Global Studies Group Seminar with Prof Carlos Sousa (Molde, Norway)

Unpacking Managerial Motivation's Role in Firm International Marketing Agility

Abstract

Emerging as a focal point in international marketing research, the concept of International Marketing Agility (IMA) prompts inquiry into its determinants. This study delves into the psychological motivations of decision-makers, particularly their Regulatory Focus (RF), and its influence on a firm's IMA. We extend current understanding by exploring how export Intensity moderates the relationship between RF (comprising promotion and prevention orientations) and IMA. Using data from managers of Portuguese export firms, the findings indicate a positive association between promotion orientation and IMA, further bolstered by export intensity. Conversely, the negative impact of prevention orientation on IMA is accentuated in firms with high export intensity. These insights highlight the role of decision-makers' psychological traits in shaping IMA and offer valuable insights into its contextual nuances.

About Prof Carlos Sousa

Carlos M. P. Sousa is Full Professor of Marketing and Business Strategy at Molde University College in Norway. Professor Sousa is an Associate Editor of the Journal of Business Research and Associate Editor of International Marketing Review. He has been a visiting professor at universities in Australia, Brazil, Chile, Ireland, Italy, Portugal, Spain, and the UK. Professor Sousa has published over 70 articles, in journals such as Research Policy, Journal of Product Innovation Management, Journal of World Business, Global Strategy Journal, and British Journal of Management. He also sits on the editorial boards of several academic journals in international business, marketing, and management.