Global eBusiness Marketing

Paper Summary:

In this article, the writer points out that in an increasingly globalized marketplace, it is vitally important for enterprises of all types to have reliable and timely information concerning the markets in which they compete. The writer maintains that it is reasonable to assume that obtaining real-world and real-time information about a particular country, especially in developing nations where corruption, piracy or other illegal trade practices are rampant but might not be readily discernible from an outsider's perspective, will play a crucial role in an international venture and will assume new levels of importance in the future. To this end, this paper provides a critical review of the peer-reviewed and scholarly literature to determine the best approach to conducting market research in emerging economies such as Vietnam. This includes whether to use an Australian or locally based research firm to conduct market research for a given product or service. A summary of the research and salient findings are provided in the conclusion.

Outline:
Introduction
Review and Discussion
Background and Overview
General Market Research Considerations
Market Research Considerations in Emerging Nations in General and Vietnam in Particular
Table 1
Table 2
Table 3
Table 4
Conclusion

From the Paper:

"While there are proven approaches that can be followed for domestic or international market research purposes, the question of whether to conduct such market research in-house or to outsource this need to a third-party provider in a host country has become another issue that may not have an easy answer because there are a number of factors to be taken into account in making this determination. For example, if a company outsources their market research needs for a given country to an in-country provider, there may be some fundamental communication issues that will adversely affect the ability of the commissioning company to reap the benefits of such research. According to a study by Scipione, a number of descriptive words and phrases can play a crucial role in creating magnitude or value impressions in the minds of persons who read market research reports and then make business decisions based on them."

Sample of Sources Used:

• A Dictionary of Business. 1996. Oxford: Oxford University Press.
• Brewer, Thomas L. and Alan M. Rugman. 2001. The Oxford Handbook of International Business. New York: Oxford University Press.
• Drummond, Lisa B. W. and Mandy Thomas (Eds). Consuming Urban Culture in Contemporary Vietnam. New York: Routledge.
• Duboff, Robert and Jim Spaeth. 2000. Market Research Matters: Tools and Techniques for Aligning Your Business. New York: John Wiley & Sons.
• Eckerman, Tracey. 2005, September 28. "Market Research Is Good Investment." The Journal, 66.

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