AIB 2012 Conference Proceedings - Academy of International ...

TUESDAY
Stakeholders and Marketing Capabilities in International New Ventures: Evidence from Ireland, Sweden and
Denmark
Natasha Evers, NUI Galway
Svante Andersson, Halmstad University
Martin Hannibal Knudsen, University of South Denmark
This paper aims to extend the concept of dynamic capabilities in relation to the marketing function of the
organisation, with particular focus on the role of stakeholders in marketing capability-building processes to
deliver unique marketing assets for competitive advantage in international new ventures. Using a cross-country
case approach of firms in Ireland, Sweden and Denmark, we identify and empirically examine the role of
stakeholder groups in developing market-relating capabilities that enable firms to acquire and effectively
respond to the dynamic international market environments. This study suggests that small internationalising
firms must move beyond market orientation strategies for developing marketing capabilities to consider other
stakeholder groups for driving firm performance. This study finds that various stakeholders play a critical role in
influencing the nature of the firm's marketing capabilities. The nature of stakeholder groups can influence the
learning processes of the firm and thus can determine the type of marketing capabilities and marketing assets
the firm develops for competitive advantage. In particular, we find that managerial capabilities of
entrepreneur/manager stakeholder are central in managing and leveraging the relationships between the firm
and stakeholder relationships for capturing and regenerating marketing resources and capabilities for
generating rents. (For more information, please contact: Natasha Evers, NUI Galway, Ireland:
natasha.evers@nuigalway.ie)
Session: 3.3.10 - Panel
Track: 13 – Teaching IB
Teaching the Introduction to International Business Course in an Era of Black Swan
Events:
Presented On: July 3, 2012 - 13:00-14:15
Chair: Tom W Roehl, Western Washington University
Panelists:
Tom W Roehl, Western Washington University
Roberto Garcia, Indiana University
Michael Geringer, Ohio University
In a world where our students are less likely to find predictable outcomes (Black Swans) and opportunities in
their international careers, what changes do we need to make in the way we introduce our students to
international issues While we will continue to teach about the rules and the tools that are traditionally the core
of a beginning international business course, how we teach the ideas and the mix of concepts we teach may
need to be re-examined. This is especially important because many of us are required to teach both students
with a commitment to international business and those for whom this course will be the majority of international
exposure they will have in their business program. We think that we must let students struggle with a
requirement to use combinations of tools, deal with a lot more uncertainty, and be able to adjust quickly to
environments we cannot hope to fully prepare them for. Three professors showcase their attempts to make
the introductory course more appropriate for this new environment, providing specific ideas to they have used
to improve the courses. (For more information, please contact: Tom W Roehl, Western Washington University,
USA: tom.roehl@wwu.edu)
AIB 2012 Conference Proceedings
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