Thèses sur le sujet « Internationale marketing »

Ce mémoire présente une comparaison internationale d'un modèle américain de calcul des dépenses marketing et publicitaire appelé: ADVISOR (ADVertising Industrial product: Study of Operating Relationship) (Lilien; 1973, 1976,1984). Cette étude compare les résultats d'un échantillon de 45 produits provenant de 33 entreprises industrielles à travers le Québec avec ceux de l'échantillon américaine et européen d'ADVISOR. L'objectif de cette étude est de fournir un support décisionnel aux gestionnaires. Les résultats de notre étude convergent avec celles réalisées aux États-Unis et en Europe. Les coefficients de régression ainsi que les prédictions budgétaires dans l'étude d'ADVISOR-QUEBEC sont de même ordre de grandeur que ceux d'ADVISOR-USA et d'ADVISOR-EUROPE. Ces résultats suggèrent ainsi une uniformité dans les pratiques de gestion des responsables marketing face à l'élaboration budgétaire. Par ailleurs, nos résultats indiquent que le modèle ADVISOR a une grande stabilité temporelle et structurelle.

Dans un environnement international marqué par l’incertitude, l’intensification de la concurrence, la dynamique de la technologie et l’ouverture croissante des économies, les firmes (nationales ou multinationales) connaissent un accroissement significatif de leurs rôles et de leurs activités. Dans ce contexte, cette thèse vise à analyser, en terme théorique et empirique, les interactions complexes qui existent entre les stratégies des firmes et le commerce international. La première partie de la thèse s'attache à étudier deux volets des stratégies des firmes, à savoir la différenciation et la localisation. Le modèle théorique proposé dans le deuxième chapitre est relatif à une concurrence par les prix en présence d'une différenciation verticale des produits dans des économies fermées qui s'ouvrent à l'échange. Par ailleurs, le quatrième chapitre analyse au moyen d'un modèle économétrique, la relation entre les investissements directs étrangers et le commerce dans le cas des industries manufacturières tunisiennes. Les résultats de nos estimations montrent une relation de la complémentarité entre les IDE et les échanges commerciaux de ces industries ainsi qu'une forte spécificité sectorielle de cette relation. La deuxième partie de la thèse examine quant à elle le lien entre la libéralisation des échanges et des flux d'IDE et les conditions concurrentielles des firmes. Ce lien est relatif à l'impact de cette libéralisation sur les structures productives des firmes et particulièrement sur la productivité du marché du travail et sur la dynamique technologique. Le modèle économétrique développé dans le sixième chapitre mesure l’impact de la libéralisation des échanges et de l’entrée des IDE sur les salaires, l’emploi et la productivité apparente du travail des industries manufacturières tunisiennes. Enfin, nous proposons dans le huitième et dernier chapitre, un modèle économétrique qui explore l'interaction entre l’ouverture internationale, la présence étrangère et la productivité du travail dans le cas des industries manufacturières marocaines
The thesis proposes to examine a relatively wide set of issues concerning the interrelation between firms' strategic behaviour and different dimensions oftheir econornic performance in alternative international economic settings. The initial theoretical modeling and subsequent empirical analysis constitute two relatively distinct avenues of research inquiry. The latter is applied to test econometrically a series of questions relating to the interrelation between trade, foreign direct investment, employment and productivity, using panel data for Tunisia and Morocco. The initial, but somewhat distinct, theoretical work considers a specifie set of issues relating to the role of vertical and horizontal differentiation, (respectively, in terrn of quality and varieties), for explaining the strategies and performance of firms under autarchy and international trade

Cette these se propose d'etudier les effets des differences socioculturelles sur la communication marketing internationale. L'articulation generale de la recherche converge vers une meme question : comment integrer les dimensions socioculturelles des marches cibles dans la strategie de communication marketing des entreprises internationales ? l'objectif central de la these est donc d'elaborer un modele de communication marketing internationale qui permet d'integrer la dynamique des dimensions socioculturelles, ainsi que les caracteristiques attitudinales des marches cibles. L'operationnalisation du modele a ete realisee par une application au cas du secteur automobile et du consommateur tunisien. En definitive, les apports de cette recherche sont de quatre types : academique : la realisation d'une revue pluridisciplinaire et d'une conceptualisation de la culture et des approches interculturelles en sciences de gestion et en communication marketing ; operationnel : l'identification de trois dimensions socioculturelles (socialisation, acculturation et bilinguisme) en tant que variables mesurables, enveloppantes, dynamiques et explicatives du cheminement decisionnel du consommateur ;conceptuel : la construction et l'operationnalisation (mono-culturelle et mono-sectorielle) d'un cadre d'analyse formel pour la communication marketing internationale ; managerial : la necessite de realiser des strategies de communication marketing internationale plus ou moins standardisees selon une approche socioculturelle segmentee a ete demontree. Plusieurs effets tangibles des dimensions socioculturelles ont ete mesures : appreciation publicite, consommation medias, appreciation pays d'origine, choix selon categorie de produits, etc. De plus, cette recherche a mis en evidence la complementarite possible dans l'etude de marche internationale, entre la demarche interculturelle et les etudes plus classiques sur les variables economiques, juridiques, concurrentielles et mediatiques.

Dans notre étude, nous positionnerons la coopération comme une notion importante et nécessaire à la stratégie de mondialisation. Nous diviserons cette notion de coopération en deux parties : l'une est la coopération entre la recherche développement et le marketing, facteur interne à l'entreprise et contrôlable par elle-même ; l'autre est la coopération entre les entreprises, coopération nationale ou internationale, facteur externe à l'entreprise et qu'elle ne peut contrôler. Nous analyserons si le système de gestion du département des nouveaux produits et les relations entre le département du marketing et celui de la recherche et du développement influencent véritablement la coopération de l'entreprise avec des entreprises nationales et étrangères ; nous avons donc formulé quelques hypothèse s et tenté de les tester grâce aux données recueillies lors d'expériences. Pour notre échantillon, nous avons choisi du 10 septembre au 20 novembre 2000, période où nous avons commencé notre enquête, uniquement des entreprises coréennes de fabrication possédant leur propre laboratoire de recherche et de développement et produisant des produits électriques, électroniques, mécaniques ou d'é1uipement.

Avec l'uniformisation culturelle à laquelle nous assistons aujourd'hui, il est normal que l'on voit surgir l'idée de standardiser la plublicité internationale, politique qui permettra de réaliser des économies d'échelle et d'épargner les efforts en matière de gestion publicitaire. Malgré ses inconvénients, il est raisonnable de penser que cette stratégie peut, dans bien des cas, être utilisée efficacement. Des exemples concrets de réussite internationale viennent à l'appui de cette idée. Les conglomérats sud-coreens, largement orientés vers l'exportation se doivent d'améliorer leur notoriété, longtemps défavorisée par la sous-traitance, sur les marchés étrangers; d'ou l'intérêt notable qu'ils doivent accorder à la publicité internationale. L'introduction de cette nouvelle stratégie en Corée du Sud n'est certes pas très facile. Cependant, moyennant certaines conditions qu'il faudrait prendre en considération, la stratégie de standardisation de la publicité peut se révéler très efficace pour la réalisation des objectifs de l'entreprise sud-coréenne
With the cultural standardization of today, it's normal that rise the idea to standardize the international advertising, a politic wich can permit to realize scale economies and to save efforts in the matter of advertising management. In spite of its disadvantage, it's reasonable to think that this strategy can, in many cases, be used very efficaciously. This point of view is justified by actual examples of international success. Broadly orientated to export, south korean conglomates must improve their notoriety for a long time disadvantaged by o. E. M. Export, on the stranger markets, wich necessitate to concede a notable interest to the international advertising. Certainely, introduce this new strategy in south korea won't be very easy. However, in the cost of some conditions wich must be considered, this strategy may reveal itself very efficacious to realize the objectives of the south korean enterprise

Dans un contexte en constante mutation, les organisations doivent développer de nouvelles stratégies pour saisir des opportunités d’affaires à l’échelle mondiale. Fondée sur le modèle d’Uppsala sur l’évolution des organisations et l’approche par les réseaux, cette recherche doctorale porte sur le développement de réseaux dans les organisations internationales. Suivant la théorie des micro-fondements, nous retenons deux niveaux d’analyse pour mieux comprendre l’interaction entre l’organisation et ses membres dans le processus d’évolution du réseau. Nous avons développé une étude de cas unique réalisée au sein d’ONLYLYON, une organisation visant à promouvoir la ville de Lyon dans le monde entier par le biais d'un vaste réseau d’individus appelé « réseau des ambassadeurs ». Suivant une démarche de recherche-intervention, nous avons co-construit avec l’organisation un projet de recherche visant à développer le réseau des ambassadeurs. L’étude empirique porte sur 36 entretiens, dont cinq exploratoires et 31 semi-directifs, 103 observations participantes sur une période de 30 mois et des données secondaires. Les résultats mettent en évidence le rôle des individus dans le développement des réseaux organisationnels. Ils soulignent l'importance de créer un réseau permettant aux organisations et aux individus de développer des opportunités. Nous proposons une trajectoire d’évolution pour (1) créer le réseau des ambassadeurs d'ONLYLYON en Italie et (2) développer un « réseau de réseaux » international. Les deux processus intègrent un ensemble de propositions managériales et reposent sur trois étapes comprenant (1) la mise en place, (2) la structuration ou restructuration et (3) l’expansion du réseau. Nous élaborons également un modèle pour étudier l'interaction entre une organisation et ses membres dans le processus de développement du réseau. Cette recherche-intervention peut aider ONLYLYON à développer ses réseaux internationaux en mettant en œuvre des actions stratégiques. Elle contribue également au développement du modèle d’Uppsala sur l’évolution des organisations et au débat sur l’importance des micro-fondements dans la recherche en sciences de gestion
In a rapidly changing context, organizations need to develop new strategies to seize global business opportunities. Based on the Uppsala evolution model and the business network view, this doctoral dissertation focuses on the development of networks in international organizations. Following the micro-foundations theory, we consider two levels of analysis to better understand the interplay between the organization and its members in the network evolution process. We developed a single case study conducted at ONLYLYON, an organization aiming to promote the city of Lyon worldwide through a large network of individuals called the “ambassador network”. Using an intervention research approach, we co-constructed with the organization a research project which aims to develop the ambassador network. The empirical study is based on 36 interviews (five exploratory and 31 semi-structured interviews), 103 participant observations performed over a period of 30 months and secondary data. Our findings highlight the role played by individuals in developing networks for organizations. They emphasize the importance of creating a network allowing organizations and individuals to develop opportunities. We propose an evolution path to (1) create the ONLYLYON ambassador network in Italy and (2) develop an international “network of networks”. Both paths include a set of managerial propositions and are based on three steps: (1) establishing, (2) structuring or restructuring, and (3) growing the network. We also elaborate a model to study the interaction between an organization and its members in the process of network development. This intervention research can help ONLYLYON in developing its international networks by implementing strategic actions. It also contributes to the development of the Uppsala evolution model and the debate on the importance of micro-foundations in management research

L’environnement socio-économique actuel se caractérise, en particulier, par une concurrence de plus en plus forte entre les entreprises et des marchés en rapide évolution, obligeant ainsi ces entreprises à innover afin de pérenniser leurs activités. L’innovation reste cependant complexe et difficile à mettre en place notamment pour les entreprises qui souhaitent diversifier leurs innovations et ne plus se limiter uniquement aux innovations d’ordre technique. Ainsi, certaines d’entre elles choisissent de mettre en place une démarche d’innovation centrée sur leurs utilisateurs/clients. Cette approche reste assez peu étudiée, notamment pour les entreprises industrielles ; il apparaît dès lors comme nécessaire de s'interroger sur le déploiement d’une telle démarche. C’est dans ce cadre que se situe notre problématique de recherche que nous pouvons formuler ainsi : « Comment favoriser la mise en place d’une démarche d’innovation centrée utilisateur/client au sein d’une entreprise industrielle internationale positionnée sur un marché B2B ? » Nos travaux ont été conduits au sein d’un sous-traitant automobile français positionné sur un marché B2B international. Quatre contributions majeures ressortent de nos travaux de recherche : (i) une description des typologies d’innovation déjà mises en place au sein de cette entreprise, considérée comme assez représentative des entreprises industrielles positionnées sur un marché B2B ; (ii) une définition du processus d’innovation centrée utilisateur/client pour l’entreprise et plus particulièrement des premières phases de ce dernier où les utilisateurs/clients sont les plus impliqués ; (iii) une proposition de méthodes et outils favorisant la mise en place d’une démarche d’innovation centrée utilisateur/client ; (iv) une validation de l’efficacité de la démarche mise en place avec ces outils associés. Ces contributions nous ont permis de répondre à notre problématique de recherche et de participer ainsi au soutien de la mise en place d’une démarche d’innovation centrée utilisateur/client au sein d’une entreprise internationale positionnée sur un marché B2B
The current socio-economic environment is particularly characterized by a growing competition between companies and rapidly changing markets, forcing companies to innovate in order to maintain their activities. However, innovation remains complex and difficult to implement, especially for companies wishing to diversify their innovations and no longer be limited to technical innovations. Thus, some of them choose to implement an innovation approach focused on their users/customers. This approach remains relatively little studied, especially for manufacturing companies; therefore, it seems to be necessary to wonder about the deployment of such an approach. In this context, our research problematic can be expressed as follows: "How to support the setting-up of an innovation approach led by user/customer within an international manufacturing company positioned on a B2B market?” Our work was conducted in a French automotive subcontractor positioned on an international B2B market. Four major contributions emerge from our research: (i) a description of the typologies of innovation already implemented within this company, considered as fairly representative of manufacturing companies positioned on a B2B market; (ii) a definition of the process of innovation led by user/customer for the company, and more particularly the early phases of the process where users/customers are the most involved; (iii) a proposition of methods and tools that favor the setting-up of an innovation approach led by user/customer; (iv) a validation of the effectiveness of the set up approach with the associated tools. These contributions allowed us to respond to our research problem and thus participated in supporting the setting-up of an innovation approach led by user/customer within an international manufacturing company positioned on a B2B market

The Masters thesis focuses on Internet activities implemented in the sphere of international tourism. The data for analysis was collected by the author during the years 2013-2015. Based on insights discovered during employment with Aqua Vita travel agency and information from specialized literature, the author conducts analysis of the current Internet marketing tools implemented by the company. Based on the results of the analysis, the author suggests several improvements for Aqua Vita travel s.r.o. The recommendations are aimed to increase the efficiency of the selected Internet marketing tools, to reduce costs and to improve the companys presence online.

This study began with the observation that international marketing research (IMR) lacked a human face. A literature search confirmed this view. The review was thus widened to include international marketing (IM) studies of culture, cognition, and communication, since they were thought to underpin all human interactions. This step, it was believed, would help clarify marketing scholars' understanding of these encounters. Analysis established that not only were there few studies in these areas, but they also focused on dyads, prediction, and control. To establish how this research had evolved in this way and how it could best be extended, an exploration of how knowledge is created followed. This culminated in my understanding that the culture in mainstream marketing circles was responsible for the lack of development of IM relationship research. A decision was therefore made to study this area from an alternative perspective to the positivist approach typically adopted. An interpretive study of small business in a developing country and their overseas buyer was undertaken to that end. In total, more than eleven months fieldwork was conducted in Indonesia. The resulting interpretation was compared to the existing IM relationship research. The literature was then again extended to examine non-marketing studies that may help explain field findings that could not be explained by existing IMR. It was suggested that IM scholars needed to question whether the values and assumptions underlying their research, are appropriate in a global context.

Après plusieurs décennies placées sous le signe du progrès technologique, le transport aérien aborde à sa sortie d'une profonde crise économique (1979-1983) une décennie politique. Nous assistons en effet à un recentrage qui se traduit par un double retrait : d'abord sous la forme de la dérégulation, mais de manière plus prononcée dans de nombreux pays actuellement sous des formes de privatisation partielle de tous les grands transporteurs aériens. Cette situation modifie le jeu concurrentiel des acteurs en présence. Une concurrence qui quitte l'avion pour se fixer sur les différentes prestations en amont et en aval de la traversée aérienne. Ceci conduit à considérer le produit transport aérien comme étant un cycle-voyage ou à chacune des étapes correspondra une pondération différente des éléments d'un mix élargi a deux "p" supplémentaires : pourparlers-présence. Le réseau qui reflète cette présence doit être perçu comme une structure vivante dont les modifications entrainent un déplacement du centre de gravité marketing de la compagnie aérienne. Dans ce processus de croissance, le transporteur aérien consomme deux grandes catégories de technologie : celle du transport qui à court et moyen terme ne semble pas subir de grands bouleversements, et la technologie de l'information qui elle, est en plein essor. Nous assistons aujourd'hui à un déplacement du champ concurrentiel de l'Atlantique vers le Pacifique, ceci dans un environnement règlementaire plus souple ou l'Etat, s'il demeure présent, semble être de moins en moins pesant. Ceci conduit à une substitution des analyses en terme de marketing-management a des analyses antérieures en termes d'administration et d'intérêt général
After many years of technological progress, aerial transport, emerging from a deep economic crisis (1979-1983) starts a political era. We are attending, actually, a "recentering" which leads to a double withdrawal; unsettlement first, and, much more pronounced in a lot of countries nowadays, partial privatization forms of all great carriers. This situation alters competition between the actors, competition which forsakes prestations on planes to other prestations up and downstream. This leads to consider the product "air transport" as a travel-cycle where to each stage will correspond a special ponderation of a "mix», widened to two supplementary "p": parley-presence. The network which reflects this presence must be perceived as a living structure where the modifications lead to a removal of the marketing gravity center of the aircraft company. In this growth process, the carrier uses great technological categories: the "carrying", itself, which doesn't seem, shortly, to be submitted to great changings; "information technology" which is expected to be in a great soars. Today, we attend to a removal of the competitive field from the Atlantic to the Pacific in a more souple regular environment where the government, if still present, seems less influent. This leads to a substitution of marketing-management analysis to previous administration and general interest analysis

Thesis (Ph.D.) -- University of Western Sydney, 2005.
"A thesis submitted for the degree of Doctor of Philosophy, University of Western Sydney, 2005". Includes bibliographical references and appendices.

In this master‘s work problems of international marketing strategies formation in odontological equipment enterprise was formulated, theoretical works by different Lithuanian and foreign authors about models of international marketing strategies formation have been analyzed and systemized. Analysis of environments from the point of production enterprises was done, penetration to the international markets strategies and singularity of strategies formation in the production enterprises were analysed. There were presented the singularities of the activity of the researched enterprise, also analysis of Russian macro environment was done. Formation of international marketing strategy in Russia was investigated for E.Navickas enterprise “Medica”. There was done a research of survey of Russian trading companies which have influence for odontological equipment production enterprise’s international marketing strategy formation. Before author’s formulated hypothesis that Lithuania’s odontological equipment’s demand in Russia depends on trading companies which are in the market was proved.

La presente investigación tiene por objetivo hacer una aportación a la literatura en los campos de negocios y marketing internacionales con el fin de arrojar luz sobre el comportamiento y rendimiento exportador de las pequeñas y medianas empresas (PYME), enfocándose en el contexto geográfico Español, uno de los países Europeos caracterizados tanto por su alta densidad de PYMEs como por su alto número de empleados posicionados en estas empresas. El crecimiento económico de España es en gran medida dependiente de los resultados de la actividad exportadora. A pesar de su relevancia, hay una escasez en términos de investigación relacionada al rendimiento exportador de las PYMEs a nivel Español, por lo que se destaca la necesidad de llevar a cabo más estudios en este contexto en particular.
En este sentido, la presente tesis identifica y propone para su posterior análisis los siguientes temas de real importancia para explicar el comportamiento y rendimiento exportador de las PYMEs: 1) El papel de las características y las percepciones del directivo a la hora de determinar la participación y expansión de la actividad exportadora, 2) La influencia de los determinantes internos y externos sobre el rendimiento exportador objetivo y sobre la satisfacción con el resultado exportador; y el potencial impacto de ciertas dimensiones del rendimiento exportador (objetivas) sobre otras dimensiones de rendimiento exportador (subjetivas), 3) Y por último, la influencia del grado de estandardización/adaptación de la estrategia genérica de marketing internacional sobre el rendimiento exportador objetivo y la satisfacción con el resultado exportador, al mismo tiempo que se investigará cómo esta relación está moderada por ciertos determinantes internos y externos.
El marco teórico se basa en varios enfoques: el enfoque gradual del fenómeno de la internacionalización, la teoría de recursos y capacidades aplicada en el contexto internacional, la teoría de redes y el enfoque de contingencia con respecto a la estrategia de marketing internacional. Para la realización de esta tesis se emplearon tanto la metodología cualitativa (Capítulo 1) así como la cuantitativa (Capítulos 2 y 3). Mediante el empleo de la metodología cualitativa, basada en estudios de caso, se logró una profunda comprensión del proceso de internacionalización de las PYMES Españolas. Por consiguiente, se ha desarrollado un cuestionario estructurado con el propósito llevar a cabo el estudio cuantitativo.
Los datos fueron recogidos a través de una encuesta en línea dirigida a los directivos a cargo de la actividad exportadora de las PYMES Españolas. Para el tratamiento empírico de los datos recolectados se empleó tanto el análisis univariante como multivariante, empleando el Paquete Estadístico para las Ciencias Sociales (SPSS) y los Modelos de Ecuaciones Estructurales (SEM) - Análisis de Estructuras de Momento.
Los resultados muestran que, coincidiendo con la teoría de recursos y capacidades, el papel del directivo, en particular su orientación internacional, parece ser crucial para la actividad exportadora de las PYMEs. Sin embargo, la influencia de ciertas características y percepciones de los directivos parece ser más importante según la fase del proceso de internacionalización en la cual se encuentra la empresa o tener un impacto mayor en algunos indicadores relacionados al rendimiento exportador. Los resultados también revelan la existencia de una relación positiva entre el rendimiento exportador objetivo (la intensidad exportadora y el número de mercados y zonas de exportación) y el rendimiento exportador subjetivo (satisfacción del directivo con la posición de exportación, la rentabilidad de la actividad exportadora y el acceso a nuevos mercados), relación que no había sido abordada previamente en la literatura. Por otra parte, los resultados empíricos muestran que el éxito en la actividad exportadora puede lograrse mediante el empleo de una estrategia genérica de marketing internacional más estandarizada o bien una estrategia más localizada. La estandardización y la adaptación no deben considerarse, por sí solos, como estrategias puras, sino que deben entenderse desde la perspectiva de la contingencia la cual sugiere la presencia de un equilibrio entre la estandardización y la adaptación de la estrategia de marketing internacional, cuya interacción daría lugar a mejores resultados de exportación. Este estudio identificó tres variables contingentes tanto internas como externas, más concretamente el tamaño de la empresa, la intensidad tecnológica de la industria y los factores del entorno que moderan la relación establecida entre la estrategia genérica de marketing internacional y el rendimiento exportador, medido de forma objetiva y subjetiva.
En cuanto a las implicaciones para los empresarios, los directivos deben ser conscientes de que actualmente, debido al rápido desarrollo tecnológico junto con la eliminación de numerosas barreras comerciales, la entrada en mercados extranjeros no es tan arriesgada como solía ser en el pasado, mientras que representa una alternativa viable para el crecimiento de la empresa y la búsqueda de mayores beneficios. El papel fundamental en la mejora del rendimiento exportador objetivo está directamente relacionado con el conocimiento de lenguas extranjeras y de negocios internacionales del directivo, junto con el firme compromiso de la empresa con la actividad exportadora. Por lo tanto, los principales esfuerzos deben dirigirse hacia la adquisición de estas habilidades, así como dedicar más recursos a las operaciones de exportación, de forma sistemática y organizada. Por consiguiente, los esfuerzos en términos de política también deben enfocarse a mejorar la orientación internacional de los directivos con el fin de llevar a buen término la formulación y puesta en práctica de estrategias de internacionalización.
Como líneas de investigación futura sería interesante replicar estudios similares en otros contextos geográficos, de esta manera los resultados de esta tesis podrían ser generalizados a distintos entornos. Además, sería aconsejable llevar a cabo un análisis longitudinal, a la vez que se recomienda considerar variables compuestas como, por ejemplo, el grado de orientación internacional del directivo, la estandardización y la adaptación de la estrategia de marketing internacional o el rendimiento exportador. De esta forma, estas variables multidimensionales podrían ser analizadas desde una perspectiva temporal, lo que permitiría llevar a cabo una investigación de relaciones causa-efecto.
The present dissertation aims to contribute to the international business and marketing literature by shedding light on the export behaviour and performance of small and medium enterprises (SMEs), in the Spanish geographical context, which represents one of the European settings characterised by high SMEs density and workforce employed by these enterprises. Spain's economic growth is vastly dependent on the results of the export activity. In spite of their relevance, there is a scarcity of research in the SME export centred literature, within the Spanish context, thus it becomes apparent that more investigations should be carried out in this particular setting.
In this sense, the present study identifies and proposes for further analysis the following topics of increased importance for SMEs' export activity and performance: 1) The role played by managerial characteristics and perceptions in determining export involvement and expansion; 2) The influence the internal and external determinants have on objective export performance and satisfaction with export performance and the potential impact of certain dimensions of export performance on other export performance dimensions; 3) The influence the standardisation/adaptation of the overall international marketing strategy has on objective export performance and satisfaction with export performance, simultaneously investigating how this relationship is moderated by certain internal and external determinants.
Theoretical support is provided by several approaches: the gradualist approach to the internationalisation phenomenon, the Resource Based View (RBV) applied in the international context, the network theory and the contingency approach to the international marketing strategy. Both qualitative (Chapter 1) and quantitative (Chapter 2 and 3) methodologies have been combined for the completion of this dissertation. By employing the qualitative methodology based on in-depth case studies profound understanding of the internationalisation process in Spanish SMEs was gained. Consequently, a structured questionnaire was developed for further carrying out the quantitative study.
Data was collected through an online survey addressed to the decision maker in charge of the export activity in Spanish SMEs. For empirically treating the quantitative data univariate and multivariate analysis with the Statistical Package for the Social Sciences (SPSS) and Structural Equation Modelling (SEM) - Analysis of Moment Structures (AMOS) were performed.
The results show that, concurring with the RBV, decision maker's role, particularly his/her international outlook appears to be crucial for SME's export activity. Nevertheless, the influence of certain managerial characteristics and perceptions seems to be more prominent according to the internationalisation stage or to have a stronger impact on some export performance indicators. The findings also reveal the existence of a positive relationship between the objective export performance (export intensity and the number of export markets and zones) and the subjective export performance (managerial satisfaction with export position, export profitability and new market entry), relationship that to the best of our knowledge has not been explored before. Moreover, the empirical results display that successful export performance could be achieved by employing either a more standardised or a more adapted overall level of the international marketing strategy. Standardisation and adaptation should not be considered, in isolation, as pure strategies, but rather should be understood from a contingency perspective which suggests a balance between the standardisation and the adaptation of international marketing strategy would lead to increased export performance. This study identified three internal and external contingent variables, namely the size of the firm, the technological intensity of the industry and the environmental factors, that moderate the relation established between the overall international marketing strategy and export performance, measured both in an objective and a subjective manner.
Regarding the implications for practitioners, decision makers should be aware that, presently, due to rapid technological development along with the removal of various trade barriers, entering overseas markets is not bearing as much risk as it used to in the past, while representing a viable alternative for firm's growth and pursuit of higher profits. The fundamental role in improving objective export performance is played by their own foreign language skills, international business knowledge and firm's commitment to exporting, hence efforts should be directed towards acquiring these abilities as well as devoting resources to the export operations, in a systematic and organised manner. Therefore, policy initiatives should also aim at enhancing the development of decision maker's international outlook with a view to successfully formulating and putting into practice internationalisation strategies.
As future research directions it would be interesting to replicate similar studies in distinct geographical contexts, so the results could be generalised to larger populations. Longitudinal analysis should also be conducted, thus complex constructs such as the degree of international orientation of the decision maker, the standardisation/adaptation of the international marketing strategy or the export performance could be analysed from a time-based perspective, allowing for the investigation of composite cause-effect relationships.

GUARANT International is a professional organizer of congress and conference services in the Czech Republic with more than 20 years experience in this field. The main aim of this thesis is to analyse the current marketing strategy of GUARANT International focused on marketing communication. Within that I will evaluate current marketing strategy focused on marketing communication and I will suggest appropriate solution leading to improvement. Another objective of this thesis is to monitor the Czech market in event organizing, to analyse the competitive environment in this field and evaluate the current position of the company at the Czech market. The thesis is divided into five chapters. The first two chapters are theoretical; third to fifth chapter is practical part of the thesis.

Baigiamajame magistro darbe nagrinėjamos tarptautinės prekybos pramonine įranga verslo plėtojimo galimybės. Teorinėje dalyje apibūdintos tarptautinio marketingo strategijų teorinės nuostatos, pateikti inovatyvaus produkto kūrimo strategijų principai, aprašyta santykių marketingo reikšmė verslas verslui rinkoje, apibūdintos verslas verslui rinkos vartotojų elgsenos formavimo ypatybės; išanalizuota ir susisteminta mokslinė metodinė literatūra, skirta verslas verslui marketingo tematikai. Darbe pagrįsti marketingo sprendimai, taikytini kuriant integruotą tarptautinę inovatyvaus produkto marketingo strategiją, skirtą tarptautinio prekybos pramonine įranga verslo plėtrai. Praktinėje dalyje atlikti prekybos pramonine įranga verslo tyrimai siekiant nustatyti veiksnius, lemiančius prekybos pramoninės energetikos įranga ir įrengimais verslo plėtrą; atlikti pagrindinių tarptautinės prekybos pramonine įranga verslo šakos charakteristikų tarpusavio priklausomybės tyrimai, sudarytos tipinės bendrovės, veikiančios tarptautinės prekybos pramonine įranga verslo šakoje pelno ir pardavimo pajamų prognozės, įvertinti didžiausią įtaką tarptautinio prekybos pramonine įranga verslo plėtrai ilgalaikėje perspektyvoje turintys veiksniai. Išnagrinėti praktiniai verslo verslui marketingo tobulinimo aspektai leido patikslinti teorines marketingo nuostatas ir principus. Remiantis empirinių tyrimų rezultatais pateikiamas integruotas tarptautinio inovatyvaus produkto marketingo strategijos modelis... [toliau žr. visą tekstą]
The master thesis analyzes the possibilities of international trade of industrial equipment. The theoretical part defines conception of international marketing strategies, emphasizes on innovative product development strategies, describes significance of relationship marketing in business-to-business market, describes the internals of business to business buying behavior; analyzes and systemizes scientific methodical literature dedicated to the topic of business-to-business marketing. Marketing decisions that can be applied in developing international trade of industrial equipment are substantiated in the paper. The practical part deals with international trade of industrial equipment research that was conducted to identify factors influencing development of international trade of industrial equipment. Investigation of main characteristics of interdependence of international trade of industrial equipment business branch, profit and sales revenue forecast, the greatest influence on the long-term international trade of industrial equipment development factors was conducted as well. Practical business-to-business marketing improvement aspects were examined that allowed correcting theoretical marketing decisions. According to results of empirical research, the paper provides final integrated international innovative product marketing strategy that can be applied in development of international trade of industrial equipment. The paper is divided into 7 parts: introduction... [to full text]

Background: The world becomes more connected as technology advances and with the internet as a distribution channel more companies internationalises. However, there are still cultural differences around the world that marketers must take into consideration. The marketing industry faces difficult challenges in adaptation to international marketing, as collaboration between local marketing agencies could be a solution.   Purpose: The purpose of the study is to contribute with understanding of how local marketing agencies can work together for global clients, and how these agencies can adapt local marketing for these clients. In order to understand how marketing agencies can work together, this study will contribute with understanding of this collaboration between local marketing agencies and how they can help each other grow their businesses.   Method: This study uses a qualitative method with unstructured interviews of five people operational within a network of local marketing agencies.     Theory: The theoretical framework for this study consists of theories in international marketing, collaboration and learning.   Results and conclusions: By collaborating in a network, local marketing agencies get access to international markets and can support global clients. By having multiple local agencies working together for global clients, these agencies all provide local knowledge and create local communication. The collaboration in a network is most effective if the competition is eliminated, which can be done through shared ownership and personal connection within the network.

The main target of the Master's thesis is to evaluate international marketing activities of the AIMS International, s.r.o which belongs to the category of Small and Medium-sized Entities Within the Theory, definitions of marketing applications in the field of conference and incentive travel are described. Practical part is dealing with situation analysis of chosen company. Marketing budget and plan are included.

This study evaluates the performance of the export marketing strategy for Malaysian palm oil over the period 1980-90, with emphasis on the promotion of this commodity in a large number of importing countries world-wide. The analysis of global data indicates that over this period the average per capita consumption level of oils and fats grew from 13.4 to 15.1 kg/hd, led by soybean oil and followed by palm, rape seed, and coconut oils, tallow and butter. However, the per capita consumption trend of soybean and coconut oils is declining, while there is a positive trend for rapeseed and palm oils, tallow and butter. Regression analysis using 1990 cross-sectional data based on 92 importing countries indicates that there is a significant positive and inelastic income response in per capita consumption of oils and fats, but that the income elasticity of consumption for animal fats is higher than that for vegetable oils. The relationship between per capita consumption of oils and fats types with price was found to be negative. The only significant relationship between per capita consumption of oil types and price is with palm oil. Between 1982 and 1990, vegetable oils accounted for 78 per cent of world trade in oils and fats, led by palm, soybean, rapeseed and sunflower oils. Malaysian palm oil accounted for 21 per cent of the total oils and fats trade in 1982-90. Based on market share analysis, the export gains for Malaysian palm oil came mainly from the general expansion of demand for oils and fats, particularly in developing countries, and to the lesser extent from the market reorientation and competitiveness effects. The contribution of promotional efforts was evaluated using import demand and promotion model for Malaysian palm oil. Promotional efforts were measured by estimated costs of overseas trips and familiarisation programmes, and a binary variable for ministerial visits.

Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO
Face ao movimento de globalização e, portanto, à crescente competição interna e externa, diversas empresas brasileiras vêm buscando não apenas iniciar ou aumentar a comercialização de seus produtos em mercados estrangeiros, como também tornar suas marcas conhecidas internacionalmente. O objetivo principal deste estudo é analisar as estratégias de marketing empregadas por estas empresas no esforço de internacionalização de suas marcas. Para alcançar este fim, realizou-se uma pesquisa descritiva, através do método survey, com empresas exportadoras dos segmentos de revestimentos cerâmicos, de confecções, moveleiro, calçadista, joalheiro e cosmético. Os resultados do levantamento revelaram uma visão geral das estratégias de marketing internacional, com ênfase principalmente na dimensão de marca, desenvolvidas nos setores de atividade citados anteriormente, bem como indicaram importantes particularidades setoriais.
Due to the globalization movement and therefore the increasing internal and external competitive environment, several Brazilian companies are pursuing not only to initiate or to leverage their product sales to foreign markets, but also to make their brands internationally known. The primary objective of this study is to analyze the marketing strategies employed by these companies in their brand internationalization efforts. In order to achieve this aim, a descriptive research was done through a survey with exporting firms from the ceramic tiles, textile, furniture, footwear, jewelry and cosmetic segments. The outcomes revealed an overview of the international marketing strategies, focusing specially the brand dimension, undertaken by these economic sectors, as pointed out important particular sector issues.

Diploma thesis describes sports marketing in general and the analysis of PIM races and spectator's expectations and satisfaction. It includes analysis of university student segment marketing potential as well.

Mestrado em Marketing
O presente relatório propõe-se a retratar a experiência como Assistente de Marketing e Business Development na empresa Russell Bedford International, sediada em Londres, entre Outubro de 2012 e Fevereiro de 2013. O relatório encontra-se dividido em três capítulos: entidade de acolhimento, actividades desenvolvidas e enquadramento teórico. A Russell Bedford International (RBI) é uma rede global de empresas de contabilidade, auditoria, consultoria fiscal e empresarial. A empresa tem representação em mais de 100 países na Europa, América, Médio Oriente, Africa, Índia e Ásia, contando com mais de 90 associados, mais de 20 correspondentes, 600 parceiros, 5000 empregados e 290 escritórios. O presente documento apresenta os principais desafios e estratégias, do ponto de vista do Marketing, que a empresa enfrenta num contexto business-to-business, marcado pela importância das relações e pela internacionalização.
This report intends to describe the experience as Marketing and Business Development Assistant in Russell Bedford International, a company based in London, between October 2012 and February 2013. The report is divided into three chapters: presentation of the host entity, activities developed and theoretical framework. Russell Bedford International (RBI) is a global network of accounting firms, auditing, tax and business consultancy. The company has representation in over 100 countries in Europe, America, Middle East, Africa, India and Asia, with more than 90 members, more than 20 correspondents, 600 partners, 5000 employees and 290 offices. This document presents the main challenges and strategies that the company faces, from the Marketing perspective, operating in a business-to-business context, marked by the importance of relationships and internationalization.