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International marketing, strategic orientations and business success Reflections on the path ahead

International marketing, strategic orientations and business success Reflections on the path ahead Purpose – The purpose of this study is to highlight key themes and issues within the strategic orientation research domain that are in need of research attention by international scholars. Design/methodology/approach – The approach taken is an essay format. Findings – The essay identifies six prime issues in need of attention by scholars interested in examining strategic orientations in the context of international business success. These are the need to: examine the relative merits of adopting strategic orientations in firms’ domestic and international business operations; more carefully match international performance metrics to the theory being developed; develop more theory‐rich conceptual models of the consequences of strategic orientations by considering non‐linear and complex moderated relationships; consider the dimensionality of strategic orientations more closely, potentially viewing the constructs in a variety of disaggregated ways, so as to develop models with greater conceptual precision and managerial relevance; go beyond current methodological boundaries to provide better/more robust tests of theories; and integrate theories regarding individual strategic orientations into meta‐theories that accommodate multiple strategic orientations. Research limitations/implications – For each of the six prime research issues identified as being important within the international strategic orientations field, a variety of specific research avenues and research questions are raised and discussed. Originality/value – The paper provides researchers with insights into potential avenues for conducting research into strategic orientations in the international marketing arena. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

International marketing, strategic orientations and business success Reflections on the path ahead

International Marketing Review , Volume 29 (4): 9 – Jul 13, 2012

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651331211242656
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to highlight key themes and issues within the strategic orientation research domain that are in need of research attention by international scholars. Design/methodology/approach – The approach taken is an essay format. Findings – The essay identifies six prime issues in need of attention by scholars interested in examining strategic orientations in the context of international business success. These are the need to: examine the relative merits of adopting strategic orientations in firms’ domestic and international business operations; more carefully match international performance metrics to the theory being developed; develop more theory‐rich conceptual models of the consequences of strategic orientations by considering non‐linear and complex moderated relationships; consider the dimensionality of strategic orientations more closely, potentially viewing the constructs in a variety of disaggregated ways, so as to develop models with greater conceptual precision and managerial relevance; go beyond current methodological boundaries to provide better/more robust tests of theories; and integrate theories regarding individual strategic orientations into meta‐theories that accommodate multiple strategic orientations. Research limitations/implications – For each of the six prime research issues identified as being important within the international strategic orientations field, a variety of specific research avenues and research questions are raised and discussed. Originality/value – The paper provides researchers with insights into potential avenues for conducting research into strategic orientations in the international marketing arena.

Journal

International Marketing ReviewEmerald Publishing

Published: Jul 13, 2012

Keywords: Strategic orientations; Research inventory; International marketing; International business

References

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