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Article
Publication date: 13 March 2017

Svetla Marinova and Marin Marinov

This paper aims to investigate the internationalisation inducement in family firms with domestic capital operating in a specific industry in a transition country…

Abstract

Purpose

This paper aims to investigate the internationalisation inducement in family firms with domestic capital operating in a specific industry in a transition country. Examining the effect of entrepreneur-, firm- and context- specific factors, it provides an insight into the start of internationalisation via exporting and its initiating features.

Design/methodology/approach

The study uses a qualitative research approach. Data were collected through semi-structured interviews from informants with conclusive decision-making power and analysed using a combination of inductive and deductive coding.

Findings

The findings show that the sample firms internationalise early exhibiting mostly proactive behaviour in finding international clients. Owner-manager international orientation and commitment combined with contacts in his or her social spaces lead to early export inducement despite the fusion of ownership and control, and regardless of transition context volatility and inefficiency.

Research limitations/implications

The limitations include the sample size and its industry embeddedness limiting generalisability. The key implications are that family firms need support to develop their social spaces through encouraging and enabling linkages between socio-economic actors that can expand the bounded sociality of the firm.

Originality/value

The owner-manager orientation, objectives, commitment and characteristics, coupled with the straightforward decision-making process that is safeguarded by full family ownership, can abate the dissuading role of the perceived lack of institutional support for small and medium-sized enterprise internationalisation in a transition context.

Details

European Business Review, vol. 29 no. 2
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 1 May 2006

Jorma Larimo, Marin Marinov and Svetla Marinova

This article aims to analyse the strategies of international brewing companies in the Central and Eastern European (CEE) beer market and the development of national beer…

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4103

Abstract

Purpose

This article aims to analyse the strategies of international brewing companies in the Central and Eastern European (CEE) beer market and the development of national beer markets in the region since 1990.

Design/methodology/approach

The research is explorative, based on a broad variety of secondary data sources and company interviews.

Findings

The findings provide an insight into the approaches of foreign brewing companies operating in CEE markets. Despite some differences in the initial internationalisation motives, target market choice and market entry modes that reflected the strategic priorities of investing brewers, market‐seeking motives, strong brands, marketing intelligence, rapid aggressive internationalization and control over the operations have been the key success factors for Western brewers in CEE.

Research limitations/implications

The secondary nature of the research information is a limitation for the validity of the study. Nevertheless, the triangulation of data sources using various secondary data, supported by in‐company interviews and authors' insights, has aimed at minimising the research bias.

Practical implications

Considering the growth and consolidation in the brewing industry world‐wide, brewers in CEE should focus on further mergers and acquisitions, product diversification/upgrading and brand innovation.

Originality/value

This paper represents an original attempt to assess the trends in the development of the brewing industry in CEE post‐1990. It reflects the impact of international interest on the CEE brewing companies and raises some concerns associated with the preservation of the brewing heritage in the region.

Details

British Food Journal, vol. 108 no. 5
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 10 April 2007

Stan Paliwoda and Svetla Marinova

The aim of the paper is to present an overview and an assessment of the challenges and opportunities for businesses that emerge from the greater diversity and complexity…

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6116

Abstract

Purpose

The aim of the paper is to present an overview and an assessment of the challenges and opportunities for businesses that emerge from the greater diversity and complexity in doing marketing in the expanding EU.

Design/methodology/approach

The paper examines how marketing issues have emerged, progressed and diversified with the process of EU enlargement.

Findings

The paper argues that marketers' perceptions of marketing in the EU have changed with the market expansion of companies in the new EU accession states. From first being seen externally as a protectionist fortress, marketing in the EU has emerged internally at least as a protector of diversity across its current member states.

Originality/value

The paper is a reflection on the changing nature of marketing and the new priorities of companies in their marketing strategies and tactics in the largest single regional integration bloc in the world.

Details

European Journal of Marketing, vol. 41 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 October 2005

Marylyn Carrigan, Svetla Marinova and Isabelle Szmigin

This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and…

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23141

Abstract

Purpose

This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and current trends as a background for this special issue edition of International Marketing Review focusing on international marketing ethics.

Design/methodology/approach

The paper examines how ethics in international marketing have evolved and progressed towards the current “ethics era” and presents discussion surrounding the role and value of an ethical approach towards marketing in a global marketplace.

Findings

Essentially the paper argues that marketers should creatively embrace the complex challenges of the international marketplace by rethinking their approach to marketing ethics.

Originality/value

Gives an overview of the special issue.

Details

International Marketing Review, vol. 22 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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Book part
Publication date: 1 January 2000

Marin A. Marinov and Svetla T. Marinova

As economic transformation swept the world in the last two decades, interest in providing theoretical explanations to economic emergence grew simultaneously. While…

Abstract

As economic transformation swept the world in the last two decades, interest in providing theoretical explanations to economic emergence grew simultaneously. While scholars focused mostly on national development strategies such as import substitution and export promotion, little effort has so far been made to better understand firm behavior, particularly motives and strategies at the micro level. This chapter focuses on understanding the motives and marketing strategies of foreign firms operating in the emerging markets of Central and Eastern Europe. On the basis of data gathered from fieldwork in Bulgaria, Hungary, Poland, and Slovenia as part of a major two-year project, the chapter offers insights into why firms might invest in these economies, how they might interact with host governments, what strategic priorities they might follow, how they might approach markets and why, and what competitive battles they might engage in to succeed in these markets. The chapter concludes with suggestions for future research.

Details

Globalization, the Multinational Firm, and Emerging Economies
Type: Book
ISBN: 978-1-84950-056-2

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Article
Publication date: 10 April 2007

Nigel Adams

The purpose of this case study is to provide information on the practical aspects of British companies establishing and developing business in Poland.

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1565

Abstract

Purpose

The purpose of this case study is to provide information on the practical aspects of British companies establishing and developing business in Poland.

Design/methodology/approach

The case study is based on the author's experience, assisting and working with British companies to establish businesses that have developed successfully in Poland.

Findings

Investing in Poland has been a success story for Beck & Pollitzer Engineering Ltd. The move to Poland has been in line with the European market expansion strategy of the company and has benefited from developing business operations in a market with high growth potential. The access to qualified and comparatively cheap labour force in Poland has reduced the overall cost of the investment. Moreover, the market access to the Russian buyers via the Polish company has provided an additional value‐added to the British company.

Research limitations/implications

The single case study and related managerial experience give company specific information that is difficult to be generalised.

Practical implications

Shows that a medium‐sized British company can succeed in a volatile foreign market.

Originality/value

The case study provides a manager's perspective of a company's expansion into the dynamic Polish market.

Details

European Journal of Marketing, vol. 41 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 4 March 2021

Jonas Eduardsen, Svetla Marinova, Božidar Vlačić and Miguel González-Loureiro

The purpose of this study is to examine how business group (BG) affiliation influences the export propensity of new ventures (NVs). To help address the inconsistency of…

Abstract

The purpose of this study is to examine how business group (BG) affiliation influences the export propensity of new ventures (NVs). To help address the inconsistency of past research on the value of BG affiliation for firms seeking to expand their business abroad, the authors provide a contingency perspective by exploring how organizational characteristics and BG characteristics condition the value of BG affiliation. The authors analyze the impact of BG affiliation on the export propensity of NVs, including the factors that condition this impact, by using a sample of 2,874 European NVs. The primary contribution of this study is to determine the impact of BG affiliation on the export propensity of NVs, including the moderating effects of firm size on the BG affiliation–export propensity relationship. The findings show that the export propensity of NVs affiliated with BGs is significantly higher than for stand-alone NVs. However, the findings demonstrate that the impact of BG affiliation on export propensity depends on the network characteristics of the BG in terms of the geographical dispersion of network ties. Consequently, the findings suggest that BG affiliation provides advantages for NV exporting only if it provides access to international inter-firm networks thus acting as a compensatory mechanism for liability of outsidership and liability of newness in foreign markets. In such cases, BG affiliation is a major resource capital that equipoises the somewhat limited financial resource provision for NV internationalization.

Details

The Multiple Dimensions of Institutional Complexity in International Business Research
Type: Book
ISBN: 978-1-80043-245-1

Keywords

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Book part
Publication date: 8 June 2012

Romeo V. Turcan, Svetla Marinova and Mohammad Bakhtiar Rana

The paper focuses on legitimation and legitimation strategies applied by companies. Following the process of systematic review, we analyse empirical studies exploring…

Abstract

The paper focuses on legitimation and legitimation strategies applied by companies. Following the process of systematic review, we analyse empirical studies exploring legitimation and legitimation strategies from different theoretical perspectives. Using the key findings by reconnoitering and comparing the theoretical background, approaches, methodologies and findings of these empirical studies, we outline potential directions for research in the legitimation strategies of firms engaged in international business operations.

Details

Institutional Theory in International Business and Management
Type: Book
ISBN: 978-1-78052-909-7

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Article
Publication date: 18 September 2007

Dan Petrovici, Svetla Marinova, Marin Marinov and Nick Lee

The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived…

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3008

Abstract

Purpose

The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Moreover, it aims to identify the relative importance of the predictors of attitudes toward advertising in the two countries.

Design/methodology/approach

The paper draws upon findings of previous research and theoretical developments by Bauer and Greyser, Sandage and Leckenby, and Pollay and Mittal. The study uses a stratified random sample of 947 face‐to‐face interviews with adult respondents from major urban areas in Bulgaria (507) and Romania (440). Variables are measured on multi‐item scales as a typical application of the reflective indicator model.

Findings

Results show that there are significant differences between Romanian and Bulgarian respondents in terms of their attitudes toward advertising. Romanians are more positive about advertising as an institution than the instruments of advertising. Romanians seem to accept the role of advertising in a free market economy, but have less confidence in advertising claims and techniques. Bulgarian respondents seem more sceptical toward advertising in general and are less enthusiastic about embracing the role of advertising as an institution. Moreover, Bulgarians are highly negative towards the instruments advertising uses to convey its messages to consumers.

Research limitations/implications

The research findings reflect the views of urban dwellers and may not be generalisable to the wider population of the two countries. Interviewer bias was reduced by eliminating verbal or non‐verbal cues to the respondents, and by the use of stratified random sampling.

Practical implications

The paper suggests that the regulatory role of codes of advertising practice and industry regulating bodies should be enhanced, and their ability to protect consumers enforced. Marketing campaigns should be more inclusive to involve diverse social groups and reflect generally‐accepted social norms.

Originality/value

This study reveals that, while general attitudes toward advertising may be similar, attitudes toward the institution and instruments of advertising may differ even in countries with geographic proximity and low cultural distance.

Details

International Marketing Review, vol. 24 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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Book part
Publication date: 22 June 2011

Svetla Marinova, John Child and Marin Marinov

This chapter provides a logical extension to the understanding of firm-specific advantages and disadvantages and the enabling role of existing and emerging…

Abstract

This chapter provides a logical extension to the understanding of firm-specific advantages and disadvantages and the enabling role of existing and emerging country-specific advantages relevant to the process of Chinese firm internationalization. Its longitudinal perspective considers the changing objectives and actions of firms that enable them to compensate for disadvantages and create new or strengthen existing competitive advantages. The case study evaluation reveals that the evolution of strategic resources is the key motivator behind the internationalization of Chinese firms. Decisively encouraged by the Chinese government firms with corporate entrepreneurship aspire to alter themselves from home market leaders and regional players into globally competing multi-nationals. This process is made possible via the development of firm-specific advantages and continuous compensation for firm-specific disadvantages. The aspiration for strategic asset acquisition from developed countries combined with cost leadership and independent customer-centred innovation brought about strong firm-specific advantages stimulating the internationalization process of firms. The chapter focuses on the interdependence of country- and firm-specific advantages and disadvantages, thus recognizing the significance of the home country institutional context in Chinese outward foreign direct investment. It has been identified that corporate entrepreneurship is a significant firm-specific advantage for firm internationalization being a major force in gaining, accumulating, utilizing and leveraging resources for transforming firm-specific disadvantages into advantages. We argue that if the relational framework between governmental institutions and firms is more developed, the impact of country-specific advantages on firm-specific advantages is more favourable. This assumes that the government espouses an ideology that is favourable to corporate entrepreneurship.

Details

Dynamics of Globalization: Location-Specific Advantages or Liabilities of Foreignness?
Type: Book
ISBN: 978-0-85724-991-3

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