Chuẩn hóa Tiếp thị Quốc tế và Hiệu suất Tài chính của Các Nhà Điều Hành Mạng Di Động - Phân Tích Thực Nghiệm

Schmalenbach Business Review - Tập 57 - Trang 198-228 - 2017
Torsten J. Gerpott1, Nejc M. Jakopin1
1University of Duisburg-Essen, Duisburg, Germany

Tóm tắt

Nghiên cứu này khám phá mức độ mà các công ty dịch vụ chuẩn hóa các công cụ marketing tại các chi nhánh nước ngoài của họ. Nó cũng phân tích mối quan hệ giữa sự chuẩn hóa marketing quốc tế và các tiêu chí về hiệu suất tài chính của công ty trong một nghiên cứu ngành về các nhà điều hành mạng di động. 15 doanh nghiệp nhà điều hành mạng di động với hoạt động kinh doanh quốc tế đáng kể và 65 chi nhánh nước ngoài mà họ kiểm soát phần lớn đã được đưa vào phân tích thực nghiệm. Kết quả cho thấy các mức độ chuẩn hóa marketing quốc tế thay đổi đáng kể giữa bốn lĩnh vực chương trình của hỗn hợp marketing. Chính sách sản phẩm được chuẩn hóa cao nhất trên toàn cầu với chỉ số không trọng số là 60,47%, trong khi quy trình định giá vẫn đạt mức 54,07%. Chuẩn hóa quốc tế về phân phối (42,19%) và chính sách khuyến mại (33,33%) thì thấp hơn đáng kể. Không có mối quan hệ đáng kể nào giữa sự chuẩn hóa marketing quốc tế và hiệu suất của các nhà điều hành mạng di động được tìm thấy ở cấp độ doanh nghiệp. Tuy nhiên, ở cấp độ chi nhánh, chuẩn hóa sản phẩm quốc tế và, ở mức độ thấp hơn, chuẩn hóa giá có mối quan hệ tích cực và đáng kể với tỷ lệ EBITDA của các chi nhánh nước ngoài và thị phần khi phương pháp PLS được sử dụng để xây dựng các thước đo chuẩn hóa tiềm ẩn bao gồm các tổ hợp trọng số bổ sung của nhiều chỉ số hỗn hợp marketing khác nhau.

Từ khóa

#chuẩn hóa marketing #hiệu suất tài chính #nhà điều hành mạng di động #chi nhánh quốc tế #phân tích thực nghiệm

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