Search results

Items from 1 to 20 out of 120 results

article

Sponsoring sportowy jako element międzynarodowej strategii marketingowej przedsiębiorstw na przykładzie PKN Orlen S.A.

Klaudia Boroń

Academic Review of Business and Economics > 2023 > 5(2) > 44-64

Przedsiębiorstwa XXI wieku poprzez rosnącą konkurencję i coraz większe wymagania klientów szukają rozwiązań, które najskuteczniej zaspokoją oczekiwania oraz przyczynią się do budowy marki oraz wysokiej pozycji na rynkach, na których są obecne. Firmy, które internacjonalizują swoją działalność, używają promocji jako jednego z instrumentów marketingu międzynarodowego, by poinformować, a tym samym zaistnieć...

article

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

M. Mar Serrano‐Arcos, Raquel Sánchez‐Fernández, Juan Carlos Pérez‐Mesa, Petra Riefler

Psychology & Marketing > 39 > 11 > 2130 - 2152

The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers' positive dispositions toward a particular foreign country affect their purchase decisions of products from that origin, has recently emerged in the marketing discipline. In addition to the scarcity of...

article

Political and legal conditions of marketing activity of businesses in the European market

Marcin Komor

Marketing Instytucji Naukowych i Badawczych > 2022 > 44 > 2 > 1-20

The article tackles the political and legal environment within the borders of the European Union (EU) member states. Determinants of the political and legal environment of the European market were identified on two levels: (1) the framework, i.e. supranational European political and legal conditions; (2) the classical political and legal environment of the EU member states. Afterwards, an analysis...

article

Driving electronic word of mouth on Facebook: a cross-national study

Anna Bianchi, Grzegorz Karasiewicz

Marketing i Rynek > 2022 > 2 > 3-14

There is a growing interest in marketing communications on social media and word of mouth. More and more companies operate in an international context. However, cross-cultural research on the relationship between marketing communications on social media and electronic word-of-mouth (eWOM) is very scarce. By filling the research gap, the purpose of this study is to assess the influence of marketing...

article

Does consumer ethnocentrism impact international shopping? A theory of social class divide

Muhammad Aljukhadar, Benjamin Boeuf, Sylvain Senecal

Psychology & Marketing > 38 > 5 > 735 - 744

Research on international shopping has the potential of elucidating collective issues such as the eminence of protectionist discourse. Concomitantly, the authors propose a Theory of Social Class Divide (SCD) that explains how the judgments of a consumer segment diverge from classical predictions. The theory received support in an international shopping context, showing that the behavior of lower‐class...

article

Marketing Activities of Łódź Voivodeship Companies on Foreign Markets – Research Findings

Wojciech Grzegorczyk

Problemy Zarządzania > 2021 > 1/2021 (91) > 136-145

Purpose: The aim of this article is to determine the content of marketing strategies pursued by companies based in the Łódź Voivodeship on foreign markets. Design/methodology/approach: Literature studies and primary research by means of structured interviews and a questionnaire. The companies were sampled for the study from the Statistics Poland (formerly known as the Central Statistical Office) data,...

article

Marketing Activities of Łódź Voivodeship Companies on Foreign Markets – Research Findings

Wojciech Grzegorczyk

Problemy Zarządzania > 2021 > 19 > 1/2021 (91) > 136-145

article

Geographic export diversification: Determinants and their link with export performance

Pilar Cos, Antonio Colom, Angels Cabasés

Thunderbird International Business Review > 61 > 2 > 397 - 411

This study examines company‐specific factors that may help explain the choice of an export‐market strategy and explores how the selected export strategy contributes to explaining company's export performance (XP). Concentrating on a specific area within a broad spectrum of export behavior analysis has enabled us to examine these factors in greater depth. The results of our research, which was carried...

article

Marketing strategies of Polish companies on foreign markets

W. Grzegorczyk

Management > 2018 > Vol. 22, no. 2 > 96--109

In the years 2017-2018 the Marketing Faculty of Łódź University conducted a research project ”Marketing strategies of companies based in Łódź Voivodeship on foreign markets”. The aim of this text is to present the initial research findings strategies implemented by surveyed companies on foreign markets. The examined companies seldom attempted to conduct the foreign market research and the marketing...

article

Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?

Alexander Jakubanecs, Alexander Fedorikhin, Nina M. Iversen

Journal of Business Research > 2018 > 91 > C > 221-232

Marketing of indulgent food products with healthy claims (e.g., healthy cake) is challenging, and studies explaining consumer responses to such products are limited. This research addresses this limitation by focusing on an unexamined driver of responses to vice food products marketed as more healthy—dialectical thinking. Three experimental studies using samples from online panels show that dialecticism...

article

Wpływ kultur narodowych na postrzeganie wartości masowej kastomizacji przez klientów

Maria Roszkowska-Menkes

Studia Ekonomiczne > 2018 > 359 > 83-103

Celem niniejszego artykułu jest prezentacja modelu koncepcyjnego analizującego wartość masowej kastomizacji dla klienta z perspektywy specyfiki kultur narodowych. W szczególności, odwołując się do wymiarów wartości kulturowych Hofstedego, zaproponowany model wyjaśnia różnice w postrzeganiu przez konsumentów korzyści i kosztów masowej kastomizacji. Zaprezentowane w opracowaniu rozważania odpowiadają...

article

International Marketing Standardization and Financial Performance of Mobile Network Operators — An Empirical Analysis

Torsten J. Gerpott, Nejc M. Jakopin

Schmalenbach Business Review > 2005 > 57 > 3 > 198-228

This study explores the degrees to which service firms standardize marketing instruments in their foreign subsidiaries. It also analyzes associations between international standardization of marketing instruments and company financial performance criteria in an industry study of mobile network operators. 15 mobile network operator corporations with substantial international business activities and...

article

Análisis evaluativo a los procesos de marketing en la internacionalización de las pequeñas y medianas empresas de alimentos de Medellín

Samuel David Cepeda Palacio, Libardo José Velásquez Estrada, Beatriz Eugenia Marín Gómez

Estudios Gerenciales > 2017 > 33 > 144 > 271-280

The following paper intends to analyze the marketing strategies for the internationalization of food small and medium-sized enterprises (SMEs) in the city of Medellin (Colombia), with the purpose of showing the context where those companies are when it comes to expand their operations into foreign markets. By means of an evaluative methodology, a qualitative study is presented, which uses the different...

article

Antecedents and consequences of liking in retail service relationships in China and Greece

Ibrahim Abosag, Thomas L. Baker, Kristina Lindsey Hall, Aliki-Dimitra Voulgari, more

International Business Review > 2017 > 26 > 3 > 566-578

The marketing literature has provided a limited examination of the concept of liking, and even this has mainly occurred within business-to-business or advertising contexts. In this paper, the authors propose a model of the intervening role of liking in the customer-service provider relationship in two countries, China and Greece. The antecedents of liking include three key service constructs, namely...

article

Nowe koncepcje marketingu w strategiach marketingu międzynarodowego

Wojciech Józef Grzegorczyk

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia > 2017 > 51 > 2

The article deals with the new marketing concepts used to develop and implement marketing strategies for businesses on international markets. It mainly concerns the use of Agile Marketing and Blue Ocean Strategy. These concepts are discussed in marketing literature separately in a way that is not related to marketing strategies on international markets. Since they are entirely new concepts, the Polish...

article

Market driving strategies: Beyond localization

Pervez Ghauri, Fatima Wang, Ulf Elg, Veronica Rosendo-Ríos

Journal of Business Research > 2016 > 69 > 12 > 5682-5693

Adaptation to local customer preferences may result in a more rapid market acceptance, and market orientation studies often propound that firms need to closely monitor changes in the marketplace and adapt to customer needs in order to enhance firm performance (Slater & Narver, 1995). However, firms operating in multiple markets may choose minimal adaptation to local market trends in favor of introducing...

article

A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes

Camila Costa, Jorge Carneiro, Rafael Goldszmidt

International Business Review > 2016 > 25 > 5 > 1066-1075

This study investigates the effect of country-of-origin image on consumers’ evaluations of foreign products and disaggregates the effects across facets of country image and across product classes. We disentangle country image into cognitive and affective dimensions, and additionally disaggregate the cognitive dimension into geographic and human aspects. We posit that country-of-origin effects will...

article

Quest for purposefully designed conceptualization of the country-of-origin image construct

Jorge Carneiro, Flávio Faria

Journal of Business Research > 2016 > 69 > 10 > 4411-4420

While hundreds of studies have investigated the impact of country image on quality evaluation of foreign products, results have been mutually inconsistent. This study carefully addresses the conceptualization of the country image construct, since poor construct conceptualization may be one of the roots of the controversial results in the literature. We argue that the proper conceptual delimitation...

article

A snapshot of different issues on marketing in emerging economies: Editorial to the special section

Udo Wagner, Maja Szymura-Tyc

Journal of Business Research > 2016 > 69 > 9 > 3617-3620

The special section contains articles based on selected papers presented during the 5th and 6th EMAC Regional Conference. The topic of both conferences focused on emerging markets in Central and Eastern Europe. Universities in Katowice, Poland, and Vienna, Austria, hosted the conferences in 2014 and 2015. Following the double-blind review process, the best 13 articles (selected from conference submissions)...

article

Marketing Communications as Important Segment of the Marketing Concept

Milena Mirković, Dejana Kulina

ECONOMICS > 2016 > 4 > 1 > 165-180

New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products...

Publication date

Last 3 years (4)

Close

Date range setting

Set the date range to filter the displayed results. You can set a starting date, ending date or both. You can enter the dates manually or choose them from the calendar.

From:

To:
Set your own date range

Content availability

Available (100)
None (20)

Publication type

article (111)
book (9)

Publication language

English (101)
Polish (19)
German (4)
Ukrainian (1)

Keywords

INTERNATIONAL MARKETING (120)
MARKETING MIĘDZYNARODOWY (13)
MARKETING MIEDZYNARODOWY (9)
INTERNATIONALIZATION (7)
MARKETING (7)
GLOBALIZATION (6)
ENTERPRISE (5)
EXPORTING (5)
INTERNACJONALIZACJA (5)
PRZEDSIEBIORSTWA (5)
STRATEGIE MARKETINGOWE (5)
CHINA (4)
INDUSTRIES (4)
INTERNATIONAL TRADE (4)
MARKETING STRATEGY (4)
STANDARDIZATION (4)
ADAPTATION (3)
CULTURAL DIFFERENCES (3)
CULTURE (3)
ENTERPRISE BEHAVIOUR (3)
ETHICS (3)
EXPORT INTENSITY (3)
EXPORT PERFORMANCE (3)
INNOVATION (3)
INTERNATIONALES MARKETING (3)
MARKET ORIENTATION (3)
STRATEGIC PLANNING (3)
ZACHOWANIA PRZEDSIEBIORSTW (3)
ADVERTISING (2)
AGRI-FOOD PRODUCTS (2)
ASSESSMENT (2)
BUSINESS (2)
COMPETITIVENESS (2)
CONFLICT IDENTIFICATION (2)
CONSUMER ATTITUDES (2)
CONSUMER BEHAVIOUR (2)
CONSUMER SOCIALIZATION (2)
COUNTRY IMAGE (2)
COUNTRY OF ORIGIN (2)
COUNTRY-OF-ORIGIN (2)
COUNTRY-OF-ORIGIN EFFECT (2)
CROSS-CULTURAL CONSUMER BEHAVIOUR (2)
CROSS-CULTURAL RESEARCH (2)
CUSTOMER RELATIONSHIP MANAGEMENT (2)
DATA MINING (2)
DIFFUSION (2)
ECONOMIC IDENTITY (2)
EMERGING MARKETS (2)
EUROPEAN UNION (2)
GLOBALIZACJA (2)
HANDEL MIEDZYNARODOWY (2)
INTERCULTURAL COMPETENCE (2)
INTERNATIONAL ECONOMIC SANCTIONS (2)
INTERNATIONAL MANAGEMENT (2)
INTERNATIONAL MARKET SEGMENTATION (2)
INTERNATIONAL MARKETING COMMUNICATION (2)
INTERNATIONAL TRADE DISPUTES (2)
INTERNET (2)
MARKETING DATA PROCESSING (2)
MARKETING MIX (2)
MARKETING RESEARCH (2)
MARKETING STRATEGIES (2)
MIĘDZYNARODOWE SANKCJE EKONOMICZNE (2)
MIĘDZYNARODOWE SPORY HANDLOWE (2)
MODELLING (2)
OFFSHORING (2)
OSOBOWOŚĆ EKONOMICZNA (2)
PRICING (2)
PRODUCTION (2)
PROMOTION (2)
RELIABILITY (2)
RYNEK SWIATOWY (2)
SOCIAL AND CULTURAL CONTRADICTIONS (2)
STANDARDS (2)
STANDARYZACJA (2)
SURVEY RESEARCH (2)
TRADE WAR (2)
TRANSACTION COST ANALYSIS (2)
WOJNA HANDLOWA (2)
WORLD MARKET (2)
ADAPTACJA (1)
ADAPTATION/STANDARDIZATION (1)
ADULT LEARNING (1)
AGRICULTURAL ENTERPRISE (1)
AGRICULTURAL PRODUCTS (1)
AGRICULTURE (1)
ANALYSIS OF INTERNAL COMPANY ENVIRONMENT (1)
ANIMOSITY (1)
ANTI-AMERICANISM (1)
ARMS TRADE (1)
ATTITUDE CHANGE (1)
AUSTRALIA (1)
AUSTRIAN ECONOMICS (1)
BA (1)
BADANIA ANKIETOWE (1)
BADANIA MARKETINGOWE (1)
BADANIA NAUKOWE (1)
BARRIERS (1)
BAYESIAN ESTIMATION (1)
BEHAVIORAL AND ENVIRONMENTAL UNCERTAINTY (1)
more

Data set

Elsevier (57)
CEJSH (17)
Springer (17)
Agro (10)
BazTech (7)
ieee (7)
Wiley (5)

INFONA - science communication portal

Search results

Sponsoring sportowy jako element międzynarodowej strategii marketingowej przedsiębiorstw na przykładzie PKN Orlen S.A.

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

Political and legal conditions of marketing activity of businesses in the European market

Driving electronic word of mouth on Facebook: a cross-national study

Does consumer ethnocentrism impact international shopping? A theory of social class divide

Marketing Activities of Łódź Voivodeship Companies on Foreign Markets – Research Findings

Marketing Activities of Łódź Voivodeship Companies on Foreign Markets – Research Findings

Geographic export diversification: Determinants and their link with export performance

Marketing strategies of Polish companies on foreign markets

Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?

Wpływ kultur narodowych na postrzeganie wartości masowej kastomizacji przez klientów

International Marketing Standardization and Financial Performance of Mobile Network Operators — An Empirical Analysis

Análisis evaluativo a los procesos de marketing en la internacionalización de las pequeñas y medianas empresas de alimentos de Medellín

Antecedents and consequences of liking in retail service relationships in China and Greece

Nowe koncepcje marketingu w strategiach marketingu międzynarodowego

Market driving strategies: Beyond localization

A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes

Quest for purposefully designed conceptualization of the country-of-origin image construct

A snapshot of different issues on marketing in emerging economies: Editorial to the special section

Marketing Communications as Important Segment of the Marketing Concept

Filter options

Publication date

Content availability

Publication type

Publication language

Keywords

Data set

INFONA - science communication portal

Search results

Add recipient

Sending message cancelled

Are you sure you want to cancel sending this message?

Send message

Filter options

Publication date

Date range setting

Set the date range to filter the displayed results. You can set a starting date, ending date or both. You can enter the dates manually or choose them from the calendar.

Content availability

Publication type

Publication language

Keywords

Data set

Reporting an error / abuse

Sending the report failed

Accessibility options