Determinants of international marketing strategy for emerging market multinationals

PurposeThe 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/approachSelf-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.FindingsIn 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/valueAlthough 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.

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International marketing strategies of emerging market firms

International Marketing Review ◽

10.1108/imr-01-2017-0008 ◽

2018 ◽

Vol 35 (2) ◽

pp. 202-214 ◽

Cited By ~ 12

Author(s):

Nathaniel Boso ◽

Yaw A. Debrah ◽

Joseph Amankwah-Amoah

Keyword(s):

Marketing Strategy ◽

Emerging Market ◽

International Marketing ◽

Marketing Strategies ◽

Future Research ◽

Special Issue ◽

Content Type ◽

Theoretical Perspectives ◽

International Marketing Strategy ◽

Emerging Market Firms

Purpose The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and to advance a narrative for future research on emerging market firms’ international marketing activities. Design/methodology/approach To achieve this agenda, the authors invited scholars to submit quality manuscripts to the special issue. Manuscripts that addressed the special issue theme from varied theoretical perspectives and methodological approaches were invited. Findings Out of 70 manuscripts reviewed, 7 are eventually accepted for inclusion in this special issue. The papers touched on interesting research topics bothering on international marketing practices of emerging market firms using blend of interesting theoretical perspectives and variety of methods. Key theoretical perspectives used include resource-based theory, internationalization theory, institutional theory and corporate visual identity theory. The authors employed unique sets of methods including literature review, surveys, panel data, and process-based qualitative and case-study enquiries. The authors used some of the most advanced analytical techniques to analyze their data. Originality/value This introduction to the special issue provides a review of the extant literature on the international marketing strategy of emerging market firms, focusing on summarizing key empirical contributions on the topic over the last three decades. Subsequently, the authors discuss how each paper included in this special issue helps advance the agenda to develop scholarly knowledge on emerging market firms’ international marketing strategy.

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The relevance of international marketing strategy to emerging-market exporting firms: from a systematic review towards a conceptual framework

International Marketing Review ◽

10.1108/imr-02-2020-0017 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

İlayda İpek

Keyword(s):

Marketing Strategy ◽

Conceptual Framework ◽

Emerging Market ◽

International Marketing ◽

Developed Countries ◽

Pertinent Literature ◽

Content Type ◽

Exporting Firms ◽

International Marketing Strategy ◽

Research Propositions

PurposeGiven the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to be rather peculiar compared to exporting firms based in developed countries. In this sense, it is therefore incumbent to synthesize the stream of research on international marketing strategy with a particular focus on emerging-market exporting firms. Accordingly, the main purpose of this study is to critically assess the related empirical body of research, and to build a conceptual framework for further development by drawing on the knowledge gaps identified.Design/methodology/approachTo serve the research objective, this study adopts a systematic literature review methodology. In this sense, 51 articles were content-analyzed as to theoretical underpinnings, scope of research, research methodology, and empirical issues; and a comprehensive conceptual framework and research propositions were developed.FindingsThe findings of this review delineate that the pertinent literature is characterized by some contextual, methodological, and empirical weaknesses. In a nutshell, although the last decades have witnessed a burgeoning interest; the pertinent literature is still at the introductory stage and needs additional improvement.Originality/valueBy addressing the research gap concerning the requirement to synthesize and compile the empirical line of research on international marketing strategy of emerging-market exporting firms, this review study provides novel and valuable insights into the existing knowledge on the subject.

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Vichy goes to Brazil: the road to success

Emerald Emerging Markets Case Studies ◽

10.1108/eemcs-10-2018-0212 ◽

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.

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International Marketing Strategy in Emerging-Market Exporting Firms

Journal of International Marketing ◽

10.1177/1069031x18812731 ◽

2019 ◽

Vol 27 (1) ◽

pp. 20-37 ◽

Cited By ~ 14

Author(s):

Saeed Samiee ◽

Suthawan Chirapanda

Keyword(s):

Emerging Markets ◽

Marketing Strategy ◽

Emerging Market ◽

International Marketing ◽

Superior Performance ◽

Market Conditions ◽

Developed Markets ◽

Advanced Economies ◽

International Marketing Strategy ◽

Emerging Market Firms

Unlike their counterparts in developed markets, emerging-market firms are characterized by limited resources, including international experience and access to relevant information, which are essential for developing suitable international marketing strategy (IMS). Under such circumstances, strategies are expected to produce suboptimal results, especially when targeting competitive markets in advanced economies. Prior IMS research has largely focused on developed markets. In contrast, the authors examine IMS of exporters in Thailand, an emerging market. Despite major differences in environments and processes in emerging markets, they establish that Thai exporters that match their IMS to local market conditions realize superior performance, as predicated by strategy coalignment. The authors validate these results and discuss emerging-market firms’ capacity to adapt their strategies and succeed in highly competitive advanced economies, despite relative inexperience, volatility, and information asymmetry at home. Exporting remains of critical importance to the economies of emerging markets, and the findings provide greater optimism for their firms’ ability to address host-market conditions in their marketing strategies, as well as pointing to the competitive threat posed by these emerging-market neophytes.

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Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Revista Brasileira de Marketing ◽

10.5585/remark.v14i3.2834 ◽

2015 ◽

Vol 14 (3) ◽

pp. 393-406 ◽

Cited By ~ 1

Author(s):

Mariana Bassi Sutter ◽

Maria Laura Ferranty MacLennan ◽

Carolina Cristina Fernandes ◽

Moacir Miranda de Oliveira Jr.

Keyword(s):

Marketing Strategy ◽

Single Case ◽

Emerging Market ◽

International Marketing ◽

Country Of Origin ◽

International Strategy ◽

Foreign Markets ◽

Strategy Analysis ◽

International Marketing Strategy ◽

Country Of Origin Image

This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.

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Polaris India: riding ahead in an alternative market

Emerald Emerging Markets Case Studies ◽

10.1108/eemcs-11-2016-0212 ◽

2017 ◽

Vol 7 (4) ◽

pp. 1-25

Author(s):

Soma Arora

Keyword(s):

Emerging Markets ◽

Marketing Strategy ◽

Emerging Market ◽

International Marketing ◽

Global Market ◽

No Production ◽

Experiential Marketing ◽

Content Type ◽

Effective Manner

Subject area International Marketing, Marketing Strategy. Study level/applicability Postgraduate Programs. Case overview This case investigated the effectiveness of experiential marketing on Indian customers and how it can be used to bring about significant positive change to the perception of a brand and its brand promise in emerging markets. Polaris India was a wholly owned subsidiary of Polaris Industries USA Inc. it was founded in India in 2011 with Mr Pallav Dubey as Head of the organization. Polaris specialized in building world class off road vehicles (ORVs) and was a global leader in the same. India did not have a ready-made market for ORVs as such. Mr Dubey was entrusted with the task of creating a market for the product and successfully sell it in the Indian market. There was no production facility in India and all the products were imported as Completely Built Unit (CBU) from US-based production facilities. Mr Dubey tried different communication adaptation methods using traditional styles of marketing which gave limited success. However, the concept of Polaris experience zones, which used the concept of experiential marketing was a hit and started yielding returns. The case study provided an opportunity to explore the reasons behind the success of Polaris India despite having a product whose price was affected by currency fluctuations, a product which was majorly used in agricultural areas in USA but was perceived as a premium product in emerging markets. The case also looked into the question of product adaptation and communication adaptation for successfully selling a product in the global market especially in emerging markets. The role of the chief protagonist Pallav, his contribution to the previous stints at different organizations and the role of a leader in this scenario has been brought to the forefront. Expected learning outcomes The case is expected to deliver answers to the following questions in an effective manner: How to price a product effectively in the International Market? What is Experiential Marketing? How is International Marketing strategy different in an emerging market? 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.

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Revisiting international marketing strategy in a digital era

International Marketing Review ◽

10.1108/imr-02-2019-0080 ◽

2019 ◽

Vol 37 (3) ◽

pp. 405-424 ◽

Cited By ~ 10

Author(s):

Constantine Katsikeas ◽

Leonidas Leonidou ◽

Athina Zeriti

Keyword(s):

Marketing Strategy ◽

International Marketing ◽

Foreign Market ◽

Strategy Implementation ◽

Marketing Strategies ◽

Market Selection ◽

Content Type ◽

Digital Era ◽

International Marketing Strategy ◽

And Control

Purpose The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects. Design/methodology/approach A conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies. Findings The authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy. Originality/value The originality and value of this conceptual study is reflected in the identification and discussion of factors comprising the organizing framework of an international marketing strategy using internet-enabled technologies and in the examination of fruitful avenues of future investigation as a result of the need to redesign international marketing strategies in a new digital era.

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Africa rising in an emerging world: an international marketing perspective

International Marketing Review ◽

10.1108/imr-02-2017-0030 ◽

2018 ◽

Vol 35 (4) ◽

pp. 550-559 ◽

Cited By ~ 17

Author(s):

Joseph Amankwah-Amoah ◽

Nathaniel Boso ◽

Yaw A. Debrah

Keyword(s):

Marketing Strategy ◽

Multinational Enterprises ◽

International Marketing ◽

Marketing Research ◽

Sub Saharan Africa ◽

Content Type ◽

Research Themes ◽

Introductory Paper ◽

International Marketing Strategy ◽

Sub Saharan

PurposeThe purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.Design/methodology/approachThe approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue.FindingsInternational marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.Research limitations/implicationsWhile the international marketing opportunities and challenges discussed in this paper are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.Originality/valueThis introductory paper emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The paper further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.

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