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Positioning Terrorism in Marketing: Research Propositions Michael R. Czinkota Georgetown University and Gary A. Knight Florida State University 6th Annual International Business Research Forum Global Security Concerns and International Competitiveness The Fox School of Business and Management Temple University - Philadelphia, PA April 2, 2005 Part I Why Marketing ? 1. Marketing deals with consumers and markets ■ ■ ■ 2. Terrorists disrupt consumer demand Terrorism affects supply Disruptions are direct and indirect consequences Marketers are the first responders ■ ■ ■ ■ Imports and exports Distribution and logistics Communication with buyers and suppliers Administration of pricing shifts Why Marketing ? (cont.) 3. Marketers are well trained to cope with cultural issues ■ Use of Language ■ Power of Persuasion ■ Meaning of Terms 4. Marketers are trained to develop empathy ■ Practice of Professions ■ Understand unintended consequences Part II Some Research Propositions ■ Firms may increasingly consider terrorism when evaluating foreign markets Terrorism may Become the Next Segmentation Base ■ The more a country or region is affected by terrorism, the less foreign firms may be likely to purchase from that area ■ Firms may make essential inputs themselves rather than buy them from suppliers in terrorism threatened environments abroad ■ Firms may diversify their base of suppliers in order to assure greater flexibility and continuity ■ To reduce their exposure to terrorism, firms may decrease their foreign direct investment activities and substitute exports Terrorism’s Relationship to National Wealth ■ Terrorists want “bang” for the buck ■ (Rich) governments can protect targets ■ (Rich) companies can change business models ■ Protection leads to softer targets Poverty Leads to Terrorism ? Terrorism Cements Poverty The poor have no choice, but FIGHTING TERRORISM MAY BE A WAY OUT OF POVERTY Support our Research! Provide us with your insights and thoughts at: http://msb.georgetown.edu/survey/terror