You Are Required to Write an Essay in Which You Assess the Usefulness to International Marketers of the Three Theories of Internationalization Listed Below

1727 Words Dec 3rd, 2010 7 Pages
You are required to write an essay in which you assess the usefulness to international marketers of the three theories of internationalization listed below

Uppsala Model
Network Model
Born Global Pathway

Matteo Fabbi
University of Westminster, UK


Several studies have focused on theories of internationalization since the raid of globalization hit every aspect of our life and organization as much. The advancement of technology, the decline of trading barriers, the rise of students exchanges programs, yet the rise of low-cost airline companies, is driving the economy to become more integrated and homogeneous. This rapid process is getting
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Hollensen (2006) stresses how individuals, rather part of a marketing team or in the case of SME, most likely entrepreneurs, can shape the environment in ways that will benefit the firm, taking initiatives, aggressively tailing ventures and achieve agreements with other companies. This paper has recognized a resemblance of Hollensen findings in a particular case study provided by Berra et al. (1994) on regard the internationalization process of the Italian clothing SMEs in the late ’90 using network models.

As Berra points out in his article, it is well know that the clothing sector of the Italian industry is particularly characterized by polarization: where a number of big companies counters numerous SMEs, specialized in some phases of the manufacturer process. Looking at the particular situation presented in the article, many industrialized countries in the late ‘80s followed different models of internationalization to respond the change in the economical context of that period.

Lifestyles and consumption patterns evolved, the cost of the factors increased and new competitors appeared in the market place together with a decrease in general demand. Many countries intensified their international decentralization and redeployment; Japan had made use of international sub-contracting with the biggest trading companies; the USA opted for overseas assembly strategies in their closest countries like Mexico and Latin America,

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