PL EN


2015 | 49 | 3 | 71-80
Article title

Marketing Activity of the International New Ventures. Results of Empirical Studies from Poland

Authors
Content
Title variants
PL
Działania marketingowe przedsiębiorstw wcześnie umiędzynarodowionych. Wyniki badań empirycznych
Languages of publication
EN
Abstracts
EN
According to the literature, so-called managerial challenges are among the important barriers in the process of SMEs internationalization. Thus, the study is aimed at analyzing the marketing activity of the Polish SME-exporters, based on two quantitative studies of randomly selected Polish companies from the industrial processing sector. The studied topics include: marketing tools applied, new product development policy, competitive advantage factors perceived by the respondents. As the results show, the so-called international new ventures apply elements of entrepreneurial marketing concept on the foreign markets. These include: emphasis on product innovativeness, flexibility towards customer requirements and lack of long-term marketing planning which complies with studies conducted abroad.
PL
Zgodnie z literaturą tzw. wyzwania menedżerskie należą do najważniejszych barier w procesie internacjonalizacji małych i średnich firm. Celem artykułu jest zatem analiza działań marketingowych polskich MSP-eksporterów w oparciu na badaniach ilościowych przeprowadzonych na dwóch losowo dobranych próbach. Analiza dotyczy m.in. stosowanych narzędzi marketingowych, polityki rozwoju nowych produktów i nadawania marki. Wyniki sugerują, że przedsiębiorstwa wcześnie umiędzynarodowione (tzw. international new ventures) prowadzą działania charakterystyczne dla koncepcji marketingu przedsięborców (tzw. entrepreneurial marketing), związanej z innowacyjnością, elastycznością w stosunku do wymagań nabywców i brakiem długoterminowego planowania, co jest zgodne z analogicznymi badaniami zagranicznymi.
Year
Volume
49
Issue
3
Pages
71-80
Physical description
Dates
published
2015-09
Contributors
  • Warsaw School of Economics, Institute of International Management and Marketing, iza123@sgh.waw.pl
References
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Document Type
Publication order reference
YADDA identifier
bwmeta1.element.desklight-49c637bf-093e-462e-a009-f4d3173a6b01
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