Encourage sharing of local practices

Czinkota, Michael R.; Schrader, Marc Falco
December 2010
Marketing Management;Dec2010/Jan2011, Vol. 19 Issue 4, p16
In this article, the authors reflect on the importance of sharing local marketing knowledge globally. According to them, global firms need to maintain an understanding and inventory of the trends in a country and its regional operations. They maintain that firms require dedicated individuals who continuously collect information and serve as knowledge hubs. They also assert that the digitization of information and possibilities of electronic communication facilitated global knowledge sharing.


Related Articles

  • The Marketing of What? On the Intertwining of Textual Difference. Cassinger, Cecilia // Advances in Consumer Research - European Conference Proceedings;2006, Vol. 7, p27 

    This paper employs an approach of explaining and understanding to examine what is promoted by the global corporation. While the concept of intertextuality illuminates that texts are endlessly referring to other disparate texts within the same realm of cultural production, structural semiotics...

  • The Impact of Firms' Expert Orientation on the Export Performance of High-Tech Small and Medium-Sized Enterprises. Francis, June; Collins-Dodd, Colleen // Journal of International Marketing;2000, Vol. 8 Issue 3, p84 

    The authors provide empirical support for the importance of a proactive export orientation in driving export success in the uncertain high-tech environment. Regression analysis demonstrates that proactive and conservative export strategies and motivations produce opposite effects on multiple...

  • Executive Insights: The 10-Step Road Map to Success in Foreign Markets. Miller, Myron M. // Journal of International Marketing;1993, Vol. 1 Issue 2, p89 

    This article describes a systematic process for taking a company through the internationalization process. Based upon extensive firsthand experience with both small and large companies, the author proposes and details a step-by-step process designed to take the mystery out of the...

  • Ready to go global? Andel, Tom // Transportation & Distribution;Jun97, Vol. 38 Issue 6, p34 

    States that one should carefully examine cultural locations before setting up a global site. Examination of workers productivity and demographic in the world market; Investigation into the infrastructures of the market; Analyzation into the economic aspects of operation. INSET: For more...

  • Global Comprehension. Soat, Molly // Marketing News;Jan2013, Vol. 47 Issue 1, p8 

    This article presents tips on creating accurate and locally comprehensible technical translations in the global expansion of a business-to-business (B-to-B) corporation. Topics include the importance of prioritizing key geographic markets, the significance of simplifying marketing messages...

  • Information Acquisition Activities: A Study of Global Start-Up Exporting Companies. Poh-Lin Yeoh // Journal of International Marketing;2000, Vol. 8 Issue 3, p36 

    In this study, the author investigates the antecedents of information search effort and information source use and the implications of firms' information acquisition activities on export performance. The author examines four major sets of variables to understand their impact on firms'...

  • Little attention is given to big need for continuous market data for multinational product policy--making. Wind, Yoram // Marketing News;4/9/1976, Vol. 9 Issue 19, p3 

    Contends that the determination of the desired type of multinational product research requires a better understanding of the multinational product policy decisions to be made and of the problems associated with multinational marketing research. Necessity of planning the international market in...

  • Antecedents and Consequences of Firms' Export Commitment: An Empirical Study. Navarro, Antonio; Acedo, Francisco J; Robson, Matthew J; Ruzo, Emilio; Losada, Fernando // Journal of International Marketing;2010, Vol. 18 Issue 3, p41 

    Theory posits that export commitment is key to the effective implementation of resource-led strategy. The authors investigate the role of export commitment, considered a multidimensional construct, in linking export resources and capabilities to positional advantages achieved in foreign markets....

  • National Export-Promotion Programs as Drivers of Organizational Resources and Capabilities: Effects on Strategy, Competitive Advantage, and Performance. Leonidou, Leonidas C; Palihawadana, Dayananda; Theodosiou, Marios // Journal of International Marketing;Jun2011, Vol. 19 Issue 2, p1 

    The authors present the results of a study that empirically tests a model connecting national export-promotion programs with export performance through the intervening role of export-related organizational resources and capabilities, export marketing strategy, and export competitive advantage....


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics