Page 79 - Skills Needed for Effective International Marketing: Training Implications
P. 79

69


                       marketing.  Data collected from the expert panel, which attached levels of

                       importance to each skill, were compared across data collected from


                       practitioners, which assessed the degree to which employees possessed these


                       skills.  The priority matrix structuring device (Harvey, Bearley, and Corkrum

                       1995) most logically displayed these data in a way that allowed topical areas for


                       training programs to be prioritized.  The priority matrix is illustrated in figure 2.






                                                                      Degree of Possession
                                                           Low               Medium              High
                                                            1-3                4-6               7-8
                                                     1                  2                   4

                                            High          Areas of High
                                             7-8         Training Need


                         Degree of                   3                  5                   7
                        Importance
                                          Medium
                                             4-6


                                                     6                  8                   9

                                            Low
                                             1-3



                       Note:  Ratings of 1-3 = "Low," 4-6 = "Medium," and 7-8 = "High".


                       Figure 2.  Priority Matrix Displaying Degree of Possession Across Degree of Importance to
                       Reveal Areas of High Training Need (shaded).




                              The priority matrix arranged the skills according to perceived levels of


                       importance and compared them to perceived levels of possession.  Ratings of

                                                        © 1998 Ralph Jagodka
   74   75   76   77   78   79   80   81   82   83   84