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Article

Open Access

Internationalization and the Structure of the Company’s Marketing Strategy on International Markets—Theoretical Remarks

Author(s)

Jan Władysław Wiktor

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DOI:10.17265/1537-1506/2014.10.004

Affiliation(s)

Jan Władysław Wiktor, Ph.D., professor, Department of Marketing, Cracow University of Economics, Cracow, Poland.

ABSTRACT

The paper presents theoretical reflection upon international marketing strategy in the framework of internationalization and globalization of the market. It consists of four parts. The first one debates the nature and reasons for corporate internationalization. The second part shows an international marketing strategy in the concept of corporate expansion. The strategy consists of two elements: the basic dimensions of foreign market entry modes (part 3) and business presence strategies in overseas markets (part 4). This paper proposes a theoretical framework for research conducted by Department of Marketing of the Cracow University of Economics. The research has been conducted as a part of grant received by Polish National Centre of Science.

KEYWORDS

corporate internationalization, international marketing strategy, foreign market entry modes, strategies in dealing with overseas markets

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