Działania marketingowe przedsiębiorstw wcześnie umiędzynarodowionych. Wyniki badań empirycznych

• Authors: Izabela Kowalik
• 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.

Keywords

EN

internationalization; marketing; international new ventures (INV)

PL

internacjonalizacja; marketing; przedsiębiorstwa wcześnie umiędzynarodowione (PWU)

• Publisher: Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
• Journal: Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
• Year: 2015
• Volume: 49
• Issue: 3

Dates

published

2015

online

2015-08-12

Contributors

author

Izabela Kowalik

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Identifiers

DOI

10.17951/h.2015.49.3.71