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International Marketing Management for Multinational Companies - Assignment Example

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The main objective of this assignment is to describe the process of expansion and segmentation of both international and domestic markets. Furthermore, the assignment discusses the main political risks associated with a multinational expansion of business organizations…
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International Marketing Management for Multinational Companies
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Download file to see previous pages Today in marketing studies these strategies hold high value for particularly those who would like to enter the global market. The explosive growth of international strategic alliances as firm’s way to enter markets as well as a mode to acquire new knowledge has affected the complexity of academic research about international cooperation and knowledge sharing process, because of the existing link between international knowledge transfer, strategic alliances form and partners cross-cultural variations.
The expansion of markets, both domestically and internationally, intensifies environmental turbulence, impelling firms to enhance flexibility (Volderba, 359-374) and to improve their level of knowledge exploration (March 1995). At the beginning of the 1980s, many researchers in the organizational theory developed a cultural approach to the firm trying to better understand the dynamics at work in the organizations (Canestrino, 184-204).
Selling globally is not as simple as selling domestically. When marketing internationally, it is essential to decide on payment mode, shipping agency, customs interruption, and last but not the least customer satisfaction on products. If there are any problems, it is essential to deal with them across language, time zones, currency, and different legal systems. Marketing globally requires expertise in local languages thereby increasing the complexity of advertising, Website content, and search engine optimization (DePalma, 2006).
In recent years, a number of high- profile advertisers, including Walt Disney, Hewlett-Packard, Mercedes-Benz, and Coca-Cola, have started, or announced plans to start, worldwide ad campaigns. Some of these marketers have previously eschewed global campaigns or switched back and forth between local and regional approaches. There are several strategies adopted by these companies while growing in the global market. ...Download file to see next pagesRead More
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