As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role should the marketing function play, and what value does the marketing function have, if any, in an organization that has a strong market orient...

In this research, the authors extend previous work in international marketing by analyzing the relationship among past performance, marketing strategy adaptation, and current period performance. The impact of internal (management) and external (market) forces on marketing mix adaptation and current export performance is also considered. A survey of over 500 export managers indicates that curren...

Saat ini keterampilan kewirausahaan memiliki peran penting bagi UKM untuk meningkatkan kinerja pemasaran dan digunakan sebagai keunggulan kompetitif persaingan bisnis. Penelitian bertujuan menganalisis lebih dalam pengaruh terhadap melalui kapabilitas UKM. deskriptif kuantitatif yang peneliti gunakan mengetahui hubungan antara masingmasing variabel didukung oleh penjelasan deskriptif. Sebanyak ...

Strategic alignment is deemed crucial in understanding how organisational performance can be improved through supporting business strategy with other organisational strategies. Whilst previous alignment literature has provided foundations for identifying the dimensions and performance impacts of the strategic alignment, it is mainly based on dyadic relationships between, for example, business a...

The aim of this study is to present directions for advancing export marketing theory in the Asia Pacific Region. To do so, I build on recent research in other regions of the world. Additionally, I build on exploratory findings on the exporting dynamics and processes used by exporting firms based in a European country (Portugal) that has suffered an “export boom” in the last two decades. My find...

Background. Now one of the necessary capabilities, to succeed in the field of competition is having knowledge and marketing skills in economic institutions. Objectives. The goal of this study was Factors affecting development of marketing capability of collegiate sport. Methods. This study is correlating, and, in view of objective, current research is practical. Populations consist of 5 group...

Introduction 1. Globalization of Industries, Strategies, Firms and Marketing Activities 2. MNCs’ Marketing Activities: towards an integrated global Approach? 3. The Study 3.1 Research Questions and Methodology 3.2 Principal Findings 3.2.1 Italian MNCs and their Marketing Orientation 3.2.2 Means and Reasons for Implementing and Integrating Global Marketing Activities 3.2.3 The Correlation betwee...

While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marke...