International Marketing Activities Research Articles

Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization

PurposeCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.Design/methodology/approachThis work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.FindingsWe find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.Originality/valueThe findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

БРЕНД-МЕНЕДЖМЕНТ КОМПАНІЙ В ГЛОБАЛЬНОМУ КОНКУРЕНТНОМУ СЕРЕДОВИЩІ

This article is devoted to defining the growing role of brand management in companies in the context of intensifying competition in the international markets of goods and services. The turbulence of the marketing environment creates a demand for increasing the efficiency of management technologies. One of the most effective tools in the international marketing activities of companies is brand management. The purpose of this article is to reveal the benefits and risks when companies use global brand management. To study this issue, a set of methods was used, including analysis and synthesis, empirical and statistical analysis; comparative analysis; and systematization. Based on the data of international research and consulting organizations, the article presents a quantitative measurement of certain aspects of the implementation of global brand management strategies. The result of the study is the disclosure of the content of competitive advantages achieved by companies when they choose a global branding strategy. Among the priorities are the following: increasing customer loyalty in the markets where the company operates; improving brand awareness and perception; improving the financial performance of an international company; improving the company's reputation; attracting and retaining talent. The factors that can complicate the implementation of global branding approaches include the persistence of differences in consumer and business cultures in different foreign markets, peculiarities in the institutional environment of different countries that affect the conditions of registration and legal mechanisms for protecting trademarks in different jurisdictions, a more positive perception of local brands of national businesses in the context of the intensification of new economic nationalism at the level of regulatory policies and consumer sentiment. The theoretical significance of the study is to expand knowledge about achieving a balance between global and local determinants that define the success of international companies in the context of increased competition in international markets for goods and services. The practical value is due to the search for new mechanisms to enhance the competitive position of domestic companies in global markets in the context of forced business relocation during the war between Ukraine and russia. Prospects for further research are seen in the systematization of empirical material and cases on the implementation of effective brand management strategies by domestic businesses in foreign expansion.

Pengaruh Lingkungan Budaya terhadap Bisnis Internasional

This research aims to find out how culture influences international business. Research carried out uses literature (libraries), in the form of books, notes, or reports of research results from previous research. The data collection technique in this research is by reviewing research journals or scientific articles, books, documents, or other information related to the research title. After the data is collected, data analysis is then carried out. Data analysis in this research is analyzing and synthesizing these documents to be studied and become new ideas to support research results. The results of this research are that culture is a collection of values, beliefs, behavior, habits and attitudes that differentiate one society from others. The culture of a society determines the rules that govern how companies are run in that society. Cultural factors are one aspect that has a very big influence on international marketing activities. Culture is one of the main foundations that is used as a basis for business people to carry out their business activities. This is because culture at the international level is very diverse, different and dynamic, so it requires different methods, strategies and approaches to market these products.

Shaping Startup Culture in Croatia: The Role of Internal Marketing in Fostering Growth

Abstract Background The startup scene in Croatia has been accelerating in development in the last decade, partly due to the available European Union funds. Organisational culture is one of the main prerequisites for the growth and development of successful startups. Internal marketing is often crucial to reshaping positive organisational culture and fostering innovative employee behaviour. Objectives The purpose of this article was to investigate a main characteristic of the startup culture in the Republic of Croatia in order to recommend actions and activities of internal marketing that can help companies achieve their goals faster by engaging and motivating their employees and fostering a positive culture change. Methods/Approach Survey research was conducted on a sample of employees of Croatian startups. The main informant approach was used to collect the answers. Results The analysis reveals that as startups grow, they enhance gender diversity and opportunities for idea sharing yet face challenges in maintaining autonomy and constructive feedback. Additionally, mentoring, as one of the venues of internal marketing within startups, significantly bolsters adherence to company principles and fosters a culture of constructive problem-solving, highlighting the critical role of mentorship in shaping a positive organisational environment. Conclusions Results show that startups in the Republic of Croatia still have an opportunity to develop further and improve employee-focused culture and to apply several internal marketing activities in order to engage and retain their employees, such as internal communication, professional development, employee benefits, employee recognition and employee engagement.

Standardization and adaptation of international marketing activities in countries of high national identity – the case of McDonald's in Vietnam

Standardization and adaptation of international marketing activities in countries of high national identity – the case of McDonald's in Vietnam

FORMATION OF INTERNATIONAL MARKETING STRATEGY FOR DOMESTIC ENTERPRISES IN CONDITIONS OF INCREASED FINANCIAL RISKS

This article explores the process of developing an international marketing strategy for domestic enterprises. In an increasingly globalized business environment, expanding into international markets has become a crucial objective for many companies. The article highlights the importance of strategic planning and market analysis in the formation of an effective international marketing strategy. It emphasizes the need for a comprehensive understanding of target markets, including cultural, economic, and regulatory factors. The article discusses key considerations such as market segmentation, product adaptation, pricing strategies, distribution channels, and promotional activities in the context of international marketing. It also explores the significance of digital marketing tools and emerging technologies in facilitating international expansion. Furthermore, the article addresses the challenges and risks associated with entering foreign markets and provides insights into mitigating strategies. By implementing a well-crafted international marketing strategy, domestic enterprises can enhance their competitiveness, increase market share, and achieve sustainable growth in the global marketplace. The article concludes with practical recommendations and guidelines for domestic enterprises seeking to develop and execute successful international marketing strategies. Overall, this article provides valuable insights and guidance for companies aiming to expand their operations internationally. The article proposes an international marketing strategy for domestic enterprises based on the authors' developed comprehensive indicator of the impact of financial risks on international marketing activities. The scientific novelty of the article lies in the author's suggestion to use the calculated value of the comprehensive indicator for selecting the international marketing strategy for domestic enterprises, which is based on the following groups of indicators: Financial indicators, Market position indicators, Customer satisfaction indicators, Innovation and research indicators, Resource efficiency indicators. This approach allows for a reasoned assessment of the current state of the enterprise and the planning of its future development through the defined international marketing strategy for domestic enterprises.

The Role of Employer Branding in Work-life Balance and Employee Retention Relationship among Generation Z Workers: Mediation or Moderation?

Objective: This study aims to investigate two models that examine the role of employer branding in the relationship between work-life balance and employee retention in Generation Z workers. Design/Methods/Approach: This study applied quantitative methods by distributing questionnaires using google forms. A purposive sample of 189 Generation Z workers in Greater Jakarta, Indonesia, was used to test the models. The data was processed using SmartPLS 3 Software. Findings: The results of the PLS-SEM analysis revealed a significant relationship between work-life balance, job stress, emotional exhaustion, and employee retention. Instead of mediating the relationship between work-life balance and employee retention, this study revealed that employer branding significantly moderated the relationship between emotional exhaustion and employee retention among Generation Z workers. These findings could be used to develop a human capital strategy to retain Generation Z employees. Originality/Value: Among many studies on the relationship between work-life balance and employee retention, only a few focus on Generation Z workers. This generation also places greater emphasis on employer branding when considering their workplace. However, employer branding is rarely integrated into work-life balance research. This study extends the application of social exchange theory to explain the relationship between work-life balance (WLB) and employee retention by integrating employer branding into the model. Practical/Policy implication: Given the results, organizations may provide flexibility that enables employees to work from anywhere and anytime. Moreover, companies must design strategies to manage WLB, such as flexible working hours to allow employees to manage their work schedules according to their needs and reduce workplace conflicts. Companies are advised not to assign responsibilities that do not correspond to the employee’s position or job description. Organizations may provide mindfulness training through meditation during breaks or before and after work hours to help them relax from their workload and avoid emotional exhaustion. Lastly, companies must engage in internal marketing activities by creating positive work culture, designing clear career paths, providing training, offering attractive benefits, and providing opportunities for employees to grow and develop.

The Impact of Internal Marketing Activities on Mandatory Volunteers in Sport: A Case from the 2019 Military World Games in China

Given the importance of volunteers to the successful operation of sport events, the current study investigated, based on the volunteer process model (VPM), the role of internal marketing in the relationships between volunteer role ambiguity, commitment, and intention to volunteer among mandatory volunteers in a mega sport event setting. Data were collected, using an online questionnaire, from 507 mandatory volunteers in the 2019 Military World Games held in China and primarily analyzed using the partial least square structural equation modeling (PLS-SEM). The results indicated that internal marketing was significantly associated with role ambiguity, affective commitment, and intention to volunteer, while role ambiguity was significantly related to affective commitment and volunteer intention. The results suggest that the practice of internal marketing can contribute to volunteer outcomes in the context of mandatory volunteering by reducing role ambiguity, increasing organizational commitment, and enhancing future volunteering intention.

COVID-19 and Food Delivery Employees’ Workplace Safety

With the global pandemic of COVID-19 in recent years, food delivery employees’ workplace safety has been severely threatened and challenged. Thus, this study hopes to understand their real work safety and its impact. Based on the perspective of human resource development, broaden-and-build theory, and internal and external marketing activities, the study examines the relationships between safety leadership, safety training, employee well-being, service quality, and customer citizenship behavior. The results using three-wave and 498 valid employee-customer pairs (498 food delivery employees and 600 customers) from 2 food delivery companies in Taiwan showed that: (1) Safety leadership positively affects employee well-being; (2) Safety training positively affects employee well-being; (3) Employee well-being positively affects service quality; (4) Employee well-being positively affects customer citizenship behavior; (5) Employee well-being mediates the relationship between safety leadership and customer citizenship behavior, and (6) Safety training moderates the relationship between safety leadership and employee wellbeing. Research and managerial implications are discussed.

Digital capability and creative capability to boost firm performance and formulate differentiated CSR-based strategy

Digitalization has facilitated the improvement of small and medium-sized enterprises (SMEs). Firms develop their internal skills to deal with external challenges stemming from the digitalization process and the COVID-19 crisis. Founded on the dynamic capability view, our paper empirically tests how firms utilize their digital and creative capabilities to improve their performance during the pandemic and promote their corporate social responsibility (CSR) activities. The study conducted a two-step analysis. First, the data from 151 enterprises in Vietnam was collected and analyzed qualitatively to understand their digital capabilities and export performance. Then, the Smart PLS version 3 was utilized to analyze extended quantitative data of 329 SMEs in various industries. This study contributes to the theories of dynamic capability with the implications of developing digital and creative capabilities to enhance performance and CSR differentiation strategy in dealing with external challenges, especially in global pandemics. Firm performance plays a mediating role in the relationship between capabilities and CSR differentiation strategy. Our study also enriches the CSR literature by viewing CSR as firms' achieved targets or voluntary activities instead of as an instrument to boost firm performance. This research provides the background for internationalization researchers, policymakers, and practitioners to face obstacles and overcome barriers, enhance digital and creative capabilities, engage in digital platforms, and benefit from international marketing, international retailing, and CSR activities.

Development of an International Marketing Strategy for Domestic Enterprises During a State of War

This article aims to address the critical topic of developing an international marketing strategy for domestic enterprises during a state of war. The study examines the implications of such conditions for marketing activities and offers insights into how domestic firms can navigate international markets amidst challenges arising from war and geopolitical tensions. This research combines an extensive review of the literature with a systematic methodology for developing international marketing strategies. The methodology involves identifying key factors influencing financial risk, assigning appropriate weighting coefficients, evaluating individual indicators, and calculating a comprehensive indicator. This comprehensive approach enables enterprises to understand their financial standing and make informed decisions to navigate challenges during times of war. The study highlights the significant challenges that domestic enterprises face during a state of war, disrupting economic stability, altering market dynamics, and introducing unprecedented financial risks. Comprehensive calculations of the indicators reveal the different effects of financial riskon international marketing activities, which vary across indicator categories and years. The methodology provides valuable insights into developing optimal international marketing strategies based on the changing dynamics of financial risk. This research fills a gap in the literature by focusing on developing international marketing strategies specifically tailored to the unique circumstances of domestic enterprises during times of conflict. The systematic methodology for calculating comprehensive indicators and deriving strategies adds a novel dimension to the existing research on international marketing strategies. This study offers practical recommendations for domestic enterprises operating in regions affected by a state of war. The identified strategies, such as price leadership, market diversification, collaboration with local partners, retaining customer bases, and enhancing online sales, provide actionable insights for businesses seeking to maintain competitiveness and thrive in international markets.

Специфіка маркетингової діяльності з розвитку стартапу

The problems of promotion in international sales markets are especially acute for companies in high-tech industries, in particular for high-tech startups. The need for reasonable development and use of international marketing strategies by high-tech startups at the stage of growth and scaling of their activities is grounded upon: the difficulty of conveying the value of the offer to the end consumer; accelerated development of scientific and scientific-technological progress, which leads to the emergence of new technologies and innovative products; constant intensification of competition in world markets; gaps in the socioeconomic development of individual countries. The aim of the study is to determine the specific features of international marketing activities for the development of a high-tech startup. The article examines the theoretical aspects of international marketing; the article considers approaches to the definition of the essence of the concept of «international marketing», features of the modern market of high-tech products, the essence of a startup, in particular a high-tech one, the startup life cycle. It is substantiated that the directions of marketing activities vary depending on the stages of the startup life cycle. The main trends within which startup marketing will develop, and the approaches and models on which the marketing strategy of a startup can be based are determined.

The Origin Effect and its Role in International Marketing

Nowadays, affected by the trend of economic globalization, many commodities themselves have an origin image, and the origin effect occurs in the process of international marketing, which is an important basis for importing countries to take tariffs and other related measures on imported goods, and has a pivotal position in global economic activities. The emergence of the origin effect reflects the phenomenon that the commodity is affected by the characteristics of the factors of the place of origin, which may promote the subsequent impact on the performance of all aspects of the commodity itself, and also affects the consumption psychology of consumers and affects the consumption behavior in a certain sense. Therefore, companies active in international marketing activities need to pay full attention to clarify the origin effect and its role in international marketing in order to take the lead. This paper focuses on the origin effect and its role in international marketing, and uses research methods such as literature investigation method and case analysis method to first clarify the connotation and mechanism of origin effect, and then explore the image of origin effect on foreign and Chinese brands, so as to summarize the strategy to improve the positive influence of origin effect in international marketing strategy. In order to ensure that Chinese enterprises can grasp the origin effect and further develop in international marketing affairs.

Effects of Internal Marketing Activities of Hypermarkets on Job Satisfaction and Customer Orientation

Effects of Internal Marketing Activities of Hypermarkets on Job Satisfaction and Customer Orientation

Main aspects of international marketing activities of export companies

Main aspects of international marketing activities of export companies

The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities

PurposeThe COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to understand the influence of the institutional response to the COVID-19 pandemic on international marketing activities and to highlight the need to formally incorporate institutional economics into the study of international marketing phenomena.Design/methodology/approachThe paper uses institutional economics as the environmental element of the general theory of competitive rationality to present a foundation for understanding how state actions influence marketing and international marketing activities. Data are presented and empirically tested, demonstrating the heterogeneity of government influence on personal and economic freedoms during the pandemic, both of which influenced international marketing activities. To broaden the implications of this work, we also provide anecdotal illustrations unrelated to the COVID-19 pandemic to demonstrate the breadth of nation-state influence on international marketing activities.FindingsHeterogeneity in nation-state formal and informal institutional elements influence international marketing activities during the COVID-19 pandemic. However, other incidents, unrelated to the COVID-19 pandemic, demonstrate the importance of contextualizing international marketing activities under a holistic institutional framework.Originality/valueThe paper employs the general theory of competitive rationality along with institutional economics to provide a theoretical foundation to better understand the differential impact on international marketing as a result of formal and informal institutional influences. This general framework can be employed to provide a holistic understanding of both international and cross-national marketing activities.

Reforming the Teaching Methods of International Marketing Courses in the Context of Belt and Road

International Marketing is a professional course for Economics major. The teaching of this course can help students 
 master the basic knowledge of modern international marketing courses, develop students’ marketing skills, so that they can plan 
 international marketing activities, and make decisions on products, pricing and distribution in international markets, marketing and 
 decision-making; at the same time, improve students’ ability to analyze and solve international marketing-related problems. In the 
 new era, combined with the national “One Belt, One Road” strategy and the strategic layout and promotion of the “National Brand 
 Plan”, Chinese enterprises have become scarce international talents, international marketing talents are an important part of the 
 internationalization of talents, and promoting the reform of international marketing training curriculum has become an important 
 way to improve and train international marketing talents. This paper discusses in detail this paper on the basis of the analysis of 
 the international marketing course teaching plan and practice reform, systematically analyze the classroom teaching effect and 
 the main problems, and finally put forward targeted measures and suggestions to improve the teaching reform effect, to provide 
 reference for further teaching reform and practice teaching methods.

The Impact of the Internal Marketing of Sports Center on the Customer Orientedness and Market Orientedness

Purpose: The customer satisfaction strategies to improve sports center management performance are developed, and for this purpose, they are strengthening internal marketing activities for their employees. These internal marketing activities are not only related to the service quality provided to the users by the employees, but also the importance of the role of customer orientation development is being emphasized. Hence, from this point of view, the purpose of this study is to examine and understand the effect of internal marketing on the customer orientedness and market orientedness in order to present the basic data for establishing the customer oriented marketing for the sports centers. Method: In this study, as of 2022, 230 employees of sports centers in Daegu Metropolitan City were surveyed, and the convenience sampling was used for the sampling method, and the survey was conducted using the Self-Administration Method. Among the collected questionnaires, 228 questionnaires were used as the valid samples, except for the data with insincere responses or omission of some of the contents of the questionnaire. The measurement tool was a questionnaire, and the data processing was carried out by the SPSS 22.0 Program, a statistical package program, and frequency analysis, reliability verification, factor analysis, correlation analysis, and multiple regression were performed. Results: In this study, as a result of factor analysis and reliability verification performed, the internal marketing turned out to be education and training factor α=.894, community factor α=.870, and compensation system fac-tor α=.825, and customer orientation was customer care factor α=.866, customer understanding factor α=.852, customer management factor α=.795. The market orientedness was shown as the market orientedness factor α=.812. Overall, internal marketing of sports centers affects the customer orientation and the market orientation. Conclusion: In this study, the internal marketing of sports center affects the customer orientedness and the market orientedness, and for the efficient management of sports center and the more stable profit generation, it is necessary to provide a customer oriented service differentiated from the sports centers competing through the internal marketing activities which reflect the needs and desires of sports center users.

골프리조트의 내부마케팅, 조직신뢰, 조직시민행동 및 고객지향성 간 영향관계 연구

This study was performed to suggest the practical measures regarding the management strategy and development direction of the general internal marketing a golf resort by understanding the influence relationship between internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of employees at a golf resort in Jeju Special Self-Governing Province. The empirical research was carried out from May 17 to May 31, 2021, to code 200 copies of data. The SPSS ver.18.0 program was used to perform frequency analysis, reliability analysis, exploratory factor analysis, and regression analysis. The following are the research results. Hypothesis 1. Among the factors related to internal marketing, it was shown that education training, empowerment, management support, and internal communication except for the compensation system had a significant impact on organizational trust. Hypothesis 2. The organizational trust had a significant impact on the organizational citizenship behavior. Hypothesis 3. The organizational trust had a significant impact on customer orientation. Hypothesis 4. The organizational citizenship behavior had a significant impact on customer orientation. From the research, a positive influence relationship was identified among the variables including internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of a golf resort. If the golf resort establishes and carries out the appropriate plans to improve the internal marketing activities and organizational trust of the employees from various perspectives, it is considered to be helpful to enhance the company’s service quality through a favorable business flow and the advanced customer service within the organization that is achieved by the employees who are the internal customers of the facility.

ПРОБЛЕМИ РОЗВИТКУ СУЧАСНОГО МІЖНАРОДНОГО МАРКЕТИНГУ В УМОВАХ ГЛОБАЛІЗАЦІЇ СВІТОВИХ РИНКІВ

The article seeks to explore the role of modern international marketing methodology in the context of world markets globalization. It is argued that the market economy paradigm is based on the methodology of international marketing. Within the scope of this study, international marketing is viewed as a key concept of strategic management of business international relationships which is currently becoming a global strategy for expanding international business interaction. Based on world best practice, the study develops a conceptual framework and methodological toolkit to enhance international marketing activities along with identifying the role of marketing in enterprise management through the prism of understanding its capacity and opportunities to address the issues of ensuring the company effective performance in the context of meeting the customers’ needs in modern realia of national and world economy development. From this perspective, the globalization of modern world economy is a crucial factor in bursting the development of international marketing. The paper provides insights on the international market development based on high technology implementation revealing the major trends associated with breakthrough innovations doomed to become the key drivers of international marketing development in the globalized world markets environment. The transformational changes in the behavior of global markets participants are considered as a solid background for building approaches to implement modern tools to spur international marketing innovations. The study also presents the nature and the specifics of the international marketing toolkit along with assessing its current state and the possibilities to further application by business entities in the world market settings. The findings provide implications for further development of modern international marketing in the globalization context associated with rapidly growing world economy dynamics, intensified manufacturers’ competition in the world market as well as with internationalization and integration of society. The authors suggest practical recommendations on the implementation of international marketing tools in Ukrainian enterprises and their positioning in the global markets.