Market orientation as key factor of assimilation of the cultural variable within a process of international development

Corinne Rochette () and François Cassière ()
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Corinne Rochette: UCA - Université Clermont Auvergne, CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
François Cassière: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: This paper discusses corporate internationalization strategy. It focuses on the selection of the target market and the development of a true system of value (i.e. to carry out an alignment of the value chains of the members) with foreign partners of the target market. It underlines the difficulties of managing the cultural factors within internationalization. It discusses the benefits of a market orientation for the selection of the market, and for the construction of a value system. It shows that market orientation through behavioral and cultural dimensions can help for a better management of the cultural gap. It can also help to build a sustainable and powerful system of value. These reflections lead us to the proposal of a grid of reading of the internationalization process with partnership on the target market.

Keywords: Internationalization; market orientation; partnership; organizational culture; cross-cultural management (search for similar items in EconPapers)
Date: 2010-06-01
Note: View the original document on HAL open archive server: https://uca.hal.science/hal-04918546v1
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Published in 39th Conference European Marketing ACademy, Jun 2010, Copenhagen, Denmark

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