Global Marketing

Most project management research to date has developed extended theories and concepts that de-contextualize projects from their cultural and institutional surroundings. Such de-contextualization tends to highlight instrumental factors and considerations, while at the same time downplaying norms, practices, ideologies, and other cultural, institutional and psychological effects related to projects and their management. We claim that cultural and institutional variation becomes significant in relation to what we call “global projects”. These are large-scale and complex business or military ventures and engineering projects that involve participants from more than one country, and require participants to negotiate great geographical distances and cultural and institutional differences. Global projects often carry high expectations to resolve local and global ills. They have also been criticized for some perceive as managerial shortcomings. To date, little research knowledge exists on global projects. With the goal of improving project performance and increasing understanding of debates concerning ways that global projects are managed – and resolving at least some of these debates – we review in this introductory article the editorial starting points and the research articles of this special issue, as well suggest further research and draw conclusions.

In our study, agroparks’ contribution to inter- nationalization of our branded agricultural products has been evaluated within a conceptual framework. Agropark practices in the world and Turkey have been examined and some suggestions have been developed for forwarding the outputs, produced in those agroparks, to foreign markets. In this context, it has been determined that producers in the agroparks should come together for production and market- ing and should compose a consortium, get the geographi- cal sign, increase the awareness of Turkish products with ingredient branding and aim to become more competitive in internationalization.With the study, which focuses the agroparks in terms of marketing, it has been aimed to make contribution to literature related to the subject in Turkey and to provide a strategic view to the practitioners as well.

Globalization and virtual economy are external factors that drive companies to approach the global market from start up, giving birth to new studies on internationalization strategy, which represent an evolution of the classical stage models. According to the stage approach, companies start selling products in their home markets and then they sequentially look at new countries. Many firms do not follow incremental stage approach but is often reported that they start their international activities from their birth: they enter different country at once, approaching new markets for both exporting and sourcing. Debate in literature is still trying to define if the born global perspective is a new concept or a new label to indicate an old phenomenon. The study will go through a review and an analysis of the literature on market entry and sourcing strategy. The purpose of this paper is therefore to identify and categorize factors that drive companies’ choice towards the global approach instead of the stage approach.

Questo ebook sulla SEO ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sullaSEO che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.
Le nozioni essenziali che devi sapere sulla SEO per comprendere il posizionamento sui motori di ricerca.

Questo ebook sulla lead generation ha lo scopo di approfondimento sul tema senza presunzione.
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This article analyses the research problem of price-setting strategies for product innovations in the medtech industry. It is based on the conceptual framework of price-setting practices, strategies, and models. A multiple case study research is then performed on six medical technology companies, focusing on how they set their initial product price for a new technology solution to either existing medical conditions or technology limitations. The research results show that medtech companies opt for competition-informed price practices and buy pricing models. The pricing strategies vary between skimming and market-based pricing strategies. Price innovations are limited due to regulation and financial considerations.

Questo ebook sul piano di marketing ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sul piano di marketing che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.
Gli allegati menzionati nella pubblicazione sono scaricabili qui:
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This study examines the internationalization of high-tech start-up firms (HSF) from small and open economies (SMOPEC). It explores how HSF may differ in their speed of internationalization relying on information collected via interviews with the CEOs or founders of 32 HSF that operate internationally. It uses a comparative cross-national multiple case study research design to answer the research questions. The findings provide the basis for developing propositions for further comparative analyses of the early and fast internationalization of HSF based in emerging and developed markets. The study contributes to the literature on networks, internationalization and international entrepreneurship.

When it comes to business prospects, all organizations try to implement effective marketing mix strategies to ensure consistent operations. While these strategic approaches help a business sustain product development procedures, it also inflicts a humongous impact on issues concerning product development and promotion. In terms of global marketing, most multinational companies and retail firms aim to implement sustainable marketing mix strategies to build and expand their products or services to grab a considerable portion of foreign market share. This not only helps them to generate the desired revenues but also helps a business to enhance its customer base in the target market. This in turn escalates the eminence of the organizational reputation in the host market. However, this paper aims to examine the implications of marketing mix strategies on the product development issues in MNCs and/or retail industries. Through extensive literature mining from previous studies, this paper ...

The paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connection with modern communication tools – i.e. social media. The data come from a research conducted online focused on Facebook. In total 2606 posts on twenty Facebook profiles of selected automotive companies were analysed. Our findings show that the use of standardization and adaptation is not related to the efficiency of marketing communication of individual Facebook profiles. One of the factors that d...

Este livro é destinado a estudantes, pesquisadores, profissionais e demais interessados em comércio eletrônico (e-commerce), e faz um resgate histórico do surgimento das compras on-line, sua evolução no decorrer dos anos, além de explanar sobre as vantagens e as desvantagens de se utilizar as ferramentas e os recursos do ambiente virtual. Um dos principais objetivos do autor é apresentar como se relacionam alguns aspectos que, via de regra, estão presentes em tal ambiente, como a privacidade, a segurança, a qualidade das informações, a confiança, a propaganda boca a boca eletrônica e a intenção de recompra. Trata-se de uma leitura envolvente, ilustrada com diversas evidências empíricas nacionais e internacionais, complementada por uma ampla pesquisa realizada entre consumidores brasileiros que costumam realizar compras no formato on-line.

This research paper is aimed at highlighting various controversies created by certain global marketing and advertising practices by several organizations including leading multinational corporations. Before showcasing the actual controversial marketing campaigns and advertisements, this article deals with introductory aspects of marketing and advertising , the impact of marketing on customers' behaviours and offers an overview of global marketing. This paper describes the marketing mishaps including Pepsi's advertisement campaign featuring Kendall Jenner, IKEA's Saudi Arabia product catalogue, Audi's car commercial in China, Dove's social media campaign, Boden's catalogue and more recent Surf Excel India's Holi advertisement. All these campaigns and advertisements landed the respective companies into controversies drawing serious public flak and online uproar against them. This article also largely examines the underlying causes behind these controversies and offers broad guidelines and thumb rules to avoid such controversies. Finally, this research article concludes by summarily outlining the key contours and takeaways of the entire research paper.

This paper seeks to analyse Foster’s Lager advertising since the early 1980s. In particular, it aims to focus on the Foster’s Lager 'I Believe' integrated marketing communications (IMC)
campaign launched in 2000 and the use of 'commercial nationalism'. A close textual analysis consisting of semiotics, shot combination analysis, and content analysis is incorporated into the discussion of the Foster’s Lager advertisements examined. These methodologies are helpful for deconstructing mediated representations of this iconic beer brand. Nationalism and humour have both played an important part in Foster’s Lager advertising campaigns. However, campaigns in more recent times have become more sophisticated and ironic. In examining a number of significant advertising campaigns for Australia’s flagship beer, the transition from national to global beer brand can be documented. Since 1888, the brand name Foster’s has evolved from being just one of a number of beer brands in Australia to the international flagship product of the global beverage giant, and fourth largest brewing company in the world, Foster’s Group Limited. The Foster’s Lager 'I Believe' campaign was an excellent example of the witty use of nationalism and patriotism to communicate a message.
Examining how the Foster’s Lager brand evolved into a global brand provides lessons for marketers and educators, particularly in the effective use of commercial nationalism.
The paper demonstrates a detailed analysis of the successful use of commercial nationalism.

The purpose with this article is to analyze the ‘Blue Ocean’ phenomenon in depth. The used methodology is a single case study regarding Nintendo and their different launches of games consoles (GameCube, Wii and Wii U) to the world market. The main finding is that even if a company can create a Blue Ocean very fast with the right value proposition at the right time, it may be short-termed and may be transformed into a Red Ocean again within 1-2 years, unless the company’s competitiveness is safe-guarded. There is constantly a need for reformulating the strategy through a dynamic and creative process, in order not to turn the Blue Ocean into a Red Ocean again. However this was what exactly happened to Nintendo with their game console ‘Wii’. Nintendo started out with a Red Ocean around 2005 with their GameCube. Then they turned it into a Blue Ocean with their introduction of ‘Wii’ in November 2006. But Nintendo could not prevent Sony and Microsoft in turning it back to a Red Ocean, with their introduction of similar product features (motion controls), but at better quality. If Nintendo will be able to reestablish the Blue Ocean with their introduction of the ‘Wii U’ in November 2012 is questionable.

Purpose
The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about emerging markets focus only on defining suitable strategies related to large consumer goods corporations.

Design/methodology/approach
The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation.

Findings
Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997).

Research limitations/implications
The study is based on the analysis of five case studies of companies operating in specific emerging markets, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results.

Practical implications
The study shows that the main institutional void affecting business-to-business companies entering emerging markets (EEc) is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs.

Originality/value
The study analyzes emerging markets opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

Бойко-Гагарін А.С. Застосування соціальних мереж у музейному маркетингу / А.С. Бойко-Гагарін // Матеріали міжнародної науково-практичної конференції, присвяченої 75-річчю Ізмаїльського державного гуманітарного університету ["Дунайські наукові читання: європейський вимір і регіональний контекст"] (м. Ізмаїл, 15-17 жовтня 2015 р.). – Том. ІІ "Філологія. Мистецтвознавство". – Ізмаїл, 2015. – С. 183-185.

In Ernest Gellner's words, nationalism is understood as an ideology requiring that the state and national borders must be identical. However, if nationalism can boost in the era of new media, including internet, which creates mostly spatially unlimited social networks, is Gellner's requirement still valid? And what that means to us? As nationalism is very much increasing in contemporary world, we should question what its role really is. Can nationalism be understood as international, interconnecting and global or as national, dividing and local? The paper focuses on how nationalism uses the internet to enhance its impact, how this utilization of internet makes local and global glocal, and whether these processes leads to interconnectivity among nationalisms.

In this paper we present an analysis by examining the dynamics of IKEA global market entry in Russia and try to expand the factors relevant to international market entry to IKEA discourse as alternatives strategies prior to the global expansion strategy.
In this paper, we outline role of internal logic, a market and/or industry analysis that should be performed to provide the information needed for a sound decision-making regarding entry market strategy in global market. The same idea of specifying the relevancy of market and industry analysis as major requirement for entry in the global market analysis model which is relevant to prior entry in emerging international markets focusing on the timing of entry, the magnitude of investment at entry, and the area of competitive emphasis at entry-affects and  long-term performance in the marketplace.

This paper aims to understand how high-tech start-up firms in the sense of lean global start-ups develop their international pricing strategies, practices, and models. It aims to expand the study of international entrepreneurship by including a broader and deeper range of pricing aspects than is normally found in the international entrepreneurship and pricing literature. The paper opted for a multiple case-study research design using different sources of evidence, including four in-depth interviews with CEOs of lean global start-up firms. The case-study firms were selected using a purposive selection method. The theoretical framework of Ingenbleek, Frambach & Verhallen (2013) is used. The results suggest that successful leaders act as 'integrating forces' on two levels: by applying a structured and disciplined price-setting process with regular reviews and by mediating between corporate financial goals and the local market reality. The results support the claim that policy makers should offer insights, training and financial support to give promising lean global start-up firms the possibility to select the most efficient international pricing models and strategies. The results are relevant for entrepreneurs to understand the importance of efficient price-modelling processes and the influence of the different price strategies and price models on financial results and sales revenues.

ABSTRACT

The dissertation research the low volume car producers’ marketing strategy within the luxury market, identifies the main challenges and market changes in the 21st century. This report brings examples of success such as Pagani and W Motors and compares them with other brands’ failures. The author analyses primary and secondary data. Several interviews help in a deep understanding of this specific segment of the economy. The most challenging task was to open the door of the companies and prepare interviews about confidential matters. The author visited Pagani’s factory in Italy and prepared interviews with Francis Falconer, Head of Sales Europe, Fabrizio Carugati in Switzerland, John A.C. Marques, W Motors marketing manager in Dubai and Alberto Cola professional race and test driver in Italy. The author concludes and highlights the results of the comparison of the theory and the practice. Finally, the author takes a recommendation based on the gained experience through the dissertation writing process.

The air transport liberalization in the European Union (E.U); preannounced the change of how the airline transport industry will operate in the 21 st century. This article emphasizes the need of reforming airlines' contemporary strategic thinking, structure and processes. The airline companies should be proactive and apply several alternative strategic actions towards survival and success and be competitive in the current fierce airline arena.

فن التسويق لابد وأن يعكس المهارة الشخصية لمن يعمل بهذه المهنة اعتمادا علي كل من الموهبة والاستعداد الشخصي، والقواعد العملية لهذه المهنة التي يجب السعي إلي تطويرها بصورة مستمرة استنادا علي الأسلوب العلمي في البحث والدراسة والتفكير، والتسويق هو مجموعة من الأنشطة التي يقوم بها الأفراد والمنظمات بغرض تسهيل وتسريع المبادلات للمنتجات أو الخدمات في الاسواق المحلية أو الدولية، كما أن التسويق هو عملية يتم فيها التخطيط لبيع المنتج أو الخدمة وتنفيذ ذلك من خلال التسعير ثم الإعلان والترويج يعقبه التوزيع بهدف خلق تبادل يخدم أهداف المؤسسات التجارية وأفراد المجتمع.