Volume : 3, Issue : 1, JAN 2017

MARKETING STRATEGIES WHILE GOING GLOBAL: AN EMPIRICAL STUDY

GUDE PARIKSHITH, KANDREGULA BHARAT, VITAASH REDDY

Abstract

As the companies taking a leap into the global market it?s always important for the companies to choose the perfect mode of entry and also the factors to be considered before going global. The study mainly focusses on different factors that may affect the decision of companies that are planning to go global. As part of the study we reviewed various articles which talk about the entry modes of MNCs and stated the possible reasons why they failed or succeeded in the global markets and provides with alternatives solutions. The results are best useful for the smaller firms and also start-ups who are planning to go global. As companies continue to go global whatever the reason might be that will always lead to new priorities.

Article : Download PDF

Cite This Article

Article No : 3

Number of Downloads : 1054

References

[1] Burdon , Chelliah , Bhalla A. (2009). Structuring enduring strategic alliances: the case of Shell Australia and Transfield Services, Journal of Business Strategy, 30(4), 42-51 [2] Erramilli, M.K. (1991), "The experience factor in foreign market entry behavior of service firms", Journal of International Business Studies, Vol. 22 No. 3, pp. 479-501. [3] Hill, C.W.L., Hwang, P. and Kim, W.C. (1990), "An eclectic theory of the choice of international entry mode", Strategic Management Journal, Vol. 11 No. 2, pp. 117-28. [4] Jagersma P.K. (2005), Cross – border alliances: advice from the executive suite, Journal of Business Strategy,2(1), 41-50. [5] Chung, H., Wang, C. L., & Huang, P. H. (2011, September 15). A contingency approach to international marketing strategy and decision?making structure among exporting firms. Retrieved December 10, 2016, from http://www.emeraldinsight.com/doi/abs/10.1108/02651331211201543 [6] Taylor, C. R., & Osland, G. E. (2000). Foreign Market Entry Strategies of Japanese MNCs. Retrieved December 7, 2016, from http://digitalcommons.butler.edu/cgi/viewcontent.cgi?article=1238&context=cob_papers [7] Kaufmann, L. and Roesch, J. (2012), “Constraints to building and deploying marketing capabilities by emerging market firms in advanced markets”, Journal of International Marketing, Vol. 20 No. 4, pp. 1-17. [8] Nath, P. and Mahajan, V. (2011), “Marketing in the c-suite: a study of chief marketing officer power in firms? top management teams”, Journal of Marketing, Vol. 75 No. 1, pp. 60-77. [9] Twarowska, K., & K?kol, M. (2013). International Business strategies -Reasons and forms of expansion into foreign markets. Retrieved December 9, 2016, from http://www.toknowpress.net/ISBN/978-961-6914-02- 4/papers/ML13-349.pdf [10] G, S. T., Jasen. (2013, March 25). Factors in International Market Selection. Retrieved December 9, 2016, from http://essay.utwente.nl/63059/1/Masterthesis_S._Jansen_final.pdf