The importance of intellectual capital in the selection of global marketing strategies: evidence from family businesses in Macedonia. (2018)

• Record Type: Journal Article
• Authors: Rexhepi, Gadaf; Bexheti, Abdylmenaf; Ibraimi, Sadudin; Kurtishi-Kastrati, Selma
• Is Part Of: International journal of transitions and innovation systems. Volume 6:Number 2(2018)
• Page Start: 108
• Page End: 117
• Publication Date: 2018
• Subjects: global marketing -- global marketing strategies -- intellectual capital -- strategy formulation -- family businesses -- Macedonia; Technological innovations -- Economic aspects -- Former Soviet republics -- Periodicals; Technological innovations -- Economic aspects -- Europe, Eastern -- Periodicals; Technological innovations -- Economic aspects -- Europe, Central -- Periodicals; Technological innovations -- Economic aspects -- Developing countries -- Periodicals; 338.064094705
• Languages: English
• ISSNs: 1745-0071

Abstract

The role of intellectual capital is becoming very important mainly because of the influence in formulation and implementation of strategies in global markets. This research examines the link between intellectual capital and global marketing strategies. This research emphasises the link that intellectual capital has in creating competitive advantage through selection of global marketing strategies. This will help companies on using intellectual capital in selecting global marketing strategies in the internationalisation process. Research results showed that there is relationship between intellectual capital and formulation and selection of strategies.