Executive Insights: International Marketing Managers: A Comparison of Japanese, German, and U.S. Perceptions

A competent international marketing manager is critical to any firm's international success. In this study, U.S., Japanese, and German executives were asked whether firms should depend on existing domestic personnel to grow their business and what skill sets are important to the success of domestically based international marketing managers and firms. Japanese and German executives preferred local (host-country) talent, whereas U.S. executives believed that domestic marketing resources were at least as significant. Japanese, German, and U.S. selection of the skills required of a domestically based international marketing manager were consistent. Findings can be applied to hiring and training of international marketing managers.