Nowadays,more and more corporations have taken part in the competition of overseas markets in the pursuit of lower cost and larger market share.However,some enterprises fail while the others survive in the fierce comp...Nowadays,more and more corporations have taken part in the competition of overseas markets in the pursuit of lower cost and larger market share.However,some enterprises fail while the others survive in the fierce competition.How to be competent and successful in occupying overseas markets? What need to be noticed in the process of doing overseas business? The purpose of this paper is to answer these questions and confirm the great benefits of studying intercultural communication in its application into overseas marketing.By listing culture's influence on overseas marketing and comparing the views from famous anthropologists,psychologists and marketers,together with the analyses of ICC's influence on successful management and understanding of customer behaviors,the author comes to the conclusion that the study of intercultural communication is of significant importance to overseas marketing process.展开更多
The paper presents theoretical reflection upon international marketing strategy in the framework of internationalization and globalization of the market. It consists of four parts. The first one debates the nature and...The paper presents theoretical reflection upon international marketing strategy in the framework of internationalization and globalization of the market. It consists of four parts. The first one debates the nature and reasons for corporate internationalization. The second part shows an international marketing strategy in the concept of corporate expansion. The strategy consists of two elements： the basic dimensions of foreign market entry modes （part 3） and business presence strategies in overseas markets （part 4）. This paper proposes a theoretical framework for research conducted by Department of Marketing of the Cracow University of Economics. The research has been conducted as a part of grant received by Polish National Centre of Science.展开更多
文摘Nowadays,more and more corporations have taken part in the competition of overseas markets in the pursuit of lower cost and larger market share.However,some enterprises fail while the others survive in the fierce competition.How to be competent and successful in occupying overseas markets? What need to be noticed in the process of doing overseas business? The purpose of this paper is to answer these questions and confirm the great benefits of studying intercultural communication in its application into overseas marketing.By listing culture's influence on overseas marketing and comparing the views from famous anthropologists,psychologists and marketers,together with the analyses of ICC's influence on successful management and understanding of customer behaviors,the author comes to the conclusion that the study of intercultural communication is of significant importance to overseas marketing process.
文摘The paper presents theoretical reflection upon international marketing strategy in the framework of internationalization and globalization of the market. It consists of four parts. The first one debates the nature and reasons for corporate internationalization. The second part shows an international marketing strategy in the concept of corporate expansion. The strategy consists of two elements： the basic dimensions of foreign market entry modes （part 3） and business presence strategies in overseas markets （part 4）. This paper proposes a theoretical framework for research conducted by Department of Marketing of the Cracow University of Economics. The research has been conducted as a part of grant received by Polish National Centre of Science.
