Stanley J. Paliwoda and Marilyn L. Liebrenz
Uses ten case studies to illustrate technology transfer to Eastern Europe in the form of contractual joint ventures. Defines the basic concept of industrial co‐operation or…
Abstract
Uses ten case studies to illustrate technology transfer to Eastern Europe in the form of contractual joint ventures. Defines the basic concept of industrial co‐operation or contractual joint venture, providing a working definition and an internationally accepted definition. Investigates the expectations of companies embarking on this type of venture by means of interview results, comparing these.
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Background The Delphi technique was developed by a research group at the Rand Corporation in the 1950s. Its main aim was to achieve consensus whilst stifling the effect of those…
Abstract
Background The Delphi technique was developed by a research group at the Rand Corporation in the 1950s. Its main aim was to achieve consensus whilst stifling the effect of those who, regardless of position, could be expected to influence planning decisions. Delphi is used to deal with uncertainty in an area of imperfect knowledge. As there are no “correct” answers, a consensus of opinion is an acceptable second choice.
Stanley J. Paliwoda and Stephanie Slater
The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that…
Abstract
Purpose
The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that has been sweeping across national frontiers since first being identified by Theodore Levitt in 1983.
Design/methodology/approach
The approach is to trace theoretical development but there is lack of a consensus on this subject and so the perspectives of key authors in this area are reviewed alongside each other to test for signs of possible convergence.
Findings
Globalisation is a set of processes rather than just one. The practice is different from what the authors may have expected in that sales of the leading multinationals are not global but regional. Organisational forms reflect differences in strategic thinking with less uniformity being necessary or imposed. Individuals today recount their daily tasks in terms of using the names of global brands or products as nouns and verbs in everyday language. Attitudes towards globalisation are constantly changing. Equally, globalisation continues to evolve.
Research limitations/implications
What is presented here is an overview of the literature as it applies to international trade where globalisation was earlier hoped to bring an economic rescue to billions of people and liberate them from poverty. Marketing, organisational behaviour, risk assessment and strategic decision making all have important roles to play here and so further research is required to monitor a new global trading situation.
Practical implications
It is hoped to contribute to further thought, discussion and conceptualisation of research in this area. The idea of globalisation and regionalisation is not new but the prevalence of this phenomenon in our daily lives is striking.
Originality/value
As the concept has advanced and developed, more studies have been made of this phenomenon and from different perspectives. Here, it is hope to recount those different perspectives as well as reach certain conclusions as to where it has reached and how far it may be expected to reach.
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Jacek Kryt and Stanley J. Paliwoda
Reveals that management information systems (MIS) as a concept isstill embryonic in Poland and struggling to adjust to the sea change inPolish politics evidenced since the demise…
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Reveals that management information systems (MIS) as a concept is still embryonic in Poland and struggling to adjust to the sea change in Polish politics evidenced since the demise of Communism. Information is key and its gathering must reject the requirements of the now defunct central planning and adapt instead to those of entrepreneurialism. Hence expert management of change is vital with the emphasis on quality rather than quantity. Managers themselves must also change and, as the free market becomes essential to the development of MIS, teachers from the West will be required to upgrade decision making, strategic planning, etc. Concludes that, with the ideal of the mixed economy still inchoate in Poland, it behoves the West to channel that country′s computer naivety and its concomitant wastefulness into new developments.
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The vast scope and range of International Marketing is reviewed in its entirety with a view to how the subject is and should be researched and taught. Definitions are questioned…
Abstract
The vast scope and range of International Marketing is reviewed in its entirety with a view to how the subject is and should be researched and taught. Definitions are questioned, and important gaps, societal trends and present‐day bad practices are identified that ought to feature more in our evaluation of the subject. The positioning of the academic community relative to the business community is discussed in terms of subject development. The dilemma is whether then to teach actual skills or develop knowledge and mental training. This paper questions the status quo. The deficiencies of the current International Marketing model are Western based and manufacturing rather than services oriented. Where are the countries in transition? International Marketing is questioned for its efficacy and as a body of knowledge. Finally, a wishlist of desirables is put forward as to what should unfold in the future in terms of subject development, regulation, funding, research opportunities and replication.
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Demetris Vrontis, Alkis Thrassou and Iasonas Lamprianou
The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons…
Abstract
Purpose
The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results.
Design/methodology/approach
A rating scale Rasch model is used in order to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum. Structural equation modelling is subsequently used in order to investigate the relationship between the adaptation and standardisation variable against other variables. An extensive literature review is also undertaken to provide the theoretical foundation.
Findings
The paper corroborates the findings of past research by placing multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by describing the relationship between AdaptStand and other variables. Furthermore, it categorises the reasons pulling towards adaptation or standardisation into “significant” and “peripheral”; and provides valuable insights towards practical application.
Practical implications
The paper provides marketing researchers and practitioners with an overview of the main factors that influence marketing tactical behaviour in international markets. Additionally, the research transcends descriptive analysis to identify vital behavioural issues and to prescribe marketing approaches regarding internationalisation.
Originality/value
Though the subject of “adaptation versus standardisation” has been extensively researched, this paper provides original work through in‐depth quantitative analysis of a sufficient sample of multinational companies. The paper reaches specific and explicit conclusions that scientifically test existing theory on the subject, categorise factors according to their significance in the adaptation/standardisation decision process and offer valuable prescriptions of marketing tactics based on the findings.
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The purpose of this paper is to examine whether differences exist between born global (BG) firms and international new ventures (INVs) in respect of their performance in overseas…
Abstract
Purpose
The purpose of this paper is to examine whether differences exist between born global (BG) firms and international new ventures (INVs) in respect of their performance in overseas markets. These terms have arguably been used as interchangeable to characterise firms that internationalized rapidly, typically but not exclusively within three years of their business start‐up. The term “global” suggests firms have a presence in at least the world's triad regions and arguably a commitment spread across them. INVs, however, may have internationalized quickly to address opportunities but without necessarily a global presence.
Design/methodology/approach
The methodology in this exploratory study employs both quantitative but also primarily a qualitative methodology involving 21 technologically oriented small‐ and medium‐sized enterprises (SMEs) based in the UK. This methodological approach is used to assess the strategies used by the two types of firms after their start‐up phase and the factors that shaped their international trajectory and performance.
Findings
The findings provide some initial understanding of the two types of firms' patterns of internationalization and more specifically suggest foreign market strategies can be formulated in various ways, i.e. some planned and others by serendipitous means, but that BG and INVs exhibit different characteristics. BGs focused globally in comparison to the more regional focus of INVs.
Practical implications
The implication of the findings is to suggest that researchers should not use the terms interchangeably to characterise different types of firms and behaviour.
Originality/value
The main aspect of originality is to offer insights into managerial practices of different types of firms that have to date been viewed in some studies as representing the same international marketing behaviour.
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Douglas C. West and Stanley J. Paliwoda
Poland is the leading economy in eastern Europe as measured by its rapid economic growth, inward direct investment and pace of market changes since 1989, when it first moved…
Abstract
Poland is the leading economy in eastern Europe as measured by its rapid economic growth, inward direct investment and pace of market changes since 1989, when it first moved towards a free market economy. An advertising industry has been one by‐product of this process, an important institution in the creation of a market orientation. Examines one related aspect of the change: the degree of adaptation of advertising by Polish marketers as measured by the advertising process. The central research question is whether or not an economy’s stage of market orientation has any impact on its advertising management.