International Marketing Mix Research Articles

International marketing mix for export in the seafood sector of the Riohacha DETC

Companies, especially SMEs, seek access to international markets in search of economic development as a factor of sustainability and competitiveness. The objective of this paper was to analyze the importance of the international marketing mix for export in the seafood sector of the Special Tourist and Cultural District (STCD) of Riohacha. Methodologically, this research is descriptive and is framed in a quantitative paradigm. The population was composed of 14 managers of fishmongers registered in the Chamber of Commerce of Riohacha. The results indicate that, in terms of products, the marketers recognize that they are competitive for the foreign market. In relation to price, transactions in foreign currencies such as dollars are adequate and competitive. Regarding distribution channels, there are adequate means to export and maintain the cold chain. However, in terms of communication strategies, it was observed that no company has effective tools to make itself known abroad. It is concluded that the entrepreneurs perceive that their products are in demand in the destination markets and that prices and distribution channels are adequate, although the latter could be improved. However, their means and forms of communication are not being used effectively

MSME Marketing Mix Strategies For The International Market

MSMEs are businesses owned by the community, both individuals and entities, that meet the criteria for being a business. Indonesia's success in increasing the scale of the national economy cannot be separated from the role of MSME behavior. MSMEs in Nganjuk Regency have their own attraction which is supported by natural potential, namely the large number of shallot commodities. As time goes by, many people in Nganjuk Regency make a living from processing shallots, so there are many similar products from MSMEs. “Bawang Kita” MSMEs face several obstacles, namely seasonal market demand which is always changing and threats from similar MSMEs which create a competitive market situation both in the national and international markets. Along with fluctuating sales and increasingly fierce competition, “Bawang Kita” MSMEs need to pay attention to marketing mix strategies that are in line with the desires of domestic and foreign consumers. This can also help companies achieve superiority over the competition. This research discusses the effectiveness of implementing international marketing mix strategies in “Bawang Kita” MSMEs which is supported by SWOT analysis. This research uses descriptive research with a qualitative approach by collecting data through in-depth interviews with MSME Owner, Resellers, and Consumers. Results of this research that the implementation of the international marketing mix strategy in “Bawang Kita” MSMEs is effective in terms of every aspect of the marketing mix which is supported by data on sales, production and distribution as well as the ability to purchase new machines. However, in the SWOT analysis carried out by researchers, there are still weaknesses in the implementation of the marketing mix carried out by MSME “Bawang Kita”. Thus, the implementation of the marketing mix strategy in “Bawang Kita” MSMEs must be further improved

Digital Marketing Development Strategy of Cocoa Products

Purpose: In the context of the issue regarding the implementation of digital marketing strategies for cocoa businesses in West Sulawesi Province, Indonesia, there is a need for an analysis to develop effective solutions. This research aims to analyze the appropriate digital marketing strategies for cocoa product businesses to access a broader market, including the international market. Method: This research employed a qualitative exploratory approach, gathering data through in-depth interviews with relevant stakeholders, data collection, data reduction, data presentation, and drawing conclusions. We adopted the Miles and Huberman model, which is commonly utilized in the data analysis process for qualitative research. Result and Conclusion: The research findings reveal three primary approaches to developing digital marketing strategies for international market access: (1) Enhancing the readiness of business actors in formulating strategies through digital platforms, such as utilizing websites and social media; (2) Aligning the appropriate international marketing mix, including innovation and creativity in presenting products; (3) Designing a digital marketing framework that aligns with web-based Key Performance Indicators (KPIs). Research Implications: These findings enhance cocoa product business operators' understanding of what is required to implement digital marketing strategies and appropriate international marketing mix in the global market. Originality/value: This study introduces a novel, more intricate model compared to previous research. It emphasizes the necessity of reassessing the international marketing mix within the current landscape of digital transformation. Additionally, it addresses a research gap by focusing on antecedents preceding the adoption of digital marketing, while also exploring the post-adoption experiences of digital marketing, a facet that has received limited attention in prior studies.

When in Rome, do as the Romans do: can international marketing adaptation improve the association between servitization and profitability?

PurposeBuilding on contingency theory, this paper aims to investigate the extent to which the “4Ps international adaptation strategy” and internationalization intensity shape the servitization–profitability relationship.Design/methodology/approachThe authors use primary (survey) and secondary (archival) data to perform multiple regression analysis.FindingsThe results indicate a positive relationship between servitization and profitability, and international intensity strengthens this association. The effects, however, are not consistent across the 4Ps – the price international adaptation strategy strengthens the positive relationship between servitization and profitability, while product and place international adaptation strategies weaken that relationship.Practical implicationsThe findings have implications for the role of international intensity and the 4Ps in the marketing servitization context.Originality/valueThe study provides guidance for small firms in realizing higher performance by leveraging the 4Ps in the servitization context. Counter to expectations, placement and product lead to lower performance with increasing servitization, whereas price strengthens this relationship. The study adds to the international industrial management and marketing literature, providing evidence that contingency factors such as international marketing mix adaptation/standardization strategies moderate the servitization–profitability relationship.

Marketing Mix Standardization and Adaptation Activity: Case Study

Despite the growing importance of international marketing for companies to survive and continue to grow and increase profitability in a rapidly changing environment, researchers are more concerned with issues of domestic knowledge than international marketing. However; several factors (ie economies of scale, competitive strikes, government incentives etc...) lead companies to international markets. In this context, all marketing activities at the domestic level are transformed into international ones. Thus, the concept of the marketing mix has become one of the main focus areas in international marketing research, practice and thought. In this study, we examine the activities of the international marketing mix by conducting a holistic descriptive case study. We found three main findings. First, the price and place elements of the marketing mix are the most customized elements. Second, when product concepts, colors and packaging in the product mix are adjusted, labels and brand names are standardized. Third, the promotion element of the marketing mix is ​​the most standard element. Keywords: International marketing mix, Adaptation, Standardization, Case studies

Global standardization and local adaptation of marketing ---A critical review of the literature

This paper discusses and critically reviews the causes and consequences of global standardization and local adaptation of marketing strategies. The scope of the literature review is in the fields of international marketing, international trade, and corporate strategic management. It also aims to emphasize finding gaps after reading the literature. Even though the studies scope is extensive, this paper limits the reach: firstly, it introduces the standardization and local adaptation, discusses the advantages and disadvantages of both by researchers. At the same time, untangle the relationship between international marketing strategy and marketing mix. Secondly, it is divided into macro and micro to collate and analyze the leading factors affecting international strategy. So that realise the cross-market fit of global marketing tactic. Finally, focus on the KPI. The indicators of financial return were selected as the review from the factors representing the intuitive development level of the company. The goal was to concentrate on the mutual feedback and adjustment between the standardization/adaptation and performance of multinational companies. Among them, the diversities between developed and emerging markets are interspersed in each link. As this difference is a trend that scholars have begun to notice in recent years. Although many existed bibliographies are revolved around particular multinational companies or regions to assessment, this paper will focus on the impact of practical research article review and evaluation. It would not involve in specific corporate and country.

The International Marketing Strategy of Luxury Food SMEs: The Case of Truffle

ABSTRACT This paper aims at investigating the international marketing strategy of luxury small- and medium-sized enterprises (SMEs), with a focus on food SMEs operating in the luxury global niche of truffle products. The paper proposes two qualitative case studies of highly internationalized Italian luxury SMEs in the truffle industry. It discusses market selection, entry modes, and international marketing mix in foreign markets. The U.S. and Brazil are considered as emblematic international markets in the empirical investigation. The study shows the need for luxury food SMEs to implement control over the distribution channels. Trust-based relationships with commercial partners are pivotal to this purpose. Moreover, the need to educate consumers and to exploit experiential rely on peculiar promotion strategies. The paper discusses five pillars of the international marketing strategy of luxury food SMEs. Lessons learned from the truffle case can be extended to the study of other luxury SMEs’ international marketing strategies.

Entry of Trans-Baikal Enterprises into Chinese Markets: the Problem of Formulating an Effective Marketing Strategy

In terms of science, entry of an enterprise into a foreign market is a problem of internationalization. Investigation of this issue over the past decades has allowed us to form a scientific base, which represents the process of internationalization of a national company as a complex process that includes both organizational and marketing aspects. In particular, success of an entry is ensured by taking into account the needs of foreign customers, as well as passing through a number of stages, accompanied by the identification of peculiarities of the foreign market and the accumulation of experience necessary for promotion on the international market. The entry of Trans-Baikal Territory into the Far Eastern Federal District and the opportunity to use additional benefits for business that has arisen opens up great opportunities for entrepreneurs to create new products, introduce new technologies, reduce costs and, thus, open up prospects for promotion on foreign markets. From the point of view of international business theories, the start of operation in foreign markets should be connected with the markets of neighboring countries. For the manufacturers of Trans-Baikal Territory, China is such a market. At the same time, its attractiveness is determined by a number of market factors. Consideration of these factors makes it necessary to develop an international marketing complex for each exporter. The problem is that most of the exporting enterprises representing small and medium-sized businesses lack experience and financial capabilities to develop an international marketing mix. The article shows the possibilities of solving the problem, taking into account the characteristics of the Chinese market. The most promising areas for the development of international business are the production of agricultural and food products. The national project «International Cooperation and Export» allows using the competitive advantages of the Trans-Baikal producers and provides them with a sufficiently strong position in the future.

The impact of psychic and geographical distance on internationalisation strategies: a study of New Zealand born global technology firms

This study examines the influence of psychic and geographical distance on the standardisation or adaptation of the four Ps international marketing mix strategies (product, price, promotion and place) by New Zealand born global digital technology firms as they internationalise. The authors evaluate the marketing strategy formulated by these firms in a qualitative study conducted across New Zealand. A physically isolated country such as New Zealand gives a markedly different perception of what constitutes as low, medium or high scale in terms of geographical and psychic distance. It was found that born global technology firms may be less inclined to consider geographical distance as a determining factor for early internationalisation. Furthermore, the geographical distance was perceived as having little influence on international marketing mix strategy formulation whereas psychic distance was perceived as having consequential influence.

Revisiting international marketing strategy in a digital era

PurposeThe purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects.Design/methodology/approachA conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies.FindingsThe authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy.Originality/valueThe originality and value of this conceptual study is reflected in the identification and discussion of factors comprising the organizing framework of an international marketing strategy using internet-enabled technologies and in the examination of fruitful avenues of future investigation as a result of the need to redesign international marketing strategies in a new digital era.

Standardisation vs. adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions

This paper delivers new insights into how psychic, cultural and geographical distance influence international marketing mix decisions on the basis of a choice-based conjoint analysis with 96 managers from Switzerland and Liechtenstein. In this experiment, the managers had to decide whether the four Ps of the marketing mix have to be adapted or standardised for international markets (neighbouring country/European country/non-European country). Overall we found that psychic, cultural and geographical distance have a significant moderating effect on the degree of marketing mix adaptation: the larger the distance towards a market, the more inclined the managers are to make a decision that involves a larger degree of adaptation of the four Ps towards the simulated markets. The marketing mix elements product and promotion tend mostly to be adapted when cultural distance increases, while the elements price and distribution are more adapted when psychic distance is high.

The impact of price on export performance indicators of companies

From the perspective of creating an optimized international marketing mix for internationally oriented domestic companies, it is of great impor­tance to apply the market-oriented pricing strategy. Beside production costs, it is also important to take into consideration environmental factors because they facilitate the selection of the appropriate pricing methods. For achieving success in international business it is also relevant to observe the changes in competitors' perception and their impact on business operations. That is why it is considered as important to collect and analyze information about competitors, in this case-particularly related to the price. The intensity of competition and competitive relations are of great importance for making decisions regarding prices. The aim of this research was to determine the impact level of price on export performance indicators for the chosen sample of 50 companies on the territory of the Republic of Serbia, which export various kinds of products. In more specific terms, export performance indicators imply market share, sales volume and profitability. The correlation between price and the mentioned export performance indicators has also been determined. Despite various theoretical approaches that emphasize the relevance of price in international business, our research results show that the role and importance of price indicators on export performance is not crucial.

Modification of the international marketing mix in the e-environment

The marketing mix is the fundament of a business strategy in order to achieve the marketing one of manager's aims - acquire new customers and new markets. The international marketing mix, however, is more than a mix of several elements (product, price, place and promotion). It is a very specific 'mixture of ingredients' which has to be selected according to each business field. Therefore, to manage marketing components is a very complex and precise process. It requires all factors which influence the main elements of the marketing mix, to be analysed carefully. The results form an adequate and up-to-date marketing strategy. One major factor which influenced the international marketing mix is the emergence of e-business in the economic world. In order to measure the impact of e-business, the transformation of the marketing mix due to the new trends shall be analysed. The object of this paper is to analyse the international marketing mix and to study the transformation of international marketing mix caused by the impact of e-business. The outcome of this analyses examines how the e-business gave its impact to the international marketing mix and the consequences of the modification caused by the e-business.

Standardization and Adaptation of International Marketing Mix Activities: A Case Study

Despite increasing importance of international marketing for firms to survive and continue to prosper as well as increase their profitability in a rapidly changing environment, researchers pay more attention to domestic knowledge issues rather than international marketing. However; several factors (i.e. economies of scale, competitive strike, government incentives etc…) lead firms to international markets. In this context, all marketing activities in domestic level are undergoing a transformation to become international. Such that, the concept of marketing mix has become one of the key focus areas in international marketing research, practice and thought. In this study, we examined international marketing mix activities by conducting a descriptive holistic case study. We found three main findings. First, price and place elements of marketing mix are the most adapted elements. Second, while the product concept, colour and packet in product mix are adapted, the label and brand name are standardized. Third, promotion element of marketing mix is the most standardized element.

The importance of market intelligence in spanish firms’ exporting activity

This research aims to respond to a research gap in the literature concerning the role of market intelligence in export activity. In particular, we examine the effects of market intelligence on the interrelationships between market distances (domestic vs. foreign) perceived by export managers, strategic marketing mix decisions (standardisation vs. adaptation) and export performance (growth in foreign sales and satisfaction). The results of an empirical study using data from a sample of 212 Spanish exporters reveal that: (a) strategic decisions aimed at adapting the marketing mix to foreign markets have a positive effect on export performance, (b) market distances associated with economic, legal, social, and cultural differences between Spain and overseas markets encourage conservative decision making, embodied in a standardised international marketing mix (similar to that used in Spain), (c) however, when export managers have relevant foreign market information and analyses, market intelligence processes reduce perceived market distances and encourage more proactive strategic behaviour (adaptation of the marketing mix), resulting in improved export performance. Keywords: Market Intelligence, Perceived Market Distances, Marketing Mix Adaptation, Export Performance.

A Comparative Study on International Marketing Mix in China and India: The Case of McDonald's

This study examines the international marketing mix done by the McDonald's in two different important markets. The objective is to analyze and understand the similarities and differences of the international marketing mix strategy implementation by the company. Using comparative analysis, this study focused on 4P approach of marketing mix which is based on product, price, promotion and place analysis. McDonald's marketing strategy in China and India were used for this study. The study found that the McDonald's has adopted different kind of its 4P in their international marketing mix based on both, localization and globalization approaches.

International orientation, marketing mix, and the performance of international German 'mittelstand' companies

This article presents an empirical study of the impact of international orientation and marketing mix on the performance of the German ‘mittelstand’ that operate internationally. The article discusses and compares three different concepts of international orientation. As international orientation has an important influence on contacts with customers, the study examines the relationship between international orientation and marketing, and its effects on performance. The study tests this relationship for 259 internationally operating small and medium-sized businesses based in Germany. The results show that the companies in the study are predominantly geocentrically-oriented, and that a company’s coordination of its international orientation and marketing mix has a substantial impact on company performance.

Making international marketing decisions under WTO rules

AbstractWith the conclusion of the Uruguay Round and the establishment of the World Trade Organization (WTO) in April 1994, a comprehensive set of rules emerged that affect in a pervasive manner the activities of firms on foreign markets. This body of rules is overwhelmingly presented in the literature from a trade policy or legal viewpoint. The result is that, for many marketers, WTO rules are somewhat confusing, and their impact on international business operation is difficult to assess. This paper is purely analytical and does not aim to provide any contribution to international marketing theory. Its purpose is to identify which rules, among the many the WTO system encompasses, are of direct concern to firms. It aims to expose in a straightforward manner how they may be coped with or taken advantage of by international marketers. It focuses on WTO measures, which deal with so‐called international marketing mix decisions, namely decisions pertaining to (1) entry and international distribution, (2) product and service, (3) pricing, and (4) international communication. Commitments made during the WTO Fourth Ministerial Conference in Doha (November 9–14, 2001) that are relevant to issues raised in this paper are accounted for. © 2003 Wiley Periodicals, Inc.

Educator Insights: Standardization or Adaptation of the International Marketing Mix: The Role of the Local Subsidiary/Representative

In this article, the author suggests that the standardization versus customization issue in international marketing has important organizational aspects that are often neglected in the literature. The author parts from the traditional culture and economies of scale approaches by introducing a taxonomy of international marketing organizations based on headquarters versus subsidiary decision power and on market knowledge at headquarters. The author then suggests a typology of organizational solutions—local baronies, civil war, confederation, and federation—and describes two case studies to illustrate how firms “travel” in the model. Finally, the author develops several propositions and discusses managerial implications.

Marketing Adaptations by American Multinational Corporations in South America

The extent of international marketing mix adaptations by American MNCs has been an unresolved issue despite numerous commentaries and articles. A major contributor to this state has been the paucity of empirical research on this issue. An investigation was undertaken to assess the extent of adaptations in twenty-three marketing mix elements in fifty-eight MNCs operating in South America. The results show that the MNCs adapt their pricing and promotion elements the most and their product and distribution elements the least. Also, the MNCs make obligatory adaptations in the developing countries of South America rather than discretionary adaptations.