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Unformatted text preview: Keywords: Dynamic Global Marketing Strategy, Firm Survival, Customer Participation Efficiency,
Marketing Advantage Sustainability, Market Acceptance Quality, Marketing Excellence, Marketing
Performance, Executive Vision for Globalization, International Entrepreneur Culture, Advance Technology
Growth, Volatile Competition Forces, Technology Adaptation Competency, International Experience,
Due to an increasing incorporation of the world’s major economies, world trade, and the stepping forward
of globalization, many organizations have become aware of the potential capability of gaining much
income from the world market. Rapid advances in technology, increasing international trade and
investment growing wealth across the globe, and a convergence of consumer tastes and preferences are
convincing businesses to expand their globalization strategies and tactics (Javalgi and White, 2002). The
intensification of competition on global scale has led to an increasing number of firms seeking
opportunities in global markets to achieve their objectives, as well as to safeguard their market position so
as to survive (Phromket and Ussahawanitchakit, 2009).
In the light of the significance of understanding exporting firms' operations, firms need to create and
develop their strategies in dealing with changing organizational operations (Ussahawanitchakit,
2007).The success of a firm in a foreign market depends largely on the method that the company uses to
venture into that market. Prior study argues that global marketing strategy plays a critical role in
determining a firm’s performance in the global market (Levitt, 1983; Porter, 1986; Zou and Cavusgil,
1996). It means that decisions on global marketing strategies will be an important issue for academic
research and marketing practice. Accordingly, this research attempts to extend the literature by using
dynamic capability paradigm. Dynamic capability explains why some firms gain more sustainable
competitive advantage than others within dynamic mark...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land