Market information and the role of networks in international markets
نویسنده
چکیده
Market information is a major problem in international markets, particularly for small firms and newcomers (Seringhaus and Rosson 1990). This paper discusses two main sources of international market information: objective market research and information provided through network relations. It is posited – in line with sociological economists (Granovetter 1973 and 1985 and Burt 1992) that this latter source of information in many cases is more reliable and useful than research provided through market research. This stance is however contingent on the quality of the network and the skills of the firm in carrying out or commissioning marketing research. A typology of four different kinds of firms is developed and discussed, based on the two dimensions. The four categories are: the small beginner, the established beginner, the network-oriented firm, the international firm.
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