Page 26 - Skills Needed for Effective International Marketing: Training Implications
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                              Perceptions regarding which international skills a person should possess

                       upon completion of a professional, graduate business program, with an


                       international emphasis, was conducted (Lundstrom, White, and Schuster 1996).


                       Although a low response rate (6.25 percent) was achieved, 250 out of 4,000

                       questionnaires were returned.  Twenty-five skills were included on the


                       questionnaire, which were developed from content analysis of professional and

                       academic journals, a review of the subject matter offered at domestic and


                       international business programs throughout the world, and a series of focus

                       group interviews with international business executives.  The questionnaire


                       asked respondents to rate the importance of the knowledge and the business,

                       cultural, and language skills that a person should possess to be a successful


                       international marketing manager.  This study measured levels of importance on

                       a five-point Likert scale (very important = 5 . . . 1 = not important).


                              The results showed that marketing practitioners believe students "should

                       possess the knowledge and skill areas that pertain to the international marketing


                       generalist" (Lundstrom, White, and Schuster 1996, 7).  Eight skills were rated


                       above 4.0 on the five-point rating scale: (1) general marketing competence

                       (4.672); (2) human relations/people skills (4.512); (3) assessing country/market


                       potentials (4.164); (4) international marketing skills (4.096); (5) general world

                       business knowledge (4.088); (6) general understanding of cultural differences


                       (4.084); (7) analytic/quantitative skills (4.036); and (8) language fluency in oral



                                                      © 1998 Ralph Jagodka
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