Ways of choice of global marketing strategies
Journal Title: Acta Economica - Year 2008, Vol 6, Issue 9
Abstract
At the beginning of the 21th century changes caused by globalisation have became real and present in all areas of society. The most signifcant changes are changes on the market and changes in business activities. Changes in the area of the economy have raised the dilemma which international marketing strategy should be used by the companies dealing in international business transactions. Companies can choose between standardization strategy and adjustment strategy. No matter which strategy is chosen, companies must make a decision which elements of mix marketing will be standardized or adjusted and to which degree this should be done. In standardization startegy a special emphasis is put on economic effects that are caused by increased standardization of international marketing activities. On the other side, in adjustment strategy the emphasis is placed on diversity of different national markets.
Authors and Affiliations
Жељка Краљевић, M. Sc.
Keywords
Related Articles
- EP ID EP43643
- DOI -
- Views 277
- Downloads 0
Empirical Research into the Relationship Between the Employment Process and Business Performance
Employment process is one of the main components of human resource management. Employment process is implemented through two related practices, and these are recruitment and selection. Efficient recruitment program is a...
Innovation and industrialization: the way ahead for developing countries
Although most countries in the world have had a long tradition of craft based manufacturing or cottage industries, which arose from the „grass roots”, large-scale industrialization did not happen through natural forces e...
THE PLACE AND ROLE OF INSTITUTIONS FOR SCIENTIFIC RESEARCH IN RS\BIH IN THE PROCESS OF EU INTEGRATIONS
Numerous challenges in economic and political field are before the European Union, and those could be sublimed in thesis that the economy of the Union must achieve higher degree in competitiveness in relation to economy...
Human Capital, Entrepreneurship and Rural Growth of the Serbian Economy
In the new economy, based on knowledge and innovation, the concept of human capital is becoming an increasingly important factor of growth (and development) not only for urban, but also for rural areas. The studies deali...
EPISTEMOLOGY OF MARKETING
Through genesis of marketing, which covers its pragmatic and scientific development, this paper work presents basic characteristics of position that sees marketing as pragmatic activity and position which sees marketing...