International Marketing

Paper Summary:

The paper states that although the definitions of international marketing and domestic marketing suggest they are fundamentally different, the same forces that have been driving globalization have introduced challenges for marketing executives seeking to remain competitive in this increasingly globalized marketplace that have clouded the differences between these two distinct marketing functions. The paper highlights the research which shows that both domestic and international marketing involve many of the same considerations, but there are some important differences that must be taken into account as well. This paper provides a review of the relevant peer-reviewed and scholarly literature to show that while the international and domestic marketing are different in some ways, they share some commonalities that suggest they are more alike than different. The paper presents a summary of the research and salient findings in the conclusion.

Outline:
Review and Discussion
Conclusion

From the Paper:

"As Hart and Tzokas (1999) emphasize, though, the majority of the research to date concerning the nature of marketing information and its relationship to business performance has been directed at the relationship between domestic markets and domestic marketing. These authors point out that, "In international marketing, it has been argued that the increased uncertainty posed by extending business to an unfamiliar market with unfamiliar environmental conditions intensifies the need for marketing information" (p. 63). Likewise, as Birley and Macmillan (1997) point out, some companies attempt to compete in domestic marketplaces that are highly controlled while also attempting to compete in international markets that are highly competitive, with some predictably mixed results."

Sample of Sources Used:

• Alon, Ilan. (2004). "International Market Selection for a Small Enterprise: A Case Study in International Entrepreneurship." SAM Advanced Management Journal, 69(1), 25.
• Andersen, Otto. (1993). "On the Internationalization Process of Firms: A Critical Analysis." Journal of International Business Studies, 24(2), 209.
• Andrews, Tim G., Nartnalin Chompusri and Bryan J. Baldwin Obe. (2003). The Changing Face of Multinationals in Southeast Asia. New York: Routledge.
• Beckman, Theodore N. and William R. Davidson. (1967). Marketing. New York: Ronald Press Co.
• Birley, Sue and Ian C. Macmillan. (1997). Entrepreneurship in a Global Context. London: Routledge.

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• Article Review # 129700 : "International Marketing and the Global Brand"

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