Blar i forfatter Artikler, rapporter og annet (Handelshøgskolen) "Alteren, Gro"

Viser treff 1-3 av 3

    • Enhancing export performance: Betting on customer orientation, behavioral commitment, and communication 

      Alteren, Gro; Tudoran, Ana Alina (Journal article; Tidsskriftartikkel; Peer reviewed, 2015-07-29)
      This study examines the extent to which behavioral commitment and communication mediate the effect of customer orientation on export performance such as satisfaction with the percentage margin, capability of payment, and level of complaints. The research was carried out in the Norwegian seafood industry with a sample of 105 exporters. Length of the relationship, firm size and environmental ...

    • Matching the Needs in an Emerging Market: An Investigation of Multinational Companies’ Marketing Strategies by Using the 4As Framework 

      Alteren, Gro (Journal article; Tidsskriftartikkel; Peer reviewed, 2023-04-06)
      Making the multinational companies’ (MNCs) products attractive among the low- and the high-income consumers is challenging in an emerging market. This study uses the 4As framework (affordability, accessibility, acceptability and awareness) to investigate the marketing activities that three Western companies from the industries such as telecoms, brewery and decorative paint implemented to match the ...

    • Open-mindedness and adaptive business style: Competences that contribute to building relationships in dissimilar export markets 

      Alteren, Gro; Tudoran, Ana Alina (Journal article; Tidsskriftartikkel; Peer reviewed, 2018)
      <p><i>Purpose - </i>The purpose of this paper is to investigate the role of relational competences, such as open-mindedness and the ability to adapt business style, in developing trustworthy relationships through communication in the export markets in different cultural contexts. <p><i>Design/methodology/approach - </i>The analysis is performed on survey-based data from a sample consisting of 39.9 ...