Warianty tytułu
Działania marketingowe przedsiębiorstw wcześnie umiędzynarodowionych. Wyniki badań empirycznych
Języki publikacji
Abstrakty
According to the literature, so-called managerial challenges are among the important barriers in the process of SMEs internationalization. Thus, the study is aimed at analyzing the marketing activity of the Polish SME-exporters, based on two quantitative studies of randomly selected Polish companies from the industrial processing sector. The studied topics include: marketing tools applied, new product development policy, competitive advantage factors perceived by the respondents. As the results show, the so-called international new ventures apply elements of entrepreneurial marketing concept on the foreign markets. These include: emphasis on product innovativeness, flexibility towards customer requirements and lack of long-term marketing planning which complies with studies conducted abroad. (original abstract)
Zgodnie z literaturą tzw. wyzwania menedżerskie należą do najważniejszych barier w procesie internacjonalizacji małych i średnich firm. Celem artykułu jest zatem analiza działań marketingowych polskich MSP-eksporterów w oparciu na badaniach ilościowych przeprowadzonych na dwóch losowo dobranych próbach. Analiza dotyczy m.in. stosowanych narzędzi marketingowych, polityki rozwoju nowych produktów i nadawania marki. Wyniki sugerują, że przedsiębiorstwa wcześnie umiędzynarodowione (tzw. international new ventures) prowadzą działania charakterystyczne dla koncepcji marketingu przedsiębiorców (tzw. entrepreneurial marketing), związanej z innowacyjnością, elastycznością w stosunku do wymagań nabywców i brakiem długoterminowego planowania, co jest zgodne z analogicznymi badaniami zagranicznymi. (abstrakt oryginalny)
Rocznik
Tom
Numer
Strony
71--80
Opis fizyczny
Twórcy
autor
- Warsaw School of Economics, Poland
Bibliografia
- 1. Andersson S., International entrepreneurship, born globals and the theory of effectuation, Journal of Small Business and Enterprise Development, Bingley: Emerald Group, 2011, Vol. 18, No. 3.
- 2. Becherer R.C., Haynes P.J., Helms M.M., An exploratory investigation of entrepreneurial marketing in SMEs: The influence of the owner/operator, Journal of Business and Entrepreneurship, London: Taylor&Francis, 2008, Vol. 20, No. 2.
- 3. Beverland M., Lockshin L.S., Crafting a competitive advantage: Tempering entrepreneurial action with positioning-based values, Qualitative Market Research, Bingley: Emerald Group, 2004, Vol. 7, No. 3.
- 4. Gabrielsson M., Branding strategies of born globals, Journal of International Entrepreneurship, New York: Springer Science and New Media, 2005, Vol. 3, No. 3.
- 5. Gabrielsson M, Kirpalani V.H.M. eds., Handbook of Research on Born Globals, New York: Edward Elgar Publishing, 2012. http://dx.doi.org/10.4337/9780857938046
- 6. Gilmore A., Entrepreneurial and SME marketing, Journal of Research in Marketing and Entrepreneurship, Bingley: Emerald Group, 2011, Vol. 13, No. 2.
- 7. Hacioglu G., Erenc S.S., Sule Erenc M., Celikkand H., The effect of entrepreneurial marketing on firm's innovative performance in Turkish SMEs, Procedia - Social and Behavioral Sciences, 2012, Vol. 58.
- 8. Hallback J., Gabrielsson P., Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies, International Business Review, Paris: Elsevier, 2013, Vol. 22.
- 9. Knight G.A., Cavusgil S.T., The born global firm: A challenge to traditional internationalization theory, Advances in International Marketing, Bingley: Emerald Group, 1996, Vol. 8.
- 10. Knight G.A., Madsen T.K., Servais P., An inquiry into born global firms in Europe and the USA, International Marketing Review, Bingley: Emerald Group, 2004, Vol. 21, No. 6.
- 11. Kowalik I., Baranowska-Prokop E., Determinanty powstawania i motywy ekspansji polskich przedsiębiorstw wcześnie umiędzynarodowionych, Gospodarka Narodowa, Warszawa: Szkoła Główna Handlowa, 2013, Vol. 4.
- 12. Kundu S.K., Katz J.A., Born-internationals SME: BI-level impacts on resources and intentions, Small Business Economics, New York: Springer Science and Economics, 2003, Vol. 20.
- 13. Luostarinen R., Gabrielsson M., Globalization and Marketing Strategies of Born Globals in SMOPECs, Thunderbird International Business Review, New Jersey: Wiley Periodicals, 2006, Vol. 48, No. 6.
- 14. Małe i średnie firmy motorem polskiego eksportu, "Bloomberg Businessweek Polska", 2013/21.
- 15. Martin D.M., The entrepreneurial marketing mix, Qualitative Market Research, Bingley: Emerald Group, 2009, Vol.12, No. 4.
- 16. McDougall P.P., Oviatt B.M., International Entrepreneurship: the intersection of two research paths, Academy of Management Journal, Briarcliff Manor: Academy of Management, 2000, Vol. 43, No. 5. http://dx.doi.org/10.2307/1556418
- 17. Moen Ø., Servais P., Born Global or Gradual Global? Examining the Export Behavior of Small and Medium-Sized Enterprises, Journal of International Marketing, Chicago: American Marketing Association, 2002, Vol. 10, No. 3.
- 18. Oviatt B.M., McDougall P.P., Toward a Theory of International New Ventures, Journal of International Business Studies, London: Palgrave Macmillan, 1994, Vol. 25.
- 19. Rennie M.W., Global competitiveness: Born global, McKinsey Quarterly, New York: McKinsey & Co, 1993, Vol. 4.
- 20. Rialp A., Rialp J., Knight G.A., The phenomenon of early internationalizing firms: what do we know after a decade (1993-2003) of scientific inquiry? International Business Review, Paris: Elsevier, 2005, Vol. 14, No. 2.
- 21. Sarasvathy S., Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency, Academy of Management Review, Briarcliff Manor: Academy of Management, 2001, Vol. 26, No. 2.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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