ارزیابی ماهیت و اثربخشی برنامه‌های بازاریابی بین‌الملل‌ در یک افتصادکوچک

ارزیابی ماهیت و اثربخشی برنامه‌های بازاریابی بین‌الملل‌ در یک افتصادکوچک

Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective

سال نشر:

2017

نویسندگان:

Man Yang , Peter Gabrielsson

تعداد صفحه فارسی/انگلیسی:

-

14

کلمات کلیدی:

Keywords: Country of origin (brand) Libya Major domestic appliances , Marketing strategy , Marketing tactics, Standardization/adaptation

دانشگاه

Aalto University School of Business

نشریه

Industrial Marketing Management

چکیده مقاله

The aim of this paper is to investigate, in one emerging Arab economy (Libya), the strategic and tactical
choices of MNE (multinational enterprise) domestic appliance brands and, also, the attitudes of local
consumers toward those choices. Various choice characteristics are investigated – including marketing
mix standardization/adaptation – and, also, country-of-origin brand (COB). To establish extant
organizational choices, local representatives of four established brands were interviewed and survey
responses from 609 consumers were analyzed. No statistically discernible relationship between
standardization/adaptation choices and consumer attitude toward marketing programs was found, but
the study identified one especially successful brand that appeared to owe its achievements to an
especially holistic approach to marketing that demonstrated ‘fit’ with the market concerned.
Coincidentally, findings also address the conventional country-of-origin wisdom, and this is
investigated/speculated upon accordingly. This is one of few marketing studies concerning Libya,
and it adds to the limited literature on an increasingly relevant region

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