Title: Within Marketing Perspective: Example of a Latvian Company ‘Dzintars’ that Has

Failed in the International Markets and Why.

Hypothesis: ‘Dzintars’ failed in the international markets, because of the lack of

understanding of strategic persistence and management of marketing.

Research question: Was ‘Dzintars’ lacking understanding of strategic persistence and

management of marketing, that affected their business face in the international markets, that
led to failure?

Literature review:
1. Feng, Hui, and Whitler, Kimberly A., and Neil A. Morgan, “Marketing Capabilities in
International Marketing”, Journal of International Marketing (2018). Accessed
October 4, 2020. DOI: 10.1509/jim.17.0056
2. Mas, Eric, and Paul, Justin, “Toward a 7-P framework for international marketing”,
Journal of Strategic Marketing (2019). Accessed October 4, 2020.
DOI: 10.1080/0965254X.2019.1569111
3. Amankwah-Amoah, Joseph, “Explanations for strategic persistence in the wake of
others’ failures”, Journal of Strategy and Management (2014). Accessed October 4,
2020. DOI: 10.1108/JSMA-01-2014-0009
4. Gnizy, Itzhak, “Power dynamics of the international marketing within firms and how
they shape international performance”, Industrial Marketing Management (2016).
Accessed October 4, 2020. DOI: 10.1016/j.indmarman.2016.01.007
5. Obolenska, Tatiana Y., and Shatarska, Inna, and Shvetsov, Yegor, “The use of the
"rational" system of global marketing communications in management of
international enterprises”, Problems and Perspectives in Management (2019).
Accessed October 4, 2020. DOI: 10.21511/ppm.17(3).2019.02
6. Liu, Chia-Ling, “The influence of internet marketing capabilities on international
market performance”, International Marketing Review (2020). Accessed October 4,
2020. DOI: 10.1108/IMR-04-2018-0146
7. Boso, Nathaniel, and Debrah, Yaw A., and Amakwah-Amoah, Joseph, “International
marketing strategies of emerging market firms: Nature, boundary conditions,
antecedents, and outcomes”, International Marketing Review (2019). Accessed
October 4, 2020. DOI: 10.1108/imr-01-2017-0008
8. Hameed, Shahid, and Kanwal, Munaza, “Effect of Brand Loyalty on Purchase
Intention in Cosmetics Industry”, Research in Business and Management (2018).
Accessed October 4, 2020. DOI: 10.5296/rbm.v5i1.12704
9. Mohamed, Nada B. A., and Medina, Irene G., and Romo, Zahaira F. G., “The effect
of cosmetics packaging design on consumers' purchase decisions”, Journal of
Marketing (2018). Accessed October 4, 2020.
DOI: 10.17010/ijom/2018/v48/i12/139556
10. Wu, Peitzu, and Lee, Chengjong, “Impulse buying behaviour in cosmetics marketing
activities”, Total Quality Management and Business Excellence (2016). Accessed
October 4, 2020. DOI: 10.1080/14783363.2015.1060851
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market”, Resources (2019). Accessed October 4, 2020.
DOI: 10.3390/resources8030137
 12. Berman, Eileen L., “Why Do Companies Fail”, IEEE Engineering Management
Review (2007). Accessed October 4, 2020. DOI: 10.1109/EMR.2007.899761
13. Sultana, Hafiza, and Ahmed, Asma, and Ahmed, Jashim U., “Natura Siberica:
Challenging Entry in OrganicCosmetics Business”, Journal of Operations and
Strategic Planning (2019). Accessed October 4, 2020.
DOI: 10.1177/2516600x19886221
14. Kisfali, Veronika, “The threat of failure, the perils of success and CEO character:
Sources of strategic persistence”, Organization Studies (2000). Accessed October 4,
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DOI: 10.1177/1069031X19897044

Potentional Research Path, results and possible research methods:

First, the theoretical part of this research paper will be a causal study which will be
based on the literature review by the author. Different scientific methods and theories will be
analysed, so later they could be as a base for the research and they will help to draw parallels
between the company’s ‘Dzintars’ practice and the theory, which arose from other research
on other companies that has failed internationally and why, as well as, the theory regarding
methods and strategy.
Furthermore, for the practical part, there will be a research, that compares a similar
company to ‘Dzintars’ - ‘Madara costmetics’. In late 2016, ‘Madara cosmetics’ revenue
surpassed ‘Dzintars’.1 Here the author will compare the two companies and will come up
with a answer on – why Madara did better?
In addition, the practical part will also include a qualitative research method, where
both, ‘Dzintars’ and ‘Madara Cosmetics’ marketing manager’s – Kristiana Antoniske
(Madara Cosmetics) and Elina Lukjanovica (Dzintars) will be interviewed on their point of
view on: 1. How to establish a strong and ‘life-changing’ international marketing strategy; 2.
What are the major obstacles, that stands in the way of international recognition; 3. What are
the biggest mistakes that can be made, regarding international and national marketing.
Finally, the research shall draw insights on how to manage and delegate the marketing
management process. It is intended that the main reason behind the fail to integrate into the
international market, is lack of understanding the strategic persistence and management of
marketing timely. If so, the author will offer different approaches on how Dzintar’s could
prevent the position they are in.

Describe data availability:

The data, which were used in the theoretical fitting, can be found at Mendeley Search
and other will be able to access these data in the same matter as the author - online via the
following URL: https://www.mendeley.com/search/. The author has access to exclusive
information obtained in the interview process’ and that is given by these interviewed parties.

1
See data here: https://infogram.com/copy-dzintars-vs-madara-kak-razvivalsya-biznes-liderov-kosmeticheskoj-
otrasli-latvii-1hdw2j7yn3jp2l0