1. Here I sit and fantasize, should I adapt or should I standardize?
New Markets
Here I sit and fantasize, should I adapt or should I standardize?
Examining the influence of uncertainty on marketing mix strategy elements in emerging business to business export-markets –
Doing business in Libya: Assessing the nature of effectiveness of international marketing programs in an evolving economy -
- Simon Schram
- Abdelkader Fares
Kristaps Kokins

2. Introduction Uncertainty Marketing mix Emerging markets
Key to success in international market
Strategy
Case study Libya
Conclusion
Discussion
Examining the influence of uncertainty on marketing mix strategy
elements in emerging business to business export-markets
Doing business in Libya: Assessing the nature of effectiveness of international marketing programs in an evolving economy

3. What is a good global marketing strategy?
Industry & country specific
A well planned marketing mix strategy
Dealing with uncertainties
One fits all?

4. Environmental uncertainty Effect uncertainty Response uncertainty
The future is completely uncertain…
…I am completely certain of this.
Environmental uncertainty
Effect uncertainty
Response uncertainty
Lowering risk of uncertainty gives you competitive advantage

5. International entrepreneurship
Remember this!
International entrepreneurship
Adaptation Product
Adaptation price
Uncertainty
Adaptation place
Use of Network
Adaptation Promotion

6. International entrepreneurship
Positive relation between entrepreneurship and the response to fast changing environment?
Wanting to be innovative
Being proactive
Risk seeking behaviour

7. Use of Network
Network can help to understand the foreign customer needs.
SMEs
Partners, suppliers, customers.
Help reduce uncertainty about a foreign market about implementing about the appropriate marketing strategy.

8. Degree of the change in the physical product across national boundaries.
Adaptation Product
Adaptation price
An adapted price varying to the
different living standards.
The difference between the use in sales channels across national boundaries
Adaptation place
Promotional differences
between countries and the
promotional approach.
Adaptation Promotion

9. International entrepreneurship
Remember this?
International entrepreneurship
Adaptation Product
Adaptation price
Uncertainty
Adaptation place
Use of Network
Adaptation Promotion

10. To conclude Uncertainty How to handle uncertainty Entrepreneurship
Use of network
Marketing mix

11. Discussion question:
Considering the age of the article (2013) what would you say has changed in creating a global marketing strategy? Are their new ways to reduce uncertainty?
What are the main elements to take in consideration when entering a new market ?