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Promotion Tools Applied by Polish INVs on Foreign Markets

Author

Listed:
  • Lidia Danik

    (Warsaw School of Economics, Poland)

  • Katarzyna Kowalska

    (Warsaw School of Economics, Poland)

Abstract

Marketing capabilities are argued to be one of the critical capabilities of International New Ventures (INVs) facilitating their early internationalization. Although companies from post-transformation Central and Eastern Europe Countries are active and successful participants of the global market, their marketing capabilities were not subject to the complex studies yet. This paper addresses this research gap and aims to identify the types and importance of the promotion tools applied by INVs from this region. It presents the results of the multi-mode method (CATI combined with CAWI) study of 297 Polish small and medium INVs. It shows, that they rather do not apply a very diversified set of promotional tools. The most common tools applied by them on the foreign markets are trade fairs and exhibitions, internet advertising, PR, personal sales and Internet tools other than Internet advertising, with the most importance given to PR. The most differentiated set of promotion tools is applied by companies operating both on the B2B and B2C market.

Suggested Citation

  • Lidia Danik & Katarzyna Kowalska, 2018. "Promotion Tools Applied by Polish INVs on Foreign Markets," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 8(1), pages 101-115.
    • Handle: RePEc:but:ijebfa:v:8:y:2018:i:1:p:101-115
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    References listed on IDEAS

    as
    1. Danik, Lidia Izabela Kowalik & Kowalik, Izabela, 2015. "Success factors and development barriers perceived by the Polish born global companies. Empirical study results," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 20(3), pages 360-390.
    2. Danik, Lidia Izabela Kowalik & Kowalik, Izabela, 2015. "Success factors and development barriers perceived by the Polish born global companies. Empirical study results," Journal of East European Management Studies, Rainer Hampp Verlag, vol. 20(3), pages 360-390.
    3. Mora Cortez, Roberto & Johnston, Wesley J., 2018. "Needed B2B marketing capabilities: Insights from the USA and emerging Latin America," International Business Review, Elsevier, vol. 27(3), pages 594-609.
    4. S Tamer Cavusgil & Gary Knight, 2015. "The born global firm: An entrepreneurial and capabilities perspective on early and rapid internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(1), pages 3-16, January.
    5. Ourania Notta & Aspasia Vlachvei, 2018. "Competitiveness Index," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Panel Data Analysis in Applied Economic Research, chapter 0, pages 693-705, Springer.
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