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The Impacts of Media on Marketing Multinationals Proposal

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Updated: Jan 25th, 2022


Globalisation has expanded the volume of trade activities amongst countries. Modern technology has eased business activities by eliminating communication barriers that hampered the efficient transfer of information between traders (Ruigrok, & Tulder, 2013). Africa, South Asia and the United Arab Emirates are some of the latest beneficiaries of modern technology and globalisation. Multinational companies have flocked to these regions in search of new markets to expand their territories (Kotabe, Jiang, & Murray, 2014). This proposal is prepared to examine the impacts of the media on marketing multinationals in new and emerging markets.

Research Questions

The following research questions will guide the researcher to focus on important issues regarding the survey.

  1. What is the role of the media in marketing?
  2. What are the relationships between emerging and new markets, multinationals and the media?
  3. What are the communication challenges facing new entrants into new and emerging markets?
  4. What is the relative influence of multinationals on local business activities?
  5. Are there incentives to attract foreign investors in new and emerging markets?
  6. What is the future of multinationals in spurring economic development in new and emerging markets?

Research Objectives

The primary objective of this study will be to determine the possibility of using the media to seek or create investment opportunities in new and emerging markets. The demand for goods and services continues to rise as the world’s population soars. Some nations do not have the resources to offer essential services to their citizens. This proposal formulates a framework for analysing the opportunities available in emerging and new markets offered by developing nations. The researcher will identify the problems that these markets face and solutions that multinationals offer to solve them. Therefore, the weaknesses of the economies of emerging markets are an important variable in formulating the hypothesis of this research. The economic and technological powers of multinationals are also important variables that will be analysed to identify ways these companies may use to enter new markets.

Most multinationals are usually interested in expanding their territories by conquering new and emerging markets (Cui, & Jiang, 2012). The findings of this research will provide valuable information on the feasibility of investing in Africa, South Asia and the United Arab Emirates. Other objectives include evaluating the financial benefits that these companies may get if they invest in new and emerging marketers (Massari, & Ruberti, 2013). In addition, the researcher will be interested in identifying the entrance barriers and how multinationals influence the social, economic and political environments of these markets.

Literature Review

Various scholars extensively document previous studies conducted to evaluate the possibilities, benefits and risks of investing in new and emerging markets. Victoria Story, Nathaniel Boso and John W. Cadogan argued that emerging and new markets offer lucrative investment opportunities to locals and foreigners. They tested their hypothesis using results obtained from senior company employees and proved that small and large businesses have equal chances of investing and succeeding in these markets (Story, Boso, & Cadogan, 2015). This information will be useful in evaluating the possibilities of succeeding in new markets.

Gary Knight and Simon T. Cavusgil argued that your entrepreneurial skills are the forces behind big multinational corporations (Dunning, 2012). They argued that international business scholarship should invest in understanding why businesses have a different attitude towards going global (Cavusgil, & Knight, 2015). It is necessary to understand the issues that motivate or discourage companies from investing in foreign markets.

Research Methodology

A sample size of three multinational companies will be chosen, and their background, marketing and financial aspects analysed. Interviews will be conducted to collect information from senior managers of these companies (Cortez, Silva, & Areal, 2012). The researcher will use questionnaires that will be filled by economists even though the phone and face-to-face interviews will be used to support collect information and support the report findings. In addition, economists, political analysts and international relations scholars will be interviewed to offer information regarding this topic. Additional information on company performance and regional integration issues will be collected from secondary sources (Bishop, & Pagiola, 2012). Frequency distribution tables, line and bar graphs and pie charts will be used for data collection, recording and analysing. The researcher will use a cross-sectional framework and combine qualitative and quantitative data analysis techniques to enhance the credibility of the research.


The geographical barriers that exist between developed and developing nations are serious limitations that may affect the quality of the data collected. It is expensive to conduct ground surveys and analyse the new and emerging markets because they are not located near the research centre. Time constraints, ideological differences and the nature of the technology used in emerging and new markets may limit access to relevant information the researcher may require.

Significance of the Research

It is important to understand the dynamics that shape international investments. Most people may be interested in investing in foreign markets, but do not have adequate knowledge about it. This research proposal is an eye-opener that will enable students, researchers, economists and investors to identify the opportunities available in new and emerging markets. Consumer markets have elasticity limits beyond which they cannot expand further. Companies that have enormous capitals cannot exploit local markets forever, and that is why they look for greener pastures. This proposal encompasses various aspects that will offer adequate and relevant information to economists and investors who are interested in international affairs.

Data presented by the research will form a base for conducting further feasibility studies to evaluate the chances of succeeding in these markets. The data collected from the surveys will enable the researcher to make conclusions that will be helpful for companies that wish to invest in international trade in new and emerging markets (Li, Miller, & Eden, 2012). The limited information available in secondary sources limits the scope of understanding this subject. Most scholars have not covered this topic, and those that have conducted research did not invest adequately to offer adequate information to the public. This proposal will widen the study area and unearth relevant information regarding investing in new and emerging markets. It is correct to argue that most new and emerging markets, especially in Africa, Asia and the United Arab Emirates were exploited during the colonial era. However, there are still a lot of untapped resources that may benefit locals and foreigners if proper knowledge is available to guide multinationals.

In addition, these markets will use the information to attract investors and boost local businesses. The results may help influence the political decisions and actions of these nations. International trade activities affect the world’s perception of countries. This proposal will guide the researcher to identify critical issues that countries should consider to attract foreign investors and boost local businesses. The results will guide nations and individuals on how to cultivate healthy relationships and promote economic, social and political progress through foreign investments.


Bishop, J, & Pagiola, S 2012, Selling Forest Environmental Services: Market-Based Mechanisms for Conservation and Development, Taylor & Francis, Florida.

Cavusgil, S T, & Knight, G 2015 ‘The born global firm: An entrepreneurial and capabilities perspective on early and rapid internationalization, Journal of International Business Studies, vol. 46, no. 1, pp. 3-16.

Cortez, M C, Silva, F, & Areal, N 2012 ‘Socially responsible investing in the global market: The performance of US and European funds’, International Journal of Finance & Economics, vol. 17, no. 3, pp. 254-271.

Cui, L & Jiang, F 2012, ‘State ownership effect on firms’ FDI ownership decisions under institutional pressure: A study of Chinese outward-investing firms’, Journal of International Business Studies, vol. 3, pp. 264-284.

Dunning, J H 2012, International Production and the Multinational Enterprise, Routledge, London.

Kotabe, M, Jiang, C X, & Murray, J Y 2014, ‘Examining the Complementary Effect of Political Networking Capability with Absorptive Capacity on the Innovative Performance of Emerging-Market Firms’, Journal of Management, 0149206314548226.

Li, D, Miller, S R, & Eden, L 2012, ‘Entry mode decisions by emerging-market firms investing in developed markets’, Institutional Theory in International Business and Management, vol. 25, pp. 207-231.

Massari, S & Ruberti, M 2013, ‘Rare earth elements as critical raw materials: Focus on international markets and future strategies’, Resources Policy, vol. 38, no. 1, pp. 36-43.

Ruigrok, W & Tulder, R 2013, The Logic of International Restructuring: The Management of Dependencies in Rival Industrial Complexes, Routledge, London.

Story, V M, Boso, N, & Cadogan, J W 2015 ‘The Form of Relationship between Firm‐Level Product Innovativeness and New Product Performance in Developed and Emerging Markets’, Journal of Product Innovation Management, vol. 32, no. 1, pp. 45-64.

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