Page 24 - Skills Needed for Effective International Marketing: Training Implications
P. 24

16


                       (6) tax implications of exporting; and (7) antitrust regulations.  This study

                       measured levels of export procedural expertise on a five-point Likert scale (not


                       at all knowledgeable = 1 . . . 5 = extremely knowledgeable).  Findings according


                       to each export stage were: stage 1 (1.5); stage 2 (2.1); stage 3 (2.4); stage 4

                       (3.1); and stage 5 (3.4).  It is not surprising that "the level of export procedural


                       expertise significantly increases as the firms’ export involvement rises (p<.0001)"

                       (Kotabe and Czinkota 1992, 647).  This research, however, also indicated that


                       even the most experienced exporters were not confident about their international

                       marketing expertise.  This finding clearly showed that,


                            Regardless of the export stage, the firms’ export procedural [international
                            marketing] expertise is less than adequate.  Obviously, firms see a strong
                            need for strengthening their export procedural expertise.  (647)


                              Moyne (1995) polled a sample of four hundred postgraduate students,

                       employers, and professional bodies.  A total of "75 percent of the sample felt


                       there was need for specialist knowledge of international marketing management

                       for companies to succeed in the international operation" (Moyne 1995, 8).  This


                       study also revealed that all the respondents expected to see increased demand


                       for specialist education and expertise in the area of international marketing.  The

                       major conclusion which emerged from this survey was


                            The recognition of the need for expertise in international marketing
                            management by both students who seek new career development
                            opportunities, and employers who are anxious to develop expertise in
                            response to business realities of the 1990s and beyond.  (12)





                                                      © 1998 Ralph Jagodka
   19   20   21   22   23   24   25   26   27   28   29