Marketing information system and risk reduction in managing a company on foreign markets

Andrzej Limański, Żanna Popławska, Ireneusz Drabik

DOI: http://dx.doi.org/10.12775/EiP.2018.004

Abstract


Motivation: The need to develop marketing information systems results from the generally accepted need act according to marketing concept. When defined as a specific type of management information, marketing information refers to any kind of data that can be used in the process of marketing management in order to attenuate the uncertainty of decisions undertaken in the context of strategic marketing and operational marketing. The dynamic character of market processes and phenomena causes that decision-making always entails a certain dose of risk. Risk reduction is possible, for instance, by means of deploying relevant marketing information. One may, therefore, say that a role of information in a decision-making process could be perceived in terms of both uncertainty reduction and rendering undertaken decisions a privilege of correctness understood a priori.

Aim: Any expansion beyond the scope of domestic market and searching for competitive advantages in the diversified international business environments are necessitated by taking decisions which involve greater risk than routine decisions based on experiences derived from the corporation’s domestic market. Likewise, decision-making process require a more profound informational support when they refer to international markets. By placing an emphasis on the sub-system of marketing research undertaken in a multicultural business environment, this paper aims to categorize and provide an in-depth insight into theoretical bases of marketing information systems with regard to companies functioning on foreign markets. The text elaborates upon the role of information in marketing management as well as upon selected approaches to the formation of marketing information systems. Moreover, the significance of international marketing research and its role in the process of corporate internationalization are explained. Likewise, basic forms of organization with regard to international marketing research are also characterized and explained from a perspective of involved spatial variables.

Results: Globalization processes and the increase in the internationalization of enterprises pave the way for the development of marketing information systems which are utilized by contemporary business ventures seeking to internationalize their operations. Hence, one may postulate that the development of conceptualizations referring to international and global marketing is a motivating factor leading to the increase in the significance of well-constructed systems of marketing information with a special emphasis placed on the subsystem of marketing research. At this point, one has to bear in mind the international marketing research cannot be treated simply as an extension of domestic studies. When investigating international business environment, one is in a position to take a plethora of specific methodological problems into account at all stages of research procedures. The fundamental problem of international marketing research, which may be conceived as a context for further research, is equivalence of studies on diverse foreign markets and diverse cultures.


Keywords


international business; international marketing; risk; marketing information system

Full Text:

PDF

References


Albaum, G.S., Duerr, E., & Josiassen, A. (2016). International marketing and export management. Harlow: Pearson.

Andersen, T.J., & Schroder, P.W. (2010). Strategic risk management practice. How to deal effectively with major corporate exposures. London: Cambridge University Press. doi:10.1017/CBO9780511816017.

Anderson, E.J. (2014). Business risk management. Models and analysis. Chiches-ter: Wiley. doi:10.1002/9781118749388.

Chapman, R.J. (2012). Simple tools and techniques for enterprise risk management. Second edition. Chichester: Wiley. doi:10.1002/9781118467206.ch18.

Drabik, I. (2016). Ryzyko internacjonalizacji przedsiębiorstwa w warunkach turbulencji otoczenia. Acta Universitatis Nicolai Copernici. Ekonomia, 47(1). doi:10.12775/AUNC_ECON.2016.005.

Duliniec, E. (2009). Marketing międzynarodowy. Warszawa: PWE.

Hollensen, S. (2007). Global marketing. A decision-oriented approach. Harlow: Prentice Hall.

Jarosiński, M. (2013). Procesy i modele internacjonalizacji polskich przedsiębiorstw. Warszawa: Oficyna Wydawnicza SGH.

Kaczmarczyk, S. (2003). Badania marketingowe. Metody i techniki. Warszawa: PWE.

Karasiewicz, G. (2013). Marketingowe strategie internacjonalizacji polskich przed-siębiorstw. Warszawa: Wolters Kluwer Business.

Karaszewski, W. (Ed.). (2013). Aktywność inwestycyjna polskich przedsiębiorstw za granicą. Czynniki i skutki. Warszawa: PWE.

Karcz, K. (2004). Międzynarodowe badania marketingowe. Uwarunkowania kultur-owe. Warszawa: PWE.

Karcz, K. (2005). Międzynarodowe badania oparte na źródłach pier-wotnych — podejście kulturowe. In K. Mazurek-Łopacińska (Ed.), Badania marketingowe. Teoria i praktyka. Warszawa: WN PWN.

Kędzior, Z., & Karcz, K. (2007). Badania marketingowe w praktyce. Warszawa: PWE.

Kumar, V. (2000). International marketing research. New York: Prentice Hall.

Limański, A., & Drabik, I. (2010). Marketing międzynarodowy. Warszawa: Difin.

Mazurek-Łopacińska, K. (2005). System informacji marketingowej i organi-zacja badań. In K. Mazurek-Łopacińska (Ed.), Badania marketingowe. Teoria i praktyka. Warszawa: WN PWN.

Schroeder, J., Bartosik-Purgat, M., & Mruk, H. (2013). Międzynarodowe bada-nia marketingowe. Poznań: Wydawnictwo UE w Poznaniu.

Urbanowska-Sojkin, E. (2013). Ryzyko w wyborach strategicznych w przedsiębi-orstwach. Warszawa: PWE.

Verbeke, A., & Brugman, P. (2009). Triple-testing the quality of multination-ality-performance research. An internationalization theory perspective. International Business Review, 18(3). doi:10.1016/j.ibusrev.2009.01.005.

Wach, K. (2012). Europeizacja małych i średnich przedsiębiorstw. Rozwój przez umiędzynarodowienie. Warszawa: PWN.

White, C., & Fan, M. (2006). Risk and foreign direct investment. New York: Pal-grave MacMillan. doi:10.1057/9780230624832.

Wiktor, J. W., & Chlipała, P. (Ed.). (2012). Strategie marketingowe polskich przedsiębiorstw na rynkach międzynarodowych. Warszawa: PWE.

Wiktor, J.W., Oczkowska, R., & Żbikowska, A. (2008). Marketing międzynarodowy. Zarys problematyki. Warszawa: PWE.

Witek-Hajduk, M.K. (2010). Strategie internacjonalizacji polskich przedsiębiorstw w warunkach akcesji Polski do Unii Europejskiej. Warszawa: Oficyna Wydawnicza SGH.

Żbikowska, A. (2013). Uwarunkowania ekspansji eksportowej polskich przedsiębiorstw. Marketing i Rynek, 2.








ISSN 1898-2255 (print)
ISSN 2392-1625 (online)

Partnerzy platformy czasopism