International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers

Man Yang*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

9 Citations (Scopus)

Abstract

The extant research lacks information on entrepreneurial marketing in large international firms. This study explores the international entrepreneurial marketing strategies of multinational corporations (MNCs), and its results reveal that MNC marketing managers use bricolage to develop international entrepreneurial marketing. A novel finding of the study is that the international entrepreneurial marketing strategies of MNCs include co-innovation, accelerating customer value, and international expansion based on regional market leadership. Marketing managers use both parallel and selective bricolage in their international entrepreneurial marketing. Environmental uncertainty and entrepreneurship culture are important drivers of the implementation of bricolage to develop international entrepreneurial marketing. The research findings can inform MNC management of the options available to utilize corporate venturing to facilitate bricolage and in turn to realize international entrepreneurial marketing strategies.

Original languageEnglish
Peer-reviewed scientific journalInternational Business Review
Volume27
Issue number5
Pages (from-to)1045-1056
Number of pages12
ISSN0969-5931
DOIs
Publication statusPublished - 10.2018
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Bricolage
  • International entrepreneurial marketing
  • Multinational corporations

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