Purpose

Marketing doctrine (MD) refers to a “firm's unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices” (Challagalla et al., 2014, p. 4). Drawing on the knowledge-based view, the purpose of this paper is to develop a model of how MD is used and provide the first quantitative test of its relationship with business success.

Design/methodology/approach

The authors advance the understanding of MD by providing a mixed-methods paper. In Study 1, a survey-based quantitative study was used. The final sample comprised 349 internationally active strategic business units (SBUs) of Israeli firms. Data were analysed using structural equation modelling. Study 2 provides insights into the use of MD based on 20 in-depth interviews.

Findings

The cross-sectional evidence shows that there tends to be more MD Use in higher-performing firms. The important roles of MD Clarity and MD Knowledgeability as mobilising processes of MD Use are demonstrated. Learning by doing impacts MD Use only through MD Clarity and MD Knowledgeability.

Practical implications

MD is a new strategic tool that can be applied practically. MD may provide a straightforward way of communication between international ventures. MD Use may allow global consistency and flexibility within local markets, simultaneously. Therefore, marketing managers are advised to supplement MD to their portfolio of management tools.

Originality/value

This paper is the first to investigate empirically, through newly developed scales, whether and how MD's core processes (learning by doing, MD Clarity, MD Knowledgeability and MD Use) are related to the success of international ventures.

中文翻译：

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国际营销学说：指导原则的使用

目的

营销学说（MD）是指“公司从其经验中提炼出来的独特原则，为公司在面对市场的选择上提供指导”（Challagalla等人，2014年，第4页）。借鉴基于知识的观点，本文的目的是开发一种MD使用方法的模型，并提供对其与业务成功之间关系的第一个定量测试。

设计/方法/方法

作者通过提供混合方法论文来提高对MD的理解。在研究1中，使用了基于调查的定量研究。最终样本包括349家以色列公司的国际活跃战略业务部门（SBU）。使用结构方程模型分析数据。研究2基于20次深度访谈提供了使用MD的见解。

发现

横断面证据表明，绩效较高的公司倾向于更多地使用MD。展示了MD清晰度和MD知识性在MD使用动员过程中的重要作用。边做边学只会通过MD清晰度和MD知识来影响MD的使用。

实际影响

MD是可以实际应用的新战略工具。MD可能提供国际企业之间直接的沟通方式。MD使用可以同时在全球范围内实现本地市场的一致性和灵活性。因此，建议营销经理在其管理工具组合中补充MD。

创意/价值

本文是第一份通过新近开发的量表对MD的核心流程（通过实践进行学习，MD Clarity，MD知识性和MD使用）与国际企业成功相关的实证研究。