عنوان انگلیسی مقاله:

Reassessing global marketing strategy

ترجمه عنوان مقاله: بازنگری استراتژی بازاریابی جهانی

رشته: بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 18 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

 Rapid and dramatic changes in the global landscape have profound implications for marketing strategy. This chapter explores four key areas that impact global marketing strategy. The most fundamental change is a shift in emphasis from developed markets to those in emerging market economies. A related change is the increasing cultural diversity and heterogeneity in markets throughout the world. Third, marketers must develop mechanisms to transfer skills and learning from one market to others. Finally, the notion of configural advantage – that is, leveraging the geographic configuration of dispersed assets, capabilities and resources to compete more effectively in world markets – is proposed as a way to develop successful marketing strategies for the 21st century.

Type: Chapter Item

مقدمه مقاله

Moving into the 21st century, growth in developed countries is slowing. This situation coupled with further advances in communications technology as well as the increasing outsourcing of production and other functions to the developing world, have led firms to look further afield for market opportunities. The vast populations of China and India create large and potentially attractive markets for expansion for firms from developed countries. At the same time, new competitors are appearing on the global scene as firms from emerging-market countries increasingly compete on a worldwide basis.

As a result, firms from developed countries must assess the adequacy of their strategies to deal with a dramatically altered landscape. Not only do they have to develop strategies to penetrate emerging-market countries and to contend with growing competition from emerging-market firms in their home market but they also have to consider how to deal with marketing to an increasingly diverse array of customers worldwide. This is further compounded by massive waves of migration of diverse ethnic groups and nationalities into developed countries, resulting in increased cultural heterogeneity within countries.

 

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