This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation arising from the internationalisation process.
Introduction. Part 1: Organisational Buying Behaviour and Cultural Variables. 1. Transferring Organisational Buying Theory Across Cultural Boundaries D T Wilson and A Ghoneim. 2. Migration, Cultural Distance and International Market Expansion S Reid. 3. Developing Communication Strategies for Foreign Market Entry M F Bradley. 4. The Change to Industry Maturity: An Irish Firm’s Experience A O’Driscoll. 5. Buying Behaviour of Industrial Components: Inductive Approach for Descriptive Model Building K E Moller. Part 2: The Internationalisation Process – Theories and Evidence. 6. Export Behaviour: Directions for Future Research M J Thomas and L Araujo. 7. Internationalisation in the Information Technology Industry P W Turnbull and S Ellwood. 8. Tripartite Interactional – the Role of Sales Subsidiaries in International Marketing P W Turnbull. 9. Internationalisation Behaviour: Management Characteristics of Australian Manufacturing Firms by Level of International Development N J Barrett and I F Wilkinson. 10. International Marketing and Internationalisation Processes A Network Approach Jan Johanson and L Gunnar-Mattsson. Part 3: International Supplier-Customer Relationships. 11. The Components of the Complexity of International Supplier-Customer Relationships J M Arnaud, R Salle and J P Valla. 12. The Development Role of Purchasing in an Internationally Oriented Company B Axelsson and H Hakansson. 13. Industrial Product Class and Market Behaviour: A Study in the French Packaging Market S J Paliwoda and P Thomson. 14. Technical Exchange with Industrial Networks H Hakansson.