Title: The importance of intellectual capital in the selection of global marketing strategies: evidence from family businesses in Macedonia

Authors: Gadaf Rexhepi; Abdylmenaf Bexheti; Sadudin Ibraimi; Selma Kurtishi-Kastrati

Addresses: Faculty of Business and Economics, South-East European University, Ilinden 335, 1200 Tetovo, Macedonia ' Faculty of Business and Economics, South-East European University, Ilinden 335, 1200 Tetovo, Macedonia ' Faculty of Business and Economics, South-East European University, Ilinden 335, 1200 Tetovo, Macedonia ' College of Business Administration, American University of the Middle East, Egaila, Kuwait

Abstract: The role of intellectual capital is becoming very important mainly because of the influence in formulation and implementation of strategies in global markets. This research examines the link between intellectual capital and global marketing strategies. This research emphasises the link that intellectual capital has in creating competitive advantage through selection of global marketing strategies. This will help companies on using intellectual capital in selecting global marketing strategies in the internationalisation process. Research results showed that there is relationship between intellectual capital and formulation and selection of strategies.

Keywords: global marketing; global marketing strategies; intellectual capital; strategy formulation; family businesses; Macedonia.

DOI: 10.1504/IJTIS.2018.091596

International Journal of Transitions and Innovation Systems, 2018 Vol.6 No.2, pp.108 - 117

Received: 17 May 2017
Accepted: 17 Jun 2017
Published online: 08 May 2018 *

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