Strategic Global Marketing

Issues and Trends

Erdener Kaynak

• Publisher: Routledge
• Year: 2021
• ISBN:
  9781317955856
• Edition: 1
• Topic: Business
• Subtopic: Business generale
• Index: Business

Learn to select appropriate strategic tools and measure the competitiveness of international firms! This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand. In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as:

• technometricsa benchmarked approach to compare competing brands on a set of attributes
• the attitudes of Taiwanese executives regarding exporting and international conduct
• the cultural values that must be taken into account to produce effective print advertisements in the United States and India
• the marketing roles and functions undertaken by Chinese wholesalersand the functions they are still reluctant to perform
• a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter
• the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports

An Empirical Investigation of Marketing Programme and Process Elements in the Home-Host Scenario

Henry F. L. Chung

Henry F. L. Chung is Senior Lecturer in Marketing, Manukau Business School, Manukau Institute of Technology, Private Bag 94006, Manukau City, Auckland, New Zealand (E-mail: [email protected]).

SUMMARY. The two major strategies often available to international marketers are standardisation and adaptation when deciding to operate in a foreign host market. Both strategies have pros and cons. Drawing on the findings of previous theoretical and empirical studies, this study proposes a “marketing programme/process and performance” framework. The study employed a linear multiple regression (OLS) analysis method to examine the proposed framework, based on the experience of 233 Australian and New Zealand (home markets) firms operating in the Greater China region (host markets). Factors identified as significantly associated with adaptation of programme/process include “employee” and “employer” immigrant effects, government regulations, economic development, competitive environment and product life cycle. Factors identified as influencing firm performance include product adaptation, product type and market entry mode. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <[email protected]> Website: <http://www.HaworthPress.com> © 2002 by The Haworth Press, Inc. All rights reserved.]

KEYWORDS. Marketing programme/process, performance, immigrant effect, market entry mode, Greater China, New Zealand, Australia

INTRODUCTION

Once a firm decides the number of markets to enter and the best way to service a particular foreign market, the next key decision is to choose an appropriate marketing strategy to serve the market. There are two alternative key strategies available to international marketers-standardisation and adaptation (Pride and Ferrell, 1999; Jain, 1996). A standardisation marketing strategy occurs when a common product, price, distribution and promotion programme is offered on a worldwide base (Jain, 1989). Adaptation refers to those marketing policy and practice changes made in response to local difference (Boddewyn and Hansen, 1977).

Despite the fact that a significant amount of research has been published on marketing strategy in international markets, the guidance provided by the literature is only partial. Existing research on marketing strategies can generally be divided into four groups. The first group of studies focus on investigating the factors affecting choice of marketing programme and/or marketing management process elements (e.g. Akaah, 1991; Cavugsil, Zou and Naidu, 1993). A weakness of these studies has been to exclude firm performance in their research framework. The second group of studies has included in their research framework, both factors affecting the choice between standardisation/adaptation and factors affecting firm performance but these studies are limited to analysis of selected marketing programme elements such as product strategy (e.g., Johnson & Arunthanes, 1995). A third group of studies has been devoted to examining the impact of marketing programme elements on firm performance. Although the research frameworks guiding these studies appear to be comprehensive, they have ignored those factors affecting marketing programme strategies (e.g., Shoham, 1996). The final group of research studies has included marketing factors, marketing strategy and firm performance within the research framework (e.g., Cavusgil and Zou, 1994), but again the scope of this research has been limited to selected elements of the marketing programme (such as product, promotion or price). The impact of other aspects of the marketing programme such as distribution strategies and marketing process elements have not been considered in these studies. Furthermore, these studies have generally been restricted to the experiences of manufacturers and exporters only.

Past studies have generated a number of useful guidelines for the establishment of a framework for understanding the linkage between marketing programme/process and firm performance in the home-host market scenario. Existing findings appear incomplete. A more complete framework that includes exporters, non-exporters, manufacturers and service providers is yet to be developed. The current study is designed to establish such a framework. It will first examine a comprehensive set of factors affecting the formulation of marketing programme/process elements. Then the contribution of each marketing programme/process element to firm performance will be investigated.

This study was designed to investigate factors influencing the choice of marketing programme/process elements used by Australia and New Zealand companies conducting business in the Greater China region-i.e., the People’s Republic of China (China), Taiwan, and Hong Kong. In addition to providing a full framework of investigation, the current study contribu...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• About the Editor
• Preface
• Technometric Benchmarking: Identifying Sources of Superior Customer Value
• Export Attitudes of Taiwanese Executives
• Dominant Cultural Values: Content Analysis of the U.S. and Indian Print Advertisements
• Characteristics of Chinese Wholesalers’ Marketing Behavior: A Functional Approach
• Standardization of International Strategy and Export Performance: A Meta-Analysis
• The Effectiveness of Investment and Trade Promotion in American Cities
• An Empirical Investigation of Marketing Programme and Process Elements in the Home-Host Scenario
• Elements of Standardization, Firm Performance and Selected Marketing Variables: A General Linear Relationship Framework
• High Performance Firms in a Complex New China: A Tale of Six Cities
• Index