thailand - DYNAMIC GLOBAL MARKETING STRATEGY AND FIRM...

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DYNAMIC GLOBAL MARKETING STRATEGY AND FIRM SURVIVAL: EVIDENCE FROM EXPORTING JEWELRY BUSINESSES IN THAILAND Kittichai Akkrawimut, Mahasarakham Business School, Mahasarakham University, Thailand Phapruke Ussahawanitchakit, Mahasarakham Business School, Mahasarakham University, Thailand ABSTRACT The objective of this research is to investigate the influence of dynamic global marketing strategy, namely, continuous innovation improvement concentration, flexible marketing channel focus, diversified customer behavioral learning, effective customer response orientation, and valuable marketing communication proactiveness on firm survival through customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence, and marketing performance by using market munificence as the moderator. Additionally, executive vision for globalization, International entrepreneur culture, advance technology growth, and volatile competition forces are assumed to become the antecedents of dynamic global marketing strategy via the moderating effects of technology adaptation competency and international experience. The model testing is using the data collected from 154 exporting jewelry firms in Thailand by utilizing the resource advantage, dynamic capabilities and S-C-P paradigm to explain conceptual framework. The results of OLS regression show that the dynamic global marketing strategy has a positive influence on firm survival, customer participation efficiency, marketing advantage sustainability, market acceptance quality, marketing excellence, and marketing performance. Also, dynamic global marketing strategy antecedents have partial positive relationships with five dimensions of dynamic global marketing strategy. For moderating effects, technology adaptation competency, international experience, market munificence have a partial significant impact on the relationships. Both theoretical and managerial contributions are explicitly provided. Conclusion and suggestions for future research are presented accordingly. 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, Market Munificence 1. INTRODUCTION 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
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thailand - DYNAMIC GLOBAL MARKETING STRATEGY AND FIRM...

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