Search results

The process by which a new shirt sponsorship was struck between SEGA Europe and Arsenal FC is described through a case study. The circumstances leading both organizations to seek out a sponsorship partner are identified. SEGA Europe was preparing to launch its new Dreamcast video console in Europe and wished to create a high-impact marketing program. Arsenal was looking for a company to replace its former shirt sponsor JVC. The case study also provides information about the sponsorship deal, the first 18 months of the partnership, and draws out some some more general lessons.

This paper brings together two significant export management issues: international trade fairs and export promotion. Trade fairs play a market development and expansion role while export support is aimed at building foreign market capability. This study examines companies at international trade fairs exhibiting on government stands and their own, independent stands. Discriminant analysis shows that the two groups of exhibitors differ in company strategy and trade fair performance. As well, staff training activities and visitor attraction are analysed, with the latter showing a clear relationship with performance. Implications for exporters and export promotion agencies are discussed and research directions given.

Presents the findings of a survey carried out in the UK but based on one in the USA, on whether academic development and teaching of a subject is inextricably tied to educators' conceptions of the field of study. Uses tables to show the results of the questionnaire and discusses them in depth. Concludes externally controlled marketing courses might well be pressurised to accommodate a broader conception of marketing.

An analysis of government plans to modernise a traditional marketing system in East Africa exemplifies a frequent criticism of much development planning. Many plans for change are characterised by a too‐rigid adherence to political philosophy and economic ideas of exchange processes.

Stresses that, if the traditional UK wet fish organisations are to survive competition, then a changed approach to fish marketing is required. Attempts to trace recent developments in the marketing system for fish, following on from Taylor's work in the late 1950s. Concerns itself with the system's attempt to bridge the spatial and temporal separations within marketing. Uses tables and figures to show channels of distribution and consumption in the UK and trends from 1948 to 1971. Sums up that changing consumption patterns present a ‘turbulent’ field for the fish marketing system to attempt to adapt to.

Many firms are once again enjoying favourable business conditions after a number of very difficult years. The economies of the world have begun to grow, interest rates and inflation are down, and even though unemployment levels are still high, consumer spending patterns display a measure of optimism about the future. However, complacency is not advised; having made it through a deep recession, numerous companies now have to face a series of fresh challenges.

This study examined responses from 58 food and chemical exporters in Saudi Arabia. Managerial perceptions on 24 export obstacles that were derived from the literature are analyzed and reported. The single most important obstacle perceived by the sample exporters is fierce competition in foreign markets. Competition is followed by high cost of imported raw materials, absence of information about foreign markets, wide fluctuations in the foreign exchange rate, and high overseas transportation costs. The eight categories of the obstacles are: market information, competition, shipping, government policy, foreign market risks, export procedures, production/marketing cost, and internal/technical problems. MANOVA analysis showed that chemical and food exporters are statistically different in their mean response to these obstacles. ANOVA pinpointed those variables that are different at the .05 level. They are: risks involved in selling abroad, language and cultural differences, complex export procedures, lack of adequate export revenue insurance program, and absence of an export management and consulting company. Managerial and policy implications are discussed. Further, recommendations for tackling the top export obstacles are presented.

The purpose of this article is to explore the methodological framework used for comparative marketing systems studies. To this end, a comprehensive literature search was carried out to describe and evaluate the comparative marketing studies undertaken to date. An attempt is also made to identify unresolved research issues in the area and an alternative methodology is suggested to develop an improved conceptual basis for studies in comparative marketing.

Attempts to consider how a founder has reduced equivocality in relation to support networks and reducing risks, especially in an international environment. Presents the case studies of five Danish and Australian born global companies. Considers different global models and their limitations. Presents the findings of recent surveys in this area. Concludes that internationalization has not been the primary objective in the founding process and gives direction for further research.