Maria Rosaria Marcone

(Polytechnic University of Marche, Ancona 60121, Italy)

 

 

Abstract: This study focuses on Medium-Sized Multinationals (MSMs) that belong to the sectors of mechanics and electronics, and operate in dynamic international business markets. This work aims to investigate how international marketing strategies are based and maybe in some cases actually heavily dependent on the capacity to form and enhance skills in design, engineering and production activities, and on the propensity to invest more resources in R&D activities as well as in activities that are more strictly speaking production based (manufacturing). This study highlights different innovation processes’ approaches in the same unit of the analyzed MSMs. The study is based on the empirical analysis of the most representative business cases among those analyzed in the mechanical and electronic areas of the Marche Region. It creates new challenges for both theoretical treatments of the MNE, for practitioners and for policy makers.

 

 

Key words: R&D internationalization; international knowledge; business marketing positioning

JEL codes: L6, M 21