International Marketing

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International marketing behaviour amongst exporting firms
Bo Rundh
Division for Business and Economics, Karlstad University, Karlstad, Sweden
Purpose – The increasing internationalisation and globalisation of business has forced many firms to reconsider what contributes to international success. The purpose of this paper is to study international marketing behaviour of firms within the exporting industry. Design/methodology/approach – The main study was conducted by a questionnaire within the Swedish manufacturing industry with respect to firms’ exports to Europe. Data was then analysed in relation to four areas – export stimuli, factors affecting market entry, market barriers and need for changes in the marketing strategy. Findings – The findings in this study indicate no general difference in the international marketing behaviour among small and large firms. The main factors affecting market entry relate to proximity due to local representation and a need for service in the local market. The main obstacles are administrative and technical impediment and a fierce competitive situation. Changing market conditions also have an impact on a need to change the marketing strategy. A conceptual model has been developed from findings in the study and by integrating internationalisation and marketing theory. Practical implications – The main implication is the importance of the fact that management has a commitment to and engagement in international activities especially when a firm is trying to establish a position in a local market. Another implication is that management needs to understand and meet service requirements in the local export market. Originality/value – This paper fulfils an identified need for recognising the importance of learning more about international marketing behaviour among small and large exporting firms. Keywords Exports, International...