Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Award-winning study of business across borders

Professor Carl Arthur Solberg from BI Norwegian School of Management has won the international research prize, IMR International Marketing Award 2007, for the best study within the subject of international marketing.

The IMR International Marketing Award is awarded to the best research paper that is presented at the annual European International Business Academy (EIBA) conference.

Carl Arthur Solberg won the prize for his study of how Nordic export businesses collaborate with their partners in foreign markets. The prize was presented at EIBA’s 33rd annual conference, which was held on the 13-15th December 2007 at the University of Catania in Italy.

“The control and follow up of international sales and marketing activities within individual markets is one of management’s most challenging tasks,” says Carl Arthur Solberg, who is an expert in international marketing and management.

“The greater the cultural distance, the more difficult communication between the exporter and the local collaborating partner becomes. The assignment is made no simpler if it relates to the sale of state of the art, highly complex products.”

“To succeed in running a business abroad, you will achieve more by developing mutual values and understanding than by control via directives and reports,” concludes Solberg on the basis of a study of 173 export businesses.

Different types of partner relations

In the study, the BI professor identified four different situations within international sales and marketing based on two factors: cultural difference and the complexity of the product.

1) Limited relations: The products are not particularly complicated. Neither does the cultural distance present any special problems.

2) Functional relations: The products are highly complex, which requires greater attention from both exporters and the local collaborating partner. However, the cultural distance is small.

3) Cultural relations: Here the products are reasonably simple. However, a great cultural distance presents special challenges.

4) Complex relations: Here both a great cultural distance and state of the art products are involved.

Social relations are decisive

One of the most important success factors for export businesses is the flexibility to be able to tackle unforeseen situations.

Social relations are important in all export situations, but particularly so in the situations which in principle are the simplest (limited relations).

In limited relations, the export business must still be careful of becoming too involved in local market activities. This can have an effect on their intentions.

“It’s better to motivate the local representative with activities to create a feeling of affiliation, rather than to actually participate in local marketing,” says Solberg.


Carl Arthur Solberg (2007): "Exploring product and cultural contingencies in export-intermediary relationships". The article was presented during the European International Business Academy’s (EIBA) annual conference, which was held on the 13-15th December 2007 at the University of Catania in Italy.

Audun Farbrot | alfa
Further information:

More articles from Studies and Analyses:

nachricht Diagnoses: When Are Several Opinions Better Than One?
19.07.2016 | Max-Planck-Institut für Bildungsforschung

nachricht High in calories and low in nutrients when adolescents share pictures of food online
07.04.2016 | University of Gothenburg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

Im Focus: Diamonds aren't forever: Sandia, Harvard team create first quantum computer bridge

By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.

"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...

Im Focus: New Products - Highlights of COMPAMED 2016

COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.

In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...

Im Focus: Ultra-thin ferroelectric material for next-generation electronics

'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.

Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Resolving the mystery of preeclampsia

21.10.2016 | Health and Medicine

Stanford researchers create new special-purpose computer that may someday save us billions

21.10.2016 | Information Technology

From ancient fossils to future cars

21.10.2016 | Materials Sciences

More VideoLinks >>>