You Are Required to Write an Essay in Which You Assess the Usefulness to International Marketers of the Three Theories of Internationalization Listed Below
You are required to write an essay in which you assess the usefulness to international marketers of the three theories of internationalization listed below
Uppsala Model
Network Model
Born Global Pathway
Matteo Fabbi
University of Westminster, UK
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Several studies have focused on theories of internationalization since the raid of globalization hit every aspect of our life and organization as much. The advancement of technology, the decline of trading barriers, the rise of students exchanges programs, yet the rise of low-cost airline companies, is driving the economy to become more integrated and homogeneous. This rapid process is getting marketers and business owners to think and making important decisions to whether or not going international, how, where and when to do it. The study has failed to find a general view whether an approach is better then another, however it has presented situations of firms from different size, operating in different industry and assessed the usefulness of each theory to a specific situation. In fact the paper has found that there are many factors that will influence a marketers to perceive the usefulness of each theory especially regarding on the resources and capabilities of each organization. The paper makes use of different journals articles, a small case study, and references from Hollensen book: Global Marketing (2006).
If looking at the size of a business, then for SMEs approaching the Uppsala model is a way to overcome those barriers of internationalization stressed by Hollensen (2006), such lack of resource and knowledge, yet an opportunity to increase market share and competitiveness. By gradually committing to the foreign market, organizations also decrease the level of risk to their investments (Whitelock, 2002).
On the other hand by gradually increasing the production of goods, the organizations will not benefit from a
Uppsala Model
Network Model
Born Global Pathway
Matteo Fabbi
University of Westminster, UK
____________________________________________________________
______________________
Several studies have focused on theories of internationalization since the raid of globalization hit every aspect of our life and organization as much. The advancement of technology, the decline of trading barriers, the rise of students exchanges programs, yet the rise of low-cost airline companies, is driving the economy to become more integrated and homogeneous. This rapid process is getting marketers and business owners to think and making important decisions to whether or not going international, how, where and when to do it. The study has failed to find a general view whether an approach is better then another, however it has presented situations of firms from different size, operating in different industry and assessed the usefulness of each theory to a specific situation. In fact the paper has found that there are many factors that will influence a marketers to perceive the usefulness of each theory especially regarding on the resources and capabilities of each organization. The paper makes use of different journals articles, a small case study, and references from Hollensen book: Global Marketing (2006).
If looking at the size of a business, then for SMEs approaching the Uppsala model is a way to overcome those barriers of internationalization stressed by Hollensen (2006), such lack of resource and knowledge, yet an opportunity to increase market share and competitiveness. By gradually committing to the foreign market, organizations also decrease the level of risk to their investments (Whitelock, 2002).
On the other hand by gradually increasing the production of goods, the organizations will not benefit from a
References: Book Hollensen, S. (2007). Global marketing. 4th edition. Edinburgh Gate (UK): Pearson Education Limited Journals Whitelock, J. (2002). Theories of internationalization and their impact on market entry. 19 (4), 342-347 [online] Available from: Emerald Management Extra [Accesses 29th of October] Berra, L. et all. (1994). The internationalization Process in the Small and Medium Sized Firms: A Case Study on the Italian Industry. 7, 67-75 [online] Available from: Small Business Economics < www.springerlink.com> [Accessed 25th October] Johanson, J. et all. (2004) Discovering market networks. 40, (3/4), 259-274 [online] Available from: Emerald Management Extra [Accesses 25th of October] Crick, D., (2009). The internationalization of born global and international new venture SMEs. 26 (4/5), 453-476 [online] Emerald Management Extra [Accesses 27th of October]