Modifying Marketing Strategy for Different World Markets: How do Multinational Companies Approach this?

It is commonly accepted that marketing strategies play very important roles in most international organizations. Some believe that a company which plans to expand its business and want to be a successful international firm should have very effective marketing strategies. As a number of writers (John, Letto-Gillies, Cox and Grimwade 1997, Ketelhohn 1993, Johnson and Scholes 2002) have pointed out, international marketing strategy is concerned with making important policy decisions affecting the long-time direction of the company. This …showed first 75 words of 1235 total…

…showed last 75 words of 1235 total…Business. New York: The McGraw-Hill Companies. John, R., Letto-Gillies, G., Cox, H., and Grimwade, N. (1997) Global Business Strategy. London: International Thomson Business Press. Johnson, G. and Scholes, K (2002) Exploring Corporate Strategy. Edinburgh: Pearson Education Limited. Ketelhohn,W(1993)International Business Strategy.London: Butterworth-Heinemann Ltd. Lasserre, P (2003) Global Strategic Management. New York: Palgrave Macmillan Houndmills. Manu, F.A. (1992), "Innovation Orientation, Environment and Performance: A Comparison of U.S. and European Markets," Journal of International Business Studies, 23 (2), 332-59.