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Determinants of international marketing strategy for emerging market multinationals

Sudhir Rana (Fortune Institute of International Business, New Delhi, India) (PUTRA Business School, Universiti Putra Malaysia, Serdang, Malaysia)
Sanjeev Prashar (Department of Marketing, Indian Institute of Management (IIM) Raipur, Raipur, India)
Munim Kumar Barai (Graduate School of Management, Ritsumeikan Asia Pacific University, Beppu, Japan)
Abu Bakar Abdul Hamid (PUTRA Business School, Universiti Putra Malaysia, Serdang, Malaysia)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 15 May 2020

Issue publication date: 12 February 2021

Abstract

Purpose

The main objective of this study is to evolve the basis of beneficial impact assessment of international marketing strategy (IMS) for emerging market multinationals by applying construct-measurement research methodology. The purpose of this study is to link the conceptual definition and empirical indicators of the proposed integrated model with the objective on “Developing Model to Assess Benefit Impacts Generated by International Marketing”, the authors named it GAMBIT.

Design/methodology/approach

Self-administered questionnaires were used to collect data from international marketing executives and senior management executives from Indian manufacturing firms using Churchill's approach (1979, 1987). Exploratory and confirmatory factor analyses and structural equation modeling (using SPSS Statistics 20.0 and AMOS) were used to develop the GAMBIT model. Various hypotheses pertaining to perfect order fulfillment and quality level were formulated.

Findings

In the order of significance, the four key influential factors for beneficial impact assessment in the multicultural global environment are as follows: sources of beneficial impacts; operational efficiency; international marketing strategic choice and beneficial outcomes.

Originality/value

Although companies have realized the importance of assessing beneficial impacts, they often do not know how exactly the assessment should be made. Thus, the present study provides a useful tool for evaluating the totality of beneficial impacts offered by IMS.

Keywords

Citation

Rana, S., Prashar, S., Barai, M.K. and Hamid, A.B.A. (2021), "Determinants of international marketing strategy for emerging market multinationals", International Journal of Emerging Markets, Vol. 16 No. 2, pp. 154-178. https://doi.org/10.1108/IJOEM-09-2019-0742

Publisher

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Emerald Publishing Limited

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