Assessing the Impact of Strategic Global Entry fromudCultural Research Perspective in Marketing: A Case ofudOil and Gas Industry in Romania

摘要

Breaking into a new market is a classic path to business growth. Ability to understand consumptionudexperience of consumers is a major concern of today’s marketers, most especially in view of the rise ofudexperiential marketing approaches that seek to re-enchant people through consumption (Schmitt, 1999,ud2003). Service businesses, in particular, are being urged to have a global view on what types ofudexperiences to organize for consumers and how they should be provided. One of the entry strategy of audsuccessful global organization is to research the market they are about to enter and most marketers areudnow turning to ethnographers.udEthnography has therefore, devised a compilation of retrospective and introspective consumer narrativesudcalled “big stories” in contrast to “small stories” Therefore, ethnography of consumption has evolvedudtowards a double method featuring, on one hand, observations that generate “small stories” and, on theudother, introspection that generates “big stories”. Ethnography of consumption has been strengthened byudthe shift from a researcher-devised retrospective narrative in an interview form to an introspectiveudnarrative that is produced, fine-tuned and diffused by the consumer in the shape of a text diary, audiouddiary or video diary (Caru and Cova, 2008). This non-empirical article is to detail the major roles ofudethnographers when a company wants to enter an international market. Romania is the largest oiludproducer in Central and Eastern Europe with reserves of 956 million barrels. According to the 2008 BPudStatistical Energy Survey, Romania produced an average of 105.4 thousand barrels of crude oil per dayudin 2007, 0.12% of the world total and a change of 0.9 % compared to 2006. The country is a net oiludimporter, and according to the 2008 BP Statistical Energy Survey, Romania consumed an average ofud229.29 thousand barrels a day of oil in 2007, 0.27% of the world total and a change from 2006 of 10.44udtbpd. This non-empirical article is to look into the entry strategies of oil multinationals wishing to doudbusiness in Romania