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International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers

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  • Yang, Man

Abstract

The extant research lacks information on entrepreneurial marketing in large international firms. This study explores the international entrepreneurial marketing strategies of multinational corporations (MNCs), and its results reveal that MNC marketing managers use bricolage to develop international entrepreneurial marketing. A novel finding of the study is that the international entrepreneurial marketing strategies of MNCs include co-innovation, accelerating customer value, and international expansion based on regional market leadership. Marketing managers use both parallel and selective bricolage in their international entrepreneurial marketing. Environmental uncertainty and entrepreneurship culture are important drivers of the implementation of bricolage to develop international entrepreneurial marketing. The research findings can inform MNC management of the options available to utilize corporate venturing to facilitate bricolage and in turn to realize international entrepreneurial marketing strategies.

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  • Yang, Man, 2018. "International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers," International Business Review, Elsevier, vol. 27(5), pages 1045-1056.
    • Handle: RePEc:eee:iburev:v:27:y:2018:i:5:p:1045-1056
    DOI: 10.1016/j.ibusrev.2018.03.004
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    9. Tobias Kollmann & Simon Hensellek & Philipp Benedikt Jung & Katharina de Cruppe, 2023. "How bricoleurs go international: a European cross-country study considering the moderating role of governmental entrepreneurship support programs," The Journal of Technology Transfer, Springer, vol. 48(3), pages 1126-1159, June.
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