Being Successful in International Markets: The Role of International Marketers’ Competencies

Abstract

The globalization of economies poses considerable challenges to companies. Firms are no longer protected by local governments nor can they afford to ignore non-domestic competitors. This context calls for an understanding of the competencies required for the success of international marketing activities. An exploratory and comparative study based on interviews and content analysis of recruitment advertisements for International Marketing Managers was conducted in Brazil and Portugal to identify the competencies that managers perceive as more important for dealing with the complexities of export, international and global marketing. Respondents recognized the specific challenges of marketing at the international level and the need for specialized knowledge in international marketing environments and in operational techniques, as well as the importance of specific competencies for international marketers.