scholarly journals Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic

2021 ◽  
Vol 25 (spe) ◽  
Author(s):  
Luíza Fonseca ◽  
Angela da Rocha
Keyword(s):  
International Marketing ◽  
Country Of Origin ◽  
Marketing Strategies ◽  
Top Management ◽  
Small Companies ◽  
International Expansion ◽  
Teaching Case ◽  
Global Expansion ◽  
Consumer Animosity ◽  
Communication Processes

ABSTRACT This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries’ preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future.

scholarly journals Repensando Estratégias de Offshoring e Marketing Internacional Durante a Pandemia do COVID-19

2021 ◽  
Vol 25 (spe) ◽  
Author(s):  
Luíza Fonseca ◽  
Angela da Rocha
Keyword(s):  
Country Of Origin ◽  
Marketing Strategies ◽  
Top Management ◽  
Small Companies ◽  
International Expansion ◽  
New Markets ◽  
Teaching Case ◽  
Global Expansion ◽  
Consumer Animosity ◽  
Communication Processes

ABSTRACT This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries’ preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future.

scholarly journals Consumer Animosity

2014 ◽  
Vol 10 (4) ◽  
pp. 2052-2062
Author(s):  
Hesah Aljarboa
Keyword(s):  
Consumer Behavior ◽  
International Marketing ◽  
Country Of Origin ◽  
Future Research ◽  
Foreign Products ◽  
Consumer Animosity

This paper provides an inclusivereview of the literatureconcerning the consequences and antecedents of animosity on consumer purchasing intentions. Consumer animosity has attracted a lot of attention in the international marketing and business literature in previous years and was found to have various effects on consumer behavior as a result of a version on the foreign products country of origin. The paper reviews the literature that has been conducted on animosity and focuses on certain limitations that are addressed. Suggestions for future research have been also emphasized in the paper.

New media marketing as a driver of enterprise country of origin (COO) offer in international markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Demetris Vrontis ◽  
Gianpaolo Basile
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
New Media ◽  
Web 2.0 ◽  
International Marketing ◽  
Country Of Origin ◽  
International Markets ◽  
Marketing Strategies ◽  
Content Type

PurposeThe paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior.Design/methodology/approachThe current study, drawn on the country of the origin (COO)W literature and Web 2.0 diffusion data, investigates the relationships between country of origin – seen as an idiosyncratic entrepreneurial offer – and the consumer, within an international marketing framework. Specifically, the paper focuses on the increasing role of Web 2.0 and social media as tools enabling enterprises to create and maintain adaptive and networking capabilities and to implement international marketing strategies.FindingsThe findings presented here reveal that international marketing is becoming increasingly similar to domestic marketing because of social media development. In other words, it is becoming more and more difficult for international products to contain themselves within single markets as local issues seldom remain local.Originality/valueThis paper fills a gap in the international marketing literature focusing on how social media, particularly in a pandemic era, can improve and enhance relationships between the product of origin and consumer behavior both in the assessment and in the actual purchase of products.

Internationale Marketingstrategien und Marketing-Informationssysteme der westdeutschen Pharmaindustrie in den 1950er bis 70er Jahren: Eine „Marketing-Informationsrevolution“?

2015 ◽  
Vol 56 (1) ◽  
Author(s):  
Christian Kleinschmidt ◽  
Heiko Braun
Keyword(s):  
Information System ◽  
Information Systems ◽  
International Marketing ◽  
Marketing Strategies ◽  
Unknown Quantity ◽  
Market Data ◽  
Marketing Information ◽  
Pharmaceutical Enterprises

AbstractAssuming that a formerly unknown quantity and quality of market data triggered a revolution in marketing information, we explore international marketing strategies and the significance of marketing information systems in the context of the re-internationalization of the pharmaceutical enterprises Bayer and Schering after 1945. Both companies faced an information deluge, and in both cases, distinct approaches to a modern marketing information system can be observed since the mid-1960s.

Neither Global Nor Standard: Corporate Strategies in the New Era of Labor Standards

10.1068/a3789 ◽  
2005 ◽  
Vol 37 (11) ◽  
pp. 1919-1938 ◽  
Author(s):  
Susan Christopherson ◽  
Nathan Lillie
Keyword(s):  
Country Of Origin ◽  
Transnational Corporation ◽  
Marketing Strategies ◽  
Labor Standards ◽  
New Era ◽  
Political Processes ◽  
Corporate Strategies ◽  
Labor Practices ◽  
National Market ◽  
Market Governance

Two multinational retail firms, IKEA and Wal-Mart, illuminate the implications of a new era of labor standards—focused on the transnational firm. Global labor standards are increasingly enforced through transnational corporation (TNC) adherence to voluntary codes rather than through national labor regulation. Nonetheless, privatized labor-standards regimes within TNCs continue to be influenced by the national market governance framework in the TNC country of origin. Although, in principle, labor standards are arrived at through global political processes, in practice they are applied in conjunction with TNC production and marketing strategies. The way in which corporate objectives intersect with labor practices is different from one TNC to another, depending in large part on political and regulatory influences in the country of origin of a particular TNC.

scholarly journals International marketing strategies of emerging market firms

2018 ◽  
Vol 35 (2) ◽  
pp. 202-214 ◽  
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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