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Article: Extending Marketing Activities and Strategies from Domestic to Foreign Markets

TitleExtending Marketing Activities and Strategies from Domestic to Foreign Markets
Authors
KeywordsExport
Extension
Hong Kong
Market entry
Marketing strategies
Standardization
Issue Date2003
PublisherInternational Business Press. The Journal's web site is located at http://www.haworthpress.com/web/JGM/
Citation
Journal Of Global Marketing, 2003, v. 16 n. 3, p. 105-129 How to Cite?
AbstractExtending marketing activities and strategies from a firm's domestic market to its foreign markets is often viewed as being synonymous with standardization of activities/strategies. However, they can be distinctly different. Standardization generally is an end result and a process, while extension (also a process and end result) can be viewed as being concerned with the source of the standardization. This paper develops a model of the extension phenomenon which links specified antecedents to extension and extension with firm specific advantages, which then lead to performance. Propositions derived from this model are tested by examining the behavior and perceptions of a sample of managers of Hong Kong companies. © 2003 by The Haworth Press, Inc. All rights reserved.
Persistent Identifierhttp://hdl.handle.net/10722/85859
ISSN
2015 SCImago Journal Rankings: 0.235
References

 

DC FieldValueLanguage
dc.contributor.authorAlbaum, Gen_HK
dc.contributor.authorTse, DKen_HK
dc.contributor.authorHozier Jr, GCen_HK
dc.contributor.authorBaker, KGen_HK
dc.date.accessioned2010-09-06T09:10:04Z-
dc.date.available2010-09-06T09:10:04Z-
dc.date.issued2003en_HK
dc.identifier.citationJournal Of Global Marketing, 2003, v. 16 n. 3, p. 105-129en_HK
dc.identifier.issn0891-1762en_HK
dc.identifier.urihttp://hdl.handle.net/10722/85859-
dc.description.abstractExtending marketing activities and strategies from a firm's domestic market to its foreign markets is often viewed as being synonymous with standardization of activities/strategies. However, they can be distinctly different. Standardization generally is an end result and a process, while extension (also a process and end result) can be viewed as being concerned with the source of the standardization. This paper develops a model of the extension phenomenon which links specified antecedents to extension and extension with firm specific advantages, which then lead to performance. Propositions derived from this model are tested by examining the behavior and perceptions of a sample of managers of Hong Kong companies. © 2003 by The Haworth Press, Inc. All rights reserved.en_HK
dc.languageengen_HK
dc.publisherInternational Business Press. The Journal's web site is located at http://www.haworthpress.com/web/JGM/en_HK
dc.relation.ispartofJournal of Global Marketingen_HK
dc.subjectExporten_HK
dc.subjectExtensionen_HK
dc.subjectHong Kongen_HK
dc.subjectMarket entryen_HK
dc.subjectMarketing strategiesen_HK
dc.subjectStandardizationen_HK
dc.titleExtending Marketing Activities and Strategies from Domestic to Foreign Marketsen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0891-1762&volume=16&spage=105&epage=129&date=2003&atitle=Extending+marketing+activities+and+strategies+from+domestic+to+foreign+marketsen_HK
dc.identifier.emailTse, DK: davidtse@hku.hken_HK
dc.identifier.authorityTse, DK=rp01100en_HK
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1300/J042v16n03_06en_HK
dc.identifier.scopuseid_2-s2.0-0347698578en_HK
dc.identifier.hkuros84471en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-0347698578&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume16en_HK
dc.identifier.issue3en_HK
dc.identifier.spage105en_HK
dc.identifier.epage129en_HK
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridAlbaum, G=6603676792en_HK
dc.identifier.scopusauthoridTse, DK=7101916504en_HK
dc.identifier.scopusauthoridHozier Jr, GC=6506187056en_HK
dc.identifier.scopusauthoridBaker, KG=7401611476en_HK

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