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عنوان فارسی مقاله:
پیکربندی و هماهنگی فعالیت های بازاریابی بین المللی
عنوان انگلیسی مقاله:
Configuration and coordination of international marketing activities
سال انتشار : 2015
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مقدمه انگلیسی مقاله:
1. Introduction
When going and operating abroad, international firms have to decide upon the appropriate organization of their activities. In this paper, we focus on the organization of one important activity in the international value chain, i.e. marketing (Gnizy & Shoham, 2014). While the organization of marketing has been previously explored in literature (Homburg, Vomberg, Enke, & Grimm, 2015; Ruekert, Walker, & Roering, 1985; Workman, Homburg, & Gruner, 1998), with few exceptions the international perspective of marketing organization has been neglected (Hewett, Roth, & Roth, 2003). This is why the present article sheds light on two important dimensions of international marketing organization, i.e. the dimensions of international configuration and international coordination of marketing activities (Sinkovics, Roath, & Cavusgil, 2011;Zou & Cavusgil, 2002). With the emphasis on the cross-border management of specific activities, the paper is first of all an IB (international business) paper, contributing to the management of the international firm. As the activity in question is the marketing activity, the paper also adds to international marketing literature, by focussing on the organizational aspect of the international marketing function (and not on the content aspect of international marketing, such as questions of standardization or adaptation of the marketing mix). Like for all other activities of the value chain, such as R&D, production, logistics, sales, HR, finance or planning, international firms have to choose in how far they concentrate and centralize their marketing activities (for instance in their home country or in one host country) or in how far they disperse and decentralize them across various countries (Buckley & Hashai, 2005; Porter, 1985, 1986a, 1986b). In addition, for each of the activities, management has to make sure that they are coordinated across borders in an appropriate way (Grosche, 2012). Although IB research has come up with many suggestions of how to coordinate headquarters and foreign subsidiaries (Brenner & Ambos, 2013; Harzing, 1999; Martinez & Jarillo, 1989; Martinez & Jarillo, 1991; Mayrhofer, 2013; Schmid & Kretschmer, 2010), there is little knowledge about the coordination at the level of value chain activities (St. John & Young, 1995; John, Young, & Miller, 1999). However, strong evidence exists that international marketing activities are coordinated in a different way as compared to other activities (Egelhoff, 1984; Kim, Park, & Prescott, 2003; Moon & Kim, 2008; Moon, 1994; Porter, 1986a, pp. 25–27 and p. 35). In addition, different categories of the marketing activities spectrum, such as marketing planning, marketing implementation and marketing control activities, may not necessarily share the same approach to international configuration and coordination.
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کلمات کلیدی:
Configuration and coordination of international marketing activities https://ideas.repec.org/a/eee/iburev/v25y2016i2p535-547.html by S Schmid - 2016 - Cited by 5 - Related articles (2) For the coordination of marketing activities, direct personal supervision and informal communication are preferred to other approaches, such as socialization ... International Configuration and Coordination of Marketing Activities https://halshs.archives-ouvertes.fr/halshs-00942366 by S Schmid - 2013 For a long time, international marketing literature has been dominated by questions ... For the coordination of marketing activities, in management practice, direct ... Configuration and coordination of international marketing activities ... https://www.researchgate.net/.../283202874_Configuration_and_coordination_of_intern... Official Full-Text Publication: Configuration and coordination of international marketing activities on ResearchGate, the professional network for scientists. Configuration and coordination of international marketing activities ... https://www.daneshgahi.com/...coordination-of-international-marke... Translate this page With a focus on international marketing activities, our study on German firms ... (3) When combining configuration and coordination of marketing activities, we ... Marketing strategies in the internationalization process of Brazilian ... www.scielo.br/scielo.php?script=sci_arttext&pid=S1806...lng=en&nrm... by MAAP Camargo - 2016 When a company operates in foreign markets, marketing activities have a ... and coordination of marketing activities and integration of competitor actions in the ... Study 3 – Successful Organization and Coordination of International ... link.springer.com/chapter/10.1007%2F978-3-658-01096-6_4 by S Elsner - 2014 Regarding the long-lasting debate about marketing program standardization (Schmid and Kotulla 2011), which is defined as employing the same marketing-mix ... [PDF]Global Marketing Strategy https://business.missouri.edu/.../global%20marketing%20strategy1%20[Compatibility... The Principle of “Fit”: The fit between a firm's international marketing strategy and its external and ... Concentration and Coordination of Value-Chain. Activities. Competition in Global Industries - Page 119 - Google Books Result https://books.google.com/books?isbn=0875841406 Michael E. Porter - 1986 - Business & Economics Coordinating dispersed activities in various ways can lead to accumulation and ... to-one correspondence between international marketing strategy and global ... Chapter 13: Organising, Planning And Controlling Global Marketing ... www.fao.org/docrep/W5973E/w5973e0h.htm Coordination in international marketing is complex and vital. For Israeli fresh produce to ... Table 13.1 Performance criteria useful in global marketing activities ...
