Marketing Internationalization: Influence Factors on Product Customization Decision Outros Idiomas

ID:
51942
Resumo:
PURPOSE - Studies about product customization decision are especially relevant for organizations that decide opening a subsidiary overseas. This scenario requires the company to decide which products should be customized and which products should be standardized when selling products in international markets. The main purpose of this paper is to identify which factors influence the decisions on the customization of industrial products and consumer products to a particular country in the marketing function of a global company. DESIGN/METHODOLOGY/APPROACH - To do so, a literature review was conducted addressing the following topics: internationalization, international marketing and product customization factors. With regard to methodological aspects, an initial qualitative phase was conducted with four exploratory case studies. In the quantitative phase, an online survey was developed, obtaining 123 records of an intentional non-probabilistic sample. FINDINGS - As a result, six factors were deemed essential to the product customization decision: customers’ characteristics, sustainable return on investment, sustainable profit, legal requirements, sales of other products in the portfolio and weather differences. ORIGINALITY/VALUE - The authors expect that the results of this research contribute academically for the management knowledge about the meanings that product customization can assume in internationalized companies, and, additionally, in a business way, the authors expect that they help companies make strategic decisions on the appropriate measure to take regarding product customization in international markets, whether industrial products or consumer products. With these findings, the authors expect to make a valid contribution about product customization decision and suggesting future studies from other perspectives.
Citação ABNT:
JUSSANI, A. C.; VASCONCELLOS, E. P. G.; WRIGHT, J. T. C.; GRISI, C. C. H. Marketing Internationalization: Influence Factors on Product Customization Decision. Revista de Administração, v. 53, n. 4, p. 555-574, 2018.
Citação APA:
Jussani, A. C., Vasconcellos, E. P. G., Wright, J. T. C., & Grisi, C. C. H. (2018). Marketing Internationalization: Influence Factors on Product Customization Decision. Revista de Administração, 53(4), 555-574.
DOI:
https://doi.org/10.1108/RAUSP-07-2018-0043
Link Permanente:
http://www.spell.org.br/documentos/ver/51942/marketing-internationalization--influence-factors-on-product-customization-decision/i/pt-br
Tipo de documento:
Artigo
Idioma:
Inglês
Referências:
Anderson, D. R.; Sweeney, D. J.; Williams, T. A.; Camm, J.; Cochran, J. (2014). Essentials of Statistics for Business and Economics. 7 ed. Cengage Learning: Stamford, CT.

Cai, L.; Yu, X.; Liu, Q.; Nguyen, B. (2015). Radical innovation, market orientation, and risk-taking in Chinese new ventures. International Journal of Technology Management, v. 67, n. 1, pp. 47-76.

Cooper, D. R.; Schindler, P. S. (2013), Business Research Methods. 12 ed. McGraw - Hill: New York, NY.

Cortell, A.; Davis, J. Jr. (1996). How do international institutions matter?The domestic impact of international rules and norms restricted access. International Studies Quarterly, v. 40, n. 4, pp. 451-478.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of the tests. Psychometrika, v. 16, n. 3, pp. 297-334.

Czinkota, M. R.; Ronkainen, I. A. (2012), International Marketing. 10 ed. Cengage Learning, Orlando FL.

Davcik, N. S.; Sharma, P. (2015). Impact of product differentiation, marketing investments and Brand equity on pricing strategies: a Brand level investigation. European Journal of Marketing, v. 49, n. 5/6, pp. 760-781.

Davvetas, V.; Diamantopoulos, A. (2016). How product category shapes preferences toward global and local brands: a schema theory perspective. Journal of International Marketing, v. 24, n. 4, pp. 61-81. https://doi.org/10.1509/jim.15.0110

Fowler, F. J. (2013), Survey Research Methods. 5 ed. Sage: Thousand Oaks, CA.

Ghoshal, S.; Bartlett, C. (1990). The multinational corporation as an interorganizational network. Academy of Management Review, v. 15, n. 4, pp. 603-625.

Hill, C. H. W. (2014), International Business: Competing in the Global Marketplace. 10 ed. McGraw-Hill: New York, NY.

Holt, D.; Quelch, J.; Taylor, E. (2004). How global brands compete. Harvard Business Review, v. 82, pp. 1-9.

Hutt, M. D.; Speh, T. W. (2012), Business Marketing Management: B2B. 11 ed. Cengage Learning, Boston.

IBGE (2013). Pesquisa de inovação 2011. Rio de Janeiro. ftp://ftp.ibge.gov.br/IndustriasExtrativasedeTransformacao/PesquisadeInovacaoTecnologica/2011/pintec2011.pdf

Jussani, A. C.; Vasconcellos, E. P. G. (2013). Global products or customization to different countries: Conceptual framework and application at Wahler, a German company of the automotive sector. Future Studies Research Journal, v. 5, n. 2, pp. 252-286.

Keegan, W. J. (2013), Global Marketing Management. 8 ed. Pearson, NJ.

Kiss, A.; Williams, D.; Houghton, S. (2013). Risk bias and the link between motivation and new venture post-entry international growth. International Business Review, v. 22, n. 6, pp. 1068-1078.

Krajicek, D. (2016). How to balance global scale with local differentiation in marketing: fine- tuning your balance between global scale and local customization can pay dividends. AMA. www.ama.org/publications/MarketingNews/Pages/global-marketing-local-differentiation.aspx

McCarthy, E. J. (1996), Basic Marketing: A Managerial Approach. 12 ed. Irwin: Homewood.

Murray, K. B.; Di Muro, F.; Finn, A.; Leszczyc, P. P. (2010). The effect of weather on consumer spending. Journal of Retailing and Consumer Services, v. 17, n. 6, pp. 512-520.

Novellie, P.; Biggs, H.; Roux, D. (2016). National laws and policies can enable or confound adaptive governance. Environmental Science and Policy, v. 66, pp. 40-46.

Nunnally, J. C. (1978), Psychometric Theory. 2 ed. McGraw-Hill: New York, NY.

QUESTIONPRO. (2013), Online Research Made Easy. QUESTIONPRO, Seattle, www.questionpro.com

Rao-Nicholson, R.; Khan, Z. (2017). Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions. International Marketing Review, v. 34, n. 1, pp. 138-158.https://doi.org/10.1108/IMR-12-2015-0292

Roslow, S.; Li, T.; Nicholls, J. (2000). Impact of situational variables and demographic attributes in two seasons on purchase behavior. European Journal of Marketing, v. 34; n. 9/10, pp. 1167-1180.

Ross, S. A.; Westerfield, R. W.; Jaffe, J. F. (2012), Corporate Finance. 10 ed. McGraw-Hill: New York, NY.

Rubenstein, A. H. (1976), Um Paradigma Para o Delineamento de Problemas Organizacionais. Institute of Management Sciences, Miami.

Samiee, S.; Roth, K. (1992). The influence of global marketing standardization on performance. Journal of Marketing, v. 56, n. 2, pp. 1-17.

Schnurr, B.; Scholl-Grissemann, U. (2015). Beauty or function?How different mass customization toolkits affect customers’ process enjoyment. Journal of Consumer Behaviour, v. 14, n. 5, pp. 335-343.

Senn, C.; Thoma, A.; Yip, G. S. (2013). Customer-centric leadership: how to manage strategic customers as assets in B2B markets. California Management Review, v. 55, n. 3, pp. 27-59. https://doi. org/10.1525/cmr.2013.55.3.27

SPSS. (2009). PASW Statistics for Windows, Version 18.0. SPSS Inc, Chicago.

Steenkamp, J.; Batra, R.; Alden, D. (2003). How perceived Brand globalness creates Brand value. Journal of International Business Studies, v. 34, n. 1, pp. 53-65. ,

Swani, K.; Brown, B.; Milne, G. (2014). Should tweets differ for B2B and B2C? An analysis of fortune 500 companies twitter communications. Industrial Marketing Management, v. 43, n. 5, pp. 873-881.

Thompson, F. M.; Chmura, T. (2015). Loyalty programs in emerging and developed markets: the impact of cultural values on loyalty program choice. Journal of International Marketing, v. 23, n. 3, pp. 87-103, available at: https://doi.org/10.1509/jim.14.0125

UNCTAD. (2016). World investment report. Geneva, available at: http://unctad.org/en/PublicationsLibrary/wir2015_en. pdf

Yip, G. S. (1989). Global strategy… in a world of nations? Sloan Management Review, v. 31, n. 1, pp. 29-41.