GBM-5003: Global Marketing Management

Carter, L. L. (2019). Equivalence and research design optimization for international market segmentation. Journal of Marketing Development & Competitiveness, 13(3), 10–24.
The massive growth of global competition has led firms to attempt various international market segmentation schemas; however, creating effective cross-border strategies is often fraught with unique challenges. This study aims to address the issues concerning equivalence and propose a two-stage approach towards effective international market segmentation. The study consolidates equivalence issues specific to international research that may increase bias into the segmentation process.

Lee, H. S., & Griffith, D. A. (2019). The balancing of country-based interaction orientation and marketing strategy implementation adaptation/standardization for profit growth in multinational corporations. Journal of International Marketing, 27(2), 22–37.
Under the framework of the attention-based view, this study examines the MNC strategic approach of country-based interaction orientation and marketing strategy implementation adaptation/standardization as drivers of global profit growth, contingent on the environmental conditions of competitive intensity and market dynamism. The findings also show that the effect of a country-based interaction orientation on MNC profit growth is not as susceptible to competitive intensity and market dynamism when MNCs standardize their marketing strategy implementation.

Samiee, S., & Chirapanda, S. (2019). International marketing strategy in emerging-market exporting firms. Journal of International Marketing, 27(1), 20–37.
Despite major differences in emerging markets' environments and processes, they establish that Thai exporters that match their IMS to local market conditions realize superior performance, as predicted by strategy coalignment. The authors validate these results and discuss emerging-market firms' capacity to adapt their strategies and succeed in highly competitive advanced economies, despite relative inexperience, volatility, and information asymmetry at home.

Ali, S., Li, G., & Latif, Y. (2020). Unleashing the importance of creativity, experience and intellectual capital in the adaptation of export marketing strategy and competitive position. PLoS ONE, 15(11), e0241670.
This research aims to unleash how intangible skills, creativity, business experience, and intellectual capital facilitate marketing managers in the adaptation of expert marketing strategy (product, price, promotion, and distribution) that can spur sustainable competitive performance. The results indicate that intangible skills, creativity, experience, and intellectual capital do not directly contribute to sustainable competitive performance. However, creativity has a significant influence on product, price, promotion, and distribution strategy; experience has a significant influence on product, price, and promotion strategy; and intellectual capital is only a significant predictor of product strategy.