Does high-tech industry matter for marketing strategy selection? Adaptation vs. standardization on the international market

Authors

  • Agnieszka Głodowska Krakow University of Economics
  • Krzysztof Wach Krakow University of Economics
  • Marek Maciejewski Krakow University of Economics

DOI:

https://doi.org/10.24917/20801653.371.4

Keywords:

Internationalization, high-tech, standardization, adaptation, marketing strategy, Poland

Abstract

This article’s objective is to present the results of our research on the selection of an international strategy (adaptation vs. standardization) of Polish firms on the international market in the area of product and promotion, depending on whether they belong to the high-​tech industry or not. The research methodology applied in the article includes a critical literature review and quantitative methods using a CATI survey. This study is based on a sample of 355 internationalized businesses from Poland. A two-step approach was used in the quantitative study: 1) Student’s t-test and 2) logistic regression. Research shows that Polish firms from the high-tech industry adjust their international strategy to a greater extent to the requirements of individual international markets, both in product and promotion, than firms from non-high-tech industries. This study enriches the problem of international marketing strategy with the current view of the high-tech industry. The specificity and attributes of high-tech firms shed new light on the choice of a marketing strategy. It proves that the specificity of the sector can be essential and differentiate marketing decisions. In addition, high-tech attributes allow firms to respond better to today’s turbulent environment. The study can have many practical inspirations for managers, business owners, and entrepreneurs deciding on their international strategy and implementing high-​tech attributes in building competitive advantage in the internationalization process.

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Author Biographies

Agnieszka Głodowska, Krakow University of Economics

Agnieszka Głodowska, associate professor in the Department of International Trade, Krakow University of Economics, Habilitated doctor in economics and finance (2020), PhD in economics (2009), author of publications on international business and international entrepreneurship, member of editorial boards of Entrepreneurial Business and Economics Review (EBER), International Entrepreneurship Review (IER), International Journal of Managerial Studies and Research. Her research interests include international entrepreneurship (entrepreneurial internationalization, entrepreneurial orientation, entrepreneurial processes and behavior), international business (internationalization, risk and finance in international business, market analysis), international comparisons in business and entrepreneurship.

Krzysztof Wach, Krakow University of Economics

Krzysztof Wach, Full professor in the Department of International Trade, Cracow University of Economics (Poland). Professor of social sciences (2020), habilitated doctor of economics (2013), PhD in management (2006), specialist in international entrepreneurship, author of several books and over 200 articles, editor-in-chief of the scientific quarterly Entrepreneurial Business and Economics Review (ESCI WoS, Scopus), member of editorial boards of several scientific journals, including European Journal of International Management (SSCI WoS, Scopus), Central European Management Journal (ESCI WoS, Scopus). Visiting professor at various foreign universities, including ones in the USA, the UK, Spain, Croatia, China, Taiwan, Austria, Slovakia, and Ukraine

Marek Maciejewski, Krakow University of Economics

Marek Maciejewski, Associate professor in the Department of International Trade, Cracow University of Economics, habilitated doctor in economics and finance (2020), PhD in economics (2005), author of publications on international trade and international entrepreneurship, scientific secretary of the journal International Entrepreneurship Review.

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Published

2023-03-31

How to Cite

Głodowska, A., Wach, K., & Maciejewski, M. (2023). Does high-tech industry matter for marketing strategy selection? Adaptation vs. standardization on the international market. Studies of the Industrial Geography Commission of the Polish Geographical Society, 37(1), 70–82. https://doi.org/10.24917/20801653.371.4

Issue

Vol. 37 No. 1 (2023): The impact of the crisis on the functioning of enterprises and the transformation of spatial systems

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Articles

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