Purpose -The purpose of this study is to analyze how adaptation/standardization, trust and network development are achieved when marketing services in a culturally distant country through handling the problems of intangibility and heterogeneity. Design/methodology/approach -Qualitative data are collected in the form of unstructured interviews and direct observation to conduct a single case study on Gamma Knife. Findings -Adaptation/standardization plays the central role in internationalization of services marketing. For service development and quality maintenance, values and ideas of the foreign company dominate the adaptation (i.e. standardization), while market-related adaptation is carried out in response to local culture and practices.Research limitations/implications -The research is based on a single case. Future research can involve similar in-depth study examining how internationalization of services works in culturally distant countries, the results of which can be compared with the current study. Practical implications -In international services marketing, in addition to meeting formal and official requirements, managers must concentrate on building trust and informal contacts. Originality/value -The research uses an empirical illustration to provide a model on internationalization of services marketing based on adaptation/ standardization, trust and network, to overcome intangibility-and heterogeneity-related difficulties.
Purpose This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in Bangladesh. Design/methodology/approach By applying a qualitative method, the study was conducted at four multinationals, British American Tobacco, Perfetti Van Melle, Tetrapak and Reckitt Benckiser, operating in Bangladesh. Data were collected through semistructured interviews, direct observation and official documents. The analysis was conducted through construction of themes that were identified from the data set. Findings The study demonstrates that business relationships related to a local market should be adapted to customer preferences. The research suggests that a balanced combination of product quality and development of new, innovative products adapted to the needs of the market and the customers establishes trust and networks. Cultural and market context were found to influence multinational companies (MNCs)s to standardize the quality of the products and adapt marketing mix components to the needs of consumers. Research limitations/implications The paper contributes to international marketing literature with a model of product marketing based on context, trust, networks and adaptation/standardization. The model introduces the cultural dimension of femininity/ masculinity and the innovation of products and market structure. The study is limited to one emerging market. Further studies should explore other emerging market economies and MNCs. Practical implications The results suggest that to meet the challenges of emerging market economies and achieve success, managers should take people and market needs into consideration. Originality/value This paper extends product marketing literature by presenting a context-based model for MNCs’ product marketing.
On the basis of interviews made with twenty seven leading personalities from cooperatives and government institutions, it is identi¢ed, that two main dimensions, the economic and the social, are emphasized by di¡erent interest groups involved in the cooperative process. It is also indicated that the relationship between state and cooperatives, in varying degrees, combines these two basic dimensions over time in the actual cooperative law and thus focuses on one dimension, neglecting the other.Relationship is meant to anchor the economic and the social values of cooperatives in the political process, and enable them to be accepted. In conclusion, it can be argued that the state can in£uence the character of cooperatives by selecting speci¢c actors in speci¢c processes. For this reason, in order to secure a sustainable autonomous development of cooperatives, it is important to synthesize and take into consideration di¡erent interests in future relations between cooperatives and the state. &CIRIEC 2000. Published by Blackwell Publishers,
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