Breadth and Scope of International Marketing Research

1) A basic difference between domestic and foreign market research is broader scope needed for the latter. In the former the emphasis is placed on specific market information used to make product, promotion, distribution and price decisions and developing marketing plans. Info needed in IMR include info about the country, area or market and info necessary to forecast future marketing requirements by anticipating social, economic and consumer trends within specific markets or countries. 2. Info collected assist in deciding whether to internationalize or not, which market to enter, how to enter target markets, how to market in target markets

Breadth and Scope of International Marketing Research

3.) International research process provides a systematic and orderly approach to the collection and analysis of data. Whether research program is conducted in Mwanza or in New York the research process should follow the same steps. The steps include: a) Determine the research problem and establishing research objectives b) Determine the sources of information c) Gather the relevant data d) Analyze, interpret and present the results

Defining the Problem

The researcher must be certain the problem definition is sufficiently broad to cover the whole range of response possibilities and not be clouded by his or her self reference criterion. Once the problem is adequately defined and research objectives established, the researcher must determine the availability of the information needed.

Information Sources for IMR

Dept of commerce of the domestic country Dept of commerce of other countries International Organizations such as UN Business and Trade Associations Service organizations Information for sale Company experience Consulting houses

Problems in Gathering the Secondary Data

Problems in gathering of secondary data include: less availability, less reliability, lack of comparability, different meanings to the terms, differing degrees of accuracy in data gathering and lastly valuable information gathering agencies are often missing in foreign markets The above problems apply more in developing countries.

Gathering of the Primary Data

If research questions are still not adequately answered, the researcher must collect primary data. The researcher may question the firms sales force, distributors, middlemen and or customers. Problems of gathering primary data include: Willingness to respond, Ability to communicate opinions, Sampling problem and Language

Sampling in the International Market

1) The greatest problem of sampling in field surveys stems from the lack of adequate demographic data and available lists from which to draw meaningful samples. If current, reliable lists are not available, sampling becomes more complex and generally less reliable. 2. The kinds of problems encountered in drawing a random sample in Saudi Arabia are: a) Not officially recognized census of population b) No other listings that can serve as sampling frames c) Incomplete and out of date telephone directories d) No accurate maps of population centers Further, door to door interviewing in Saudi Arabia is illegal.

Qualitative and Quantitative Research

Qualitative research is open ended, in-depth which seeks unstructured responses that reflect the persons thoughts and feelings on the subject. The most often used form of qualitative questioning is the focus group interview. In quantitative research the respondent is asked to reply either verbally or in writing to structured questions using a specific response such as yes or no or to select a response from a set of choices. Questions are designed to get a specific response to aspects of their behavior, intentions, motives and demographic characteristics. The structured responses received in survey can be summarized in percentages, averages, or other statistics.

Responsibilities for conducting IMR

Outside foreign based agency Domestic Company with a branch within the country in question Using own facilities Combination of own research force with the assistance of an outside agency

INTERNATIONAL HUMAN RESOURSE MANAGEMENT

Personnel Selection and Repatriation Training Organizational Development Labor relations and industrial democracy

Personnel Selection and Repatriation

Sources of international human resources Selection Criteria Selection Procedure Repatriation of expatriates

Sources of International Human Resources

Home Country nationals Host Country nationals Third Country Nationals

Reasons for Using Home Country Managers

Launching a new venture Necessary technical expertise More promising managers with international experience Unavailability of managerial talent in the host country Foreign operation viewed as short lived Host country multi-racial population Conviction on the need for maintaining foreign image

Reasons for Using Host Country Managers

Familiar with culture They know the language Less expensive Good public relations

Reasons for Using Third Country Managers

They have necessary expertise Best ones for the job

Selection Criteria for International Assignments

U.S.A: Technical considerations. Japan: both technical and behavioral/relationship skills. Specific criteria are: Adaptability to cultural change Interdependence and Self Reliance Physical and emotional health Age, Experience and Education Language Training Motivation for foreign assignment Spouses and dependants Leadership ability

International Personnel Selection Procedure

Tests: Not extremely popular Interviewing: More popular Both tests and interviewing: This is for small percentages of firms

Repatriation of expatriates: Reasons

The agreed time is up Children to be educated in home country Not happy in their overseas assignment Failure to do good job

Training
Definition Importance Types of Training Programmes

Definition of Training
Training is the process of altering employees behavior and attitudes in a way that increases the probability of good attainment of goals. Is the process of imparting knowledge to the employees so that they may contribute more to attainment of goals

Importance of Training
To help overcome ethnocentrism To improve the flow of communication To improve the overall management style To help minimize problems of lack of politeness, punctuality, tactfulness, orderliness, sensitivity, reliability, tolerance and empathy

Types of Training Programmes

Standardized Training Programs: Use of specific decision making tools such as quantitative analysis. It is more appropriate for small firms Tailor Made Training Programs: Created for specific needs to provide new set of skills for a new culture. They are conducted before leaving for overseas assignment or after.

Six Major Types of Cross Cultural Tailor Made Training Programs

Environmental Briefing Cultural Orientation Cultural Assimilators Language Training Sensitivity Training: Designed to develop attitudinal flexibility Field Experience

Cultural Assimilator
A cultural assimilator is a programmed learning technique that is designed to expose members of one culture to some of the basic concepts, attitudes, role perceptions, customs and values of another culture. Example: If three Ethiopian managers are transferred to USA a cultural assimilator should be developed to familiarize the managers with Singapore customs and cultures.