Marketing Capabilities in International Marketing
نویسندگان
چکیده
منابع مشابه
Green International Wine Marketing
The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a ‘new world’ wine, but the case study shows that it is branding as a ‘green’ wine that supports conservation activities that has given Banrock Station a distinctive edge. The exper...
متن کاملA Conceptual Framework for Marketing Strategies in Web 3.0 Age: Adaptive Marketing Capabilities
Marketing departments face with a deluge of data that leads to trouble to organizations to comprehend and use. Organizations must either change static approaches or upgrade capabilities with adaptive ones to survive in the market place as leader and live more than competitors. In this study, adaptive marketing capabilities have been examined, and developed a conceptual frame work to shed light ...
متن کاملAnalysing textual data in international marketing research
Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research lands...
متن کاملAntecedents and consequences of marketing dynamic capabilities in international joint ventures
Received: 26 January 2007 Revised: 25 February 2008 Accepted: 29 February 2008 Online publication date: 15 January 2009 Abstract The influence of firms’ dynamic capabilities on performance has been well articulated in the strategy literature. Yet conceptualization and operationalization of dynamic capabilities in marketing function have not been attempted, and empirical evidence substantiating ...
متن کاملCapturing Firms’ Heterogeneity through Marketing and IT Capabilities in SMEs
To achieve sustainability, firms capable of surviving economic recessions is of key relevance; the capabilities that firms need to face dynamic environments remain an open question. In this work, a new procedure is proposed to capture firms’ heterogeneity with regard to the capabilities they possess in operating efficiently in dynamic environments. This approach enables the identification of th...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of International Marketing
سال: 2018
ISSN: 1069-031X,1547-7215
DOI: 10.1509/jim.17.0056