Similarly sheth and parvatiyar 1995 propose that

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Unformatted text preview: huebang and Ussahawanitchakit, 2009). Similarly, Sheth and Parvatiyar (1995) propose that technology advances is one of the key major forces on the determinants of global marketing practices. Based on our earlier discussion, the continuous technology growth helps to increase a firm’s ability to increase global marketing strategy. Then, advance technology growth is a potential factor of global marketing strategy. This, then, leads to the hypothesis posited as follows: Hypothesis 13: The higher the advance technology growth is, the more likely that firms will gain greater (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning, (d) effective customer response orientation, and (e) valuable marketing communication proactiveness. 2.10 Volatile Competition Forces Volatile competition forces are defined as the power from unpredictability external events that may affect the competitive environment (Chuntarung and Ussahawanitchkit, 2010; Aldrich, 1979; Porter, 1985). The INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 83 study of Samiee and Roth (1992) proposes that firms in such volatile environments are more likely to rely on one or very few manufacturing facilities and operate globally by exporting a standard product. In global industries, many external forces such as the competitive pressure in the global market may speed rapidly a firm to adopt the global marketing strategy (Porter 1986). Also, the study of Zou and Cavusgil (2002) shows that integration of competitive moves is positively associated with global marketing strategies. In conclusion, under the conditions of high competitive volatility, firms must seek for the way to be a readiness with new opportunity such as global market strategy. Thus, the hypothesis is proposed as follows: Hypothesis 14: The higher the volatile competition forces are, the more likely that firms will gain greater (a) continuous innovation improvement, (b) flexible marketing channel focus, (c) diversified customer behavioral learning, (d) effective customer response orientation, and (e) valuable m...
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