MARKETING CAPABILITIES FOR INTERNATIONALIZATION

Sudhir Yadav, Pandit Deendayal Petroleum University, Gandhinagar, Gujarat, India

Published in

INTERNATIONAL JOURNAL OF BUSINESS STRATEGY
Volume 18, Issue 2, p23-28, October 2018

ABSTRACT

This paper identifies and discusses the marketing capabilities for internationalization and how these capabilities are built. The case based research has identified marketing capabilities for internationalization as selection of markets and products, segmentation of international markets and sequence of market entered, market entry strategy, identification of distributor, market development process, organization structure of marketing department and identifying human resources. The research also could find difference in approach of the firms to build marketing capabilities. The studied firms either used exploration or exploitation strategy to build marketing capabilities depending upon their time of entry and resources available with them.

Keywords

Marketing Capability, Internationalization


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