عنوان انگلیسی مقاله:

Explaining international performance: marketing mix, planning, and their interaction

ترجمه عنوان مقاله: تشریح عملکرد بین المللی: آمیخته بازاریابی، برنامه ریزی، و اثر متقابل آنها

رشته: بازاریابی

سال انتشار: 1998

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

The extent of globalization of many world markets has made international marketing a crucial determinant of firms’ performance. Most prior research used few measures of performance and explanatory strategy variables and, in some cases, did not discuss their reliability and validity. The research reported here includes a more comprehensive set of performance variables and investigates the reliability and validity of these measures of performance, as well as explanatory variables’ measures. Research hypotheses about export performance as an outcome of international firm strategies covering channels of distribution, product, promotion, pricing, and planning are tested by data from a mail survey and from in‐depth interviews. The findings are used to suggest managerial implications in the context of international marketing strategy.

Keywords: Export, Globalization, International marketing, Marketing mix, Marketing planning

Type: Research paper

مقدمه مقاله

Globalization of world markets has resulted in increased demand for international marketing knowledge. This increase in demand has not been met by a matching increase in international studies of marketing (Silk, 1993). Especially disturbing is the inconsistency of findings about the relationships between international marketing strategy and performance (Aaby and Slater, 1989; Madsen, 1987). Shoham (1991) attributes these inconsistencies to conflicting conceptual and operational definitions of international performance.

An accurate understanding of the crucial link between international strategy and performance is especially important in the face of world markets that are increasingly global (Jain, 1989; Levitt, 1983). Consequently, international marketing research has moved from being descriptive – studying the differences between exporters and non-exporters (Joynt, 1982; Tesar and Tarleton, 1983) – to providing performance explanations (Madsen, 1987; Samiee and Roth, 1992). Unfortunately, most prior studies of international performance tended to use few measures of performance and a limited set of explanatory variables. Furthermore, many earlier studies did not establish the psychometric properties of the measures of central constructs.

This paper has three purposes. First, it includes a variety of performance measures along four sub-dimensions (Madsen, 1987; Shoham, 1991). Second, it incorporates international planning and international firm strategies on facets of channels of distribution, product, promotion and pricing, and models their direct and interactive influences on performance. Third, it assesses the reliability and validity of the major constructs.

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