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

2015 ◽  
Vol 14 (3) ◽  
pp. 393-406 ◽  
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.

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 International Marketing Strategy in Emerging-Market Exporting Firms

2019 ◽  
Vol 27 (1) ◽  
pp. 20-37 ◽  
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.

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.

Determinants of international marketing strategy for emerging market multinationals

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sudhir Rana ◽  
Sanjeev Prashar ◽  
Munim Kumar Barai ◽  
Abu Bakar Abdul Hamid
Keyword(s):  
Marketing Strategy ◽  
Impact Assessment ◽  
Emerging Market ◽  
International Marketing ◽  
Equation Modeling ◽  
Quality Level ◽  
Content Type ◽  
Emerging Market Multinationals ◽  
Beneficial Impact ◽  
International Marketing Strategy

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.

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

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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