Investigation of International Marketing Process

Investigation of International Marketing Process: Classification and Assessment

Volume 8, Number 2 May 2014, pp.131-151

Sudhir Rana Somesh Kumar Sharma National Institute of Technology ([email protected]) ([email protected])

The objective of this paper is to investigate the potential of research areas in international marketing subject and enhance understanding of the evolution of international marketing process by taking all the constituents together, which have not been taken in previous studies. This study is based on systematic review of international marketing articles published in academic journals and conference proceedings during 1990 and 2011. Total 159 research articles on the subject appeared in various publication outlets of Management, Marketing, International Business, Economics and other related areas. International marketing process was first reviewed to identify key dimensions. The study involved a simple meta-analysis of the collected research articles belonging to the considered time frame. This study examined the conceptual domain of international marketing process, since it made substantial growth in the concept development. Four constituents of international marketing process were identified and accessed on theoretical and methodological prospects. This study adds to the body of knowledge by augmenting theoretical insight to domain areas of international marketing process. Keywords: International Marketing, Literature review, Simple meta-analysis

1. Introduction The degree of marketing commitment can be operationalized using measures such as long-range planning, foreign market research, product adaptation, pricing decisions and implantation of international advertising. Companies learn from past experience of dealing with competitors and use their accumulated knowledge and experience in planning and implementing strategies against competitors (Karakaya and Yannopoulos - 2008). The need of literature review, focusing entirely on one particular aspect of international marketing theory, has been recognized and a wealth of review articles has been published to provide detailed information on a particular aspect, for example, Review of International Market Selection Problems (Brewer 2001); Influence of International Market Entry Method (Perks - 2009); Review of Competitive Positioning (Cooper - 2008) and Investigation of International Marketing Decision Marketing Strategies (Chung - 2009). In this paper we have attempted to review international marketing process (IMP) because economic reforms indicate a profitability and stability in international business, so these days, every firm has started participating in international activities. Here in this paper we have identified international marketing process in four major constituents (1)

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International market selection, (2) International market entry mode, (3) Competitive positioning, and (4) International marketing strategies. There are many factors that exist, which influence the success of international business, however, in order to simplify the problem and also to illustrate the approach, International market selection is an important attribute that should be considered (Farrell and Wood 1994). International market entry mode decision should be taken by international environment compatibility (Perks, 2009). In Section 2 of this paper, a brief overview of IMP is provided. Research methodology is discussed in Section 3 and Classification methods on IMP research international marketing are given in Section 4. In Section 5, a simple meta-analysis on the review is presented and finally, Section 6 presents conclusion.

2. Evolution of International Marketing Process To achieve success in international market firm must follow the compatible market process. International marketing process involves identification of opportunities in international market, selection of the right market/customer segment, taking entry in target market, preparation of an effective market plan and delivery of the product/services successfully to the buyer. International marketing is not limited to marketing mix only. It’s a combination of marketing mix with planning, implementation and control of whole marketing plan within the selected market by involvement of promotional strategies for customer satisfaction and future growth. To investigate this issue, we analyzed the prior studies, which come under the umbrella of international marketing process, to explore the kind of attention given to constituents and the method opted for solution for future research indications. Table 1 Dimensions of International Marketing Process. Dimensions International Marketing Selection International Market Entry Mode Competitive Positioning International Marketing Strategies

Characteristics Reduce uncertainty, take advantage from different opportunities; serve customers at global level, choose countries to enter. Method to serve in market, sharing of resources, technology and decisions support. Servicing within a market, idea to serve in a segment, competitor and customer analysis. Adjustment of change, correlated with skills orientation and commitments, effective solution

With the orientation of expansion into new markets and grabbing of opportunities in overseas market, international market selection is the initial as well as important decision which should be taken by considering the firm compatibility with market behaviour. International market entry mode decision is concerned with risk associated and market entry policies of target market. Competitive positioning is being used as strategic decision that how to deal with competition and adjust with customer’s behaviour. International marketing strategies are different from one market to other market according to need and environment of the market. Marketing strategies generally include product/services strategies, pricing strategies, distribution and promotional strategies. International marketing process is a significant bond between international market selection, international market entry mode, competitive positioning, and international marketing strategies.

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3. Research Methodology This paper is based on the study of prior researches in the related areas of international marketing, and we have found 159 articles during 1990 to May – 2011 in literature review. The literature search is based on four dimensions of international marketing. The methodology used is similar to (Malhotra - 2007); (Wood and Robortson -2000); and Wright - 2002). This review is based on a study of Journal Publications and conference proceedings. The study process generated a large number of articles which are related to the research topic. The database covered all the possible journals which ranged from management, economics, finance, and marketing to specific publications on International Business. Statistics of the research article published between 1990 -2011 are mentioned in the table below. Table 2 Statistics of Research Article Published on IMP Time Span

No. of Article Published

1990-1995

11

1996-2000

22

2001-2005

46

2006-2001

80

Table 2 represents continuous growth of research articles published under IMP domain. To the best of our knowledge no previous studies have identified and provided meta-analysis of the review on international marketing process research in international marketing. All possible publication outlets such as: (journals, conference proceedings) management, marketing, international business, economics, sociology etc. are considered. The full text of each article was reviewed in order to segment the articles under the suitable constituent of IMP. Our purpose in this paper is being descriptive and inductive in nature. For this study, first, articles are categorized into four categories of International marketing constituents, and then again articles are segregated on the basis of years divided into four decades and then finally articles are divided according to the methods opted for solution. We have not used any statistical or any other method or tool for this study, instead, a simple meta-analysis has been used to understand the trend and attention to identify the suitable research area for future research. Results of simple metaanalysis are presented in a simplified way with the help of figures and tables.

4. Classification Method On the basis of literature review carried out we have introduced two classification schemes to systematically organize the articles. The first classification scheme is based on international marketing constituents and the second one is based on solution methodology opted by the researchers. Classification Scheme 1. International marketing process research can be grouped based on the availability of studies through IMP constituents. According to this classification scheme 1 IMP research can be systematically organized into four different categories shown in Figure 1.

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International Marketing Process

Market Selection

Market Entry Mode

Competitive Positioning

Marketing Strategies

Figure 1 Classification Scheme 1 Based on the International Marketing Constituents.

Table 3 Distribution of Research Articles Based on 1st classification Scheme. IMP Constituent International Market Selection

International Market Entry Mode

References [7]. [17]. [18]. [21]. [22]. [50]. [53]. [59]. [62]. [63]. [77]. [81]. [82]. [86]. [97]. [103]. [106]. [111]. [112]. [115]. [116]. [117]. [118]. [121]. [133]. [138]. [139]. [144]. [145]. [149]. [152]. [153]. [1]. [5]. [6]. [8]. [9]. [10]. [12]. [14]. [16]. [23]. [25]. [26]. [28]. [29]. [30]. [31]. [34]. [35]. [36]. [37]. [38]. [40]. [41]. [42]. [43]. [46]. [51]. [52]. [55]. [56]. [57]. [58]. [64]. [67]. [68]. [70]. [73]. [74]. [75]. [76]. [79]. [83]. [87]. [88]. [89]. [90]. [93]. [94]. [96]. [98]. [99]. [100]. [101]. [104]. [109]. [110]. [122]. [123]. [124]. [125]. [126]. [128]. [130]. [131]. [132]. [136]. [140]. [142]. [146]. [147]. [148]. [150]. [151]. [154]. [155]. [157]. [158]. [159].

Competitive Positioning

[2]. [3]. [13]. [24]. [47]. [48]. [49]. [61]. [65]. [71]. [72]. [80]. [91]. [92]. [95]. [102]. [105]. [107]. [113]. [120]. [129]. [135]. [137]. [141]. [156].

International Marketing Strategies

[4]. [11]. [15]. [19]. [20]. [27]. [32]. [33]. [39]. [44]. [45]. [54]. [60]. [66]. [69]. [78]. [84]. [85]. [108]. [114]. [119]. [127]. [134]. [143]

As Table 3 indicates, international marketing entry mode captured highest research attention in literature and 78 articles were published in this area. Whereas, under international marketing selection, 32 articles were published. However, competitive positioning and international marketing strategies got approximately similar research attention with 25 and 24 articles respectively. Finally there is no article available with the combination of all these four constituents. Therefore, researchers have scope to invest their efforts in this area of international marketing subject. Classification Scheme 2. International Marketing solution methodologies could be grouped into mathematical programming, statistical analysis, case development, and theoretical approach and simulation from the solution methods followed by the researchers as per their convenience and problems explored. Solution methodology can be organized as per Figure 2.

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Methodology observed in IM Literature

Mathematical Programming

Theoretical Approach & Simulation

Case Development

Statistical Analysis

Figure 2 Showing Methods Opted in Research Studies

The methods adopted for solution in previous studies are classified in four major solution methods. Many micro segments of solution methodologies have taken place under each solution method. In mathematical programming, fuzzy factor rating system; fuzzy interface system, probability theory, and logarithmic transformation are included. In statistical analysis, correlation, regression, factor analysis, descriptive statistics, alpha coefficient, etc. are included. In case development, various case studies, both primary and secondary are included. In theoretical approach and simulation, expert’s views and prediction, economic approach, resource based theory, institutional theory, cost theory, agency theory, organizational theory, transcriptions analysis, review approach, and literature discussion are included. Table 4 Distribution of Research Articles Based on 2nd Classification Scheme IMP

1990-1995

1996-2000

2001-2005

2006 - 2011

International Market Selection Mathematical Programming Statistical Analysis Case Development Theoretical Approach & Simulation

1

3 2

1 7 2 4

3 3 3 3

International Market Entry Mode Mathematical Programming Statistical Analysis Case Development Theoretical Approach & Simulation

3 -

5 4

12 2 4

2 30 7 9

Competitive Positioning Mathematical Programming Statistical Analysis Case Development Theoretical Approach & Simulation

3 -

3 1

7 2

7 2

International Marketing Strategy Mathematical Programming Statistical Analysis Case Development Theoretical Approach & Simulation

1 2 1

3 1

3 1 1

4 2 5

Table 4 indicates that statistical analysis techniques were highly preferred by researchers in each time span, whereas, mathematical programming was meagerly adopted. Before 2000 mathematical programming was not even used in a single

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study. Case development method was not much preferred earlier (1990-2000) but is getting attention nowadays.

5. A Simple Meta-Analysis The nature of data available in the previous review studies determines the types of meta-analysis method that can be used. From this study, it is expected to shed greater understanding of the development and evolution of IMP. With this objective, we analyzed 159 articles related to IMP in the following way: (1) research articles were reviewed on the basis of 1st classification scheme i.e. conceptual domain (2) articles were undertaken as per 2nd classification scheme (3) years of publication (4) articles in the journal (discipline wise). This study provides only descriptive information. The distribution of articles according to the proposed classification scheme 1 is shown in Table 5. Table 5 Distribution of Articles According to Classification Scheme 1. IM Constituents

No. of articles

% (percentage)

IMS

32

20.12%

IMEM

78

49.05%

CP

25

15.72%

MS

24

15.09%

It is observed from Table 5 that international market entry mode (IMEM) is the highly preferred area of research till now and the contribution of articles published under IMEM domain of international marketing process was 49.05%. Then international market selection (IMS) contributes 20.12%. Participation of competitive positioning (CP) and marketing strategies (MS) are almost similar that is 15.72 and 15.09, respectively. The distribution of articles according to classification Scheme 2 is presented in Table 6. Table 6 Distribution of Articles According to Classification scheme 2. Solution Methodology

No. of articles

% (percentage)

Mathematical Programming

6

3.77%

Statistical Analysis

94

59.11%

Case Development

19

11.94%

Theoretical Approach & Simulation

40

25.15%

It can be adjudged from the table 6 that, statistical analysis is the highly used technique in previous literature as 59.11% articles were based on statistical techniques. Case development, and theories and simulations are used 11.94% and 25.15%, respectively. Use of mathematical programming is very meager, i.e., 3.77%, so it is rarely used by the researchers. Distribution of articles in various time spans as grouped according to the constituents of IMP are presented in Table 6 by dividing them in four time frames.

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Table 7 presents which constituents contributed how many research articles in a particular time interval. Table 7 Distribution of Articles Divided in Four Time Spans and as Per Constituents of International Marketing Year

No. of Articles IMS

IMEM

CP

MS

1990 - 1995

1

3

3

4

1996 - 2000

5

9

4

4

2001 - 2005

14

18

9

5

2006 - 2011

12

48

9

11

Total

32

78

25

24

Table 7 indicates that in the early 1990s, focus on research in international marketing area was less than other time spans. International marketing entry mode has been the most attracted area of research as compared to other areas as 78 studies have been conducted in this area. International market selection has got high attention in 2001-2005 and lowest attention in 1990-1995, IMEM has got highest attention in 2006-2011 and lowest attention in 1990-1995, CP has got highest similar attention in 2001-2002 and 2006-2011 and lowest attention in 1990-1995, and MS has got highest attention in 2006-2011 and lowest similar attention in 1990-1995 and 1996-2000 respectively. Table draws a hint for further improvement in future research by consideration of every constituent of international marketing process which has not taken place till now in prior articles. Contribution of Publication Outlets: With objective to explore the worthy publication outlets on international marketing process, a simple procedure was followed to collect research articles on the topic. All possible databases such as: Emerald, Elsevier, Taylors & Francis, Springer, EBSCO, Proquest, Google Scholar etc. were explored and articles were collected by using different key words of the subject. This exercise yielded total 159 articles belonging to the subject. Research articles appeared in different publication outlets. Out of 159 articles, 154 articles belong to 73 academic journals of various disciplines and 5 articles are from conference proceedings. The frequencies of articles against most of the journals are very few. The journals reviewed are from various disciplines i.e. Management (MGT), Marketing (MKT), International Business (IB), Economics (ECO), Entrepreneurship (ED), Sociology (SS) and Operation Research (OR). Table 8 Distribution of Articles Based on Publication Outlets SI No. 1 2 3 4 5

Publication Outlet Asia Pacific Business Review Asia Pacific journal of Management Européen Management Journal Front. Business Research Industrial and Corporate Change

No. of articles 2 4 3 3 1

Discipline code MGT MGT MGT MGT MGT

Discipline wise total and % of articles

138 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61

AIMS International Journal of Management 8(2) International journal of Business Research International journal of Management Reviews International journal of Strategic Property Management International Review of Business Research Papers Journal of Construction Engineering and Management Journal of Academy of Management Science Journal of Business Ethics Journal of Business Research Journal of East-West Business Journal of General Management Journal of Management and Governance Journal of Management Studies Journal of Promotions Management Journal of Small Business Management Journal of Strategic Information Systems Journal of Transactional Management Development Management Decision Management International Review Problems and Perspectives in Management SAM Advance Management journal SCMS journal of Indian Management Strategic Management Journal The International journal of Management Science Journal of International Management Studies The Service Industries journal Emerging Markets Review European journal of Marketing International Marketing Review International Review of Retail, Distribution and Consumer Research Journal of Business Market Management Journal of Global Marketing Journal of International Consumer Marketing Journal of International Food and Agribusiness Marketing Journal of International Marketing Journal of Marketing Journal of Marketing for Higher Education Journal of Marketing Management

1 2 1 1 1 1 1 1 2 1 1 1 1 1 1 2 1 15 1 1 1 6 2 1 2 1 2 10 2 1 4 1 1 8 1 1 4 1 1 4 1 1 1 13 1 1 5 1 1 2 1 1 1 1 1 1

MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MGT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT MKT IB IB IB IB IB IB ECO ECO ECO ECO ECO ECO ECO ECO

62 (38.99%)

44 (27.67%)

22 (13.83%)

9 (5.66%)

8 (5.03%)

Rana, Sharma 62 63 64 65 66 67 68 69 70 71 72 73 74

Journal of Relationship Marketing Journal of Shopping Centre Research Journal of Strategic Marketing Quantitative Market Research The Marketing Review Export Systems with Applications International Business Review International Small Business Journal Journal of International Business Research Journal of International Business Studies Journal of World Business Business and Economic History Construction Management and Economics Defense and Peace Economics Economic Theory International journal of Production Economics Journal of Economic Geography Journal of Small Business Economics Oxford Economic Papers Entrepreneurship and Regional Development Entrepreneurship Theory and Practice International Journal of Entrepreneurship Journal of International Entrepreneurship Behavioral Ecology and Sociobiology Development of Society Environment and Planning High Education Journal of Travel Research Time and Society European Journal of Operation Research Journal of Operations and Supply Chain Management

139 1 1 1 5 1 1 1 1 1 1 2 1

ED ED ED ED SS SS SS SS SS SS OR OR

5

CONF

6 (3.77%)

3 (1.88%)

5 (3.14%)

Conference Proceedings

The results of Table 7 represent that, number of articles which come under Management (MGT) discipline are highest and approximate 38.99% articles have been published in Management journals. The percentage of papers appearing in Marketing (MKT) journals is 27.67%; in International Business (IB) journals, it’s 13.83%; in Economics (ECO) journals, it’s 5.66% and in Entrepreneurship journals, it’s 5.03%. International marketing research is also recognized in sociology (3.77%) and Operation research (1.88%) journals. There are only a few articles on IMP available in conference proceedings, i.e., 5 (3.14%) only. Management International

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Review, International Marketing Review and International Business Review covered the highest number of articles on constituents of international marketing process. Hence these journals can be considered as worthy resources of the subject. Moreover, it is observed from the table 7 that today international marketing articles are not only preferred by international marketing core journals but also by other journals.

6. Conclusion It is identified from literature review that, international marketing process is not much observed and compared as research area in international marketing, and no attempts have been made to classify and analyze the literature dealing with all constituents of international marketing process. In this study, 159 related articles were identified, which were published in various publication outlets between 1990 and 2011. It was found that, International marketing entry mode was the mostly preferred area of research, and researchers have mostly used statistical analysis techniques. Whereas, mathematical programming was the least preferred to undertake studies. Therefore, it seems that there are many untouched research problems possible in the area of international marketing. It is also observed that the number of article published between 1990 and 1995 were at very meager stage. In previous studies a little attention is given to competitive positioning and international marketing strategies. But results of recent time span show growing volume of research articles with the passage of time. The present review indicates that, this area of research is growing as one of the most preferred research stream in international marketing. Previous reviews have left the scope to represent concept of international marketing process. Therefore, this review has brought this concept with micro level segment on surface. Simple meta-analysis has been performed by the authors which contributed towards comparative synthesis of conceptual domain segments, simplified, examined and presented the development and attention of mainstream publication outlets against all the facets of international marketing process between 1990—2011. Overall, this review represents the progressive picture of international marketing from the view of conceptual developments and evolves that traditional research areas will no longer dominate the international marketing literature. Despite the limitations, the authors expect that this review on conceptual domain of international marketing would be reasonably rich, diverse and illuminating. Research Implications This study investigates conceptual domain of international marketing process along with delineating and classifying various constituents in international marketing process on which potential areas can be explored upon the subject for future research. The present study provides consolidated information on progress that has been achieved in domain areas of international marketing process such as: constituents and valuable sources of literature. Therefore, this study may function as a formidable basis or reference for readers and researchers on international marketing subject.

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156. Yoser Gadhoum (1999), “Potential e.ects of managers' entrenchment and shareholdings on Competitiveness” European Journal of Operational Research, Vol. 118, pp 332-349. 157. Youngok Kim, Sidney J. Gray (2008), “The Impact of Entry Mode Choice on Foreign Affiliate Performance: The Case of Foreign MNEs in South Korea” Management International Review, Vol. 48, 2 pp 165-188. 158. Yuehua Xu, Songhua Hu, and Xu’ang Fan (2011), “Entry Mode Choice of Chinese Enterprises: The Impacts of Country Risk, Cultural Distance and Their Interactions” Front. Business Research, Vol. 5(1) pp 63–78. 159. Yung-Heng Lee, and Dr. Yann-Haur Huang (2009), “Entry mode Choices between Wholly-Owned and Joint Ventures of Taiwanese Firms in China–An Eclectic Theory Perspective” The Journal of International Management Studies, Vol. 4, 1 pp 77-84. About Authors Sudhir Rana is a research associate in marketing area at National Institute of Technology, Hamirpur (India). His research area includes International Marketing, International Marketing Competence and Marketing for Manufacturing Corporations. Somesh Kumar Sharma is faculty at National Institute of Technology, Hamirpur (H.P). His research area includes International Positioning, International Dynamics, and International Business. He has contributed various research articles in many journals of international repute.