposed propositions of proactive and responsive EMO is now available, it is believed that the research gap for further investigations of the issue has been filled.
Therefore, further research that specifically investigate the issue in the international marketing background, particularly in export, should be conducted for the benefit of the international marketing community. This is believed to be able to bring valuable insights to the researchers, policy makers and marketers.
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