Internationalizing emerging market organizations

Miriam Moeller, Jane Maley, Michael Harvey, Timothy Kiessling

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionResearchpeer-review

Abstract

As the internationalization process dictates the existence of cross-country networks it is essential to explore, from a marketing perspective, avenues that allow EMMNCs to share and receive knowledge that can benefit emerging market multinationals locally and globally. This manuscript addresses the significance of creating a global marketing mindset while articulating mechanisms that influence global marketing managers’ abilities to engage effectively with other global marketing managers across borders. It is argued that global marketing managers engage in reciprocal learning processes to obtain new knowledge about how to develop new products, overcome branding challenges and so on. The manuscript suggests that the effectiveness of new marketing knowledge creation is dependent upon appropriate input, throughput, and output competencies. A proper feedback loop in which global marketing managers may elect to revise current standards or practices of global marketing is of equal importance. Propositions foreshadowing cultural and personal characteristics in the new marketing knowledge creation process are articulated.
LanguageEnglish
Title of host publicationProceedings of the 55th Annual Meeting of the Academy of International business
Subtitle of host publicationBridging the Divide: Linking IB to Complementary Disciplines and Practice
EditorsPatricia McDougall-Covin, Tunga Kiyak
Place of PublicationEast Lansing, MI
Pages153
Number of pages1
Publication statusPublished - 2013
Externally publishedYes
EventAcademy of International Business annual meeting (55th : 2013) - Istanbul, Turkey
Duration: 3 Jul 20136 Jul 2013

Conference

ConferenceAcademy of International Business annual meeting (55th : 2013)
CityIstanbul, Turkey
Period3/07/136/07/13

Fingerprint

Emerging markets
Global marketing
Managers
Marketing
Knowledge creation
Throughput
New products
Competency
Mindset
Branding
Learning process
Emerging market multinationals
Internationalization process
Practice of OR
Personal characteristics

Cite this

Moeller, M., Maley, J., Harvey, M., & Kiessling, T. (2013). Internationalizing emerging market organizations. In P. McDougall-Covin, & T. Kiyak (Eds.), Proceedings of the 55th Annual Meeting of the Academy of International business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice (pp. 153). East Lansing, MI.
Moeller, Miriam ; Maley, Jane ; Harvey, Michael ; Kiessling, Timothy. / Internationalizing emerging market organizations. Proceedings of the 55th Annual Meeting of the Academy of International business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. editor / Patricia McDougall-Covin ; Tunga Kiyak. East Lansing, MI, 2013. pp. 153
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Moeller, M, Maley, J, Harvey, M & Kiessling, T 2013, Internationalizing emerging market organizations. in P McDougall-Covin & T Kiyak (eds), Proceedings of the 55th Annual Meeting of the Academy of International business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. East Lansing, MI, pp. 153, Academy of International Business annual meeting (55th : 2013), Istanbul, Turkey, 3/07/13.

Internationalizing emerging market organizations. / Moeller, Miriam; Maley, Jane; Harvey, Michael; Kiessling, Timothy.

Proceedings of the 55th Annual Meeting of the Academy of International business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. ed. / Patricia McDougall-Covin; Tunga Kiyak. East Lansing, MI, 2013. p. 153.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionResearchpeer-review

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Moeller M, Maley J, Harvey M, Kiessling T. Internationalizing emerging market organizations. In McDougall-Covin P, Kiyak T, editors, Proceedings of the 55th Annual Meeting of the Academy of International business: Bridging the Divide: Linking IB to Complementary Disciplines and Practice. East Lansing, MI. 2013. p. 153