Revisiting international marketing strategy in a digital era Opportunities, challenges, and research directions Emerald international markets and strategy articles Insight
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Revisiting international marketing strategy in a digital era Opportunities, challenges, and research directions Emerald international markets and strategy articles Insight
The authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy. Answers to the most commonly asked questions here
The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, international markets and strategy articles foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects. Revisiting international marketing strategy in a digital era Opportunities, challenges, and research directions  Emerald international markets and strategy articles Insight
Revisiting international marketing strategy in a digital era Opportunities, challenges, and research directions Emerald international markets and strategy articles Insight
Article publication date: 12 November 2019 A conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies. Visit emeraldpublishing. markets articles c