Search results

1 – 10 of over 228000
Book part
Publication date: 10 October 2013

Abstract

Details

International Marketing in Rapidly Changing Environments
Type: Book
ISBN: 978-1-78190-896-9

Article
Publication date: 1 June 1995

Sylvester O. Monye

International marketing management is rarely considered as anacademic area that deserves separate and specific curriculum. Examinestwo primary questions which challenge this…

2128

Abstract

International marketing management is rarely considered as an academic area that deserves separate and specific curriculum. Examines two primary questions which challenge this: first, is international marketing management different from basic marketing management? Second, if it is different, what type of training, knowledge and skill should international marketers have? Reviews the changes in the international business environment, factors encouraging internationalization and the need for specialist training as one of the tools required to achieve international competitiveness and growth. Concludes that success in international marketing management requires deep knowledge of cross‐cultural and intercultural issues which facilitate attitude change, assist the development of interpersonal skills, and the creation of awareness of multienvironmental requirements of international marketing operation; and that these skills can only be acquired and developed by a formalized programme of specialist education and training.

Details

International Marketing Review, vol. 12 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 March 1988

Essam Mahmoud and Gillian Rice

The importance of analytical techniques in international marketing is illustrated. An overview of related research is given. The question is asked, “Which way will research on the…

Abstract

The importance of analytical techniques in international marketing is illustrated. An overview of related research is given. The question is asked, “Which way will research on the subject go in the future?”

Details

International Marketing Review, vol. 5 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 June 2005

Matthew J. Robson

To investigate the state of the international marketing literature in terms of its ability to offer managers with fine‐grained insights into marketing strategy effectiveness.

6820

Abstract

Purpose

To investigate the state of the international marketing literature in terms of its ability to offer managers with fine‐grained insights into marketing strategy effectiveness.

Design/methodology/approach

Conceptual study based on insights into advances in international marketing research.

Findings

Contingency accounts of strategy effectiveness are persuasive in the international marketing literature. But areas of research (e.g. the trust‐performance literature) have been slow to identify and discuss contingencies inherent in foreign marketplace ventures.

Practical implications

Practitioners would be advised to consider the degree to which empirical research on international marketing strategy accounts for contextual complexity. Scholarly research should cover not only “whether” an international marketing strategy is productive, but crucially “when” the strategy is productive.

Originality/value

Suggests different areas of international marketing research are at different stages of theoretical development. Usefulness of academic findings may be linked to the level of development of the contingency framework within an international marketing stream.

Details

Strategic Direction, vol. 21 no. 6
Type: Research Article
ISSN: 0258-0543

Keywords

Open Access
Article
Publication date: 13 February 2024

Gregor Pfajfar, Maciej Mitręga and Aviv Shoham

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing

Abstract

Purpose

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.

Design/methodology/approach

This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.

Findings

Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.

Originality/value

This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.

Book part
Publication date: 27 November 2006

Alex Rialp and Josep Rialp

According to a recent and interesting revision of advances in international marketing theory and practice, the international marketing literature has grown exponentially in recent…

Abstract

According to a recent and interesting revision of advances in international marketing theory and practice, the international marketing literature has grown exponentially in recent years in order to offer sufficient support to corporate and public policy makers confronting today's hostile global business conditions (Katsikeas, 2003a). In fact, some of the most relevant academic journals in this field (Journal of International Business Studies, Journal of International Marketing, International Marketing Review, International Business Review, Advances in International Marketing, among others) can be considered highly stable and mature publications, with research articles covering a wide range of topics within the international marketing domain and usually authorized by leading contributors to other high-ranking marketing journals (DuBois & Reeb, 2000; Malhotra, Wu, & Whitelock, 2005).

Details

International Marketing Research
Type: Book
ISBN: 978-0-76231-369-3

Book part
Publication date: 10 September 2018

Pervez N. Ghauri and Ulf Elg

Several studies have proposed that small- and medium-sized enterprises (SMEs) lack resources and experiential knowledge to internationalise to distant markets. The authors argue…

Abstract

Several studies have proposed that small- and medium-sized enterprises (SMEs) lack resources and experiential knowledge to internationalise to distant markets. The authors argue that SMEs can handle the lack of these tangible and intangible internal resources through external collaborations; they can achieve success in international markets by collaborating with business partners. The role of inter-firm marketing collaboration and its impact on internationalisation efforts has not been thoroughly studied, particularly in the context of SMEs. This study will thus advance our understanding of SMEs’ inter-firm marketing collaborations and how they influence performance in international markets. In this chapter, authors conceptually develop this line of arguments through an extensive literature review and develop some hypotheses and a framework that can be empirically tested. The authors believe this framework will serve as a starting point for further studies on this topic. Theoretically, we endeavour to contribute by showing that firms can enhance their level of international performance through inter-firm collaboration. The authors believe this type of study would have considerable theoretical as well as managerial implications in this important field of research.

Details

Key Success Factors of SME Internationalisation: A Cross-Country Perspective
Type: Book
ISBN: 978-1-78754-277-8

Keywords

Book part
Publication date: 31 January 2015

Sudhir Rana and Somesh Kr. Sharma

This study examines the conceptual domain of international marketing following substantial growth in its development. With the objective to investigate recent patterns and…

Abstract

This study examines the conceptual domain of international marketing following substantial growth in its development. With the objective to investigate recent patterns and development in the literature this study evaluates 1,816 research articles on international marketing published between 1990 and 2012. The classification of conceptual domain has yielded 57 configurational contents under seven prime research streams. Simple meta-analysis on international marketing literature created a clear depiction of attention of contributors toward research streams and the number of contributors, and worthy sources of literature. Several directions for advancement of knowledge in international marketing, identified fields, and their implications for future research are discussed.

Details

Entrepreneurship in International Marketing
Type: Book
ISBN: 978-1-78441-448-1

Keywords

Book part
Publication date: 16 October 2003

Greg Kitzmiller and Joseph Miller

The number and breadth of research articles, diversity of topics, and improved quality in international marketing research have all grown rapidly over the past 30 years. Our…

Abstract

The number and breadth of research articles, diversity of topics, and improved quality in international marketing research have all grown rapidly over the past 30 years. Our sample of 26 research journals shows that the number of articles increased by almost 400% between 1970 and 2001, rising from fewer than 50 in 1970 to nearly 200 in 2001, and more than doubled between 1980 and 2001. More important, the quality improved even faster, while the range and diversity of topics expanded at least tenfold. Indiana University was a principal actor in this revolution.

Details

Leadership in International Business Education and Research
Type: Book
ISBN: 978-1-84950-224-5

Book part
Publication date: 16 October 2003

Carol A Howard

A case can be made that, to some extent at least, the marketing discipline has not kept pace with the practice of international marketing. Recognizing that internationalization is…

Abstract

A case can be made that, to some extent at least, the marketing discipline has not kept pace with the practice of international marketing. Recognizing that internationalization is a dynamic process that may vary across the business of marketing, the development of marketing thought, the direction of marketing education, and the marketing research process, this paper explores that premise. Then, given the current emphasis on the integration of business activities on a worldwide basis, it suggests an interdisciplinary approach, grounded in the concept of market imperfections and internalization theory, to deal with the major challenges that now confront international marketing scholars.

Details

Leadership in International Business Education and Research
Type: Book
ISBN: 978-1-84950-224-5

1 – 10 of over 228000