Investigating the uncertainty of new international ventures via micro marketing discourse research : a case of mixed e-commerce and physical channels

KOENIG, Sarah P. and GILL, Jameson (2015). Investigating the uncertainty of new international ventures via micro marketing discourse research : a case of mixed e-commerce and physical channels. In: EURAM 15, Warsaw, 16-20 June.

[img]
Preview
PDF
Koenig_and_Gill,_EURAM2015.pdf - Accepted Version
All rights reserved.

Download (495kB) | Preview
Related URLs:

    Abstract

    In this article we demonstrate the value of studying organisational contexts, which are characterised by uncertainty, via the micro discourse approach to research. By adopting the approach, we study a business to business case of internationalisation via the mixed channels of a physical office in the new territory supported by the parent company’s domestic website. We describe and problematise some of the foundational theories that have been applied through survey research in the macro level study of such phenomena. We then show how the micro discourse approach can help to develop rich insights into specific situated contexts where local uncertainty impinges on management decisions. The findings, which are grounded in a period of ethnography at the firm in question and developed through a thematic analysis, show how management dilemmas might develop in local contexts. The value of the work lies in the thick description of a firm’s culture which might inform practice and further study.

    Item Type: Conference or Workshop Item (Paper)
    Research Institute, Centre or Group - Does NOT include content added after October 2018: Sheffield Business School Research Institute > Marketing and Strategy
    Departments - Does NOT include content added after October 2018: Sheffield Business School > Department of Management
    Depositing User: Jameson Gill
    Date Deposited: 09 Jul 2015 08:55
    Last Modified: 18 Mar 2021 08:16
    URI: http://shura.shu.ac.uk/id/eprint/10749

    Actions (login required)

    View Item View Item

    Downloads

    Downloads per month over past year

    View more statistics