International Marketing Strategies for Ecommerce

The assignment delves into the intricacies of international marketing within the ecommerce landscape. It necessitates a thorough examination of global market trends, consumer behavior across different cultures, and effective online marketing strategies tailored to specific international markets. The analysis should encompass the impact of free trade agreements, the role of product-country image, and the importance of digital marketing tools in reaching international customers.

BSBMKG605
Evaluate International
Marketing Opportunities
Learner Workbook

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Table of Contents
Table of Contents...........................................................................................................................2
Candidate Details...........................................................................................................................3
Assessment – BSBMKG605: Evaluate international marketing opportunities...............................3
Competency Record to be completed by Assessor........................................................................4
Activities........................................................................................................................................6
Activity 1A......................................................................................................................................6
Activity 1B......................................................................................................................................7
Activity 1C......................................................................................................................................8
Activity 1D.....................................................................................................................................9
Activity 2A....................................................................................................................................10
Activity 2B....................................................................................................................................12
Activity 2C....................................................................................................................................13
Activity 3A....................................................................................................................................15
Activity 3B....................................................................................................................................16
Activity 3C....................................................................................................................................19
Activity 4A....................................................................................................................................20
Activity 4B....................................................................................................................................21
Activity 4C....................................................................................................................................22
Activity 4D...................................................................................................................................23
Activity 4E....................................................................................................................................24
Skills and Knowledge Activity.......................................................................................................25
Major Activity..............................................................................................................................27

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Candidate Details
Assessment – BSBMKG605: Evaluate international marketing opportunities
Please complete the following activities and hand in to your trainer for marking. This forms part of
your assessment for BSBMKG605: Evaluate international marketing opportunities.
Name: _____________________________________________________________
Address: _____________________________________________________________
_____________________________________________________________
Email: _____________________________________________________________
Employer: _____________________________________________________________
Declaration
I declare that no part of this assessment has been copied from another person’s work with the
exception of where I have listed or referenced documents or work and that no part of this
assessment has been written for me by another person.
Signed: ____________________________________________________________
Date: ____________________________________________________________
If activities have been completed as part of a small group or in pairs, details of the learners
involved should be provided below:
This activity workbook has been completed by the following persons and we acknowledge that it
was a fair team effort where everyone contributed equally to the work completed.We declare that
no part of this assessment has been copied from another person’s work with the exception of where
we have listed or referenced documents or work and that no part of this assessment has been
written for us by another person.
Learner 1: ____________________________________________________________
Signed: ____________________________________________________________
Learner 2: ____________________________________________________________
Signed: ____________________________________________________________
Learner 3: ____________________________________________________________
Signed: ____________________________________________________________

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Competency Record to be completed by Assessor
Learner Name: _______________________________________________________
Date of Assessment: _______________________________________________________
The learner has been assessed as competent in the elements and performance criteria and the
evidence has been presented as:
Assessor Initials
Authentic
Valid
Reliable
Current
Sufficient
Learner is deemed: COMPETENT NOT YET COMPETENT(Please circle)
If not yet competent, date for re-assessment: ____________________________________
Comments from Trainer / Assessor:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Assessor Signature: ________________________________________________________

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Observation/Demonstration
Throughout this unit, you will be expected to show your competency of the elements through
observations or demonstrations. Your instructor will have a list of demonstrations you must
complete or tasks to be observed. The observations and demonstrations will be completed as well as
the activities found in this workbook. An explanation of demonstrations and observations:
Demonstration is off-the-job
A demonstration will require:
 Performing a skill or task that is asked of you
 Undertaking a simulation exercise
Observation is on-the-job
The observation will usually require:
 Performing a work based skill or task
 Interaction with colleagues and/or customers
Your instructor will inform you of which one of the above they would like you to do. The
demonstration/observation will cover one of the unit’s elements.
The observation/demonstration will take place either in the workplace or the training environment,
depending on the task to be undertaken and whether it is an observation or demonstration. Your
instructor will ensure you are provided with the correct equipment and/or materials to complete the
task. They will also inform you of how long you have to complete the task.
You should be able to demonstrate you can:
 Review global market environment
 Assess international business and electronic commerce market factors
 Identify risk factors for international marketing opportunities
 Investigate international business and electronic commerce marketing
opportunities
You will also need to demonstrate the following skills:
 Reading
 Writing
 Numeracy
 Navigate the world of work
 Get the work done
Activities

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Activity 1A
Estimated Time 40 Minutes
Objective To provide you with an opportunity to assess international trade patterns and
identify their likely importance for the business.
Activity What are the current international trade patterns in your industry and how
do these affect your business?
The industry that is taken into concern for this assignment is the Dairy
industry of Australia. This industry is controlled by the national body of service,
namely Dairy Australia. The dairy industry has lot of opportunities and the
investment in this industry has proved to be profitable. This country has around
eight regions for dairying and each of the regions has its own requirements and
conditions (Dairyaustralia.com.au 2017).
How might a recession negatively affect global demand and the economy?
Global demand and supply are affected by some laws in the economy,
about which every business should be aware of. The demand for a particular
product is more if the prices are cheaper and the customers tend to purchase
that particular product. The higher prices of a product are more preferable for
the suppliers, the reason being that they tend to manufacture more products
with higher prices. A situation where recession occurs in the economy, the
prices tend to decline constantly. The people tend to lose their jobs in the time
of recession and due to this the companies also lower the prices of the
products to enhance the sales. This affects the demand and supply of the
products. Economic recession occurs when there is severe withdrawal in the
economic activities. This type of situation has negative effects on the global
demand and economy of a country as well (Baldwin and Jaimovich 2012).

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Activity 1B
Estimated Time 30 Minutes
Objective To provide you with an opportunity to research international business and
electronic commerce market factors ,and assess opportunities to enter, shape
or influence the market for their likely contribution to the business.
Activity Choose a country that you may potentially want to enter (in terms of
marketing). What international business and electronic commerce market
factors may affect your ability to enter, shape or influence that market (and
how)?
The country where the dairy industry of Australia can be promoted is
Japan. Japan is small country in terms of area. The factors of the country
related to the political, economic, social and technological aspects facilitates
the entry of new business enterprises. The country of Japan is a monarchy,
however they have a strong political and legal system, with five strong and
influential political parties. The country has a strong economy which will favour
any type of foreign investments. Japan is considered to be a part the top five
greatest economies of the world. The country is technologically strong and this
factor will have a positive influence on the new business enterprise and the
opportunities that the business enterprise can explore further in terms of
ecommerce and technology. The analysis of the various aspects of the country
related to the business of the country proves that the expansion of the business
in Japan will prove to be profitable (Berthon et al. 2012).

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Activity 1C
Estimated Time 30 Minutes
Objective To provide you with an opportunity to identify international markets
operating under free trade or protectionist arrangements and estimate likely
ease of entering and trading successfully.
Activity What are free trade and protectionist agreements?
Free trade agreements are the trade agreements which is made
between two or more than two countries and they mainly agree on some of the
trade terms between them. This agreement is related to the determination of
the duties and the tariffs that the countries mainly impose on the imports and
the exports between the two countries. The international trade between the
two countries are affected by the trade agreements. Imports are the services
and goods that are produced in other countries and bought by the residents of
the domestic country. Exports are the services and goods that are
manufactured in a particular country and are sold outside the borders of the
country (Dai et al. 2014).
Protectionist agreement is the process by which policies are made with
the aim of protecting the domestic industries against the competition from
foreign countries with the help of import quotas, tariffs and subsidies or any
other restrictions that are imposed on the foreign competitor imports. These
types of policies are implemented by some countries in spite of the fact that
the economists of the mainstream agree to the fact that economy in the world
is benefited more from the free trade agreements. The most important
protectionist measures are mainly the tariffs that are levied by the government.
This process makes the imported articles more expensive as compared to the
domestic products of the particular country (De Mooij 2013). Another way by
which the protectionism is imposed on imported products are the import
quotas.
Give examples of countries with free trade arrangements and those with
protectionist ones.
Countries that implement trade protection policies are India and other
developing countries. The countries that implement free trade agreements are
Australia, USA and Singapore (Kose and Riezman 2013).

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Activity 1D
Estimated Time 30 Minutes
Objective To provide you with an opportunity to identify international trade policies
and agreementsand estimate their likely impact on international marketing
opportunities.
Activity Explain the following:
 Customs unions – This is mainly a free trade agreement (FTA) that
mainly comprises of the barriers of the tariffs between the members
who are together and they accept the common external tariff(CET)
against the non-members of the agreement. The member countries of
the Customs Union that export goods to the other countries need to
pay a single duty during the passage of goods in the border. The
advantages that are related to the customs union are, the increase in
the trade flows, the customs union helps in the trade creation process,
this process also helps in solving any problem related to the deflection
of trade. Cooperation and integration is increased in the process of
customs union (Majaro 2013).
 Bilateral trade agreements – This type of trade agreement is made
between two nations and the countries and based on this agreement
the two countries agree to relax the restrictions related to the trade
and thereby expand the opportunities related to business between the
nations. The tariffs of tax are lowered and the countries prefer to
continue trade between themselves.
 Multi-lateral trade agreements – This type of agreement is made
between three or more than three countries and this type of
agreement is difficult to negotiate as many countries are involved in the
agreement. The more number of participants in the agreement makes
it tougher for the negotiations to take place. These agreements are
more powerful as they cover a larger area as compared to bilateral
ones (Kose and Riezman 2013).

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Activity 2A
Estimated Time 30 Minutes
Objective To provide you with an opportunity toidentify and analyse impact of
economic, political, social and cultural factorsaffecting international
marketing opportunities.
Activity For the country that you may potentially want to market in, from Activity 1B –
what are the economic, political, social and cultural factors that may affect
international marketing opportunities in it?
Economical: The GDP is high in Australia and the fast growing population are
increasing the demand of the commodities. Therefore, consequently the price
of the product is high.
Political: The new organization must ensure the different policies imposed by
the Australian government in terms of the international marketing. However,
the political condition of the country is stable.
Social: There is consistent and change in the social trends for which can affect
the firm’s production for making the products available to the customers
according to the demands.
Cultural: The people of the country possess diverse cultural values which can
influence their demand and taste for the products offered by the organizations.

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What software applications does your organisation use in its international
electronic commerce operations? How might these need to be adapted to suit
different markets?
The software used for commercialization of the products in the international
market is SAP.

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Activity 2B
Estimated Time 30 Minutes
Objective To provide you with an opportunity toinvestigate international market trends
and developments to identify market needs relevant to the business.
Activity For your industry, what are the current international market trends and
developments? How do these affect your market needs, relative to the
business?
The unstable political scenario has made it very difficult for the dairy companies
to transport their raw materials such as milk and other necessary materials. The
constant change of GDP is affecting the dairy industry in its international
market.
The pricing of the dairy products is difficult due to the said international issues.

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Activity 2C
Estimated Time 40 Minutes
Objective To provide you with an opportunity to identify new and emerging business
and electronic commerce markets, and assess opportunities to enter, shape
or influence markets based on their fit with business goals and direction, and
their likely contribution to the business.
Activity Which of the emerging economies would be best suited for you to market in
(for your industry)? Explain.
The demand of dairy products is high in Japan. The fast growing population is
the reason behind the emerging economics for the country. Consequently, the
demand is increasing. Therefore, Japan is the most suitable country.

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Give an example of the communication considerations for five countries.
India: Communication in easy because the Indians consider cows as holy.
China: The increasing demand for dairy makes the communication easy.
USA: Stress on advertising is given because of the high consumption of dairy
products.
Singapore: The increasing rate of tourism industry, the demand of foods is high.
Consequently, the dairy products are given importance.
Australia: The strong dairy market is the influential reason for making the
communication consideration easy.

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Activity 3A
Estimated Time 30 Minutes
Objective To provide you with an opportunity toanalyse and rate acceptability of
political, financial stability and corruption risk factorsof potential market.
Activity For the potential market identified in Activity 1B, what are the political,
financial stability and corruption risk factors? How will these affect your
ability to market in this country?
Political Stability: the political stability is very good. The trade laws gets
changed only once in five years, therefore it does not create must impact on
the business.
Financial stability: 1.205 trillion USD is the current GDP which indicates the
stability financial condition of the country.

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Activity 3B
Estimated Time 90 Minutes
Objective To provide you with an opportunity toanalyse and rate acceptability of legal and
regulatory requirements, and trade barriers to potential market.
Activity
 Anti-discrimination legislation : The Principle of Equal Treatment in LSA
 Consumer laws : The Consumer Protection Fundamental Act 1968
 Ethical principles : it varies from company to company
 Extra-territoriality provisions of the trade practices act: Trade Practices
Act 1980
 Foreign investment limits: maximum $248 million
 Labour laws: Labour Standards Act 1947
 Legal aspects of bilateral and multi-lateral trade agreements: Free Trade
Agreements
 Privacy laws: Data Protection Act 2017
 Taxation laws: japan Social Security
 World Trade Organization (WTO) dispute resolution system:

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Outline the Australian Standards for:
 Environmental matters: Environmental Matters, AS/NZS 14001:2004
 Human rights: Fair Work Act 2009
 Labour relations: Fair Work Act 2009
 Packaging: Country of Origin has to be there
 Risk management: Risk Management Standard, AS/NZS 4360:2004

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Explain the following and what they do:
 Organisation for Economic Co-operation and Development (OECD):
International Guidelines for Consumer Protection in the Context of
Electronic Commerce: Stimulates the economical progress and the
international trade for countries who are the members of the organization.
 Australian Government Policy Framework for Consumer Protection in
Electronic Commerce: Protects the rights of the consumers in the
electronic commerce
 Australian Guidelines for Electronic Commerce: Provides guidance to the
consumers as well as businesses for electronic commerce

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Activity 3C
Estimated Time 25 Minutes
Objective To provide you with an opportunity torelate risk factors to international
business cycles in terms of economic conditionsand estimate their impact on
potential market.
Activity How do economic conditions affect potential markets you may be looking to
market in?
The potential market of japan is relatively high in terms of the economical
condition of the country. The economical stability of the country has made the
same to create a free market economy in which the any other country can
expand in terms of international business. The economical growth of the
country is rapid. Therefore, economical condition of Japan is stable and
suitable for Australian dairy industry to invest in. However, natural disaster or
any fall I the international economy can affect the economical stability of the
country.

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Activity 4A
Estimated Time 30 Minutes
Objective To provide you with an opportunity toidentify and analyse international
marketing opportunities according to their likely fit with the organisation's
goals and capabilities.
Activity What are your organisation's goals for entering a new market?
The goals of an organization related to the entry in a new market includes the
research related to the competitive position of the organization in that
particular market.
What factors do you need to look at when analysing a potential market?
The factors are, that whether the target is worth for the business, is the target
market manageable or not.
What information systems do you need to look at when analysing a potential
market?
The information systems that are used to analyse a potential market are Ansoff
matrix, using macro-environmental analysis and the Porter’s five-forces
concept.

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Activity 4B
Estimated Time 30 Minutes
Objective To provide you with an opportunity toevaluate each opportunity to
determine its impact on current business and customer base.
Activity For the marketing opportunity identified in Activity 1B, what impact may it
have on your current business and customer base?
The products of Australia are already exported to Japan and the company is
aware of the needs of the people in the country. This will help in increasing the
market share of the company.

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Activity 4C
Estimated Time 40 Minutes
Objective To provide you with an opportunity touse an assessment of costs, benefits,
risks and opportunities to determine financial viability of each marketing
opportunity.
Activity Conduct SWOT and PEST analyses for the marketing opportunity identified
from Activity 1B.
SWOT Analysis,
Strength – The company is established in its own market area.
Weakness – The company does not have a huge customer base in other
countries.
Opportunities – There are huge investment opportunities for the company.
Threats – The company has many competitors in the market.
PEST Analysis,
Political – Japan is a politically unstable country.
Economical – The country has growing economy and the GDP varies from time
to time.
Social – The social environment of Japan facilitates entry of new business.
Technological – The country has a strong technological base.

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Activity 4D
Estimated Time 40 Minutes
Objective To provide you with an opportunity todetermine probable return on
investment and potential competitors.
Activity Outline a formula for calculating return on investment.
Return on Investment (ROI) = Net Profit/ Total Investment * 100
Why must you analyse your potential competitors? How would you do this?
The potential competitors of the company can be analysed with the extensive
research of the business environment of the country where the company wants
to set up the business.

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Activity 4E
Estimated Time Minutes
Objective To provide you with an opportunity todescribe and rank marketing
opportunities in terms of viability and likely contribution to the business.
Activity Explain the ranking by merit system.
The process of ranking by merit system refers to the way by which an individual
is ranked and promoted based on his ability and performance.
What factors do you need to consider when considering the viability of
marketing opportunities?
The factors are, relationship and access to the customers, checking the
geographical area of the business, checking the demographics of the
customers, selection of target market, making the business plan based on the
needs of the potential customers.

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Skills and Knowledge Activity
Estimated Time 1 Hour
Objective To provide you with an opportunity to demonstrate your knowledge of the
foundation skills, knowledge evidence and performance evidence.
Activity Complete the following individually and attach your completed work to your
workbook.
The answers to the following questions will enable you to demonstrate your
knowledge of:
 Reading
 Writing
 Numeracy
 Navigate the world of work
 Get the work done
 Outline relevant Australian and international standards, policies and
guidelines, including those covering:
o environmental matters
o human rights
o labour relations
o packaging
o risk management
 Electronic commerce
 Identify and explain key provisions of relevant legislation and codes of
practice affecting aspects of marketing operations
 Explain the role of the Organisation for Economic Co-operation and
Development (OECD)
 Identify and describe key features of the country or countries being
considered for market entry or penetration, including:
o cross-cultural communication and negotiation styles
o global and country specific economic, social and industry directions,
trends, practices and techniques
Answer each question in as much detail as possible, considering your
organisational requirements for each one.
1. Choose a potential market in another country and identify how you might

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need to adapt your communication style in this market.
Answer – The country in which the dairy products of Australia can be
marketed is Japan. The communication style in Japan has to be different as
compared to the style of communication in Australia. The reason being that
the communication style of the Australians is straightforward and tolerant.
On the other hand, the Japanese style of communication consists of many
turns and twists and the diversions in the communication is evident
(Papadopoulos and Heslop 2014).
2. What guidelines, policies, standards and legislation do you need to
consider when exploring potential new markets?
There are some ways by which a particular company needs to
assess before entering some new market area. The business should educate
themselves with the business etiquettes and the customs that related to
the international market. The business should know about the history and
culture of the particular country. The business needs to collect the
historical data about the value of the currency of the country and the
timelines of the import and export of the country. The laws and the
regulations of the country should also be known to the new business
enterprise. The new business enterprise needs to analyse the competitors
in the same business territory (Rasmussen, Madsen and Servais 2012).
3. What functions might you need to use software applications for when
exploring international marketing opportunities?
The software applications that can be used by any company to analyse the
international opportunities for marketing are, analytics, conversion
optimization, email marketing, marketing related to search engines,
remarketing, mobile marketing and marketing automation. These software
tools can be used to analyse the opportunities of a particular organization
(Wilson et al. 2012).
4. Create a mind map to demonstrate the global and country specific
economic, social and industry directions, trends, practices and techniques
in your industry.
The industry of dairy products in Australia is a profitable business in the
country. The country has an abundance of dairying regions and this enables the
business to flourish in the country. The profitability that is gained from the
dairy industry forms an important part of the Australian economy. The
production of milk in the dairy farms is surplus over the years and this has led
to a lot of export oriented activities in this industry. The main market of the
dairy products of Australia are China and Japan. This is the reason why the
chosen country for the expansion of the market is Japan. The cultural and social
factors of Japan have huge differences with the style of Australia, however,
there is already a market present in Japan for Australian dairy products (Wu,
Chen and Olson 2014).
5. What techniques can you use to analyse risk factors for market
opportunities?
There are techniques that can be used to analyse the risk factors

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related to the market opportunities these are,
 Segmentation of consumers – This is the process by which the
company tries to understand the expectations of the
consumers related to the products of the company and further
divide these customers into groups of potential customers.
 Analysis of the purchase situation – The purchase situation also
needs to be analysed so the company can examine the
opportunities of expansion based on the purchase of the
consumers.
 Analysis of direct competition – The company needs to analyse
the competition that it has in the market with respect to the
products it aims at marketing (Zhou, Wu and Barnes 2012).
 Analysis of indirect competition is also important for the
company.
 The company needs to analyse the performance of the other
services or products which can be complementary the
company’s products.
 The market of the products in other foreign countries also need
to be analysed by the company (Wilson et al. 2012).

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Major Activity
Estimated Time 2-4 Hours
Objective To provide you with an opportunity to demonstrate your knowledge of the
entire unit.
Activity This is a major activity – your instructor will let you know whether you will
complete it during class or in your own time.
You must individually, answer the following questions in full to show your
competency of each element:
1. Review global market environment
2. Assess international business and electronic commerce market factors
3. Identify risk factors for international marketing opportunities
4. Investigate international business and electronic commerce marketing
opportunities
1. Create a step-by-step guide for evaluating international marketing
opportunities.
The guide should cover the following topics:
 Reviewing the global market environment
 Assessing international business and electronic commerce market
factors
 Identifying risk factors for international marketing opportunities
 Investigating international business and electronic commerce
marketing opportunities
The guide will need to be concise and adaptable, so it can be used as a
template for all potential markets.
The guide can contain diagrams, charts and tables to help explain things
more clearly and can include references to external sources of
information also.

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Attach the guide to the Instructor Workbook.
The Global market environment
The Global environment of marketing mainly refers to the
continuously changing behaviour and the needs of the customers and the
further the generation of new ideas of marketing to meet those needs in
the world of business. Maintaining relation with the customers is becoming
tougher day by day for the business enterprises in an international
environment. The marketing activities of any organization is not bound
within the 4 Ps of marketing, it has become an integral activity of the
organization as a whole. This has related to the formation of more and
more new techniques in the market environment globally.
Assessment of International market factors and ecommerce
The process related to the international marketing of the products
that is to be expanded in other countries is based on many factors. The
business that is to be expanded in any other country, must aim to study the
factors related to that country which will affect the business. The laws
related to foreign trade, the social and economic factors of the country, the
demand related to the product that is being marketed has to be analysed.
The assessment of the ecommerce of the particular country involves the
analysis of the involvement of the citizens of the country in the ecommerce
related activities and online shopping.
Identification of risk factors related to international marketing
The risk factors related to the international marketing can be
analysed by many ways. The customer segmentation of the target market is
important for the international marketing activities. The purchase situation
of the market also needs to be analysed so that the company is able to
examine the purchasing capacity of the target customers. The competition
of the particular product and the company in the market of the other
country is also important.
Investigation of international business and ecommerce marketing
The international business environment changes in a continuous
basis and this results in the formation of new plans for marketing a particular
product on the international market. The ecommerce marketing opportunities
of a particular product can be analysed by the company by analysing the
involvement of a company in the online marketing activities and the trust
factors related to this.

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References
Baldwin, R. and Jaimovich, D., 2012. Are free trade agreements contagious?. Journal of international
Economics, 88(1), pp.1-16.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media,
and creative consumers: Implications for international marketing strategy. Business horizons, 55(3),
pp.261-271.
Dai, L., Maksimov, V., Gilbert, B.A. and Fernhaber, S.A., 2014. Entrepreneurial orientation and
international scope: The differential roles of innovativeness, proactiveness, and risk-taking. Journal
of Business Venturing, 29(4), pp.511-524.
Dairyaustralia.com.au (2017). Dairy Australia. [online] Dairyaustralia.com.au. Available at:
https://www.dairyaustralia.com.au/ [Accessed 12 Nov. 2017].
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Kose, M.A. and Riezman, R., 2013. Understanding the welfare implications of preferential trade
agreements. In International Trade Agreements and Political Economy(pp. 85-99).
Majaro, S., 2013. International Marketing (RLE International Business): A Strategic Approach to
World Markets. Routledge.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in international
marketing. Routledge.
Rasmussen, E.S., Madsen, T.K. and Servais, P., 2012. On the foundation and early development of
domestic and international new ventures. Journal of Management & Governance, 16(4), pp.543-556.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating
customer focus across the firm. McGraw Hill.
Wu, D.D., Chen, S.H. and Olson, D.L., 2014. Business intelligence in risk management: Some recent
progresses. Information Sciences, 256, pp.1-7.

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Zhou, L., Wu, A. and Barnes, B.R., 2012. The effects of early internationalization on performance
outcomes in young international ventures: the mediating role of marketing capabilities. Journal of
International Marketing, 20(4), pp.25-45.