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An appreciative inquiry into the first export order

机译：对第一个出口订单的赞赏查询

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摘要

Purpose - This study aims to report on an investigation into decision-making leading to a UK firm's first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach - An AI research approach was undertaken in a firm that had not started exporting at the commencement of the study whereby the interventionist approach allowed the management team to overcome negative perceptions in their decision-making. From a research perspective, marketing decision-making could be understood in real time as opposed to in hindsight. Findings - While the key decision-maker is likely to be the owner/manager in small newly internationalising firms, a variety of factors will affect the decision to start exporting including the influence of the management team. In particular, the management team's perceptions towards a combination of effectuation- and causation-based decision-making where risk/reward considerations in exploiting various international marketing opportunities are undertaken in light of perceived affordable losses, as well as against evolving objectives. Originality/value - The contribution is to demonstrate the AI methodology, which to date has received attention in management domains other than marketing; it offers an interventionist approach to help managers overcome barriers and move positively forward in decision-making. It offers researchers an opportunity to understand marketing decision-making in real time.
机译：目的-这项研究旨在报告对导致英国公司第一个出口订单的决策的调查。它演示了鉴赏性查询（AI）作为市场调查中未得到充分利用的研究方法的应用。设计/方法/方法-在研究开始时一家尚未开始出口的公司中采用了AI研究方法，因此干预主义方法使管理团队可以克服决策中的负面看法。从研究的角度来看，可以实时了解营销决策，而不是事后理解。调查结果-尽管关键的决策者很可能是新兴的小型国际化公司的所有者/经理，但各种因素都会影响开始出口的决定，包括管理团队的影响。尤其是，管理团队对基于效果和因果关系的决策结合起来的看法，其中在开发各种国际营销机会时要考虑风险/回报，并要考虑到可承受的可承受的损失以及与不断变化的目标。原创性/价值-所做的贡献是证明AI方法论，迄今为止，该方法论已在营销领域以外的管理领域受到关注；它提供了一种干预主义的方法，可以帮助管理人员克服障碍并在决策中积极向前。它为研究人员提供了实时了解营销决策的机会。

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