Global entry and marketing strategy for Indian MNC: Managerial perspective

Abstract

This paper offers international marketing tactics and examines whether Indian MNC are adapting or standardizing their marketing mix elements in international markets. Indian MNCs are chosen to test both the validity of the overall framework and the importance of factors influencing the international entry mode, export marketing strategies and performance. We created a framework and tested it, empirically, with a representative sample of medium to large Indian MNC. The findings indicate that managerial experience and market characteristics are important drivers for the global entry mode choice and in turn, are one of the key parameters of MNC performance. The study develops structural equation modeling technique to analyse the hybrid model using LISREL software. The research shows that the both adaptation and standardization are used at the same time within the respondent group and both marketing strategies and entry modes have significant impact on MNCs performance. In addition firm-specific assets and internationalization risk factors have substantial influence on marketing strategies and entry modes. The paper includes our conclusions, a discussion of the limitations of the study and the managerial implications, and suggestions for future research.

This paper offers international marketing tactics and examines whether Indian MNC are adapting or standardizing their marketing mix elements in international markets. Indian MNCs are chosen to test both the validity of the overall framework and the importance of factors influencing the international entry mode, export marketing strategies and performance. We created a framework and tested it, empirically, with a representative sample of medium to large Indian MNC. The findings indicate that managerial experience and market characteristics are important drivers for the global entry mode choice and in turn, are one of the key parameters of MNC performance. The study develops structural equation modeling technique to analyse the hybrid model using LISREL software. The research shows that the both adaptation and standardization are used at the same time within the respondent group and both marketing strategies and entry modes have significant impact on MNCs performance. In addition firm-specific assets and internationalization risk factors have substantial influence on marketing strategies and entry modes. The paper includes our conclusions, a discussion of the limitations of the study and the managerial implications, and suggestions for future research.