Multilingualism as International Marketing Strategy

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.

Connecting Sustainable Marketing and International Marketing Strategy Standardization/Adaptation: Research Opportunities

N/A

The Methods for Assessing the Efficiency of the International Marketing Strategy of a Consulting Company

The article is aimed at exploring the features of the international market of consulting services in the sphere of technical design and engineering, analyzing the available methods for evaluating the efficiency of the international marketing strategy of a company and identifying the most relevant methods for assessing the marketing mechanism in the consulting industry. The analysis is carried out by comparing and collating the theoretical and practical results of specific criteria and methods, taking into account the specifics of the sphere of consulting, dynamism and variability of this market, which is growing rapidly and has the potential for further modifications. Trends and characteristic features of the international market of consulting engineering services are considered. The existing methods for evaluation of efficiency of the company’s international marketing strategy are analyzed and the most optimal methods are defined depending on the market in which the company operates, its internal resource capabilities and the strength of influence of environmental factors. As a result of the research, practical methods for evaluating the efficiency of the marketing strategy of a consulting company were systematized and the most efficient tools for assessing the feasibility, profitability, expedience of a particular international marketing strategy for a consulting company were specified, as well as a comprehensive strategic planning of international marketing activities was formed taking into account the peculiarities of the sphere of consulting on the basis of which the distinguished methods work. Prospects for further research are the analysis of batch methods of factor analysis, matrix regression analysis for modeling the relationships between latent variables of the marketing strategy and a more detailed assessment of its efficiency precisely for a consulting company on the international market.

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

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.

Determinants of international marketing strategy for emerging market multinationals

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.

Punctuated epistemology in international marketing strategy: A Whiteheadian remedy

In this conceptual paper, I explicate the ‘punctuated epistemology’ that prevails in international marketing strategy (IMS) and I challenge the assumptions of a requisite punctuated ontology that is implied and nurtured by these epistemological commitments. I frame these assumptions under the terms ‘monochronic’ and ‘monolithic’ and articulate them through a paradigmatic case in point: the standardization versus adaptation debate. In turn, I argue that theorizing in international marketing can be enhanced through the adoption of another ontological stance. Specifically, inspired by the work of Alfred N. Whitehead, I propose an alternative commitment to a process ontology that takes account of ephemerality and mutual conditioning. By advancing the incorporation of metaphysics in international marketing research, I contribute in two broad ways: I promote a relationally embedded and time-sensitive understanding of IMS and highlight the value of philosophical considerations for theorizing purposes in our field.