Abstract
Research on international marketing effectiveness was done by interviewing 34 senior executives in U.S. and Canadian firms, mainly in the electronics, machinery, and autoparts industry sectors. The study concentrated on small– and medium-sized firms. The findings indicate the relative importance of an information and control reporting system, organization of the international division, involvement of top management, R & D, technology, competitive pricing policy, marketing mix, and production function variables for international marketing effectiveness.
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*Dr. Kirpalani is Professor of Marketing and Chairman of Graduate Studies in the Faculty of Commerce and Administration. He is the author of a large number of publications. Before becoming an academic, he had wide business experience with the Swedish Match Company, A. B. Electrolux, and Du Pont of Canada Ltd.
**Professor Macintosh is Associate Professor in the School of Business. He has also been Director of the M.B.A. Program. He is the author of many publications and has worked extensively with the accounting profession.
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Kirpalani, V., Macintosh, N. International Marketing Effectiveness of Technology-Oriented Small Firms. J Int Bus Stud 11, 81–90 (1980). https://doi.org/10.1057/palgrave.jibs.8490625
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DOI: https://doi.org/10.1057/palgrave.jibs.8490625