Internationales Marketing-Management

Berndt, Ralph; Altobelli, Claudia Fantapié; Sander, Matthias

doi:10.1007/978-3-662-46787-9

Cited by 38 publications

(4 citation statements)

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“…It's surprising in the context of fast-changing technologies and their development, being part of current marketing activities that the authors pay the least attention to them. These issues are not solved at all in some publications (Hollensen, Berndt et al (2007) and Machková (2009) into the political and legislative environment, but on the contrary into the economic environment by Boučková et al (2003) and De Búrca et al (2004). In addition, Hollensen (2011) mentions them in both the categories.…”

Section: Discussionmentioning

confidence: 99%

“…The examination involved the factors of the international marketing environment discussed and suggested by seven authors: Hollensen, 2001;Kotler and Armstrong, 2006;De Búrca et al, 2004;Hoff stede, 2007;Berndt et al, 2007;Machková, 2009;and Boučková et al, 2003. The selected professional publications presenting secondary sources particularly involved searching for the subcategories and factors of the international marketing environment that those authors dealt with.…”

Section: Methodology and Datamentioning

confidence: 99%

“…World's population size; population; population density; mobility; age distribution of the population; birth rate; marriage; mortality rate; quality of life; poverty rate etc. Berndt et al (2007) Kotler and Armstrong (2006) Ethnic and racial structure Ethnic structure; racial structure; ethnic culture. Kotler and Armstrong (2006) …”

mentioning

confidence: 99%

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Marketing Management: Monitoring the International Environment Factors Using Global Maps

Kala¹,

Kuralová²,

Margarisová³

et al. 2016

Acta Univ. Agric. Silvic. Mendelianae Brun.

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The article discusses the issue of the global marketing environment in line with the factors determining its external conditions. The aim is to specify the marketing-environment indicators in the international context and interpret the use of geographical maps illustratively documenting the diff erences of particular parameters in various parts of the global market. The research-results help update the theoretical framework of global environment factors. These data are also important for practice. Many enterprises consider the question of optimising their sources and directing their goals towards the opportunities available thanks to global markets. The global environment mapping is thereby an important basis for the marketing activities whose implementation across national boundaries is going to be mainly infl uenced by peculiarities of the environment involving foreign markets and their changes.

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Section: Discussionmentioning

confidence: 99%

Section: Methodology and Datamentioning

confidence: 99%

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Marketing Management: Monitoring the International Environment Factors Using Global Maps

Kala¹,

Kuralová²,

Margarisová³

et al. 2016

Acta Univ. Agric. Silvic. Mendelianae Brun.

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“…Companies can proactively venture abroad when they have economies of scale. Alternatively, they are pushed to do so by excess capacity or competition in their home market (Berndt et al, 2016: 10). While the offensive character is evident in the internationalisation of U.S. media companies, defensive motives can be observed in smaller saturated markets (e.g.…”

Section: Cross-border Strategies Linguistic (Dis)advantage and Digitisationmentioning

confidence: 99%

Can digitisation help overcome linguistic and strategic disadvantages in international media markets? Exploring cross-border business opportunities for German-language media companies

Rimscha

Möller

Voci

et al. 2018

Media, Culture & Society

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The media economy and production literature offers insights into the international activities of media companies that provide products in ‘world languages’. Researchers point out that English-language content and, thus, English-language companies have a linguistic advantage and dominate the global media market. In comparison, there is limited knowledge of how companies that originate from non-dominant-language territories expand their activities abroad. This is all the more relevant as digitisation and fragmentation transform markets and new business opportunities arise. Against this background, we ask whether media companies from non-dominant-language markets can benefit from new constellations and business models to overcome linguistic and strategic disadvantages. We use the example of German-language media companies to explore whether and how digitisation and, to some extent, fragmentation mediate the cross-border activities of non-dominant-language media companies. Using qualitative interviews with top media managers, we address their market perceptions and strategies regarding cross-border activities. In sum, market hierarchies remain persistent, as new challenges, such as portfolio redefinition and rising competition, emerge. However, companies focusing on generic products or niche markets can benefit from digitisation, as can companies that have already grew large and overcome their linguistic constraints.

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Strategies of Internationalization: An Overview

Schmid

2018

MIR Series in International Business

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Internationales Marketing-Management

Cited by 38 publications

References 0 publications

Marketing Management: Monitoring the International Environment Factors Using Global Maps

Marketing Management: Monitoring the International Environment Factors Using Global Maps

Can digitisation help overcome linguistic and strategic disadvantages in international media markets? Exploring cross-border business opportunities for German-language media companies

Strategies of Internationalization: An Overview

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