Page 14 - Skills Needed for Effective International Marketing: Training Implications
P. 14

7




                                                       Purpose of the Study

                              The purpose of this study was 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.




                                                       Research Questions

                              1.  What skills does a panel of experts identify as being needed to be


                       effective in international marketing?

                              2.  What level of importance does a panel of experts attach to each of the


                       identified skills?

                              3.  To what degree do employees in exporting companies perceive they


                       have these skills?

                              4.  What is the extent of gap between the skills employees in exporting


                       companies have and the skills identified by a panel of experts as being needed


                       to be effective in international marketing?



                                                    Significance of the Study

                              The results of the study are significant in several ways.  Most important is


                       that the identification of the general skills needed to be effective in international


                       marketing have not been previously studied and are especially needed at a time

                                                        © 1998 Ralph Jagodka
   9   10   11   12   13   14   15   16   17   18   19