Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Award-winning study of business across borders

14.02.2008
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.

Reference:

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:
http://www.bi.no

More articles from Studies and Analyses:

nachricht Drone vs. truck deliveries: Which create less carbon pollution?
31.05.2017 | University of Washington

nachricht New study: How does Europe become a leading player for software and IT services?
03.04.2017 | Fraunhofer-Institut für System- und Innovationsforschung (ISI)

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: Can we see monkeys from space? Emerging technologies to map biodiversity

An international team of scientists has proposed a new multi-disciplinary approach in which an array of new technologies will allow us to map biodiversity and the risks that wildlife is facing at the scale of whole landscapes. The findings are published in Nature Ecology and Evolution. This international research is led by the Kunming Institute of Zoology from China, University of East Anglia, University of Leicester and the Leibniz Institute for Zoo and Wildlife Research.

Using a combination of satellite and ground data, the team proposes that it is now possible to map biodiversity with an accuracy that has not been previously...

Im Focus: Climate satellite: Tracking methane with robust laser technology

Heatwaves in the Arctic, longer periods of vegetation in Europe, severe floods in West Africa – starting in 2021, scientists want to explore the emissions of the greenhouse gas methane with the German-French satellite MERLIN. This is made possible by a new robust laser system of the Fraunhofer Institute for Laser Technology ILT in Aachen, which achieves unprecedented measurement accuracy.

Methane is primarily the result of the decomposition of organic matter. The gas has a 25 times greater warming potential than carbon dioxide, but is not as...

Im Focus: How protons move through a fuel cell

Hydrogen is regarded as the energy source of the future: It is produced with solar power and can be used to generate heat and electricity in fuel cells. Empa researchers have now succeeded in decoding the movement of hydrogen ions in crystals – a key step towards more efficient energy conversion in the hydrogen industry of tomorrow.

As charge carriers, electrons and ions play the leading role in electrochemical energy storage devices and converters such as batteries and fuel cells. Proton...

Im Focus: A unique data centre for cosmological simulations

Scientists from the Excellence Cluster Universe at the Ludwig-Maximilians-Universität Munich have establised "Cosmowebportal", a unique data centre for cosmological simulations located at the Leibniz Supercomputing Centre (LRZ) of the Bavarian Academy of Sciences. The complete results of a series of large hydrodynamical cosmological simulations are available, with data volumes typically exceeding several hundred terabytes. Scientists worldwide can interactively explore these complex simulations via a web interface and directly access the results.

With current telescopes, scientists can observe our Universe’s galaxies and galaxy clusters and their distribution along an invisible cosmic web. From the...

Im Focus: Scientists develop molecular thermometer for contactless measurement using infrared light

Temperature measurements possible even on the smallest scale / Molecular ruby for use in material sciences, biology, and medicine

Chemists at Johannes Gutenberg University Mainz (JGU) in cooperation with researchers of the German Federal Institute for Materials Research and Testing (BAM)...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Plants are networkers

19.06.2017 | Event News

Digital Survival Training for Executives

13.06.2017 | Event News

Global Learning Council Summit 2017

13.06.2017 | Event News

 
Latest News

Study shines light on brain cells that coordinate movement

26.06.2017 | Life Sciences

Smooth propagation of spin waves using gold

26.06.2017 | Physics and Astronomy

Switchable DNA mini-machines store information

26.06.2017 | Information Technology

VideoLinks
B2B-VideoLinks
More VideoLinks >>>