International Market Effectiveness of Technology-Oriented Small Firms

V H Kirpalani and Norman Macintosh
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V H Kirpalani: Concordia University

Journal of International Business Studies, 1980, vol. 11, issue 3, 90 pages

Abstract: Research on international marketing effectiveness was done by interviewing 34 senior executives in U.S. and Canadian firms, mainly in the electronics, machinery, and autoparts industry sectors. The study concentrated on small– and medium-sized firms. The findings indicate the relative importance of an information and control reporting system, organization of the international division, involvement of top management, R & D, technology, competitive pricing policy, marketing mix, and production function variables for international marketing effectiveness.© 1980 JIBS. Journal of International Business Studies (1980) 11, 81–90

Date: 1980
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