Promotion Tools Applied by Polish INVs on Foreign Markets
Lidia Danik and
Additional contact information
Lidia Danik: Warsaw School of Economics, Poland
Katarzyna Kowalska: Warsaw School of Economics, Poland
The International Journal of Economic Behavior - IJEB, 2018, vol. 8, issue 1, 101-115
Marketing capabilities are argued to be one of the critical capabilities of International New Ventures (INVs) facilitating their early internationalization. Although companies from post-transformation Central and Eastern Europe Countries are active and successful participants of the global market, their marketing capabilities were not subject to the complex studies yet. This paper addresses this research gap and aims to identify the types and importance of the promotion tools applied by INVs from this region. It presents the results of the multi-mode method (CATI combined with CAWI) study of 297 Polish small and medium INVs. It shows, that they rather do not apply a very diversified set of promotional tools. The most common tools applied by them on the foreign markets are trade fairs and exhibitions, internet advertising, PR, personal sales and Internet tools other than Internet advertising, with the most importance given to PR. The most differentiated set of promotion tools is applied by companies operating both on the B2B and B2C market.
Keywords: INVs; Promotion tools; Marketing capabilities; Central and Eastern Europe Countries; B2B; B2C (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
http://ijeb.faa.ro/en/article/Promotion-Tools-Appl ... ign-Markets~539.html (text/html)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:but:ijebfa:v:8:y:2018:i:1:p:101-115
Access Statistics for this article
The International Journal of Economic Behavior - IJEB is currently edited by Fabio Musso
More articles in The International Journal of Economic Behavior - IJEB from Faculty of Business and Administration, University of Bucharest Contact information at EDIRC.
Bibliographic data for series maintained by Cosmin Catalin Olteanu (). This e-mail address is bad, please contact .