Diplomatic Skills Used For International Marketing Practice

Track: Global Business | GB7 |
Friday, June 5, 2015, 2:00pm – 3:00pm
Held in: Salons 4-5 London
Michael Bahles - VSE-University of Economics, Prague
Host: María Azqueta Arizcun

In international management there are observable difficulties in development processes and international alignments similar to situations in international diplomacy. In this presentation we will show an application of the theories and the concepts of international diplomacy to the international marketing practice. It is the first application of the concept of international diplomacy for management, especially the marketing practice. The used research method is a secondary analysis of existing theories and concepts of diplomacy in combination with expert interviews with international diplomats as well as international marketing practitioners. The results of this examination have interesting managerial implications for international marketing development processes, showing that virtues of international diplomacy can be adapted to the international marketing practice.