Central European Business Review 2014, 3(4):37-42 | DOI: 10.18267/j.cebr.101

Diplomatic Skills Used for International Marketing Practice

Michael Bahles
Diplom-Kaufmann Michael Bahles, Assistant Professor, Department of International Trade, Faculty of International Relations, University of Economics, Prague, Nám. W. Churchilla 4, 130 67 Prague 3, Czech Republic, michael.bahles@vse.cz

In international management, there are observable difficulties in development processes and international alignments similar to situations in international diplomacy. This article presents application of the theories and concepts of international diplomacy on the practice of international marketing. It is the first application of the concept of international diplomacy for management, especially marketing practices. The goal of the article is to elaborate the concepts and solutions of international diplomacy for international marketing. The used research method is secondary analysis of existing theories and concepts of diplomacy in combination with expert interviews with international diplomats as well as international marketing practitioners. The results of the presented examination have interesting managerial implications for international marketing development processes, showing that the virtues of international diplomacy can be adapted to the practice of international marketing.

Keywords: International marketing; international management; international negotiation; diplomacy
JEL classification: M31

Received: September 25, 2014; Revised: December 3, 2014; Published: December 31, 2014  Show citation

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Bahles, M. (2014). Diplomatic Skills Used for International Marketing Practice. Central European Business Review, 3(4), 37-42. doi: 10.18267/j.cebr.101
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