Abstract
This research designed to figure out the sets of variables needed for designing an international marketing strategy (IMS) in GCC context. Therefore, the causality relationships between designing an IMS and brand orientation (BO), brand performance (BP), international financial performance (FP), international commitment (ICOM), brand repositioning (BR), congruence of marketing environment (CUE), controlling international branding activities (CIBA), and demographic factors (DF) were tested. The experiences of 156 senior executives, with international experience, working in GCC market have been utilized for that purpose. Via SPSS version twenty one and throughout multi-variant e.g. multiple regression, bi-variant e.g. correlation, and uni-variant e.g. descriptive analytical techniques, the research eight aims and hypotheses were tested. The study revealed that there are significant causality relationships between designing international marketing strategy (IMS) and study’s demographics, brand orientation, financial performance, brand performance, international commitment, brand repositioning, congruence of marketing environment, and control of international branding activities. In branding context in GCC, the current study is a pioneer endeavor in this perspective. Research findings were seen as a pioneer endeavor outside the USA companies and markets that attracted most of international marketing scholars.
Highlights
Nowadays, it is argued that effective international marketing activities are crucial for those ambitious businesses working in highly competitive markets with diversified culture backgrounds
The eight branding variable that have been tested in this study reported positive causality relationships with international marketing strategy
The current research could be considered a pioneer endeavor to determine the branding variables affecting the designing of international marketing strategy (IMS) in GCC context
Summary
It is argued that effective international marketing activities are crucial for those ambitious businesses working in highly competitive markets with diversified culture backgrounds These cultural diversities have serious ramifications on consumer behaviors at large (Czinkota & Ronkainen, 2007; Calderon et al, 1997; Mosmans, 1996; Rubinstein, 1996; Farquhar, 1994; Biel, 1992; Marus & Kitayama, 1991). Marketing activities are those needed to transfer the perceived value to customers in their particular markets These activities have been extracted from what so called 4P’s components i.e. marketing mix (e.g. product, price, place, promotion) in case of commodities marketing and 7P’s (adding up three more components: physical, process, and personnel) in case of marketing the intangibles. This research is an endeavor in filling part of the current literature’s gap by figuring out the main branding variables behind designing and redesigning of international marketing strategy with empirical evidences from GCC markets (i.e. Bahrain, Qatar, UAE, KSA, Kuwait and Oman)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
