scholarly journals СТРУКТУРНІ ТРЕНДИ МІЖНАРОДНОГО МАРКЕТИНГУ

2022 ◽  
pp. 77-85
Author(s):  
Катерина Ю. Корсунова
Keyword(s):  
International Marketing ◽  
Age Groups ◽  
Global Market ◽  
Consumer Involvement ◽  
Generational Theory ◽  
Environmental Friendliness ◽  
Interactive Advertising ◽  
Marketing Activities ◽  
Active Implementation ◽  
Advertising Content

The article seeks to provide insights on the current structural trends in international marketing. It is observed that in recent decades, marketing as a business concept has undergone internal qualitative changes which have been primarily underpinned by new technological advancements and globalization opportunities. The rapid pace of globalization has fuelled the emergence of a large number of new customers and new competitors in the global market, as well as spurred revolutionary changes in communication technology. In modern realia of intensified competition, marketing remains an exceptional tool to win and protect market share for most companies. Further on, the study explores the etymology of the word "trend" and substantiates its significance to business development perspectives along with providing the most popular trend classification groupings: by the generational theory and according to the Internet marketing concept. The findings reveal the key latest trends in various industries that have gained a positive response from consumers, thus verifying a growing interest in marketing trends. In addition, the study presents an overview of the latest trends that will help companies enhance their market position. It is argued that to be competitive, each company should monitor trends, follow trends and actively implement them in their marketing activities, especially in the international market. It is resumed that for these trends in international marketing to be effective, a special emphasis should be placed to targeted communication with consumers, in particular, marketing strategies should focus on the following principles: the need to adapt the content of messages and channels to the target audience demands by age groups and generations; narrow market segmentation – hyperpersonalization; creating interactive advertising content and format and using games; trend towards individuality, environmental friendliness and consumer involvement in the process of developing goods, products and services; flexibility in obtaining data; collaboration with international brands; active implementation of new functions on social platforms (such as Shops on Instagram / Facebook) in company marketing.

Big data-driven strategic orientation in international marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahriar Akter ◽  
Md Afnan Hossain ◽  
Qiang (Steven) Lu ◽  
S.M. Riad Shams
Keyword(s):  
Big Data ◽  
Literature Review ◽  
Systematic Literature Review ◽  
International Marketing ◽  
Strategic Orientation ◽  
Data Driven ◽  
Future Research ◽  
Content Type ◽  
Strategic Orientations ◽  
Marketing Activities

PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.Design/methodology/approachThe study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.FindingsThe findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) international market orientation and (3) international innovation and entrepreneurial orientation. Eleven distinct sub-dimensions reflect these three primary orientations. These strategic orientations of international firms may lead to advanced analytics orientation to attain sustained firm performance by generating and capturing value from the marketplace.Research limitations/implicationsThe study minimizes the literature gap by forming knowledge on big data-based strategic orientation and framing a multidimensional framework for guiding managers in the context of strategic orientation for international business and international marketing activities. The current study was conducted by following only a systematic literature review exclusively in firms' overall big data-based strategic orientation concept in international marketing. Future research may extend the domain by introducing firms' category wise systematic literature review.Originality/valueThe study has proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time. It has also illuminated a future research agenda that raises questions for the scholars to develop or extend theory in this area or other related disciplines.

scholarly journals Analysis of Nigeria Firms, Export Marketing Configuration in the Global Market

2014 ◽  
Vol 3 (7) ◽  
pp. 448-456
Author(s):  
Bright C Opara
Keyword(s):  
Social Sciences ◽  
Value Creation ◽  
National Development ◽  
Global Market ◽  
Company Size ◽  
Valuable Insight ◽  
Exporting Firms ◽  
Export Marketing ◽  
Marketing Activities ◽  
Structured Questionnaire

This study is set out to analyze the Configuration (behavior) of Nigerian firms’ export marketing in the global market. This can be appreciated from the fact that export play important role in the socio-economic development of nations; in the areas of value creation and facilitate economics of abundance for national development. The data were generated through structured questionnaire administered on sixty exporting firms located in Lagos. The data were statistically subjected to T-tests, employing Analysis of Variance (ANOVA), in Special Packages for Social Sciences (SPSS). The findings revealed that Nigerian exporting firms are patterned into Experimental, Active, and Committed. The findings also showed that Nigeria firms’ years of export involvement influence their pattern of export, just as company size and number of employee’s impact on firms’ categorization of export involvement. The findings of this study are peculiar because it focuses on Nigeria firms involved in export, and give valuable insight on the prospects and challenges on pattern of Nigerian firms’ marketing activities in the global market. Nigeria’s desire to attain the economic vision of 202020 (being among 20 top Global Economies in the Year 2020) will be enhanced and achieved; if the findings of this study are professionally and sincerely pursued, and what it can contribute to the nation’s development is positively considered by stakeholders.

Ethos, Pathos, and Logos of Doing Business Abroad

2014 ◽  
pp. 255-280 ◽  
Author(s):  
Ben Tran
Keyword(s):  
National Culture ◽  
International Marketing ◽  
Radical Innovation ◽  
Five Dimensions ◽  
Fifth Dimension ◽  
Doing Business ◽  
Key Factor ◽  
Marketing Activities

Marketing, by definition, is the performance of business activities of directing the flow of products and services from producer to consumer. By definition, international marketing is the performance of marketing activities across two or more countries. Transcultural marketing, by definition, is the performance of business activities of directing the flow of products and services from producer to consumer across two or more countries’ core ethos, pathos, and logos. The root of all countries’ core ethos, pathos, and logos is its culture. The purpose of this chapter is to analyze transcultural marketing for incremental and radical innovation based on the key factor of culture in transcultural. As such, Geert Hofstede’s five dimensions of national culture are utilized and analyzed in relation to transcultural marketing. Hofstede’s fifth dimension is long-term orientation (and) is the most difficult because it is the newest of the dimensions and the least familiar to Western researchers.

Marketing Orientation Embedding Internet Capability as Best Practice for Medium-Sized Global Firms

2019 ◽  
pp. 111-135
Author(s):  
Maria Giovanna Tongiani ◽  
Claudia Burchielli
Keyword(s):  
Best Practice ◽  
Global Market ◽  
Future Research ◽  
Research Directions ◽  
Marketing Orientation ◽  
The Social ◽  
Marketing Activities ◽  
Future Research Directions ◽  
Different Characteristics ◽  
The Web

Contemporary competition in the distribution sector is becoming increasingly more cut-throat and consumers have multiple channels to choose from for making their purchases, each with different characteristics and practical methods. The objective of this work is to obtain information and identify the elements that allow for highlighting the ability of the medium-sized retailers who use the web and the social media to expand their own reference markets. The information will be acquired by means of interviews with Italian and international (USA and UK) customers of a medium Italian global fashion retailer. The analyses of the results will provide useful indications concerning the marketing activities for the medium retailer firms operating in the global market. This approach is followed by future research directions and a conclusion.

Customer Relationship Management and Data Mining

2016 ◽  
pp. 1362-1401
Author(s):  
Niccolò Gordini ◽  
Valerio Veglio
Keyword(s):  
Data Mining ◽  
Customer Relationship Management ◽  
Customer Value ◽  
Relationship Management ◽  
Global Market ◽  
Customer Relationship ◽  
Digital Revolution ◽  
Marketing Activities ◽  
Potential Customers

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.

Expert Systems in International Marketing

1992 ◽  
Vol 7 (4) ◽  
pp. 245-259
Author(s):  
E. Kaynak ◽  
K. Venkataraman
Keyword(s):  
Expert Systems ◽  
International Marketing ◽  
International Market ◽  
Global Market ◽  
Computer Information Systems ◽  
Evaluative Criteria ◽  
Marketing Decision ◽  
Decision Area ◽  
New Generation ◽  
Unique Potential

This article examines the use of expert systems in international marketing. In view of the increasing importance of internationalization of business around the world, a new generation of computer information systems known as Expert Systems offer a unique potential in international market entry and constantly changing global market conditions. The specific purposes of this paper are to develop a set of evaluative criteria for the use of expert systems, examine the nature of decisions in major international marketing decision areas, and evaluate each decision area against the set of criteria to determine if expert systems are suitable for that decision area.

scholarly journals Modern marketing in the business practice – the source of competitive advantage in the global market

2012 ◽  
Vol 50 (No. 12) ◽  
pp. 572-576
Author(s):  
E. Horská
Keyword(s):  
Competitive Advantage ◽  
Global Market ◽  
Business Practice ◽  
Competitive Advantages ◽  
Marketing Tactics ◽  
Marketing Activities ◽  
Food Market ◽  
Effective Use ◽  
Global Food

The goal of the paper is to identify opportunities following from the use of theory of modern marketing in the business practice in terms to reach competitiveness in the global food market. The paper analyses in details the competitive advantages related to individual marketing tools as well as using some up-to-date marketing tactics with the goal to attract a customer. In addition to the most effective use of marketing tools, we define the role of marketing in the global market space and distinguish the local, regional and global extend of marketing activities.

Competition and Cooperation Policy in Motorcar Industry between Korea and China as a Global Market Strategy

2002 ◽  
Vol 5 (2) ◽  
pp. 65-85
Author(s):  
Hae-Du Hwang ◽  
Wobong Kim ◽  
Dae-Ho Kim
Keyword(s):  
Production Technology ◽  
Capital Accumulation ◽  
Strategic Alliance ◽  
Economies Of Scale ◽  
Emerging Market ◽  
Global Market ◽  
Market Strategy ◽  
Marketing Activities ◽  
Chinese Counterpart ◽  
Retained Earnings

Despite having achieved economies of scale, the Korean motorcar industry has not been so successful in procuring prestige in such areas of capital accumulation, technology catch-up, brand equity and managerial know-how. It may be vital to launch a strategic alliance with Chinese counterpart by providing production technology of Korea in exchange for the huge magnitude of emerging market of China. A substantial benefit may be accrued to both countries via mutually enhanced competitiveness if Korea transfers production technology of small or medium-cars to China and jointly pioneers the frontiers of ancillary industry. An up-surge in the retained earnings of the industry may work as a building block of accommodating a pattern of intensive growth by augmenting technological innovation and institutional changes. The implementation of cooperation in R&D with Chinese counterpart and competition in marketing activities may allow the Korean motorcar industry to capitalize such a golden opportunities to put itself on the right track of technology innovation, marketing activities and linkage effects.

Executive Insights: Changing Dimensions of International Marketing Management—The New Realities

1993 ◽  
Vol 1 (3) ◽  
pp. 93-103 ◽  
Author(s):  
William Lazer
Keyword(s):  
International Marketing ◽  
Marketing Management ◽  
Societal Issues ◽  
Current Trends ◽  
The Future ◽  
Marketing Activities ◽  
Major Transformation ◽  
Management Thinking

International marketing is now in the midst of a major transformation that, in the next 15 to 20 years, will reshape and restructure concepts, approaches, and operations. International marketing management thinking may well be turned upside down, as fundamental precepts are challenged, a new mindset evolves, and marketing's international thrust comes of age. International concerns will move to the forefront of business, with government and societal issues transforming the management of marketing activities. The author offers some perspectives on the future of international marketing practices based on some current trends.

scholarly journals What entrepreneurs do? Entrepreneurial action guided by entrepreneurial opportunities and entrepreneurial learning in early internationalising firms

2020 ◽  
Vol 37 (6) ◽  
pp. 1083-1119
Author(s):  
Shingairai Grace Masango ◽  
Paul Lassalle
Keyword(s):  
International Marketing ◽  
Learning By Doing ◽  
New Venture ◽  
Entrepreneurial Opportunity ◽  
Entrepreneurial Learning ◽  
Content Type ◽  
Entrepreneurial Opportunities ◽  
Software Firms ◽  
Marketing Activities ◽  
Entrepreneurial Action

PurposeThere is a growing interest in exploring the interface between international marketing and entrepreneurial opportunities. This paper contributes by defining and elucidating entrepreneurial action in early internationalising software firms and the corresponding emergent international marketing activities. Entrepreneurial action in early internationalising software firms is explored through the operationalisation of a reconceptualised entrepreneurial opportunity construct and the associated entrepreneurial learning processes.Design/methodology/approachThe paper adopts an inductive approach, which traces the evolution of five early internationalising propriety software South African firms; from the new venture idea to the establishment of the international entrepreneurial opportunity.FindingsThe findings provide support for entrepreneurial action guided by: prior industry experience, entrepreneurial alertness, opportunity confidence and two levels of entrepreneurial learning; experiential and double-loop learning. Learning by doing allows for the continuous evaluation of the new venture idea leading to the international entrepreneurial opportunity. Market responsiveness and continuous product development resulting in the emergence of the firm's inward international marketing activities constitute the key outcomes of entrepreneurial action.Research limitations/implicationsThe study is limited to a specific technology context, which is young software firms whose inward directed internationalisation activities coalesce around the development of their proprietary software technology.Originality/valueBased on an original dataset of early internationalising software firms from South Africa, this paper inductively operationalises and conceptualises entrepreneurial action as the combined interaction of four key constructs: contingent effects, attitudes to opportunities, learning by doing and entrepreneurial activities leading to the firm's inward international marketing activities and a diversified international client and end-user base.

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