Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

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ISSN-L 2069 - 5756
ISSN 2285 - 0430

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No 4 - 12, Sector 1,
Bucharest, Romania

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Fax: +4 021 310 49 20

Editor in chief

Professor Fabio Musso
Departament of Economics, Society, Politics - DESP
University "Carlo Bo", Urbino, Italy

Contacts

ijeb@faa.unibuc.ro
fabio.musso@uniurb.it

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Indexed by : EBSCO-CEEAS | RePEc | Genamic Journal Seek database | Ulrich's Periodicals Directory | nowledge Base Social Sciences Eastern Europe

Promotion Tools Applied by Polish INVs on Foreign Markets

 

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  1. Authors:
      • Lidia Danik
      • Katarzyna Kowalska

  2. Keywords: INVs; Promotion tools; Marketing capabilities; Central and Eastern Europe Countries; B2B; B2C.

  3. 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.

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