B2B- Marketing Communication Strategies in CEE. Margarethe Überwimmmer, Teresa Gangl, Sophie Wiesinger 21. Mai 2015

Transcription

1 B2B- Marketing Communication Strategies in CEE Margarethe Überwimmmer, Teresa Gangl, Sophie Wiesinger 21. Mai 2015

2 AGENDA Methodology The Barometer Study: - About the study - Motivation - Main Aspects of the Study Objective Findings - Organization of Marketing Communication - Adaptation vs. Standardization of MC - Most beneficial MC Measures Limitations & Outlook

3 Global Sales and Marketing Bachelor & Master 30 % international students International guest lecturers 16 double > Dritte degree Ebene programs with 102 partner Vierte universities Ebene worldwide > Fünfte Ebene Field Trips to Turkey, Georgia and China One compulsory semester abroad 3

4 Our Research Focus Intercultural Mgmt / Global HR Mgmt Zweite >>Measurement Ebene of Intercultural Sensitivity > Dritte >> Ebene REWENIO: Creating a Welcoming Culture for Inpatriates Vierte >> Barometer Ebene Study > Fünfte Ebene Industrial Services & Service Innovation International Sales, Marketing & Export 4

5 METHODOLOGY Intercultural Management and Emerging Markets Center at the department of Global Zweite Sales Ebene and Marketing, School of Management Longitudinal study: 2007, 2013, 2015! Identification Vierte of Ebene main problem areas through qualitative assessment with practitioners > Fünfte Ebene Questionnaire pre-tests & adaptations Personal telephone interviews April October 2007 (n=199) February May 2013 (n=244) Interviewees: Austrian CEE sales managers responsible for one of the following country markets: Poland, the Czech Republic, Slovakia, Romania, Bulgaria, Hungary, Russia, Ukraine

6 Motivation for the Barometer Study CEE region s high degree of attractiveness for Austrian companies Observations of (SME) market entries trial-and-error-basis Impact of cultural differences on marketing communication for CEE is clearly underestimated in Austria Opportunities for further research & consultancy Austrian Business Experiences in CEE-Countries Page 6

7 Main Aspects of the Study Marketing Communication Strategies Market Entry Strategies Market Attractiveness Relationship Management Market Analysis/Market Research Sales Partners/Strategies HR and Intercultural Management Subsidiary Management Austrian Business Experiences in CEE-Countries Page 7

8 Main Aspects of the Study Marketing Communication Strategies Market Entry Strategies Market Attractiveness Relationship Management Market Analysis/Market Research Sales Partners/Strategies HR and Intercultural Management Subsidiary Management Austrian Business Experiences in CEE-Countries Page 8

9 OBJECTIVE Research Questions: I. I. How is marketing communication organized by Austrian companies in CEE? II. > Fünfte Ebene II. How much autonomy is given to the local organizations, and to what degree is m.c. being standardized? III. III. Which communication measures have been most beneficial to business performance for Austrian companies in the B2B segment? 9

10 FINDINGS I. How is marketing communication organized by Textmasterformate Austrian companies durch in Klicken CEE? bearbeiten II. How much autonomy is given to the local > organizations, Fünfte Ebene and to what degree is marketing communication being standardized? III. Which communication measures have been most beneficial to business performance for Austrian companies in the B2B segment? 10

11 FINDINGS- I. Organization of Marketing Communication MC mainly organized by Austrian companies themselves How is your MC (advertisement/pr/sales promotion) in. organized? By the headquarters in Austria > Fünfte Ebene By the AC in the DC External through sales reps in the DC External through an agency in the DC 11 AC Austrian Company DC Destination Company

12 FINDINGS- II. Adaptation vs. Standardization of MC Considerable increase of autonomy for local organizations In which areas is the local organization in the DC allowed to take independent autonomous marketing decisions? Allocation > of Fünfte the marketing Ebene budget Ad design Selection of promoted products/services Total in 2013 Total in 2007 Change + 14% Planning of fairs (participation, composition) Ad planning (media, frequency) + 16% + 25% Development CI/CD Success monitoring (marketing controlling) + 20% In none of this areas 12

13 FINDINGS I. How is marketing communication organized by Austrian companies in CEE? II. How much autonomy is given to the local > organizations, Fünfte Ebene and to what degree is marketing communication being standardized? III. Which communication measures have been most beneficial to business performance for Austrian companies in the B2B segment? 13

14 FINDINGS- II. Adaptation vs. Standardization of MC Declining degree of standardization since 2007 How would you evaluate the degree of standardization of your MC? > Fünfte Ebene Totally standardized Totally standardized Rather country specific adapted Rather standardized Totally country specific adapted Experience since Experience since Experience since Export from Austria Sales partner Subsidiary 14

15 FINDINGS I. How is marketing communication organized by Austrian companies in CEE? II. How much autonomy is given to the local > organizations, Fünfte Ebene and to what degree is marketing communication being standardized? III. Which communication measures have been most beneficial to business performance for Austrian companies in the B2B segment? 15

16 FINDINGS- III. Most beneficial Communication Measures TOP: newsletter FLOP: advertising gifts How important are the following MC measures for business success? High quality of products/services Consultation expertise sales reps > Fünfte Ebene Image of the company Leaflets, catalogue in local language Change since 2007 Promotional gifts 16

17 OUTLOOK New time of measurement: FALL 2015 Newly added topics: > Fünfte Ebene Industrial Services & Service Innovation 17

18 Thank you for your attention! > Fünfte Ebene 18