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Article
Publication date: 1 January 1983

Warren J. Keegan

The decisive Japanese victories in competitive confrontations with U.S. and European companies in a broad range of basic industries and in certain high technology industries like…

593

Abstract

The decisive Japanese victories in competitive confrontations with U.S. and European companies in a broad range of basic industries and in certain high technology industries like integrated circuits, has attracted the attention of the world. In exploring Japanese business practices, much attention has been focused on government/business cooperation, research and development, rates of savings, quality circles, productivity, and financial strategies. To date, little attention has been given to the role of marketing in the Japanese success. One of the most significant developments in marketing during the past decade has been the growing importance of Strategic Market Planning. This article focuses on the Japanese approach to Strategic Market Planning and its role in the competitive performance of Japanese companies. Part one outlines the basic principles of Strategic Market Planning. Part two describes Japanese strategic market planning practices. Part three is an evaluation of the implications of Japanese practice for Western marketers, and especially for U.S. companies.

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International Marketing Review, vol. 1 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 February 1982

Warren J. Keegan

Because management is the “art of the possible,” managers need to understand themselves and workers who are charged with carrying out plans. Seemingly, there is a lot of…

111

Abstract

Because management is the “art of the possible,” managers need to understand themselves and workers who are charged with carrying out plans. Seemingly, there is a lot of assistance available; indeed, the make‐up of the successful manager is the focus today of a vast educational, consulting and publishing establishment.

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Planning Review, vol. 10 no. 2
Type: Research Article
ISSN: 0094-064X

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Article
Publication date: 1 February 2004

Warren J. Keegan

Looks back at the Viewpoint from the first issue of International Marketing Review in order to reflect on how things have changed in the intervening 21 year period. The author…

7417

Abstract

Looks back at the Viewpoint from the first issue of International Marketing Review in order to reflect on how things have changed in the intervening 21 year period. The author then explains that he sees a continuation of the driving and restraining forces that have shaped global markets for the past half century. If the terrorist and other threats to world peace are contained or resolved, the final critical driver for further globalization is management vision.

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International Marketing Review, vol. 21 no. 1
Type: Research Article
ISSN: 0265-1335

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Publication date: 16 October 2003

Carol A Howard

A case can be made that, to some extent at least, the marketing discipline has not kept pace with the practice of international marketing. Recognizing that internationalization is…

Abstract

A case can be made that, to some extent at least, the marketing discipline has not kept pace with the practice of international marketing. Recognizing that internationalization is a dynamic process that may vary across the business of marketing, the development of marketing thought, the direction of marketing education, and the marketing research process, this paper explores that premise. Then, given the current emphasis on the integration of business activities on a worldwide basis, it suggests an interdisciplinary approach, grounded in the concept of market imperfections and internalization theory, to deal with the major challenges that now confront international marketing scholars.

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Leadership in International Business Education and Research
Type: Book
ISBN: 978-1-84950-224-5

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Article
Publication date: 1 February 1982

James R. Stock and Douglas M. Lambert

World business, multinational company, and world enterprise are all terms being used with more frequency as a significantly larger number of businesses become international both…

440

Abstract

World business, multinational company, and world enterprise are all terms being used with more frequency as a significantly larger number of businesses become international both in philosophy and in scope of operations. For a continually growing number of firms, the entire world is considered a marketplace for their products.

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International Journal of Physical Distribution & Materials Management, vol. 12 no. 2
Type: Research Article
ISSN: 0269-8218

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Article
Publication date: 1 March 1984

Lawrence R. Carapellotti and Saeed Samiee

This article suggests the use of portfolio models to facilitate the production rationalization process in multinational firms. The degree to which portfolio planning is adopted…

186

Abstract

This article suggests the use of portfolio models to facilitate the production rationalization process in multinational firms. The degree to which portfolio planning is adopted will ultimately be determined by the perception of potential benefits within the individual firms. Adopting an ongoing production rationalization policy will enable decision makers to regularly and systematically raise questions about their firms' global outlook. In today's highly competitive multinational markets, this approach can greatly facilitate the MNC and should replace intuitive approaches.

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International Marketing Review, vol. 1 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 February 1987

Sudhir H. Kale and D. Sudharshan

The proposed approach to international segmentation capitalises on the inherent similarities across groups of consumers in different countries. By making the customers and not…

1744

Abstract

The proposed approach to international segmentation capitalises on the inherent similarities across groups of consumers in different countries. By making the customers and not countries the basis of a firm's international marketing strategy, this approach not only facilitates increased consumer orientation, but also offers the potential to optimise the profits of a multinational firm at a global level.

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International Marketing Review, vol. 4 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 April 1987

Robert T. Green and Trina L. Larsen

What happens to export markets when the nations in which customers reside experience a sudden, unanticipated change in a relevant aspect of the environment? Which goods exported…

200

Abstract

What happens to export markets when the nations in which customers reside experience a sudden, unanticipated change in a relevant aspect of the environment? Which goods exported to these nations tend to be affected more than others? The study reported in this paper examines the impact that the oil shock of the 1970s had on world export markets. This sudden environmental change caused some nations to obtain sudden wealth and others to experience instant economic problems. The findings of the study illustrate the range of consequences for export markets that can occur, depending on the manner in which nations are affected by sudden change.

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International Marketing Review, vol. 4 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 September 1987

Jeryl M. Whitelock

Levitt's theory of globalisation has attracted a great deal of attention among both academics and practitioners. The view that a single product can be offered worldwide offers…

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Abstract

Levitt's theory of globalisation has attracted a great deal of attention among both academics and practitioners. The view that a single product can be offered worldwide offers significant benefits for international marketers, whatever their size or industry. A review of empirical findings in the literature, however, suggests that this theory should be adopted with caution. The author has studied a specific group of three products manufactured by UK companies and exported to other countries in Europe. Despite the often cited term, European market, which implies a likeness between all European countries and, hence, an opportunity for product standardisation, the findings suggest that modifications in many product aspects are necessary for export success. Further, the degree of modification required varies from market to market.

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European Journal of Marketing, vol. 21 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 January 1986

Naresh K. Malhotra

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The…

243

Abstract

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.

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International Marketing Review, vol. 3 no. 1
Type: Research Article
ISSN: 0265-1335

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