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Tag Archives: international marketing
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Jan
31
Motivations in Going International
Profits are the major proactive motivation for international business. Management may perceive international sales as a potential source of higher profit margins or of more added-on profits. The gap between expectation and reality may be especially large when the firm … Read More
Jan
24
Role of Management in Going International
Management dynamism and commitment are crucial to a firm’s first steps toward international operations. Conversely, the managers of firms that are unsuccessful or inactive internationally usually exhibit a lack of determination or devotion to international business. The issue of managerial … Read More
Dec
02
The Janus Face of International Marketing – Part 3
Winner takes all. One key Western marketing dimension is the glory of victory in competition. Such an adherence to victory often means that, akin to Atilla’s hordes of yesteryear, there is no mercy for the vanquished. Not everywhere are such … Read More
Posted in International Business
Tagged contradiction, double, goal, individual, international marketing, janus, laws, society, two-faced, United States, valuable, Western, winner takes all
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Nov
30
The Janus Face of International Marketing – Part 2
Distorting aspirations. As economic growth in emerging markets allows millions of people to enter the middle class, it brings great new opportunities for them to improve the quality of their lives. It also exposes them to the challenge of rising … Read More
Posted in Editorials
Tagged cultural differences, culture, international marketing, janus, marketing appeal, misunderstandings, products, services, two faces
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Nov
14
Export Promotion Rationale Continued – Part 2
In each one of these stages, firms have different concerns. For example, at the awareness level, firms worry mainly about information on foreign markets and customers. At the interest stage, firms become concerned about the mechanics of exporting such as … Read More
Oct
06
Farewell Steve Jobs – An International Marketing Hero!
By Michael R. Czinkota We mourn the death of the premier international marketer of our century. We see his influence daily on our field. We talk about consumer segments around the globe increasingly dancing together to the same music, and … Read More
Posted in Editorials, Misc.
Tagged Apple, Arab Spring, global, innovation, international marketing, ipod, itunes, Mac, markets, music, Steve Jobs, Thomas Edison
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Sep
01
Effective Research Techniques in an International Environment
The culture of the region being researched will have an impact on how marketers conduct the research, what is asked, and the length or form of the information received. The willingness and ability of respondents to spend time on the … Read More
Posted in Research Insights
Tagged audience, cultural norms, focus groups, global, international marketing, research, research groups
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Aug
23
Global Value Chains in East Asia
Check out this interesting video produced by WTO about global value chains in Asia.
Aug
08
Are You Prepared For A New Surge of Countertrade?
International exchanges of goods and services are typically conducted with currencies, the value of which is settled by the four legs of trust, demand, supply, and risk. If any of these legs are weakening, substitute exchange methods emerge, based on … Read More
Posted in International Business, Trade Policy
Tagged capital, change, countertrade, currency, dollar, euro, exports, financial crisis, government debt, governmental procedures, imports, international business, international marketing, international trade, marketing, non-monetary goods, outreach, trade, weakness
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