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An appreciative inquiry into the first export order

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journal contribution
posted on 06.10.2017, 10:22 by David Crick, Jim CrickJim Crick
Purpose – This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach – An AI research approach was undertaken in a firm that had not started exporting at the commencement of the study whereby the interventionist approach allowed the management team to overcome negative perceptions in their decision-making. From a research perspective, marketing decision-making could be understood in real time as opposed to in hindsight. Findings – While the key decision-maker is likely to be the owner/manager in small newly internationalising firms, a variety of factors will affect the decision to start exporting including the influence of the management team. In particular, the management team’s perceptions towards a combination of effectuation- and causation-based decision-making where risk/reward considerations in exploiting various international marketing opportunities are undertaken in light of perceived affordable losses, as well as against evolving objectives. Originality/value – The contribution is to demonstrate the AI methodology, which to date has received attention in management domains other than marketing; it offers an interventionist approach to help managers overcome barriers and move positively forward in decision-making. It offers researchers an opportunity to understand marketing decision-making in real time.

History

School

  • Business and Economics

Department

  • Business

Published in

Qualitative Market Research: An International Journal

Volume

19

Issue

1

Pages

84 - 100

Citation

CRICK, D. and CRICK, J., 2016. An appreciative inquiry into the first export order. Qualitative Market Research, 19 (1), pp. 84-100.

Publisher

© Emerald

Version

VoR (Version of Record)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2016-01-11

Notes

This paper is closed access.

ISSN

1352-2752

Language

en