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J4  2010, Vol. 7 Issue (10): 1507-    DOI:
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Internationalization Perceived Risk and Adaptive Marketing Tactics——Contingent View Based on Global Marketing Theory
 XU Hui, WAN Yi-Qian
Nankai University, Tianjin, China

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Abstract  

This paper introduces the concept of perceived risk into the study of internationalized risk from the research field of the consumer behaviors. It regards adaptive theory of global marketing as the prerequisite and studies the contingent relationship between internationalization perceived risk and adaptive marketing tactics. Through carrying on factor analysis to the questionnaires, the article summarizes ten kinds of internationalized risks correlated with marketing tactics, and then it utilizes cluster analysis to explore the inclination to different marketing tactics when enterprises confront different perceived risks.

Key wordsinternationalization      perceived risk      global marketing      adaptive      marketing tactics     
Received: 13 October 2009     
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XU Hui
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Cite this article:   
XU Hui,WAN Yi-Qian. Internationalization Perceived Risk and Adaptive Marketing Tactics——Contingent View Based on Global Marketing Theory[J]. J4, 2010, 7(10): 1507-.
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http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2010/V7/I10/1507
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