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

Edited book (chapter)

Hume, Margee, Johnston, Paul, Argar, Mark and Hume, Craig. 2013. "Expanding technology-based transcultural diffusion: lessons learnt from market entry and venture investment in Philippines and Brazil." Christiansen, Bryan, Yıldız, Salih and Yıldız, Emel (ed.) Transcultural marketing for incremental and radical innovation. Hershey, PA. United States. IGI Global. pp. 146-165
Chapter Title

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

Book Chapter CategoryEdited book (chapter)
ERA Publisher ID2177
Book TitleTranscultural marketing for incremental and radical innovation
AuthorsHume, Margee (Author), Johnston, Paul (Author), Argar, Mark (Author) and Hume, Craig (Author)
EditorsChristiansen, Bryan, Yıldız, Salih and Yıldız, Emel
Page Range146-165
SeriesAdvances in Marketing Customer Relationship Management, and E-Services (AMCRMES)
Chapter Number8
Number of Pages21
Year2013
PublisherIGI Global
Place of PublicationHershey, PA. United States
ISBN9781466647497
9781466647503
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-4666-4749-7.ch008
Web Address (URL)http://www.igi-global.com/book/transcultural-marketing-incremental-radical-innovation/78254
Abstract

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).

Keywordstranscultural diffusion; technology; lessons learnt; international marketing
ANZSRC Field of Research 2020380110. International economics
470210. Globalisation and culture
359999. Other commerce, management, tourism and services not elsewhere classified
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Byline AffiliationsSchool of Management and Marketing
South-South Capital Partners, Australia
Griffith University
Institution of OriginUniversity of Southern Queensland
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