purpose-the research aims at evaluating the standardization/adaptation of international marketing strategy in iran multinational companies (mncs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. product, promotion, price and place) is considered, while in the previous researches no attempt was done to examine the interdependency...

Purpose-The research aims at evaluating the standardization/adaptation of international marketing strategy in Iran multinational companies (MNCs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. Product, Promotion, Price and Place) is considered, while in the previous researches no attempt was done to examine the interdepende...

a r t i c l e i n f o Keywords: Market orientation International experience Global marketing strategy Performance High tech products This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains ...

Time has witnessed the different phases of marketing strategy. Out of which, sustainability is the key issue which has emerged in marketing strategy over the time. In earlier phase of 1970s, ecological issues have emerged as a new paradigm in marketing strategy. Then in next decade, social issues picked up the lime light and emerged along with ecology. Reassessment of the issues resulted in evo...

International tourism has increased exponentially since 1950. With this growth the industry has become significantly more competitive, and the marketing role of National Tourism Organizations (NTOs) has taken on added significance. Correspondingly, research related to the marketing aspects of international tourism has increased. With this in mind, this paper provides a brief look at the growth ...

To the best of our knowledge, the international marketing literature has been examining performance exclusively as a dependent variable. In this paper we argue that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (Small and Medium Exporters), this paper shows that past performance p...

internationalization and tendency of small and medium enterprises to move into international markets are important and one of the essential factors of economic growth and development in the developing countries. several factors affect the process of internationalization of firms has been studied. the main goal of this study is examination relations between business strategies and internationali...

Author Bio Dr Bruce Perrott is the Research Director with the Marketing Strategy and Technology Group at the School of Marketing, University of Technology, Sydney. He is also an international consultant in strategy and marketing working with such organizations as the United Nations (UNCTAD), American Express, Coca Cola Amatil, Lend Lease. Before his academic and consulting careers, he held seni...