Archetypes of marketing mix standardization-adaptation in MNC subsidiaries

2019 ◽  
Vol 53 (2) ◽  
pp. 366-399 ◽  
Author(s):  
Sunil Venaik ◽  
David F. Midgley
Keyword(s):  
Marketing Strategy ◽  
International Marketing ◽  
Mail Survey ◽  
Business Environment ◽  
Marketing Mix ◽  
Partial Support ◽  
Analysis Method ◽  
Archetypal Analysis ◽  
Mnc Subsidiary ◽  
And Performance

Purpose This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy, environment and performance through the theoretical lenses of fit and equifinality. Design/methodology/approach The authors use a mail survey to collect data from MNC subsidiary business units located in multiple countries. They apply a novel archetypal analysis method to identify the diverse archetypes of marketing mix standardization-adaptation in MNC subsidiaries. Finally, through cross-tabulation and regression analysis, they examine the relationships between MNC strategy, environment and performance. Findings They identify four archetypes of MNC subsidiary standardization-adaptation including a new archetype that is not recognized in the literature. This analysis finds partial support for both fit and equifinality, suggesting complementarity between the two theories. Research limitations/implications The study could be extended with longitudinal data to examine the dynamics in MNC marketing mix strategy and performance in response to the changing business environment. Practical implications The findings suggest that MNC subsidiary managers could deploy a broader set of international marketing strategy configurations than those currently prescribed to enhance performance. Originality/value The authors use a novel configuration-based archetypal analysis method and extend the theoretical typology of international marketing strategies pursued by MNC subsidiaries. The partial support for both fit and equifinality expands the theoretical lens through which we can examine the relationships between MNC marketing strategy, environment and performance.

scholarly journals EVALUASI STRATEGI PEMASARAN PADA MASA PANDEMI COVID19

VALUE ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 39-56
Author(s):  
Harry Ramadhan ◽  
Endah Widati ◽  
Ibnu Fiqhan Muslim
Keyword(s):  
Marketing Strategy ◽  
Research Method ◽  
Qualitative Method ◽  
Descriptive Analysis ◽  
Business Environment ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Profitability Analysis ◽  
The World ◽  
Food And Beverage

Competition in the restaurant and cafe industry at this time is very tight and competitive. This is marked by the growing number of new competitors in the world of Resto and Cafe. The restaurant and cafe industry as one of the food and beverage supply sectors that can support national and regional economic development. In Depok, there are 170 restaurants and cafes operating. The purpose of this study was to find out how the results of the implementation of Marketing Strategy During the Covid19 Pandemic at Like No Other Cafe Depok. The research method used is descriptive qualitative method. Using interviews, questionnaires and observations to related parties as data collection techniques. Thus, the data analysis techniques used were VRIO and PESTLE analysis to analyze the business environment, profitability analysis to evaluate the results of the implementation of the marketing mix program used and descriptive analysis to analyze planning, implementation and marketing strategy activities. The results showed that the strategy implemented by Like No Other Cafe during the Covid19 pandemic was considered effective so that Like No Other Cafe was still able to survive and generate income even though the income was only 50% of normal conditions.

Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behaviour

1994 ◽  
Vol 11 (3) ◽  
pp. 4-16 ◽  
Author(s):  
Joel Herche
Keyword(s):  
Marketing Strategy ◽  
Personal Computer ◽  
Mail Survey ◽  
Marketing Mix ◽  
Relative Importance ◽  
Substantial Impact ◽  
Future Studies ◽  
The Usa

Reports on an analysis of the relative importance of various marketing mix strategies and consumer ethnocentric tendencies in the decision to purchase imports undertaken via a nationwide mail survey of personal computer owners in the USA. The results indicate that ethnocentric tendencies are able to explain a much greater amount of variation in purchase behaviour than marketing mix variables. Concludes that the inclusion of ethnocentric tendencies into future studies on origin bias appears to be warranted given their substantial impact on import purchase behaviour.

scholarly journals Vichy goes to Brazil: the road to success

2019 ◽  
Vol 9 (4) ◽  
pp. 1-24
Author(s):  
Susana Silva ◽  
Dayane Gôuvea Lima ◽  
Juliana Teixeira Correia
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
International Marketing ◽  
Marketing Mix ◽  
Internationalization Process ◽  
Content Type ◽  
Strategy Adaptation ◽  
Academic Level ◽  
International Marketing Strategy ◽  
The Impact

Learning outcomes The learning outcomes are as follows: analyze the risks and difficulties involved in the internationalization process and the impact of cultural variables (external analysis); understand how the balance between adaptation and standardization can be worked out in building a successful international marketing strategy (adaptation vs standardization dilemma); and analyze how a restructuring of marketing mix variables can shape an assertive and effective repositioning strategy (marketing-mix program). Case overview/synopsis The case of Vichy presents a specific internationalization process, from a European brand in a growing segment, to Brazil, a country with extreme cultural diversity where the barriers to internationalization are large and complex. The case can be analyzed from the point of view of brand repositioning, as it discusses the strategies adopted by the brand during entry into the Brazilian market, and its subsequent repositioning, bearing in mind a better adaptation to the market in question. The goal is to encourage discussions about how cultural barriers can influence the internationalization process of a brand and how the balance between adaptation and standardization can be worked out in building an assertive and effective international marketing strategy. Complexity academic level Master students. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

Green Marketing: A Marketing Framework of 'STP' Towards Eco-Advantage

2016 ◽  
Vol 2 (2) ◽  
Author(s):  
Bhagwan Singh ◽  
Deepak Jaiswal
Keyword(s):  
Marketing Strategy ◽  
Business Environment ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Classical Concept ◽  
Competitive Position ◽  
Business Competitiveness

The evolution of marketing' philosophy has undergone many changes in the field of marketing strategies with addressing different issues related to 'environmental or sustainability marketing seeking to achieve business competitiveness over a period of time (Ottman, J.A. 1998, Ginsberg and Bloom's 2004, Orsato, R. J. 2006, Ottman, J.A. et al, 2006). As abases for formulating & implementing Green/Sustainability Marketing Strategy, It is clear that marketing strategy comprises of its key elements such as 'STP' i.e. segmentation, Targeting and positioning applied for formulating marketing strategies) and marketing mix (for implementing the marketing strategies) which enables firms to achieve competitive position as ecoadvantage in their target business environment( Rex, E., & Baumann, H. 2007, Kotler et al., 2009, Kotler & Armstrong 2010, Ramaswamy & Namakumary, 2013). Herein, first we are going to discuss about what are the key ingredients of formulation and implementation of green marketing strategies as STP' i.e. segmentation, Targeting and positioning and further, we will focus on how firms enabled to achieve eco- advantage by churning of the classical concept of marketing i.e. STP.

Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation

1993 ◽  
Vol 57 (4) ◽  
pp. 1-17 ◽  
Author(s):  
David M. Szymanski ◽  
Sundar G. Bharadwaj ◽  
P. Rajan Varadarajan
Keyword(s):  
Resource Allocation ◽  
Market Structure ◽  
Marketing Strategy ◽  
Competitive Strategy ◽  
Business Performance ◽  
Western Europe ◽  
Empirical Studies ◽  
International Marketing ◽  
Marketing Mix ◽  
International Marketing Strategy

An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Of the two aspects relating to standardization of marketing strategy across national markets—(1) standardization of the pattern of resource allocation across marketing mix variables integral to a business's marketing strategy and (2) standardization of the strategy content with respect to individual marketing mix variables—the latter has been the subject of numerous conceptual articles. However, there is a relative dearth of empirical studies on both issues. To partially fill this void, this study addresses empirically the question of the standardization of the pattern of resource allocation among marketing mix variables across national markets. The question is addressed by examining whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets, that is, the U.S., U.K., Canada, and Western Europe. The results reveal that with few exceptions, the effects of competitive strategy and market structure variables generalize across these markets. The study findings provide insights into both the merits of standardizing the strategic resource mix across Western markets and the competitive strategy and market structure variables that are major explanators of business performance across Western markets.

scholarly journals Pemilihan Strategi Pemasaran dan Prediksi Pangsa Pasar Produk Pakaian Batik Menggunakan Rantai Markov (Studi Kasus: Toko Putra Bengawan Kampung Batik Laweyan Solo)

2015 ◽  
Vol 14 (2) ◽  
Author(s):  
Cucuk Nur Rosyidi ◽  
Fitriana Indah ◽  
Murman Budijanto
Keyword(s):  
Markov Chain ◽  
Marketing Strategy ◽  
Market Share ◽  
Business Environment ◽  
Marketing Mix ◽  
Business World

<span><em>Competition in the business world becomes more intense, both in manufacturing and services. It requires </em><span><em>manufacturers to constantly innovate and have new breakthroughs in business. Likewise, the batik </em><span><em>industry which is one part of the business world, it will experience a business environment which is full of </em><span><em>competition and the competition is expected to continue to rise. The purpose of this study is to select the </em><span><em>best marketing strategy derived from the marketing mix and retail using pair wise comparisons, then </em><span><em>determines a strategy for optimal market share using Markov Chain. The results showed that the optimal </em><span><em>strategy is discounted price. From the results of the analysis, the batik consumers in Kampung Batik </em><span><em>Laweyan sensitive to price cuts strategy that results in the maximum market share.</em></span></span></span></span></span></span></span><br /></span>

scholarly journals Analisis Faktor-Faktor Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Oleh Konsumen Seoulok Korean Restaurant, Sidewalk-Jimbaran

2020 ◽  
Vol 5 (2) ◽  
pp. 59
Author(s):  
Bella Christina Tambunan ◽  
Amna Hartiati ◽  
Cokorda Anom Bayu Sadyasmara
Keyword(s):  
Marketing Strategy ◽  
Sampling Method ◽  
Marketing Mix ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Physical Evidence ◽  
Factors Influencing ◽  
Eigen Value ◽  
The Right ◽  
A Company

The marketing strategy undertaken by a company is very closely related to consumer purchasing decisions so that the increasingly fierce business competition, especially the culinary business at this time requires companies to compete and set the right marketing strategy. This study aims to determine the marketing mix factors that influence consumer purchasing decisions at Seoulok Korean Restaurant and determine the most dominant factors influencing consumer purchasing decisions at Seoulok Korean Restaurant. Research conducted in Seoulok Korean Restaurant. Data collection techniques were carried out by distributing questionnaires to 92 respondents using purposive and accidental sampling method. The data obtained were then analyzed using the factor analysis method. The results show that there are 5 factors formed. Factor 1 (Combination of places, human resources, physical evidence and processes) consisting of 8 variables with an eigen value of 11,071. Factor 2 (Combination of products and physical evidence) consisting of 6 variables that have an eigenvalue of 2,025. Factor 3 (The combination of price, physical evidence and process) consists of 7 variables with an eigenvalue of 1.354. Factor 4 (Place) consists of 2 variables with an eigenvalue of 1.222. Factor 5 (Promotion) consisting of 2 variables with an eigenvalue of 1.162.

TANGGAPAN WAJIB PAJAK TERHADAP KUALITAS PELAYANAN DILIHAT DARI TINGKAT KEPENTINGAN DAN KINERJA PADA KANTOR PELAYANAN PAJAK KOTA BOGOR

2018 ◽  
Vol 2 (01) ◽  
pp. 14
Author(s):  
Eddy Supardi
Keyword(s):  
Performance Analysis ◽  
Service Quality ◽  
Descriptive Analysis ◽  
Good Work ◽  
Satisfaction Level ◽  
Quality Service ◽  
Analysis Method ◽  
And Performance ◽  
Personal Tax

The Tax Payer obidience in fulfiling their taxation obligation will be influenced a lot by the satisfaction level toward the service fiscus. The aim of this observation is to know the response of Tax Payer toward service quality through importance and performance. The population which become the object of this observation is the personal Tax Payer registered in Bogor Tax Service Office and the number of respondents taken as the sample are 100 respondents with Slovin formula. The analysis method used is descriptive analysis and importance-performance analysis.   The result of this observation will be able to be used as one of the input to Bogor Tax Service Office in improving the quality service and for the following observation, especially those who take the same object as the observation in order to improve the quality service to the Tax Payer based on the service of its working way which is felt less. Otherwise it is important for The Tax Payer, maintaining the good work or balancing the service quality based on the working way which is evaluated less important by The Taxe Payer, but has been done reasonably well or very well by The Service Office

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

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