Comparative analysis of marketing integration strategies in three different marketing environments
Journal Title: E3 Journal of Business Management and Economics - Year 2011, Vol 2, Issue 3
Abstract
The paper presents the results of a study of comparative analysis of marketing integration strategies in three different marketing environments. It is observed that one of the fundamental challenges facing the multinational enterprise in the contemporary world is the decision to standardize marketing programs and practices or to tailor them according to the local conditions of the host country. A vigorous comparative methodology of matched samples at the level of statistical analysis was utilized for the study. Japanese, South Korean and Indian MNEs in Nigeria affiliates were matched on the basis of product mix, industry age, size, market served and other environmental variables to obtain certain conditions. The sample size consisted of 121 firms of Asian MNEs in Nigeria vis-a-vis 41 Japanese, 44 Indian and 36 South Korean affiliates in Nigeria. The sample was selected on the basis of products, market served and other environmental variables. The study therefore examines the marketing integration strategies in low risk environment of western Europe and USA, moderate risk environment such as south Korea, Japan and other emerging industrialized countries in Asia and high risk environment such as Nigeria and other developing countries in Africa and Latin America. The result of the study shows that the integration of product decision is uniform in the three market environments while that of price is less uniform and less high. The communication and distribution strategies vary from high integration USA to average integration (South Korea) and low integration (Nigeria)
Authors and Affiliations
Adeleke Adepoju, A. Badmus
Keywords
Related Articles
- EP ID EP124671
- DOI -
- Views 123
- Downloads 0
The impact of a company’s network competence and technology management competence on its innovation performance
Past research has consistently shown that companies with high level of technological competence are more likely to have higher product and process innovation performance. However, apart from technological competence, com...
Transformational leadership and employees career salience; an empirical study conducted on banks of Pakistan
The following study examines the relationship between transformational leadership and employees’ career salience. This research is conducted to answer the question that whether employees’ career salience has association...
A study of health and safety practices in small and medium sized enterprises: -A case of Botswana
The purpose of this research is to understand the views of different employees in small and medium enterprises about what can be done to improve the health and safety in work places. In order to carry out this research,...
Financial education: Determinant of retirement planning in malaysia
This paper examined the influence of financial learning on retirees’ retirement financial planning preparation. 750 questionnaires were distributed with a 53.9% return rate. Three hypotheses were analyzed using hierarchi...
Growth performance and forecasts of FDI inflows to Sri Lanka
Sri Lanka has strived hard to launch its economic reforms that favoured a greater role to FDI. The present study is an attempt to find the growth performance and forecasts of FDI inflows to Sri Lanka. The study con...