Review of global marketing environment and entrepreneurship development. International Journal of Commerce and Law

The essay examines the difficulties faced by business owners establishing their brands in international markets by reviewing historical literature in the fields of entrepreneurial development and marketing development. By adopting cross-border activity, business owners could prosper in global markets, claim the authors. Such data continues to be essential for gaining access to new knowledge and technology, spurring growth, and adding value to the company. The authors explore the process of coming up with the business name in different markets. The article offers relevant information to business students regarding the requirements or laws that guide the process of business registration and formation. Also, the authors consider corporate branding, which is critical in distinguishing a business in the market.

Dawson, J. A. (2014). The Marketing Environment (RLE Marketing). London: Routledge.

The book offers comprehensive information on marketing environment, which is fundamental to international and comparative marketing, market research and economic geography. Also, Dawson discusses the various changes and interactions among the key institutions and sectors in the marketing environment. Business students and scholars are enlightened on the processes and spatial patterns in marketing including the conflicts in marketing systems.

Edwards, V. (2015). Determining the right social media networks for your business. Journal of Digital & Social Media Marketing, 3(3), 217-222.

The journal article discusses the best approaches to selecting social media platforms depending on the nature of the business. The author postulates that social media significantly contributes to the business success and, therefore, the need to employ the appropriate media channel while paying attention to factors, such as competitor’s strategies and audience, among others. The journal is, however, bias by failing to outline adverse impacts of social media and digital marketing to the business.

Fama, E.F., & French, K.R. (2015). A five-factor asset pricing model. Journal of Financial Economics, 116(1), 1-22.

The article explores a pricing model that is directed towards capturing the investment patterns, profitability, value and size in stock returns. Other than discussing the advantages of the model, the authors outline the disadvantages, such as inability to capture low average returns, eliminating bias. Moreover, the article uses examples that promote easy understanding and by discussing the different areas mentioned above, the authors expose readers to adequate information regarding pricing.

Guo, L., Sharma, R., Yin, L., Lu, R., & Rong, K. (2017). Automated competitor analysis using big data analytics: evidence from the fitness mobile app business. Business Process Management Journal, 23(3), 735-762.

The article identifies the relevance of competitor analysis to operations management, which is essential in decision making in every business. The authors explore an innovative tool (a combination of Natural Language Processing, Web Crawler, and Machine Learning) towards monitoring firms’ competitors and market position in good time and at a low cost. The source findings remain relevant and important to business students regarding both prescriptive and descriptive decision making.

Petrov, S., Zubac, V., & Milojevic, M. (2015). Social networks as marketing channels. Ekonomika, 61(2), 153-167.

The authors discuss the advantages of social media to businesses compared to traditional tools. According to the source, organizations put efforts to increase and improve their reputation using different social media platforms. The article explores the latest technological services that can aid in business marketing. However, the authors fail to recognize the negative impacts of social media in equal strength as the positive contributions.

Šeric, M, Gil-Saura I., & Ozretić-Došen Đ. (2015). Insights on integrated marketing communications: implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958-979.

The journal article gives insights on marketing communications, particularly, the integrated marketing communications and explores the subject in the context of hotel companies. The authors conduct a study on the Croatian and Italian hotels, which adopt efficient marketing communication that promotes customer satisfaction. The journal limits the study to Croatian and Italian hotels, and thus less representative results for interpretation or conclusion.

Su, X. (2007). Intertemporal pricing with strategic customer behavior. Management Science, 53(5), 726-741.

The article explores a model, which can be used effectively in determining the behavior of consumers due to changes in the pricing policies. The author discusses how different consumers respond to various pricing strategies and thus determining the optimal pricing policies. Also, by exploring the composition of the market/customer population impacts consumer surplus, social welfare and optimal revenue, the source provides important information for business success.

Weber, L., & Prodromou, P. (2015). The digital consumer: Building attractive digital environments to increase engagement, views, shares and sales. Journal of Digital & Social Media Marketing, 3(2), 103-113.

According to the journal article, consumers have a lot of expectations from brands, as the majority looks forward to personalization, experience and ease. The authors suggest a business model, which is well-designed and customer-centric towards increasing brand awareness and sales. The information or research contained is relevant to marketers in ensuring human interaction, accessibility and convenience to consumers.

References

Ajagbe, A.M., Ogbari, M.E., Oke, A.O., & Isiavwe, D.T. (2015). Review of global marketing environment and entrepreneurship development. International Journal of Commerce and Law, 2(2), 1-14.

Bulatovic, I., Skoric, S., & Jovanovic, V. (2016). Branding a business name. Ekonomika Poljoprivrede, 63(4), 1323-1332.

Dawson, J. A. (2014). The Marketing Environment (RLE Marketing). London: Routledge.

Edwards, V. (2015). Determining the right social media networks for your business. Journal of Digital & Social Media Marketing, 3(3), 217-222.

Fama, E.F., & French, K.R. (2015). A five-factor asset pricing model. Journal of Financial Economics, 116(1), 1-22.

Guo, L., Sharma, R., Yin, L., Lu, R., & Rong, K. (2017). Automated competitor analysis using big data analytics: evidence from the fitness mobile app business. Business Process Management Journal, 23(3), 735-762.

Petrov, S., Zubac, V., & Milojevic, M. (2015). Social networks as marketing channels. Ekonomika, 61(2), 153-167.

Šeric, M, Gil-Saura I., & Ozretić-Došen Đ. (2015). Insights on integrated marketing communications: implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958-979.

Su, X. (2007). Intertemporal pricing with strategic customer behavior. Management Science, 53(5), 726-741.

Weber, L. and Prodromou, P. (2015). The digital consumer: Building attractive digital environments to increase engagement, views, shares and sales. Journal of Digital & Social Media Marketing, 3(2), 103-113.