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

Man Yang*

*Huvudförfattare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

56 Citeringar (Scopus)

Sammanfattning

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.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftInternational Business Review
Volym27
Nummer5
Sidor (från-till)1045-1056
Antal sidor12
ISSN0969-5931
DOI
StatusPublicerad - 10.2018
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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