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 language | English |
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Peer-reviewed scientific journal | International Business Review |
Volume | 27 |
Issue number | 5 |
Pages (from-to) | 1045-1056 |
Number of pages | 12 |
ISSN | 0969-5931 |
DOIs | |
Publication status | Published - 10.2018 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- Bricolage
- International entrepreneurial marketing
- Multinational corporations