IDEAS home Printed from https://ideas.repec.org/a/but/ijebfa/v8y2018i1p101-115.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://ijeb.faa.ro/download/539_7%20(18-19)%20C%20-%20DANIK.pdf
    Download Restriction: no
    File URL: http://ijeb.faa.ro/en/article/Promotion-Tools-Applied-by-Polish-INVs-on-Foreign-Markets~539.html
    Download Restriction: no
    ---><---

    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. 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.
    4. 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.
    5. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andrea Éltető, 2017. "Export as a form of SME-internationalisation after the crisis – experiences of three European regions," IWE Working Papers 228, Institute for World Economics - Centre for Economic and Regional Studies.
    2. Danik Lidia & Kowalik Izabela, 2020. "Network knowledge gathering of international new ventures, approaches, and preconditions," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 56(3), pages 255-274, September.
    3. Izabela Kowalik & Lidia Danik & Petr Král & Hana Řezanková, 2017. "Antecedents of Accelerated Internationalisation of Polish and Czech Small and Medium-Sized Enterprises," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(3), pages 31-48.
    4. Éltető, Andrea & Udvari, Beáta, 2018. "Nemzetköziesedés a válság után - a magyar kis- és középvállalatok exportjára ható tényezők [Internationalisation since the crisis - factors affecting exports by small and medium-sized Hungarian ent," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(4), pages 402-425.
    5. Pinar Buyukbalci & Ayse Merve Urfa & Esin Can, 2025. "A review on the internationalisation of emerging market SMEs," Management Review Quarterly, Springer, vol. 75(2), pages 1009-1040, June.
    6. Stopochkin Artem & Sytnik Inessa & Sytnik Bogdan, 2020. "Methodology for Analyzing the Level of International Entrepreneurship Development," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 259-285.
    7. Danik Lidia & Mirońska Dominika, 2022. "Who gains more from networking? A comparative study of Polish exporting and non-exporting SMEs," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(1), pages 64-79, March.
    8. Ipsmiller, Edith & Dikova, Desislava, 2021. "Internationalization from Central and Eastern Europe: A systematic literature review," Journal of International Management, Elsevier, vol. 27(4).
    9. Járfás Zsuzsanna, 2019. "It’s a Relationship Business! An Embedded Network’s Internationalization as a Process of Sense-Giving and Sensemaking: The Case of Japan, Shipping Industry," Marketing – from Information to Decision Journal, Sciendo, vol. 2(1), pages 16-29, June.
    10. Andrea Éltető, 2019. "Export of SMEs after the Crisis in Three European Peripheral Regions – a Literature Review," Society and Economy, Akadémiai Kiadó, Hungary, vol. 41(1), pages 3-26, March.
    11. Lidia Danik & Izabela Kowalik & Petr Král, 2016. "A Comparative Analysis of Polish and Czech International New Ventures," Central European Business Review, Prague University of Economics and Business, vol. 2016(2), pages 57-73.
    12. Rui Xue & Gongming Qian & Zhengming Qian & Lee Li, 2021. "Entrepreneurs’ Implicit and Explicit Achievement Motives and Their Early International Commitment," Management International Review, Springer, vol. 61(1), pages 91-121, March.
    13. Trippel, Arthur, 2015. "Born Globals: Darstellung und kritische Würdigung," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 1, number 12015.
    14. Maria Rumyantseva & Catherine Welch, 2023. "The born global and international new venture revisited: An alternative explanation for early and rapid internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(7), pages 1193-1221, September.
    15. D’Angelo, Alfredo & Presutti, Manuela, 2019. "SMEs international growth: The moderating role of experience on entrepreneurial and learning orientations," International Business Review, Elsevier, vol. 28(3), pages 613-624.
    16. Riviere, Monica & Romero-Martínez, Ana M., 2021. "Network embeddedness, headquarters entrepreneurial orientation, and MNE international performance," International Business Review, Elsevier, vol. 30(3).
    17. Yakuttinah Marjan & Badri Munir Sukoco & Sabar Sabar & Indrianawati Usman, 2024. "Social Capital in the Performance on Born Global: Systematic Literature Review," SAGE Open, , vol. 14(2), pages 21582440241, June.
    18. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    19. Dwivedi, Abhishek & Pawsey, Nicholas, 2023. "Examining the drivers of marketing innovation in SMEs," Journal of Business Research, Elsevier, vol. 155(PB).
    20. D’Angelo, Alfredo & Buck, Trevor, 2019. "The earliness of exporting and creeping sclerosis? The moderating effects of firm age, size and centralization," International Business Review, Elsevier, vol. 28(3), pages 428-437.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:but:ijebfa:v:8:y:2018:i:1:p:101-115. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cosmin Catalin Olteanu The email address of this maintainer does not seem to be valid anymore. Please ask Cosmin Catalin Olteanu to update the entry or send us the correct address (email available below). General contact details of provider: https://edirc.repec.org/data/faaubro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.