Inlämning av Examensarbete / Submission of Thesis

Peter Ohonsi MBA Thesis, pp. 72. MAM/Sektionen för Management, 2006.

The work

Författare / Author: Peter Ohonsi
ohonsi@hotmail.com
Titel / Title: WINNING IN A GLOBAL MARKET: THE SIGNIFICANCE OF TRAINING FOR SKILLS REQUIRED TO BE EFFECTIVE IN INTERNATIONAL MARKETING
Översatt titel / Translated title: WINNING IN A GLOBAL MARKET: THE SIGNIFICANCE OF TRAINING FOR SKILLS REQUIRED TO BE EFFECTIVE IN INTERNATIONAL MARKETING
Abstrakt Abstract:

Title: Winning in a Global Market: The Significance Of Training For Skills Required To Be Effective In International Marketing.

Author: Peter Ohonsi

Supervisor: Anders Hederstierna

Department: School of Management, Blekinge Institute of Technology

Course: Master’s Thesis in Business Administration, 10 credits.

Background and Problem Discussion: International marketing has intensified and is evident in nearly all aspects of daily life. Local regions or national boundaries no longer restrict competitive forces. To be successful in today's global economy, companies must be simultaneously responsive to local and global market conditions. Hence, international marketing skills are an important ingredient for every company, whether or not it is currently involved in exporting activities.

Purpose: The purpose of this study is to (1) Identify the skills needed to be effective in international marketing; (2) identify the level of importance of each of these skills; (3) identify the degree to which these skills are present in employees of exporting companies; and (4) describe the gap between the skills these employees have and the skills they need.

Method: Data were collected, regarding skill importance, through a Delphi participant sample of thirty academic and practitioner international marketing experts. Companies, exporting between $500,000 and $50 million, were surveyed regarding the degree their employees possessed the identified skills. Possession ratings were compared across importance ratings, in a way that allowed skill-based areas for training programs to be prioritized.

Theory: An extensive review of the literature was completed relative to determining which skills are required for effective international marketing. The literature provided several organizational frameworks, which focused on general elements of international marketing.

Analysis: Sixty skills were identified as necessary for effective international marketing, and were classified into, and analyzed within categories - (1) planning and operational skills; (2) pricing skills; (3) promotional skills; (4) product skills; and (5) distribution skills. Twenty-four of the skills were rated as being highly important, thirty-six were rated as being of medium importance, and none were rated as being of low importance. Possession ratings were compared across importance ratings, which identified twenty-four international marketing skills as training priorities.

Conclusion: There were three major managerial implications based on the findings: (1) Implications relating to the degree that small and medium-sized actively exporting companies may participate in international marketing training programs; (2) International promotional skills should be the topic most emphasized when offering international marketing training programs; and (3) This study has produced a new assessment tool which would go a long way to assist firms in identifying international marketing training needs.

Ämnesord / Subject: Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\Management Control
Företagsekonomi - Business Administration\Organization
Nyckelord / Keywords: WINNING IN A GLOBAL MARKET, THE SIGNIFICANCE OF TRAINING FOR SKILLS, REQUIRED TO BE EFFECTIVE IN INTERNATIONAL MARKETING

Publication info

Dokument id / Document id:
Program:/ Programme Business Administration
Registreringsdatum / Date of registration: 05/21/2007
Uppsatstyp / Type of thesis: D-Uppsats/Magister/Master

Context

Handledare / Supervisor: HEDERSTIERNA, ANDERS
anders.hederstierna@bth.se
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00
Anmärkningar / Comments:

314 - 2757 Kipling Avenue, Toronto, Ontario, Canada M9V 4C4
Tel: 416 745 2055. ohonsi@hotmail.com

Files & Access

Bifogad uppsats fil(er) / Files attached: mba master thesis.doc (343 kB, öppnas i nytt fönster)