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