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About International Business Review: Roland Helm, Stephanie Gritsch
This document examines how uncertainty influences elements of the marketing mix strategy in emerging business-to-business export markets. It analyzes how the degree of adaptation or standardization of marketing programs is impacted by managerial perceptions of uncertainty. The study also looks at how an international entrepreneurial ability and use of networks can positively influence how the environment is assessed. Data was collected from German companies operating in various international B2B markets. The results indicate international entrepreneurship has a greater impact on reducing uncertainty than networks. After reducing uncertainty, firms tend to adapt their communication and pricing strategies, while product and distribution strategy adaptation is generally not significant. The conclusion discusses implications for future research.
Detailed Information
| Author: | ['Ali Ahadzadeh'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 11 |
| Language: | English |
| Format: | |
| Price: | FREE |
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