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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2000
Length: 16 pages

Abstract

The need to address specific competencies required of unique international marketing positions cannot be overshadowed by the relative difficulty in procuring and analyzing international data. This study identifies competencies required of a growing segment of the international workforce, the domestically-based international marketing manager (D-BIMM), and illustrates how these competencies can be integrated into an international marketing curriculum. Executives from Japan, Germany and the United States provided input that prioritizes skills required if one is to be successful in D-BIMM activities. Subsequently, the paper illustrates how a marketing curriculum can be developed, or modified, utilizing a tri-country model in conjunction with an established cross-cultural training model developed for training within a multinational corporate setting.

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Abstract

The need to address specific competencies required of unique international marketing positions cannot be overshadowed by the relative difficulty in procuring and analyzing international data. This study identifies competencies required of a growing segment of the international workforce, the domestically-based international marketing manager (D-BIMM), and illustrates how these competencies can be integrated into an international marketing curriculum. Executives from Japan, Germany and the United States provided input that prioritizes skills required if one is to be successful in D-BIMM activities. Subsequently, the paper illustrates how a marketing curriculum can be developed, or modified, utilizing a tri-country model in conjunction with an established cross-cultural training model developed for training within a multinational corporate setting.

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