Expanding technology-based transcultural diffusion: lessons learnt from market entry and venture investment in Philippines and Brazil

Hume, Margee and Johnston, Paul and Argar, Mark and Hume, Craig (2013) Expanding technology-based transcultural diffusion: lessons learnt from market entry and venture investment in Philippines and Brazil. In: Transcultural marketing for incremental and radical innovation. Advances in Marketing Customer Relationship Management, and E-Services (AMCRMES) . IGI Publishing (IGI Global), Hershey, PA. United States, pp. 146-165. ISBN 9781466647497

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This chapter focuses on addressing
(1) The screening criteria used to evaluate potential new energy related technology ventures in two international markets Philippines and Brazil
(2) The chapter adopts a single case methodology to communicate the firm strategies used to attract investment and the behaviour adopted to try and effectively and efficiently enter the global market.
(3) Based on the descriptions and behaviours found in the case offers a holistic entry framework that will advance understanding of transcultural marketing and entry needs of Philippines and Brazil related to new energy related innovations.
This chapter uses qualitative case analysis of a single case technology commercialisation organisation and their experience in entering 2 new world markets: Philippines' and Brazil. These two markets have been selected as they are focussed on energy securitisation, have a distinct business culture related to venture capital investment and the behaviour of VCS, and are currently commercially attractive and interested in international investment and new technology market development (Broad, & Cavanagh, 2011; Castells, 2011). This chapter reports on data focused on investment activity within the technology market in Brazil and the Philippines and cultural factors that affect investment and market entry specific to these markets. The chapter integrates the cultural issues of each destination with current literature and develops a checklist of actions related to each market destination. The chapter aims to assist with the success of attracting investment, sales growth and performance in the new market and enhance profitability of the venture. The chapter will offer specific actions related to the entry and investment in each market and contribute to international marketing knowledge. This chapter offers a new transcultural marketing perspective on international venture capital exploring and learning from these 2 diverse new world markets. The lessons learnt from each market create a shared and advanced outlook on seeking successful venture capital in newer global markets (Broad, & Cavanagh, 2011).

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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Publisher does not formally support archiving. Published version made not accessible.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 03 Oct 2013 02:21
Last Modified: 29 Aug 2016 01:07
Uncontrolled Keywords: transcultural diffusion; technology; lessons learnt; international marketing
Fields of Research : 14 Economics > 1402 Applied Economics > 140210 International Economics and International Finance
20 Language, Communication and Culture > 2002 Cultural Studies > 200206 Globalisation and Culture
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150307 Innovation and Technology Management
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.4018/978-1-4666-4749-7.ch008
URI: http://eprints.usq.edu.au/id/eprint/23957

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