International Marketing Strategy Research Articles

ANALYSIS OF STRATEGIES USED BY PT SEMEN INDONESIA TBK. IN ACHIEVING INTERNATIONAL MARKETING

This research discusses the role of international marketing strategy in the global expansion of PT Semen Indonesia Tbk using SWOT analysis. The research focuses on the utilization of the company's internal strengths, such as a positive reputation and integrated supply chain, in supporting expansion measures in international markets. The case study covers the acquisition of the Thang Long Cement plant in Vietnam, which expanded the company's market coverage in several countries including Vietnam, Singapore, and Bangladesh. Despite the success, political and legal risks in some countries posed challenges that needed to be addressed through risk diversification strategies and local partnerships. A deep understanding of cultural differences and consumer preferences in various markets was also identified as a key factor in achieving international marketing success for the company

EXPLORING INTERNATIONALIZATION STRATEGIES: A DEVELOPING COUNTRY CASE STUDY ANALYSIS

This paper investigates the internationalization processes of firms emerging from developing countries, utilizing a case study approach to address the seven theoretical propositions suggested by Paul & Mas (2019). By applying this theoretical framework to analyse the international marketing strategies, the study enriches the existing literature in this domain. Furthermore, there is a lack of literature focusing on a case study of a Turkish firm in this context. The research is designed as a case study, and the international marketing position of Getir, a company, is analysed based on qualitative data collected from archives and news sources according to the seven propositions. According to the results, there is not enough evidence available for the concepts of potential and pattern in this case study. However, propositions regarding the concepts of process and pace appear differently in this case study than what the authors claim.

The Role of Business English in International Marketing

The purpose of this paper is to explore the role and significance of Business English in the field of international marketing, and how to improve the role of Business English in international marketing and countermeasures, investigating how effective communication in Business English can contribute to a successful international marketing strategy. This paper examines the importance, role, language proficiency, cultural sensitivity and effective communication of Business English in building strong relationships with international customers and stakeholders. By analyzing the current research on business English, this paper reveals the importance of business English in international marketing efforts.

Research on International Marketing Strategy of Chinese Export Enterprises

In the complex and changing international environment, Chinese aquatic product export enterprises need to fully consider all aspects of influencing factors when carrying out daily business activities, and formulate targeted international marketing strategies based on the current status of international market development and national policies and regulations. Based on the analysis of the current development status of the international market of aquatic products, this paper points out the advantages and disadvantages of the export of aquatic products represented by Chinese aquatic products export enterprises, and puts forward corresponding countermeasures for international marketing optimization.

The Effect of International Marketing and Tariff and Non-Tariff Strategy to Business Performance through Nationalism Spirit

In the rapidly evolving landscape of global business, this research investigates the intricate interplay between international marketing, tariff and non-tariff strategies, nationalist spirit, and their collective impact on business performance. Employing a cross-sectional quantitative design within the Indonesian context, the study explores how businesses adapt their marketing approaches to navigate diverse trade regulations and respond to nationalist sentiments. The results reveal significant relationships between international marketing and both business performance and nationalist spirit. Moreover, the study underscores the substantial influence of tariff and non-tariff strategies on business performance, with pronounced effects in markets characterized by heightened nationalist spirit. These findings contribute to theoretical advancements in international business literature and offer practical insights for businesses aiming to formulate effective strategies, navigate regulatory complexities, and enhance performance in a globalized economy

Examining the impact of internal marketing strategies on employee-based brand equity benefits

PurposeThe primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE) benefits. The study endeavours to integrate professional and socio-emotional facets of employees' into the proposed model, lending it a more holistic approach.Design/methodology/approachThe study focusses on the banking sector in Kosovo, employing structural equation modelling to analyse data from a sample of 325 employees.FindingsBoth professional and socio-emotional perspectives significantly influenced brand knowledge, positively impacting EBBE benefits such as employee satisfaction, retention and positive word of mouth (WOM). These findings provide empirical support for the theoretical assumptions concerning the role of professional and socio-emotional perspectives in building EBBE.Research limitations/implicationsTheoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.Practical implicationsThe study offers practical implications for the banking industry and similar contexts, suggesting robust internal marketing strategies prioritising professional development and socio-emotional connectivity. Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.Originality/valueThe paper presents an original contribution to the field of brand equity research by proposing and validating a novel framework for EBBE that uniquely integrates both professional and socio-emotional dimensions of employees' experiences. This approach is particularly innovative within the context of the banking sector, offering new empirical insights.

From Inside Out: Internal Marketing as an Engine for Service Promotion – A Secondary Publication

Focusing on “from inside out” means understanding that the driving force behind a successful service promotion campaign lies in a deep connection with the internal team, turning it into the engine that propels a positive brand perception. The University of Panama faces challenges in the effective implementation of strategies involving its internal staff, impacting the coherence and strength of its promotional messages. The research aimed to determine internal marketing strategies as an engine for service promotion at the Central Campus and CRUSAM. The applied study was descriptive, non-experimental field research, and cross-sectional. The sample consisted of 80 individuals using a quota sampling method to measure and quantify the expression of a construct or variable that is not directly observable. A self-administered questionnaire was used to collect information, measuring variables in their various dimensions. Content validity of the questionnaire was ensured through the evaluation of three experts, and the reliability of the Likert-type instrument was assessed using Cronbach’s α coefficient, which was found to be very high (0.918). The results led to the conclusion that establishing internal marketing strategies is necessary for the transformation and innovation process in the university through service promotion.

Standardization and Adaptation as a Coconstituted Process: The Pursuit of Relational Fit in International Markets

Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant “others.”

ANALISIS STRATEGI PEMASARAN MENGGUNAKAN METODE SWOT DAN QSPM UNTUK MENINGKATKAN TARGET PENJUALAN (STUDI KASUS: AHASS SUMBER KARYA WONOGIRI)

One of the authorized Honda workshops in Wonogiri Regency, namely Ahass Sumber Karya, based on management data, the target from management in the 2021 period has not reached the target of Ahass Sumber Karya management in 2021. In the period January-December 2021, Ahass Sumber Karya management has a target of 12,220 customers while the actual customers who come to do service are 10,119 customers. The research objectives identify alternative marketing strategies and determine the priority of alternative marketing strategies that management should use to increase the sales target of Ahass Sumber Karya. The method used to determine internal and external marketing strategies through determining the weight of IFE, EFE, IE matrix position, and strategy formulation using the SWOT method. To prioritize alternative marketing strategies using the QSPM method. The research results of the IFE matrix calculation obtained a total IFE score of 3,909 and the EFE matrix calculation obtained a total EFE score of 3,848.The strategy of the IE matrix is described as a growth and development strategy. The SWOT Matrix strategy produces 7 alternatives, namely SO 2 strategies, ST 3 strategies, WO 1 strategy, WT 1. QSPM matrix strategy priority assessment, Ahass Sumber Karya strategy to increase sales target strategy 2 with a TAS score of 4.895, namely improving service quality along with the higher growth of two-wheeled vehicles.

EFFECT OF ENVIRONMENTAL MARKETING ON CHANGE IN MARKET SHARE: MODERATED MEDIATION OF INTERNAL GREEN MARKETING ORIENTATION AND STRATEGIC GREEN MARKETING ORIENTATION

The study is conducted to examine the influence of environmental marketing on changes in market share. Specifically, it aims to explore the intricate functions of internal green marketing orientation and strategic green marketing orientation as possible moderated mediators. Based on the expanding domain of green marketing and sustainable business practices, this study suggests that the impact of environmental marketing on market share is contingent upon a firms internal green marketing orientation. Furthermore, the efficacy of this mediation is dependent on the firms strategic stance towards green marketing. The study applies regression modelling to examine the claimed links, using a sample of 150 enterprises across various industries. The findings suggest that organisations that possess a strong internal green marketing orientation see an upward trend in terms of market share. The aforementioned findings highlight the significance of incorporating internal and strategic green marketing strategies with environmental marketing endeavours. In order to optimise market share growth through environmental marketing, it is crucial for organisations to establish a comprehensive alignment between their internal operations and strategic green initiatives. This research provides significant insights for managers and marketers who seek to utilise environmental activities as a means to gain a competitive edge in the market. It emphasises the need of adopting a unified and internally coherent strategy to green marketing. KEYWORDS: Environmental marketing, Internal green marketing orientation, Strategic green marketing orientation, Market share, Sustainable business practices, Competitive advantage

NEXUS BETWEEN INTERNAL MARKETING AND ORGANIZATIONAL COMMITMENT: A STUDY ON THE PRIVATE COMMERCIAL BANK EMPLOYEES OF CHITTAGONG, BANGLADESH

In the dynamic terrain of today's business world, the intricate relationship between internal marketing strategies and organizational commitment has emerged as a pivotal area of exploration, as exemplified by this study's investigation into the private commercial banks of Chittagong, Bangladesh. This study investigates whether there are any statistically significant gender differences in internal marketing and organizational commitment and how internal marketing practices influence organizational commitment among employees. Five dimensions are selected for internal marketing, namely communication, supervision, intangible benefits, compensation, and intermediaries. The information obtained from a total of about 130 respondents with a well-structured questionnaire and different kinds of statistical and econometrical tests is used to analyze the data. The result of the Mann-Whitney U test suggests there is no statistically significant difference in internal marketing and organizational commitment between male and female employees. The Spearman correlation test’s outcomes depict that except for supervision, the rest of the internal marketing factors have a positive correlation with organizational commitment. The outcomes of ordinal regression analysis indicate that compensation, intangible benefits, intermediaries, and communication positively influence organizational commitment. Although the effects of compensation, intermediaries, and communication on organizational commitment are significant, the effect of intangible benefits is not. Compensation fosters employee appreciation, motivation, and a supportive workplace culture. Intangible rewards and open communication foster loyalty and dedication. Intermediaries play a pivotal role in bridging communication gaps between supervisors, managers, and employees, impacting employee commitment in organizations. On the other hand, supervision has negative and significant effect on organizational commitment. Overbearing supervision can negatively impact organizational dedication, reducing job satisfaction, trust erosion, and burnout.

A Study of Tesla’s International Marketing Strategy Based on the STEPPS Model

This essay delves into the success story of Tesla, a company that has become the most valuable automotive brand globally. Drawing from articles highlighting Tesla’s journey and strategic initiatives, the essay provides actionable insights for businesses across industries. Tesla’s marketing strategy, as detailed in the articles by Arun and Cezim, challenges conventional norms. The company’s “zero-dollar” marketing approach leverages word-of-mouth promotion through innovative product features, direct sales, and the charismatic presence of CEO Elon Musk. This approach emphasizes the power of creating a buzz through product excellence and customer advocacy. Furthermore, the essay explores how Tesla adeptly incorporates the ‘STEPPS’ model into its marketing strategy, creating a sense of prestige and anticipation among Tesla owners. Elements like Social Currency and Triggers have played pivotal roles in enhancing the brand’s appeal and fostering word-of-mouth promotion. Tesla’s commitment to sustainability, another key theme in the articles, aligns with the global trend toward eco-friendly practices. The company’s focus on eco-friendly features and solar-powered technology integration reflects a dedication to environmental responsibility. Overall, this essay emphasizes the importance of embracing technological advancements, fostering a culture of innovation, strategic planning, deep market understanding, and sustainability as essential components of Tesla’s success. These strategies offer a roadmap for businesses aiming to excel in today’s competitive business landscape. Tesla’s journey is a compelling example of visionary leadership and strategic innovation.

The Transformation of International Marketing Strategy under the Background of Big Data

The emergence of big data has brought many opportunities to all walks of life, but it also faces enormous challenges. In order to improve the competitive power of international trade, companies need to actively respond to the development trend of large data, the advantage of the characteristics of big data, raising the level of competition in international trade, improve the international marketing strategy, promote the all-round development of international trade and industry. With the technical support of big data, we can dig deep into data information, gain insight into consumers' buying behavior, and inject innovative power into the marketing of enterprises. Combining big data technology with a marketing strategy can also help enterprise marketers to adapt to the market development trend, collect data, analyze data, reduce risks, and enhance the quality of enterprise development. The advent of big data has brought about significant changes in the field of international marketing, forcing companies to adapt their marketing strategies to suit the new realities. This paper examines the challenges faced by international trade in the era of big data and explores how companies can transform their international marketing strategies to take advantage of the opportunities presented by this new technology. The paper concludes that companies that are able to harness the power of big data will be better positioned to compete in the global marketplace.

BMW's International Marketing Strategy Analysis

This research explores BMWs international marketing strategies, illuminating the companys dynamic approach to global expansion and local market adaptation. Renowned for its luxurious and high-performance vehicles, BMW has successfully established a prestigious brand image worldwide. This study investigates the pillars of this international success, emphasizing its innovative product strategy, effective localization, comprehensive customer engagement, and commitment to sustainability. The study further dissects BMWs market segmentation, positioning, and targeting approaches, which have helped the company build customer loyalty and generate a competitive advantage in diverse markets. The adaptability of BMWs marketing mixproduct, price, place, and promotionacross different geographic regions is also examined, underlining how the company balances standardization and customization. Additionally, the research reveals BMWs increasing reliance on digital marketing and its impact on the brands global reach and customer experience. Lastly, the paper discusses BMWs sustainability initiatives, shedding light on how the company addresses emerging global concerns and market demands, particularly the transition towards electric vehicles. This comprehensive study provides insights that may guide other multinational corporations in designing and implementing their international marketing strategies. It also contributes to the academic literature on international business and marketing by providing a nuanced understanding of how a premium automotive brand like BMW navigates complex and diverse global markets.

제2금융권의 내부마케팅이 직무태도, 조직몰입, 경영성과에 미치는 영향에 관한 연구

The purpose of the effects of job attitude and organizational commitment on managerial performance in secondary financial sector, which are highly dependent on human resources as a service industry and the quality of services provided by employees to customers is an important factor in the competitiveness of companies and is directly related to managerial performance. The results of the study confirmed that strengthening internal marketing affects job attitude, organizational commitment, and managerial performance. In addition, it found that job attitude and organizational commitment affect management performance. This study is differentiated from existing studies in that it focuses on the secondary financial sector, which has been under-researched compared to the primary financial sector, and is significant in that it reveals through empirical analysis that in order to improve the competitiveness of the secondary financial sector, it has gained value as a research as it suggests that the most important aspects of internal marketing strategies of secondary financial sector are to organize an efficient and smooth communication or interaction system to improve the level of internal communication and to introduce standards or systems that can provide appropriate rewards for employees' performance.

How Corporate Social Responsibility Impacts Employee Identification, Psychological Benefit, and Customer Orientation in Hospitality Industry?

The literature supports the notation that corporate social responsibility (CSR) plays a vital role in engaging consumers and establishing strong relationships with the organizations. However, CSR needs to be comprehensively studied as internal marketing to motivate employees to improve customer services by fulfilling their needs. Accordingly, the current study determines the impact of CSR congruence and efficacy on employee-customer identification, psychological benefit, and customer orientation in the hospitality industry of Pakistan. The data from 276 frontline employees were collected using a purposive sampling technique through self-administered questionnaires and structural equation modeling was used to test the research hypotheses. The results found that perceived CSR congruence has a stronger impact on employee-customer identification, while CSR efficacy has a relatively stronger relationship with psychological job benefits and customer orientation. This study provides a significant contribution to the extant literature on using CSR as an internal marketing strategy to improve the frontline employees’ ability to satisfy external stakeholders, i.e., customers.

Benchmarking as a Marketing Strategy Promotion for Increasing Tourism: Case Study of SMEs in Kediri City Square

This research discusses strategies to increase the number of visitors to the SME square in Kediri through benchmarking and collaboration between related parties. Kediri Square has undergone significant revitalization and facial changes to increase its appeal. Apart from being a tourist spot, Kediri Square is also used as an educational place. This research also highlights the importance of internal marketing strategies effective promotion, integration of local culture, and cooperation with related parties. The research method used is qualitative with a case study approach to alun-alun SMEs Kediri city with observation and interviews. The research results show that developing attractive facilities, effective promotions, increasing security and comfort, and collaborating with related parties can increase the number of visitors. In addition, combining educational activities and promotion of local culture can also be an effective strategy. In its conclusion, this research emphasizes the importance of cooperation between local government, tourism actors and local communities in increasing the number of visitors to Kediri Square.

Developing internal marketing strategies for measuring and managing employee-based brand equity

PurposeThe purpose of this study is to propose a conceptual framework for measuring and managing employee-based brand equity. Drawing upon existing research, the authors argue that internal brand management should be approached from professional and socio-emotional perspectives.Design/methodology/approachThe study establishes a comprehensive conceptual framework by thoroughly reviewing existing literature on employee-based brand equity and internal marketing. It builds upon existing research while adding unique insights to deepen the understanding of the subject.FindingsThe proposed conceptual framework highlights the importance of both professional and socio-emotional factors in building and managing employee-based brand equity. The framework emphasises the role of employees’ emotions, values and relationships in shaping their brand-related behaviours and their functional role in delivering brand promises.Research limitations/implicationsThis paper offers a theoretical foundation for future research in internal branding. However, the framework is not empirically tested, and further research is needed to validate and refine the framework. Organisations can develop more effective internal branding strategies that enhance brand equity by recognising the importance of both professional and socio-emotional factors in shaping employees’ brand-related behaviours.Practical implicationsOrganisations can develop more effective internal branding strategies that enhance brand equity by recognising the importance of both professional and socio-emotional factors in shaping employees’ brand-related behaviours.Originality/valueThis study presents a novel approach to internal brand management, introducing a unique, dual-perspective model. This enriches the current body of literature and provides fresh insights for academics and practitioners in the field of marketing and brand management.

Managerial mindset effects on international marketing strategy adaptation decisions

This research investigates how managerial implicit theories—people's implicit beliefs about the malleability of human characteristics—affect international marketing strategy adaptation decisions among B2B exporting managers. Building on mindset theory and the international marketing literature, we hypothesize that managers with a growth mindset will opt for higher levels of marketing strategy adaptation while fixed-mindset managers, who believe in the immutability of human traits, will likely standardize across markets. Across two experimental studies that manipulate mindset, we test these hypotheses and their underlying mechanism and boundary conditions. The results of Study 1 show that mindset affects lifestyle adaptation intentions for individuals in general, thus establishing the baseline relationship. Study 2 finds that business-to-business international marketing managers exposed to a growth (fixed) mindset are indeed more likely to adapt (standardize) their international marketing strategy toward foreign markets. We further show that mindset affects ambiguity tolerance, which in turn affects adaptation decisions, and that the effect of mindset is dampened (strengthened) under low (high) psychic distance conditions. This research enriches the international marketing literature by showing a managerially relevant antecedent of international marketing strategy adaptation decisions and extends implicit theory by showing a behavioral outcome of mindset.

Strategi Penetrasi Pasar Global: Eksplorasi Bibliometrik tentang Pemasaran Internasional, Mode Masuk Pasar, dan Strategi Ekspor

The global business landscape is characterized by rapid change and increasing complexity. In this dynamic environment, understanding firms' strategies to penetrate international markets is crucial. This study conducts a comprehensive bibliometric analysis to uncover the intellectual landscape of global market penetration strategies in international marketing, market-entry, and export strategies. Through careful examination of influential authors, essential works, research clusters, and emerging trends, this study offers valuable insights into the state of the field. Leading authors such as Ravi Ramamurti, Mike W. Peng, and Jean-François Hennart have significantly shaped our understanding of emerging market multinationals and internationalization strategies. Their seminal works have challenged conventional paradigms and encouraged innovative thinking. Identifying research clusters underscores the multifaceted nature of global market penetration, covering market entry modes, internationalization theory, and emerging market dynamics. Emerging digitalization, e-commerce, and sustainability trends highlight the ever-evolving international marketing landscape. The implications of this analysis extend to researchers, educators, policymakers, and practitioners, providing valuable guidance for future research, curriculum development, policy formulation, and strategic decision-making in the global arena.