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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

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 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: 18 November 2019

Nuno Arroteia and Khalid Hafeez

This chapter explores how the recognition of opportunities regarding developing technology and entering a new market is influenced by the systemic effect of social forces. These…

Abstract

This chapter explores how the recognition of opportunities regarding developing technology and entering a new market is influenced by the systemic effect of social forces. These include institutions, social networks and the entrepreneur’s cognitive frames. This study adopts a longitudinal perspective by capturing and analysing the phenomenon in two moments: first, when the businesses started to operate domestically and second, when they began to internationalise. The cases of five Brazilian technology firms are analysed. The findings reveal the systemic and mutually reinforcing effect of these social forces on the recognition of opportunities. The entrepreneurs’ cognitive frames were particularly vital in recognising opportunities to enter the Brazilian market. The institutional support provided by universities along with government mechanisms and entrepreneurs’ social networks were essential to accrue experiential and non-experiential knowledge of international markets, therefore contributing to the recognition of international opportunities. The temporal perspective employed in this research assists the understanding of how historical events shape entrepreneurs’ capabilities to recognise and change company discourse to pursue the recognition of international opportunities. The results provide guidelines for researchers, practitioners and policy-makers, particularly in the emerging economies in Latin America, to support the growth and flourishing of entrepreneurial ventures through pursuing international opportunities.

Details

International Entrepreneurship in Emerging Markets: Nature, Drivers, Barriers and Determinants
Type: Book
ISBN: 978-1-78769-564-1

Keywords

Book part
Publication date: 6 September 2012

Christopher Allen Stachowski

In New Zealand, educational institutions at all levels are being encouraged by the nation's central government to develop international markets, largely to generate revenue and to…

Abstract

In New Zealand, educational institutions at all levels are being encouraged by the nation's central government to develop international markets, largely to generate revenue and to therefore decrease dependence on state funding. This chapter presents research findings which show that some managers in education are responding to this challenge by establishing and maintaining relationships to respond to international student demand, a core focus of educational marketing work. These relationships seem to allow high schools, particularly resource-constrained ones, to be able to add value to the international student experience. In this case, this includes offering language tuition and access to support people who speak the students’ languages and are familiar with their cultural frameworks as part of the experience. Given the benefits to international students, and to the schools themselves, could this kind of relational approach be considered an example of leadership in international education marketing?

Details

The Management and Leadership of Educational Marketing: Research, Practice and Applications
Type: Book
ISBN: 978-1-78190-242-4

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: 10 September 2018

Luísa Campos, Catherine Axinn, Susan Freeman and Gabriele Suder

The motivation for a firm to operate overseas can vary significantly among smaller firms. The reasons why firms internationalise, rather than remain in the domestic market, vary…

Abstract

The motivation for a firm to operate overseas can vary significantly among smaller firms. The reasons why firms internationalise, rather than remain in the domestic market, vary depending upon: their industry, their home country, their managers’ perceptions and decision-making orientation. Companies are influenced by different motivations to reach foreign markets and use different strategies including different entry modes. These motivations can be internal or external, reactive or proactive. This chapter begins by focusing on how different motivations of firms can influence their success in foreign markets from a generic perspective. The authors then present a case study of Brazilian small- to medium-sized enterprises (SMEs) in the shoe industry, a traditional, low-technology sector, which play an important role in the Brazilian economy. The shoe industry changed significantly over time, until the 1970s had little international experience, in the 1990s was impacted by new Asian market competition, illustrating with firm examples taken from interviews, how SMEs have had to evolve and change their international strategic approaches and motivations over time. The authors conclude with perspectives on SME specificities. Understanding what motivates shoe firms to go abroad and their internationalisation behaviour allows us to provide some suggestions to SME managers in their process of expansion into international markets.

Details

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

Keywords

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