The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International
World globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which are influenced by perceived cultural and busi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2017-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://www.econjournals.com/index.php/irmm/article/view/4901 |
| _version_ | 1797923671890722816 |
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| author | Carla Hapsari Jol Stoffers Agus Gunawan |
| author_facet | Carla Hapsari Jol Stoffers Agus Gunawan |
| author_sort | Carla Hapsari |
| collection | DOAJ |
| description | World globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which are influenced by perceived cultural and business distance between their home- and foreign country. Telkom Indonesia International (Telin) was formed by Telkom Indonesia (i.e., the state-owned company in the telecommunication industry in Indonesia) to engage in international business within a global market. The central question in this study is to what extent do managers' perceived cultural and business distance between home- and foreign country influence their international marketing strategy (IMS) decisions? A mixed research strategy will be employed by applying qualitative and quantitative methods concurrently. The data collection will involve interviews with CEOs and managers, alongside a web survey to 55 managers of Telin. Results suggest important consequences for international marketing strategy decisions and emphasizes the need for dialogue on perceptions of cultural and business characteristics of countries.
Keywords: Perceived Cultural and Business Distance; International Marketing Strategy; Strategy Decisions
JEL Classifications: L1, M31
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| first_indexed | 2024-04-10T14:50:14Z |
| format | Article |
| id | doaj.art-69a8390c56da41229ae8f329be93f9b6 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:50:14Z |
| publishDate | 2017-07-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-69a8390c56da41229ae8f329be93f9b62023-02-15T16:07:38ZengEconJournalsInternational Review of Management and Marketing2146-44052017-07-0173The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia InternationalCarla Hapsari0Jol Stoffers1Agus Gunawan2Maastricht School of ManagementZuyd University of Applied Sciences, Research Centre for Employability, The Netherlands; Adjunct faculty Maastricht School of Management, The NetherlandsParahyangan Catholic University, CoE SMEs Development, Indonesia; Adjunct faculty Maastricht School of Management, The NetherlandsWorld globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which are influenced by perceived cultural and business distance between their home- and foreign country. Telkom Indonesia International (Telin) was formed by Telkom Indonesia (i.e., the state-owned company in the telecommunication industry in Indonesia) to engage in international business within a global market. The central question in this study is to what extent do managers' perceived cultural and business distance between home- and foreign country influence their international marketing strategy (IMS) decisions? A mixed research strategy will be employed by applying qualitative and quantitative methods concurrently. The data collection will involve interviews with CEOs and managers, alongside a web survey to 55 managers of Telin. Results suggest important consequences for international marketing strategy decisions and emphasizes the need for dialogue on perceptions of cultural and business characteristics of countries. Keywords: Perceived Cultural and Business Distance; International Marketing Strategy; Strategy Decisions JEL Classifications: L1, M31 https://www.econjournals.com/index.php/irmm/article/view/4901 |
| spellingShingle | Carla Hapsari Jol Stoffers Agus Gunawan The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International International Review of Management and Marketing |
| title | The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International |
| title_full | The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International |
| title_fullStr | The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International |
| title_full_unstemmed | The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International |
| title_short | The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case study of Telkom Indonesia International |
| title_sort | influence of perceived cultural and business distance on international marketing strategy decisions a case study of telkom indonesia international |
| url | https://www.econjournals.com/index.php/irmm/article/view/4901 |
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