Title: WINNING IN A GLOBAL MARKET: THE SIGNIFICANCE OF TRAINING FOR SKILLS REQUIRED TO BE EFFECTIVE IN INTERNATIONAL MARKETING
The purpose of this study is to (1) Identify the skills needed to be effective in international marketing; (2) identify the level of importance of each of these skills; (3) identify the degree to which these skills are present in employees of exporting companies; and (4) describe the gap between the skills these employees have and the skills they need.
Method: Data were collected, regarding skill importance, through a Delphi participant sample of thirty academic and practitioner international marketing experts. Companies, exporting between $500,000 and $50 million, were surveyed regarding the degree their employees possessed the identified skills. Possession ratings were compared across importance ratings, in a way that allowed skill-based areas for training programs to be prioritized.
Theory: An extensive review of the literature was completed relative to determining which skills are required for effective international marketing. The literature provided several organizational frameworks, which focused on general elements of international marketing.
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Author: Peter Ohonsi
Source: Blekinge Institute of Technology
Contents
CHAPTER ONE: INTRODUCTION
1.1 Problem Statement
1.2 Purpose of the Study
1.3 Research Questions
1.4 Significance of the Study
1.5 Operational Definition
CHAPTER TWO: LITERATURE REVIEW
2.1 The Context for International Marketing
2.2 The Field of International Marketing
2.3 The Need for Training in International Marketing Skills
2.4 Conclusion
CHAPTER THREE: IDENTIFICATION OF THE INTERNATIONAL MARKETING SKILLS
3.1 Planning and Operational Skills
3.2 Pricing Skills
3.3 Product Skills
3.4 Distribution Skills
3.5 Promotion Skills
3.6 Summary
CHAPTER FOUR: METHODOLOGY
4.1 Introduction
4.2 Kind of Design
4.3 Population and Sample
4.4 Instrumentation
4.5 Data Collection Procedures
4.6 Statistical Analysis
CHAPTER FIVE: ANALYSIS OF DATA
5.1 Introduction
5.2 Data Analysis
5.2.1 Required Skills
5.2.2 Importance of Skills
5.2.3 Possession of Skills
5.2.4 Training Gap
CHAPTER SIX: CONCLUSION AND RECOMMENDATIONS
6.1 Conclusion
6.2 Recommendations for Further Research
REFERENCES
APPENDIX