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

Izabela Kowalik

Abstract


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.

Keywords


internationalization; marketing; international new ventures (INV)

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DOI: http://dx.doi.org/10.17951/h.2015.49.3.71
Data publikacji: 2015-08-12 10:29:40
Data złożenia artykułu: 2015-08-11 11:42:40


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