scholarly journals International Marketing Strategy as Determinants of Export Performance in Nepalese Handicraft Sector

2015 ◽  
Vol 1 (1) ◽  
pp. 85-87
Author(s):  
Binod Lingden
Keyword(s):  
Marketing Strategy ◽  
Export Performance ◽  
International Marketing ◽  
Academic Research ◽  
High Growth ◽  
Export Market ◽  
International Marketing Strategy

Increased globalization of trade has led to a growing number of firm's focus on high-growth export market. The spotlight on activity export has also attracted the attention of academics. This study aims at explaining the marketing strategy as determinants of export performance in Nepalese handicraft sector.Journal of Advanced Academic Research Vol.1(1) 2014: 85-87 

Export Performance: A Focus on Discretionary Adaptation

2017 ◽  
Vol 25 (4) ◽  
pp. 70-88 ◽  
Author(s):  
Stanford A. Westjohn ◽  
Peter Magnusson
Keyword(s):  
Marketing Strategy ◽  
Export Performance ◽  
International Marketing ◽  
Adaptation Strategy ◽  
Moderating Effects ◽  
Conditional Effects ◽  
International Marketing Strategy ◽  
Strategic Imperative ◽  
Positive Effect ◽  
Firm Characteristic

Marketing adaptation strategy has been characterized as a strategic imperative in markets with protectionist and nationalist sentiments, which underscores the need to better understand the effects of adaptation strategy. However, empirical investigations of international marketing strategy have considered mandatory and discretionary adaptations as equivalent. Discretionary adaptations, unlike mandatory adaptations, involve choice; thus, they are more relevant to the selection of an international marketing strategy. This article focuses on the direct and conditional effects of discretionary adaptation on export performance. Analyzing data from 203 U.S. small and medium-sized enterprises, the authors find a positive effect of discretionary adaptation on export performance as well as moderating effects of (1) a market characteristic (psychic distance), (2) a firm characteristic (international experience), and (3) a product characteristic (product positional advantage). The implications suggest that adaptation strategy may be more advantageous than previously thought, and that researchers should focus on discretionary adaptations when investigating the choice of a relatively standardized versus adapted international marketing strategy.

scholarly journals Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy

2012 ◽  
Vol 55 (3) ◽  
pp. 261-271 ◽  
Author(s):  
Pierre R. Berthon ◽  
Leyland F. Pitt ◽  
Kirk Plangger ◽  
Daniel Shapiro
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Marketing Strategy ◽  
International Marketing ◽  
International Marketing Strategy

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.

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

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