Marketing competencies : a cross-cultural study in a multinational company

Shore, Lori and Shaw, Robin 2009, Marketing competencies : a cross-cultural study in a multinational company, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-7.

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Title Marketing competencies : a cross-cultural study in a multinational company
Author(s) Shore, Lori
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) marketing competencies
Summary Most research into international marketing focuses on the differences in markets across countries and cultures in terms of the variation in customers and products involved. Arguably, if different products are developed and offered to different customers, then the roles and requirements of marketing employees may reflect these differences also. This research study used self-report measures by marketing employees in a large multinational automotive company in Australia and Britain. Using structural equation modelling, the study found that the relationship between individual marketing competencies and marketing performance varied across countries, suggesting that there may be cultural differences that influence both the role of managers in improving performance, and the degree to which a marketing employee’s intention to perform results in actual performance.
ISBN 1863081585
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
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Document type: Conference Paper
Collections: Faculty of Business and Law
Deakin Business School
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