Inderscience Publishers

Determinants of marketing adaptation/globalisation practices of Australian exporting firms

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This paper presents the findings of a study that used discriminant analysis to identify the extent to which various environmental variables as well as organisational and marketing variables influence the level of marketing adaptation practices of Australian exporting companies in foreign markets. This study is necessary because, although many prescriptive text books have put forward various factors that may influence the degree of globalisation/adaptation practices in organisations, little or no empirical research – particularly in Australia, has been directed towards identifying the major environmental, organisational and marketing factors that differentiate organisations with a high level of marketing adaptation from organisations with a low level of marketing adaptation.

Keywords: marketing adaptation, globalisation, customised marketing, discriminant analysis, aesthetics appeal, material culture, media, target market factors, environmental factors, product factors, firm factors, exporting, Australia

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