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《Chinese Journal of Management》 2010-10
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Internationalization Perceived Risk and Adaptive Marketing Tactics——Contingent View Based on Global Marketing Theory

XU Hui WAN Yiqian (Nankai University,Tianjin,China)  
This paper introduces the concept of perceived risk into the study of internationalized risk from the research field of the consumer behaviors.It regards adaptive theory of global marketing as the prerequisite and studies the contingent relationship between internationalization perceived risk and adaptive marketing tactics.Through carrying on factor analysis to the questionnaires,the article summarizes ten kinds of internationalized risks correlated with marketing tactics,and then it utilizes cluster analysis to explore the inclination to different marketing tactics when enterprises confront different perceived risks.
【Fund】: 国家自然科学基金资助项目(70572081 71072100);; 教育部人文社科研究基金资助项目(07JA630037)
【CateGory Index】: F274;F224
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【Citations】
Chinese Journal Full-text Database 1 Hits
1 ZHANG Yun-qi (Management Dept., China Coal Economic College, Yantai 264005, China);The Grade Assessment of Marketing Risks And Risks Controlling in Advance[J];Chinese Journal of Management Science;2000-S1
【Co-citations】
Chinese Journal Full-text Database 1 Hits
1 DAI Shengli:Doctorial Candidate;School of Management,WUT,Wuhan,430070 China.;Research on the Enterprises Channel Risk under Network[J];Journal of Wuhan University of Technology(Information & Management Engineering);2008-04
【Co-references】
Chinese Journal Full-text Database 8 Hits
1 Tian YilinTian Yilin:Doctorate Candidate;School of management,WUT,Wuhan 430070,China.;Enterprise′s New Product Research Risk and Precautions[J];Journal of Wuhan University of Technology(Information & Management Engineering);2007-01
2 YAN Hai-feng,CHEN Li-ping,SHEN Jin-jie(School of Business,East China University of Science and Technology,Shanghai 200237,China);A Research on the Relationship Among Intellectual Capital,Absorptive Capacity and Organizational Innovation[J];R&D Management;2009-05
3 ZHANG Zheng-yi(School of Management,Wuhan University of Technology,Wuhan,430070,Hubei,China);The Causes and Influences of Risk Conduction of Enterprise Market and the Application of a Proper Management Mode[J];Academic Exploration;2010-04
4 ZHANG Yun-qi (Management Dept., China Coal Economic College, Yantai 264005, China);The Grade Assessment of Marketing Risks And Risks Controlling in Advance[J];Chinese Journal of Management Science;2000-S1
5 Peng Zeyu1,Mi Zhongchun2,Sun Yongqiang1(1.School of Management,University of Science and Technology of China,Suzhou 215123,China)(2.School of Management,University of Science and Technology of China,Hefei 230026,China);IT-enabled Absorptive Capacity and Organizational Competitive Advantages[J];Forum on Science and Technology in China;2011-03
6 XIE Hua,ZHU Li-ping (Nanjing Polytechnical University,Nanjing Jiangsu 225300);On Enterprise International Merger and Acquisition Risk——an analysis of TCL international merger and acquisition risk[J];Vocational Education & Economic Research(Journal of Loudi Vocational & Technical College);2008-04
7 WANG Na (School of Economics, Huazhong Normal University, Wuhan 430079, China);Suitability Analysis and Risk Prevention in Application of the Operational CRM System in Intermediate and Small Enterprises[J];Huazhong Normal University Journal of Postgraduates;2008-04
8 Yan Haifeng and Cheng Peng (East China University of Science and Technology, Shanghai 200237);Absorptive Capacity: A Primary Review and Its Future Agenda[J];Management Review;2009-08
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