Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance: A Study of Hong Kong Exporters

2001 ◽  
Vol 9 (4) ◽  
pp. 59-81 ◽  
Author(s):  
Gerald Albaum ◽  
David K. Tse
Keyword(s):  
Hong Kong ◽  
Competitive Advantage ◽  
Foreign Market ◽  
Adaptation Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Adaptation Process ◽  
Foreign Markets ◽  
International Marketing Strategy ◽  
And Performance

The authors examine how firms adapt different components of their marketing strategies in foreign markets compared with their domestic market and how such adaptation decisions influence the firms' competitive positions and performance in foreign markets. The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the firm's success. The authors propose that the adaptation process helps define a firm's competitive advantage, which in turn affects its performance in the foreign market. The authors develop hypotheses and propositions and test them with a sample of 183 export firms in Hong Kong.

Multilingualism as International Marketing Strategy

2019 ◽  
pp. 200-215
Author(s):  
Floribert Patrick C. Endong ◽  
Grace Eugenie Ndobo Essoh
Keyword(s):  
Marketing Strategy ◽  
International Marketing ◽  
Marketing Strategies ◽  
Marketing Communications ◽  
Foreign Markets ◽  
Automatic Translation ◽  
International Marketing Strategy ◽  
Professional Translator ◽  
Partial Translation

Market globalization has made multilingual marketing communications a sine qua none for most transnational businesses. Exploring new foreign markets has thus meant translating and localizing marketing communications, so as to enable foreign consumers to have the kind of experience that may spur them into being favorable to the products or services on promotion. Conscious of this imperative, many Nigerian companies have embarked on multilingual packaging as a key component of their international marketing strategies. Although such a language-based tactic has enormous potential, Nigerian companies' use of multilingual packaging is confronted to a multitude of problems. This chapter explores four of such problems, including mis-translations (of packages), partial translation, typographic and design errors, and companies' adherence to the myth stating that English is the language of business. To address these challenges, the chapter recommends non or reduced reliance on automatic translation and resorting to the services of a professional translator, “transcreators,” and experienced marketers.

Multilingualism as International Marketing Strategy

2022 ◽  
pp. 843-857
Author(s):  
Floribert Patrick C. Endong ◽  
Grace Eugenie Ndobo Essoh
Keyword(s):  
Marketing Strategy ◽  
International Marketing ◽  
Marketing Strategies ◽  
Marketing Communications ◽  
Foreign Markets ◽  
Automatic Translation ◽  
International Marketing Strategy ◽  
Professional Translator ◽  
Partial Translation

Market globalization has made multilingual marketing communications a sine qua none for most transnational businesses. Exploring new foreign markets has thus meant translating and localizing marketing communications, so as to enable foreign consumers to have the kind of experience that may spur them into being favorable to the products or services on promotion. Conscious of this imperative, many Nigerian companies have embarked on multilingual packaging as a key component of their international marketing strategies. Although such a language-based tactic has enormous potential, Nigerian companies' use of multilingual packaging is confronted to a multitude of problems. This chapter explores four of such problems, including mis-translations (of packages), partial translation, typographic and design errors, and companies' adherence to the myth stating that English is the language of business. To address these challenges, the chapter recommends non or reduced reliance on automatic translation and resorting to the services of a professional translator, “transcreators,” and experienced marketers.

scholarly journals North American entrepreneurs in Cuba: which entry mode and government affiliation strategy?

2018 ◽  
Vol 27 (3) ◽  
pp. 285-303 ◽  
Author(s):  
Natalia Vila-Lopez ◽  
Graham White
Keyword(s):  
Entry Mode ◽  
Foreign Market ◽  
International Markets ◽  
Performance Outcomes ◽  
Added Value ◽  
Entry Modes ◽  
Foreign Markets ◽  
Content Type ◽  
Final Sample ◽  
And Performance

PurposeTo have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own EO. The paper aims to discuss these issues.Design/methodology/approachWithin this framework, the present paper will attempt to effectively measure the EO of decision-making managers from US companies that have an interest in entering the Cuban market. A final sample of 81 US managers accepted to collaborate. They were then split into two groups (high and low EO; with 41 and 35 managers in each group, respectively) and compared regarding three variables: entry mode strategy, government affiliation strategy, and performance outcomes.FindingsThe results show that EO is related with performance, but not with the two proposed variables of entry mode and government affiliation.Originality/valueIn sum, the added value of the paper is to link US managers’ strategies and performance in a newly liberalized market which has been seldom studied: Cuba. The fields of entry mode strategies and government affiliation decisions in this newly liberalized market remain poorly investigated. Not all firms managed by highly entrepreneurial-orientated managers will decide to enter foreign markets and, on the contrary, domestic firms which are not interested in international markets can be run by highly entrepreneurial managers. This is due, in part, to the fact that internationalization can be driven by other factors. Therefore, this paper will attempt to demonstrate if certain entry modes will perform better than others when the foreign market is a newly liberalized economy. Additionally, the importance, and effect, of governmental relationships on performance outcomes will be tested within the research.

University Promotion – Key Factor Of The Use Of Marketing Strategies, In The Context Of Improving The Romanian Higher Education. Case Study

2014 ◽  
Vol 1 (1) ◽  
pp. 633-638
Author(s):  
Madlena Nen ◽  
Cristina Nicolescu ◽  
Crina Rădulescu
Keyword(s):  
Higher Education ◽  
Competitive Advantage ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Foreseeable Future ◽  
Maturity Level ◽  
Scientific Approach ◽  
Key Factor ◽  
University Promotion

AbstractThis scientific approach was triggered by the interest to analyze the ability of Romanian higher education to use the marketing strategies, such as the use of promotion, (as instrument of the marketing mix), as strategies of boosting their competitive advantage. The research final conclusions highlight, however, an incipient crystallization of this ability, standing by the initial statement, according to which the Romanian higher education institutions have not yet reached the maturity level in using the marketing instruments, which calls for, in a fairly foreseeable future, the need to adjust their using manner.

scholarly journals Developing Marketing Strategy for Electronic Business by Using McCarthy's Four Marketing Mix Model and Porter’s Five Competitive Forces

2012 ◽  
Vol 2 (2) ◽  
pp. 46-58
Author(s):  
Siamak Azadi ◽  
Elham Rahimzadeh
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Business Strategies ◽  
Competitive Environment ◽  
Organizational Goals ◽  
Effective Implementation ◽  
Sales And Marketing ◽  
Competitive Forces

Original Published AbstractConsidering the importance of marketing strategies in a competitive environment dominated by E-commerce and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. Main focus marketing strategies, coordinate activities and allocate appropriate resources to provide marketing operational objectives of the company as a particular product market. Therefore, the main issue related to the realm of marketing strategy, include the specific purpose of determining property markets for a product family or a particular product, then, through the corporate marketing mix according to needs and demands of potential customers in its target market, competitive advantage search And creating synergy are. Considering the importance of marketing strategies in a competitive environment dominated by Electronic markets and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. This study usesMcCarthy’s four marketing mix model and Porter’s five competitive forces model to identify strategies for Internetcompanies that respond to the five competitive forces and thereby achieve a competitive advantage. The study provides significant new insights into the development and implementation of e-business strategies that contribute to increased profit. Corrected AbstractE-commerce is growing worldwide and is considered one of the modes and methods of business. This initiative led to the creation of new firms has several advantages over using benefits and this is the motivation for this phenomenon. While e-commerce success in attracting customers for their goods and services, due to systematic scientific principles and techniques that utilize the marketing strategies say . Marketing strategies in electronic markets, it is one of the important issues in the field of new market research has been discussed. But in this very diverse field of view is presented. On the other hand, given that little research has been done in this area , So consider this strategy has increased the importance of, Entering the world of electronic commerce and the use of modern tools and technology in new areas of business, firms will be forced to employ new business strategies, to prepare for their new competitive pressures. The results show that in the domain of e-commerce, two PORTER 'S FIVE COMPETITIVE FORCES AND MCCARTHY ' S FOUR MARKETING MIX MODEL been instrumental in the formulation and development of marketing strategies. And variables  used in the model to identify and prioritize and execute marketing strategies in the field of e-commerce is essential. Keywords : marketing, strategies, e-commerce,  porter's five competitive forces ,mccarthy's four marketing mix model 

scholarly journals Foreign Market Adaptation and Performance: The Role of Institutional Distance and Organizational Capabilities

2019 ◽  
Vol 11 (6) ◽  
pp. 1793 ◽  
Author(s):  
Mariola Ciszewska-Mlinarič ◽  
Piotr Trąpczyński
Keyword(s):  
Institutional Environment ◽  
Foreign Market ◽  
Academic Community ◽  
Institutional Distance ◽  
Organizational Capabilities ◽  
Technological Capabilities ◽  
Foreign Markets ◽  
And Performance ◽  
The Relationship

The role and significance of adaptation versus standardization for performance in foreign markets has stirred some important debates among the academic community. In this paper, we aim to contribute to the ongoing debate by applying the logic of institutional theory and organizational capabilities to reconsider the relationship between adaptation and foreign market performance. In particular, we argue based on extant theory and our own mixed-method study that while more accentuated differences in the institutional environment reinforce the role of adaptation in achieving legitimacy, the possession of relational and technological capabilities can reduce the relevance of adaptation. The empirical study is based on a sample of 284 firms in the quantitative study and eight firms in the qualitative study. Our findings reveal that adaptation is positively associated with performance in foreign markets. This relationship is also positively moderated by institutional distance, and negatively moderated by relational and technological capabilities.

scholarly journals Marketing strategies of Polish companies on foreign markets

Management ◽  
2018 ◽  
Vol 22 (2) ◽  
pp. 110-120
Author(s):  
Wojciech Grzegorczyk
Keyword(s):  
Market Research ◽  
Distribution Channel ◽  
Foreign Market ◽  
Marketing Strategies ◽  
The Internet ◽  
Specific Character ◽  
Foreign Markets ◽  
Pricing Policy ◽  
Research Findings ◽  
Initial Research

Summary In the years 2017-2018 the Marketing Faculty of Łódź University conducted a research project “Marketing strategies of companies based in Łódź Voivodeship on foreign markets”. The aim of this text is to present the initial research findings strategies implemented by surveyed companies on foreign markets. The examined companies seldom attempted to conduct the foreign market research and the marketing strategy that they used was strictly related to the prevailing form of expansion into foreign markets, i.e. export. Both the product and the pricing policy were adapted to the specific character of the foreign market. Activities in the area of distribution were limited to indirect export and they were not initiated by the examined companies. The prevailing majority of companies used the Internet, trade fairs and exhibitions in their promotional activities. The intermediaries in the distribution channel were responsible for subsequent promotional activities. They involve marketing strategies typical for small and medium companies and their content depends on the intermediaries in the distribution channel on foreign markets.

scholarly journals Revisiting international marketing strategy in a digital era

2019 ◽  
Vol 37 (3) ◽  
pp. 405-424 ◽  
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.

The importance of market intelligence in spanish firms’ exporting activity

2013 ◽  
Vol 44 (3) ◽  
Author(s):  
Antonio Navarro-García ◽  
Marta Peris-Ortiz ◽  
Ramón Barrera-Barrera ◽  
Ángel Francisco Villarejo-Ramos
Keyword(s):  
Export Performance ◽  
Foreign Market ◽  
Marketing Mix ◽  
Strategic Decisions ◽  
Foreign Markets ◽  
Market Intelligence ◽  
Strategic Behaviour ◽  
Using Data ◽  
Positive Effect

This research aims to respond to a research gap in the literature concerning the role of market intelligence in export activity. In particular, we examine the effects of market intelligence on the interrelationships between market distances (domestic vs. foreign) perceived by export managers, strategic marketing mix decisions (standardisation vs. adaptation) and export performance (growth in foreign sales and satisfaction). The results of an empirical study using data from a sample of 212 Spanish exporters reveal that: (a) strategic decisions aimed at adapting the marketing mix to foreign markets have a positive effect on export performance, (b) market distances associated with economic, legal, social, and cultural differences between Spain and overseas markets encourage conservative decision making, embodied in a standardised international marketing mix (similar to that used in Spain), (c) however, when export managers have relevant foreign market information and analyses, market intelligence processes reduce perceived market distances and encourage more proactive strategic behaviour (adaptation of the marketing mix), resulting in improved export performance. Keywords: Market Intelligence, Perceived Market Distances, Marketing Mix Adaptation, Export Performance.

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