Instructions
Your task is to offer a detailed critique of a peer-reviewed article, which you can locate in the CSU Online Library. The article must be related to international marketing.
In your critique, address the following questions:
What are the main points and arguments of the author(s)?
What is your opinion of the article?
How can the points and arguments of the author(s) be applied to the lesson in this unit? (Some examples include the marketing mix, marketing orientation, and organizational structure.)
The critique should be a minimum of two pages in length in APA style; however, a title page, a running head, and an abstract are not required. Be sure to cite and reference all quoted or paraphrased material appropriately in APA style.
Solution
Unit 6 IB
The article, “The interface of international marketing and entrepreneurship research: Review, synthesis, and future directions,” focuses on the correlation between entrepreneurship and international trade. In particular, the authors seek to understand how international trade affects entrepreneurship and how creative individuals can leverage the global market to reach a wider audience and create a competitive edge. The article is mostly a report of desktop research involving a review of literature on entrepreneurship and international market. In the literature review, the authors focus on three key areas, namely global marketing, entrepreneurship and the nature of marketing.
The literature review brings to the fore several arguments made by researchers concerning entrepreneurship and international trade. However, the main discussions revolve around the general domains of global marketing and its relationship with entrepreneurship. According to Yang & Gabrielsson (2018), one of these domains, international marketing entails marketing activities that transcend national borders. The literature review reveals that cross border marketing presents entrepreneurs with an opportunity to create a larger market share for their products. Besides, it enables them to identify and fill product or service gaps in the international market, ultimately enhancing their profitability and influence (Yang & Gabrielsson, 2018). In sum, the international marketing domain correlates with entrepreneurship in the sense that it presents creative individuals with an opportunity to identify more opportunities and therefore create more profits.
The authors have also raised the importance of cross-cultural marketing in understanding the interface between entrepreneurship and international marketing. Cross-cultural marketing in this context refers to the comparison of various marketing issues taking place across national boundaries. While an analysis of cross-cultural problems is an essential factor in determining entrepreneurial activity and culture, the authors argue that researchers concentrate mostly on the international marketing aspect, meaning that the influence of cross-cultural perspectives on entrepreneurship is mainly an unexplored topic. Therefore, the authors contend that to understand entrepreneurship and global marketing fully, researchers should focus more on the influence of cross cultures as they do with international marketing aspects and principles.
In my view, the article provides a comprehensive analysis of the interface between entrepreneurship and international marketing, making it easy for the reader to understand the correlation between the two concepts. In particular, the authors demonstrate how global marketing encourages entrepreneurship. This argument is consistent with the evidence adduced by Agwu & Onwuegbuzie (2018). In this context, Agwu & Onwuegbuzie (2018) contend that entrepreneurship presents entrepreneurs with an opportunity to export their products and services, therefore, increasing national and individual wealth. The aspect of exporting in this context points to international marketing since one will inevitably market one’s products in order to find the appropriate market. In general, the article enhances understanding of the relationship between entrepreneurship and international marketing by illustrating how the former benefits the latter.
The arguments adduced by Yang & Gabrielsson (2018) have high relevance to the concepts covered in this unit. In particular, the views on the nature of international marketing and its role in encouraging entrepreneurship can be applied in a concept such as marketing orientation. For example, students can use the information on the correlation between international marketing and entrepreneurship to decide on market approaches and how to design and sell goods and services that are consonant with the current market needs. On the whole, the arguments made in the article present students with practical examples that can help in the understanding of the concepts covered in class.
References
Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of international marketing environments on entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), 1-14.
Yang, M., & Gabrielsson, P. (2018). The interface of international marketing and entrepreneurship research: Review, synthesis, and future directions. Journal of International Marketing, 26(4), 18-37.
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