Marketing Strategies of Companies in Internationalization Process

Spivakovskyy, Sergiy; Spivakovska, Tetiana; Kanishchenko, O.; Alfy, Shahira El

doi:10.14505//jarle.v9.6(36).30

J. of Adv. Res. Law Econ.

2019

DOI: 10.14505//jarle.v9.6(36).30

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Marketing Strategies of Companies in Internationalization Process

Sergiy Spivakovskyy

Tetiana Spivakovska

O. Kanishchenko

et al.

Abstract: The article concerns the options of company internationalization, depending on the degree of market internationalization. The main indicators for assessing the degree of company internationalization were determined. The specificity of companies’ internationalization in terms of the concept of international product life cycle was analyzed. The features of international marketing strategy in the internationalization process were examined; the determinants of international marketing strategy were described. The r… Show more

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Company Promotion Strategy in International B2b Markets

Prygara¹,

Skoryna²

2022

BulEcon

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The research focuses on the company’s promotion strategy in international B2B markets, revealing different approaches to the promotion concept and strategy. The promotion strategy is viewed as a way of determining the company’s long-term goals for building a system of marketing communications between the company and a consumer regarding the dissemination of information about products using communication tools (advertising, PR, personal selling, direct marketing, sales promotion) aimed to form the demand for goods. The research studies the causes influencing the international communication process: uncontrollable and rapidly changeable factors of the market context of domestic and foreign markets, aspects of sociocultural, linguistic, economic, legislative, and competitive differences in the market. These factors actualize the necessity of strategic analysis of international markets, detailed analysis of the socio-cultural environment, and thorough analysis of secondary and primary marketing information regarding differences in the customers’ market behavior in the global market. The study describes the formation of a company’s promotion strategy for international markets. It includes the following stages: strategic analysis of foreign markets’ attractiveness, analysis of the cultural environment of global markets, the foreign market selection process for further market activity, research of customers’ motivations in the chosen market, determination of directions for the promotion strategy formation and means for its implementation and control. A comparative analysis of the use of promotional tools in B2B and B2C markets is provided. It is determined that the most effective promotion tools in the B2B market are personal sales, exhibitions, event marketing, and presentations.

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Company Promotion Strategy in International B2b Markets

Prygara¹,

Skoryna²

2022

BulEcon

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Conceptual Aspects and the Most Used Practices in Obtaining the Reliability of Entity Value Estimation

Birca

Țîrlea

Victoria

et al. 2021

Economy and Sociology

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Estimating the entity value is topical and of particular interest to managers and business owners, who in turn hope that through the evaluation they will obtain parallel and new possibilities for the business remediation. In this context, managers seek the support of qualified assessors, who will conduct a thorough analysis of the entity’s state at a given date, will apply the most effective evaluation methods. In this paper we proposed to investigate and analyze the theoretical aspects of the entity value estimation (EVE), rendered in the opinion of the well-informed researchers and in the light of the evaluation standards. As a result, we note that the criteria of evaluations have been supplemented with the following criterion: by type of activity of the economic entity. We estimate the evaluation methods in order to identify the most accepted and effective method for this important process to the entity. For the practical aspect of the investigation, we focused on the method of comparison in the market valuation of the enterprise, in order to establish the statistical indicators consisting of the calculation of the median and the arithmetic mean. Based on the calculations made in the practical part, we have found that an economic entity can change its own value, in particular, by the way its values are profitable. In estimating the value of the entity, a decision-making function is attributed to the rests with the assessor, in particular with regard to the methods selected and applied professionally by the entity, in compliance with professional valuation standards and current regulations, as the fair estimation of the entity’s value leads to a secure future and a guaranteed success.

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Marketing Strategies of Companies in Internationalization Process

Cited by 2 publications

References 2 publications

Company Promotion Strategy in International B2b Markets

Company Promotion Strategy in International B2b Markets

Conceptual Aspects and the Most Used Practices in Obtaining the Reliability of Entity Value Estimation

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