International marketing
Article Sidebar
Main Article Content
Abstract
International marketing could be understood as the knowledge and research of the exchange relationship that a society has in legal, cultural and personal values conditions different from those of the country of origin. However, there is a paradigm among Latin Americans to look for markets in Europe, Asia, North America. But, why have not we focused on expanding markets within Latin America? This study gives a perspective of how Latin America could become a world power if it generates its own ideas landed its market and conditions.
Downloads
Article Details
COPYRIGHT NOTICE
Authors who publish in the INNOVA Research Journal keeps copyright and guarantee the journal the right to be the first publication of the work under the Creative Commons License, Attribution-Non-Commercial 4.0 International (CC BY-NC 4.0). They can be copied, used, disseminated, transmitted and publicly exhibited, provided that: a) the authorship and original source of their publication (magazine, publisher, URL and DOI of the work) is cited; b) are not used for commercial purposes; c) the existence and specifications of this license of use are mentioned.
References
Arellano, R. (2012). Somos Más Que Siesta y Fiesta. Lima: Planeta.
Melnyk, V., Klein, K., & Völckner, F. (2012). The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries. Journal of Marketing, 76(6), 21-37. doi: 10.1509/jm.11.0349.
Watzlawick, P. (1979). Es Real La Realidad? (M. Villanueva, Trans.). Barcelona: Herder.
Wu, J. (2013). Marketing capabilities, institutional development, and the performance of emerging market firms: A multinational study. International Journal of Research in Marketing, 30(1), 36-45. doi: http://dx.doi.org/10.1016/j.ijresmar.2012.07.001.
Yang, Z., Su, C., & Fam, K.-S. (2012). Dealing with Institutional Distances in International Marketing Channels: Governance Strategies That Engender Legitimacy and Efficiency. Journal of Marketing, 76(3), 41-55. doi: 10.1509/jm.10.0033.