Exploring the Professional Competency Contents for International Marketer in Taiwan
The main purpose of this study was to establish Professional Competency Contents for International Marketer in Taiwan. To establish these contents a set of interviews with international marketing managers and three rounds of Delphi Technique surveys were employed. Five international marketing managers were interviewed for discussions on definitions, framework, and items of international marketing competency. A questionnaire for the " Delphi Technique Survey " was developed based on the results acquired from the interviews. The resulting questionnaire was distributed to another group of 30 international marketer of trading companies in Taiwan. After three rounds of Delphi Technique Survey with these participants, the "Contents of Professional Competency for International Marketer " was established. Five dimensions and thirty indicators were identified. It is hoped that the proposed contents could be served as a self-evaluation tool for international marketer as well as the basis for staffing and training programs for international marketer in Taiwan.
[1] L Ang and F. Buttle. CRM competencies in Australia.
ANZMAC 2003 Conference Proceedings. Melbourne,
Australia. 1-3 Dec, 2003, pp. 1122-1126.
[2] S.T. Barnett, P.E. Dascher, and Nicholson, C.Y. Can
school oversight adequately assess department
outcomes? A study of marketing curriculum content.
Journal of Education for Business. 79(3), 2004,
pp.157-162.
[3] R.E. Boyatzis. The Competent Manager: A Model of
Effective Performance. New York: John Wiley & Sons,
1982.
[4] P.R. Cateora and P.N. Ghauri. International Marketing.
McGraw-Hill Publishing Company, European Edition,
1999.
[5] P.R. Cateora and J.L. Graham. International
Marketing(12th ed.). McGraw-Hill/ Irwin, 2005.
[6] D.W. Cowell. Some insights into the background and
training needs of marketing executives in the UK
service industries. Services Industries Journal. 8(4),
1988, pp.534-541.
[7] W. Cron, G.W. Marshall, J. Singh, R.L. Spiro, and H.
Sujan. Salesperson selection, training, and development:
trends, implications, and research opportunities.
Journal of Personal Selling & Sales Management, 25
(2), 2005, pp.123-136.
[8] I. Doole and R. Lowe. , R. International Marketing
Strategy-Analysis, Development and Implementation
(3rd ed.). Thomson Learning, 2001.
[9] C.R. Duke. Learning outcomes: Comparing student
perceptions of skill level and importance. Journal of
Marketing Education. 24(3), 2002, pp.203-217.
[10] A. Gilmore, D. Carson, and K. Grant. SME marketing
in practice. Marketing Intelligence and Planning. 19(1),
2001, pp.6-11.
[11] J. Hill, P. McGowan, and P. Maclaran. Developing
marketing planning skills: Combining theory and
practice. Journal of Marketing Practice: Applied
Marketing Science. 4(3), 1998, pp.69-84.
[12] G. Jocumsen. How do small business mangers make
strategic marketing decisions? A model of process.
European Journal of Marketing. 38(5-6), 2004,
pp.659-674.
[13] K. Kashani and D. Turpin. Marketing Management:
An International Perspective. Basingstoke: Macmillan
business, 1999.
[14] W.J. Keegan. Global Marketing Management (7th ed.).
Prentice Hall, 2002.
[15] M.H.B. McDonald. Ten barriers to marketing planning.
Journal of Business and Industrial Marketing, 7(1),
1992, pp.5-18.
[16] B.P. Mathews and T. Redman. Getting personal in
personnel recruitment. Employee Relations. 18(1),
1996, pp.68-78.
[17] M. Meldrum. Critical issues in implementing
marketing. Journal of Marketing Practice: Applied
Marketing Science. 2(3), 1996, pp.29-43.
[18] B. Middleton and G. Long. Marketing skills: Critical
issues in marketing education and training. Journal of
Marketing Management. 5(3), 1990, pp.325-342.
[19] H. Muhlbacher, L. Helmuth, and L. Dahringer.
International Marketing-A Global Perspective ( 3rd
ed. ). Thomson, 2006.
[20] A. O'Driscoll, D. Carson, and A. Gilmore. Developing
marketing competence and managing in networks: A
strategic perspective. Journal of Strategic Marketing.
8(3), 2000, pp.183-196.
[21] R. Palmer. Managerial understanding of contemporary
industrial marketing issues. Qualitative Marketing
Research: An International Journal. 5(2), 2002, pp.
135-143.
[22] V.K. Prasad, K. Ramamurthy, and G.M. Naidu. The
influence of internet-marketing integration on
marketing competencies and export performance.
Journal of International Marketing. 9(4), 2001,
pp.82-110.
[23] S.M. Spencer and L.M. Spencer. Competency at Work:
Models for Superior Performance. New York: John
Wiley & Sons, 1993.
[24] K.A. Taylor. Marketing yourself in the competitive job
market: An innovative course preparing
undergraduates for marketing careers. Journal of
Marketing Education. 25(2), 2003, pp.97-107.
[25] M.J. Thomas. The education and training for marketing
managers. Quarterly Review of Marketing. 9(Spring),
1984, pp.27-30.
[26] M.J. Thomas. The professional marketing manager.
Journal of Marketing Management. 2(1), 1986, pp.1-6.
[27] Shi-Chian Wang. A Study of Training Development
Model for the International Marketer. Master
dissertation, Department of Industrial Technology
Education, National Taiwan Normal University, Taipei,
2005.
[1] L Ang and F. Buttle. CRM competencies in Australia.
ANZMAC 2003 Conference Proceedings. Melbourne,
Australia. 1-3 Dec, 2003, pp. 1122-1126.
[2] S.T. Barnett, P.E. Dascher, and Nicholson, C.Y. Can
school oversight adequately assess department
outcomes? A study of marketing curriculum content.
Journal of Education for Business. 79(3), 2004,
pp.157-162.
[3] R.E. Boyatzis. The Competent Manager: A Model of
Effective Performance. New York: John Wiley & Sons,
1982.
[4] P.R. Cateora and P.N. Ghauri. International Marketing.
McGraw-Hill Publishing Company, European Edition,
1999.
[5] P.R. Cateora and J.L. Graham. International
Marketing(12th ed.). McGraw-Hill/ Irwin, 2005.
[6] D.W. Cowell. Some insights into the background and
training needs of marketing executives in the UK
service industries. Services Industries Journal. 8(4),
1988, pp.534-541.
[7] W. Cron, G.W. Marshall, J. Singh, R.L. Spiro, and H.
Sujan. Salesperson selection, training, and development:
trends, implications, and research opportunities.
Journal of Personal Selling & Sales Management, 25
(2), 2005, pp.123-136.
[8] I. Doole and R. Lowe. , R. International Marketing
Strategy-Analysis, Development and Implementation
(3rd ed.). Thomson Learning, 2001.
[9] C.R. Duke. Learning outcomes: Comparing student
perceptions of skill level and importance. Journal of
Marketing Education. 24(3), 2002, pp.203-217.
[10] A. Gilmore, D. Carson, and K. Grant. SME marketing
in practice. Marketing Intelligence and Planning. 19(1),
2001, pp.6-11.
[11] J. Hill, P. McGowan, and P. Maclaran. Developing
marketing planning skills: Combining theory and
practice. Journal of Marketing Practice: Applied
Marketing Science. 4(3), 1998, pp.69-84.
[12] G. Jocumsen. How do small business mangers make
strategic marketing decisions? A model of process.
European Journal of Marketing. 38(5-6), 2004,
pp.659-674.
[13] K. Kashani and D. Turpin. Marketing Management:
An International Perspective. Basingstoke: Macmillan
business, 1999.
[14] W.J. Keegan. Global Marketing Management (7th ed.).
Prentice Hall, 2002.
[15] M.H.B. McDonald. Ten barriers to marketing planning.
Journal of Business and Industrial Marketing, 7(1),
1992, pp.5-18.
[16] B.P. Mathews and T. Redman. Getting personal in
personnel recruitment. Employee Relations. 18(1),
1996, pp.68-78.
[17] M. Meldrum. Critical issues in implementing
marketing. Journal of Marketing Practice: Applied
Marketing Science. 2(3), 1996, pp.29-43.
[18] B. Middleton and G. Long. Marketing skills: Critical
issues in marketing education and training. Journal of
Marketing Management. 5(3), 1990, pp.325-342.
[19] H. Muhlbacher, L. Helmuth, and L. Dahringer.
International Marketing-A Global Perspective ( 3rd
ed. ). Thomson, 2006.
[20] A. O'Driscoll, D. Carson, and A. Gilmore. Developing
marketing competence and managing in networks: A
strategic perspective. Journal of Strategic Marketing.
8(3), 2000, pp.183-196.
[21] R. Palmer. Managerial understanding of contemporary
industrial marketing issues. Qualitative Marketing
Research: An International Journal. 5(2), 2002, pp.
135-143.
[22] V.K. Prasad, K. Ramamurthy, and G.M. Naidu. The
influence of internet-marketing integration on
marketing competencies and export performance.
Journal of International Marketing. 9(4), 2001,
pp.82-110.
[23] S.M. Spencer and L.M. Spencer. Competency at Work:
Models for Superior Performance. New York: John
Wiley & Sons, 1993.
[24] K.A. Taylor. Marketing yourself in the competitive job
market: An innovative course preparing
undergraduates for marketing careers. Journal of
Marketing Education. 25(2), 2003, pp.97-107.
[25] M.J. Thomas. The education and training for marketing
managers. Quarterly Review of Marketing. 9(Spring),
1984, pp.27-30.
[26] M.J. Thomas. The professional marketing manager.
Journal of Marketing Management. 2(1), 1986, pp.1-6.
[27] Shi-Chian Wang. A Study of Training Development
Model for the International Marketer. Master
dissertation, Department of Industrial Technology
Education, National Taiwan Normal University, Taipei,
2005.
@article{"International Journal of Business, Human and Social Sciences:62264", author = "Shu-Ning Liou", title = "Exploring the Professional Competency Contents for International Marketer in Taiwan", abstract = "The main purpose of this study was to establish Professional Competency Contents for International Marketer in Taiwan. To establish these contents a set of interviews with international marketing managers and three rounds of Delphi Technique surveys were employed. Five international marketing managers were interviewed for discussions on definitions, framework, and items of international marketing competency. A questionnaire for the " Delphi Technique Survey " was developed based on the results acquired from the interviews. The resulting questionnaire was distributed to another group of 30 international marketer of trading companies in Taiwan. After three rounds of Delphi Technique Survey with these participants, the "Contents of Professional Competency for International Marketer " was established. Five dimensions and thirty indicators were identified. It is hoped that the proposed contents could be served as a self-evaluation tool for international marketer as well as the basis for staffing and training programs for international marketer in Taiwan.
", keywords = "Professional competency, International marketer,
Delphi technique", volume = "3", number = "5", pages = "507-5", }
