Effects of Globalization on the Marketing and Strategy of Apple - Dissertation Example

The paper “Effects of Globalization on the Marketing and Strategy of Apple” is a brilliant example of a marketing dissertation. Apple is a global organization that is based in the United States. The corporation has undergone a great deal of growth in the past 20 years. This incredible significant growth is encouraged by the organization taking advantage of the revolution in the field of technology as well as enhancing the technology that is already existing as well as creating demand for brand new products through transformative and pervasive innovation.

This, according to Helft & Vance (2011) was the key reason behind the has heightened global popularity of Apple Inc. The term globalization can be defined as “A process (or set of processes) which embodies a transformation in the spatial organization of social relations and transactions - assessed in terms of their extensity, intensity, velocity, and impact - generating transcontinental or interregional foes and networks of activity, interaction and the exercise of power” (Held et al., 1999: p. 16).

Globalization in business, on the other hand, refers to the modification in a business from a corporation associated with a single national state to one that operates in multiple national states. Market globalization refers to “a movement which facilities the coordination and/or the integration of industrial and marketing operations beyond national borders, by generating the decompartmentalization of markets and underlining the interdependence of the actors” (Milliot & Tournois, 2010: p. 2). This makes it easier for a corporation to begin selling its products globally as diminished tariffs keep customer prices lower and fewer restrictions when crossing borders makes it easier for a corporation to enter a foreign market.

According to Woods (2012), this means that corporations must put other cultures into consideration when developing their marketing strategies and potentially adjust them if they are less appropriate in the target country. The main objective of this study is to examine Apple’s marketing strategy, to explore the notion of globalization and how it impacts global business, and to establish how Apple’s marketing strategy is affected by globalization draw conclusions about the same.