The Journal of Global Business is an annual journal for those who present their researches at the Global Business Conference held annually in Manila, Philippines. This conference is organized by the Association of Training Institutions for Foreign Trade in Asia and the Pacific. The Journal contains researches of professors in business and other fields.

ISSN: 2350-7179 (Online format)


Volume 7, Issue 1 (2018)

A Business Analytical Nexus Study on the Triple Helix, Entrepreneurship, Innovation, and Global Competitiveness

Eunhye Lee, Ann Therese C. Sabater, Pamela Angiala D. Yap, and Junius Yu / Read Full Journal


Innovation, Global Competitiveness, Triple Helix, Entrepreneurial Attitude, Entrepreneurial Activity



In a globalized world, keeping up with the drastic changes in an economy through the enhancement of the ability to innovate and to content in the international arena becomes a necessity for countries to remain relevant. Given this phenomenon, understanding what enhances innovation and competitiveness of a country becomes of utmost importance as such will be the key to attain a sustainable socio-economic development.

This study examines the effect of individual and institutional factors (Triple Helix, Entrepreneurial Attitudes, and Entrepreneurial Activities) that influence innovativeness and global competitiveness of each country measured by Global Entrepreneurship Monitor (GEM) and World Economic Forum (WEF). The factors in specific are: government support and policies, R&D transfer, business sophistication, entrepreneurial intention, perceived opportunities, motivational index, total early-stage entrepreneurial activity, and entrepreneurial employee activity (EEA). Thedata for each factor were collected from GEM’s database and WEF’s Global CompetitivenessReport, both of which were from the year 2016. Pearson correlation was utilized to test the relationship between variables. On the other hand, simple and multiple regression analysis were performed to test the effect of each factor to the dependent variables.

Test results indicated that only R&D transfer and EEA were significant to both innovation and global competitiveness. This suggests that for an innovative and globally competitive environment to thrive, knowledge generated by R&D activities must be transferred for practical application. Similarly, EEA should be utilized as a platform for employees to share their ideas and knowledge; hence driving organizations to take a more innovative and globally competitive stance.

Factors Affecting Customer Loyalty Among Generation Z in the Fastfood Industry

Safa D. Manala-O, MBM / Read Full Journal


customer loyalty, fastfood industry, Generation Z, gender, income



Customer loyalty is one of the main goals of fastfood brands. In an industry where stiff inter-brand competition exists and customer preferences regularly change, fastfood brands need to monitor the preferences of their customers. The biggest customer segment for fastfood brands now is Generation Z, and companies are taking a closer look at their behavior in order to maintain their loyalty. To contribute to the understanding of the behavior of Generation Z customers in the fastfood market, this paper explored the factors that these customers consider when developing loyalty to a fastfood brand and the moderating effects of gender and income. Spearman’s Rank Correlation test,Linear and Multiple Regression analysis were used to examine the relationships between the direct factors contributing to customer loyalty and the effect of the moderating variables. Findings reveal that Generation Z customers find customer satisfaction, brand trust, brand image and self-congruity as important factors when forming loyalty to a certain fastfood brand. Moreover, income did not moderate any of the relationships of these factors and customer loyalty. Gender was found to moderate only the customer satisfaction-customer loyalty and brand image-customer loyalty relationships. Accordingly, females have lower average customer satisfaction and brand image scores than male Generation Z customers.

Study of Shopping Motivation and Buying Behaviour among Generation Y in India

Sushant Kumar, Pradip H Sadarangani / Read Full Journal


Purchase Intention, Generation Y Indian, Clothing, Utilitarian Motivation, Hedonic Motivations.



Buying behaviour of Generation Y Indians is shaped by the changes in socio-economic and demographic status of the country. To examine the possible relationship between shopping motivation and purchasing behaviour among Generation Y, the study conceptualizes a research model. This study examines the influence of utilitarian motivation and hedonic motivations in determining the purchase intention among Generation Y Indian by using Structure Equation Modelling. Both hedonic motivations and utilitarian motivations are found to be influencing the purchase intention of foreign brand clothing. The antecedent of utilitarian motivations Customized Advertisements, and Convenience and the antecedent of hedonic motivations Adventure, Authority, and Status are found to be significant. The findings are applicable to marketers as while designing the integrated marketing communications for foreign branded cloth, management may emphases the hedonic dimensions of Adventure, Authority, and Status along with the utilitarian dimensions of Customized Advertisements and Convenience for greater impact on consumers. The paper adds value to the literature not only by validating previous work but also offering new insights on generation Y India.