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Othman Yeop Abdullah

Graduate School of Business

Universiti Utara Malaysia

B D M M 8 0 3 3 G L O B A L S T R AT E G I C M A R K E T I N G & C O M P E T I T I V E A N A LY S I S Presentation 1: Global Strategic Marketing Modelling E N V I R O N M E N TA L FA C T O R S

Submission by:

Mohd Tahir bin Ahmad (Matric No: 95902) Ahmad bin Kassim (Matric No: 95895) Zaharin bin Ali (Matric No: 95906) Suwaniza bin Shahabudin (Matric No: 95904) Salamiah binti Muhd Kulal (Matric No: 95903) Mohamed Riaz bin Mohamed Iqbal (Matric No: 94835) Mohammad Shamsul bin Basri (Matric No: 95901) Prof. Dr. Nik Kamariah Nik Mat 9 March 2014

Submitted to: Date:

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Environmental Factors
Environmental Factors: 1. Social the demographic characteristics of the population and its values (including gender, culture, attitudes, diversity) 2. Economical pertains to the income, expenditures and resources that affect the cost of running business 3. Technological inventions or innovations from applied science or engineering research 4. Competitive the alternative firms that could provide a product to satisfy a specific markets needs 5. Regulatory the system of law in a particular country that the company is operating in, and foreign companies have to abide to. 6. Institutional consists of all the organizations involved in marketing products and services R.A. Kerin, S.W. Hartley, E.N. Berkowitz & W. Rudelius (2006) Marketing 8th Edition

Global Strategic Marketing Modelling

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MODEL 1 Entrepreneurial Intensity

Global Strategic Marketing Modelling

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Margarietha Johanna de Villiers-Scheepers, (2012) "Antecedents of strategic corporate entrepreneurship", European Business Review, Vol. 24 Iss: 5, pp.400 424 Purpose Entrepreneurship theories have a predominant developed economy focus, but the relevance of these theories for emerging economies remains largely untested. The purpose of this paper is to show how the antecedents to strategic corporate entrepreneurship influence the entrepreneurial intensity of emerging economy firms in South Africa. Design/methodology/approach A quantitative study was carried out, using a telephone survey to obtain responses from 146 established South African firms. Findings The findings indicate that entrepreneurship theories are contingent on the economic context. Entrepreneurial intensity (EI) of firms is strongly related to organizational antecedents and environmental opportunity perceptions. Three organizational antecedents are crucial to create a supportive internal environment: management support, autonomy and rewards. Furthermore, perceptions of munificence are positively related to EI. However, hostility, found to be related to entrepreneurial activity in developed economies, is not related to EI in this sample. Practical implications Managers, operating in emerging economies, can stimulate strategic corporate entrepreneurship by creating a supportive internal climate and fostering opportunity perceptions in dynamic, hostile environments; however, strategies using social or political capital seem to be more suitable for managing threats. Originality/value This paper enriches understanding of the contingent nature of entrepreneurship theories, suggesting that emerging country context matters, in terms of environmental opportunity and hostility perceptions for strategic corporate entrepreneurship.

Global Strategic Marketing Modelling

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MODEL 2 E-market Adoption

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Xiaoxia Duan, Hepu Deng, Brian Corbitt, (2012) "Evaluating the critical determinants for adopting e-market in Australian small-and-medium sized enterprises", Management Research Review, Vol. 35 Iss: 3/4, pp.289 308

Purpose The purpose of this paper is to present an empirical investigation of the critical determinants for the adoption of e-market in Australian small-and-medium sized enterprises (SMEs) within the technology-organization-environment (TOE) framework. Design/methodology/approach A conceptual model is proposed for better understanding the adoption of e-market in Australian SMEs. Structural equation modelling is used for testing and validating the proposed conceptual model based on the survey data collected from Australian SMEs. A logistic regression analysis is conducted for identifying the relationship between the critical determinants and the adoption of e-market in Australian SMEs. Findings A positive relationship is identified between the perceived direct benefit, top management support, external pressure, trust and the adoption of e-market in Australian SMEs. The top management support emerges as the most critical determinant. The perceived indirect benefit, size and organization readiness, however, do not show a significant influence on the adoption of e-market in Australian SMEs. Research limitations/implications This study focuses on the investigation of the critical determinants in the adoption of e-market in Australian SMEs. In order to gain an holistic understanding of the e-market adoption in Australian SMEs, the impact of adopting e-market on the performance of SMEs should be examined. Furthermore, this study does not distinguish the adoption of e-market in SMEs between Australian metropolitan and rural areas.
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Model 3 Green Purchasing Behaviour

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Punitha Sinnappan and Azmawani Abd Rahman, Antecedents of Green Purchasing Behavior among Malaysian Consumers, Year: 2011 | Volume: 5 | Issue: 3 | Page No.: 129-139 Abstract: The purpose of this study is to examine the factors that influence green purchasing behaviors of Malaysian consumers and observes if the factors affecting green purchasing behavior differ by demographic profile. Respondents in this study were consumers from various age groups, education level, ethnic group, type of occupation and income level. The results shows that the best predictor for green purchasing behavior is environmental attitude followed by perceived environmental responsibility; environmental concern, perceived seriousness of environmental problems, perceived effectiveness of environmental behavior and governments role. While for demographic variables, only age group is significant in explaining the environmental factors. The result of the research can serve as a guideline for firms to strategize their marketing approaches that caused buying behavior while analyzing the demographic characteristics would give firms better knowledge towards targeting these groups of people. This study also offers practical guidelines to marketers who are planning to target the Malaysian market. The understanding on the changing consumption pattern of Malaysian consumers and the value of attachment, they gave to the environment provides useful insights that are especially pertinent to an improved understanding of green purchasing behavior in the South East Asia context.

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MODEL 4 Market Orientation

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Irem Eren Erdogmus, Muzaffer Bodur, Cengiz Yilmaz, (2010) "International strategies of emerging market firms: Standardization in brand management revisited", European Journal of Marketing, Vol. 44 Iss: 9/10, pp.1410 1436 Purpose This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored.

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Our Revised Global Strategic Marketing Model

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D.J. Petzer, C.F. De Meyer, (2013) "Trials and tribulations: marketing in modern South Africa", European Business Review, Vol. 25 Iss: 4, pp.382 390

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