The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s

Detalhes bibliográficos
Autor(a) principal: Antunes, Isabel Cristina Martins
Data de Publicação: 2013
Outros Autores: Barandas-Karl, Hortênsia, Martins, Francisco Vitorino
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.22/4779
Resumo: The dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. The purpose of this paper is to study, in depth howsmall and medium-sized companies develop their international marketing mix strategy in their overseas subsidiaries. We use the theoretical construct of Hofstede (1980, 1991) in the dimensions of Power Distance (PD), Uncertainty Avoidance (UA), Individualism (IND), Masculinity (MASC) and Long-Term Orientation (LTO) to assess the cross cultural differences between countries and the business practices to analyze the adaptation or standardization of the international marketing mix strategy of foreign Portuguese subsidiaries. Ourstudy uses an exploratoryand qualitative methodology. We conducted semi-structured interviews in order to achieve a good understanding ofinternational marketing mix strategy of four companies from different sectors. Our results show that the national cultural differences have great influence in the marketing strategy of the subsidiary. The business practices adjustments in the subsidiary company that proved to be necessary conditions for their performance are conducted by the products augmented offerings concerning the characteristics of the product, design and brand name in order to meet the requirements and specificities of the host country of the subsidiary.
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spelling The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’sInternational marketing strategyNational culturesSubsidiariesPerformanceCase studyThe dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. The purpose of this paper is to study, in depth howsmall and medium-sized companies develop their international marketing mix strategy in their overseas subsidiaries. We use the theoretical construct of Hofstede (1980, 1991) in the dimensions of Power Distance (PD), Uncertainty Avoidance (UA), Individualism (IND), Masculinity (MASC) and Long-Term Orientation (LTO) to assess the cross cultural differences between countries and the business practices to analyze the adaptation or standardization of the international marketing mix strategy of foreign Portuguese subsidiaries. Ourstudy uses an exploratoryand qualitative methodology. We conducted semi-structured interviews in order to achieve a good understanding ofinternational marketing mix strategy of four companies from different sectors. Our results show that the national cultural differences have great influence in the marketing strategy of the subsidiary. The business practices adjustments in the subsidiary company that proved to be necessary conditions for their performance are conducted by the products augmented offerings concerning the characteristics of the product, design and brand name in order to meet the requirements and specificities of the host country of the subsidiary.THEIJMRepositório Científico do Instituto Politécnico do PortoAntunes, Isabel Cristina MartinsBarandas-Karl, HortênsiaMartins, Francisco Vitorino2014-07-15T17:21:46Z20132013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.22/4779eng2277-584610400.22/4779info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-13T12:44:42Zoai:recipp.ipp.pt:10400.22/4779Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:25:26.254422Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
title The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
spellingShingle The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
Antunes, Isabel Cristina Martins
International marketing strategy
National cultures
Subsidiaries
Performance
Case study
title_short The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
title_full The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
title_fullStr The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
title_full_unstemmed The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
title_sort The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s
author Antunes, Isabel Cristina Martins
author_facet Antunes, Isabel Cristina Martins
Barandas-Karl, Hortênsia
Martins, Francisco Vitorino
author_role author
author2 Barandas-Karl, Hortênsia
Martins, Francisco Vitorino
author2_role author
author
dc.contributor.none.fl_str_mv Repositório Científico do Instituto Politécnico do Porto
dc.contributor.author.fl_str_mv Antunes, Isabel Cristina Martins
Barandas-Karl, Hortênsia
Martins, Francisco Vitorino
dc.subject.por.fl_str_mv International marketing strategy
National cultures
Subsidiaries
Performance
Case study
topic International marketing strategy
National cultures
Subsidiaries
Performance
Case study
description The dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. The purpose of this paper is to study, in depth howsmall and medium-sized companies develop their international marketing mix strategy in their overseas subsidiaries. We use the theoretical construct of Hofstede (1980, 1991) in the dimensions of Power Distance (PD), Uncertainty Avoidance (UA), Individualism (IND), Masculinity (MASC) and Long-Term Orientation (LTO) to assess the cross cultural differences between countries and the business practices to analyze the adaptation or standardization of the international marketing mix strategy of foreign Portuguese subsidiaries. Ourstudy uses an exploratoryand qualitative methodology. We conducted semi-structured interviews in order to achieve a good understanding ofinternational marketing mix strategy of four companies from different sectors. Our results show that the national cultural differences have great influence in the marketing strategy of the subsidiary. The business practices adjustments in the subsidiary company that proved to be necessary conditions for their performance are conducted by the products augmented offerings concerning the characteristics of the product, design and brand name in order to meet the requirements and specificities of the host country of the subsidiary.
publishDate 2013
dc.date.none.fl_str_mv 2013
2013-01-01T00:00:00Z
2014-07-15T17:21:46Z
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url http://hdl.handle.net/10400.22/4779
dc.language.iso.fl_str_mv eng
language eng
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10400.22/4779
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