Key Features:

- No of Pages: 28

- No of Chapters: 5

- Figures Included

- References Included

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Introduction:

Abstract

As pointed out by Varadarajan and Jayachandran (1999), the Marketing Strategy field requires both an international orientation as well as research to examine the managerial biases and mental maps that guide strategy formulation processes. Literature approach to perceived problems in businesses’ internationalization processes is

often circumscribed to export activities. This research proposes an analysis of internationalization strategy-making processes from the wider conceptual framework provided by the internationalization approach. On the basis of empirical data obtained from a wide sample of Spanish organizations in a variety of industries, internationalization problems that companies face are both internal (marketing and resources) and external (environment and uncertainty)-. This paper also presents a description of these perceived problems according to a number of business features, showing the importance of these perceptions when developing strategic processes like marketing planning. Results obtained demonstrate that both perceived marketing and environment problems are valued when managers plan their international strategy. Conclusions derived are of great importance, not only for the Strategic Marketing Literature and private companies, but also for public export promotion organizations responsible for the design and implementation of internationalization programmes.





KEYWORDS



Strategic Marketing, International Marketing; internationalization problems; export public programmes

Table of Content

TABLE OF CONTENTS

Title page…………………………………………………………………..…i

Approval page…………………………………………………………….....ii

Dedication………………………………………………………….………..iii

Acknowledgement………………………………………………….……….iv

Abstract……………………………………………………………….……..v

Table of contents………………………………………………….……......vi

CHAPTER ONE

1.1 Background of the study …………………………………………………….1

1.2 Statement of the problem……………………………………………….........2

1.3 Purpose of the study………………………………………………………….3

1.4 Significant of the study………………………………………………………4

1.5 Scope of the study………………………………………………………........4

CHAPTER TWO

1.5 Perception on export barriers: literature Review and hypotheses ……………..5

1.6 Internationalization problem………………………………………………….7

1.7 Internationalization problem and internationalization strategy ………………..8

1.8 The international decision process and the nature of the internationalizing problems ……………………………………………………………….…………..9



CHAPTER THREE

1.9 Methodology………………………………………………………………11

2.0 Research design……………………………………………………………..12

2.1 Sources of the data collection………………………………………………13



CHAPTER FOUR

2.2 Result; businesses problems with internationalization: identification and evaluations………………………………………………………………………14

2.3Internationalization problem: factor solution…………………………………15

2.4 Internal consistency of the factor solution…………………………………..16

2.5 Businesses problems with internationalization characterization………… .17

2.6 Internationalization problems and internationalization strategy………....18

CHAPTER FIVE

2.7 Conclusion……………………………………………………..…………….19

Introduction

In their revision of the state-of-the art of the Marketing Strategy field,Varadarajan and Jayachandran (1999) point out both a lack of international orientation as well as a need for researchers to examine the managerial biases and mental maps that guide strategy formulation processes.

For companies, internationalization is not an option anymore. On the contrary, it has turned out to be an expanded issue in business. In Spain and, by extension, the European Union there has been continuous export growth (18.33 % and 18.99 % respectively between 2001- 2005 according to Euro stat external trade statistics) that shows the increasing importance of the external trade for companies and the need for establishing processes which guarantee internationalization success (Zou and Stan, 1998).