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International Marketing Strategies For Global Competitiveness

Most of the firms are eyeing at the global marketplace to improve their competitiveness. Considerable controversy has arisen in recent years, concerning the most appropriate strategy in international markets. Deciding how to deal with the globalization of markets, poses tough issues and choices for managers and their firms. They must consider both – external environmental forces and internal organizational factors, before they arrive at an international marketing strategy. The growing integration of international markets as well as the growth of competition on a worldwide scale implies adoption of a global perspective in planning marketing strategy. The paper is divided into three parts. The first part deals with the factors that enable the industry to globalize. The second part examines the concept of global competitiveness and studies the factors leading to global competitiveness. Finally, in the third part, on the basis of the points discussed in the two earlier parts, a general approach is suggested for the firms to achieve global competitiveness. In this paper, ideas from available literature are integrated in a comprehensive conceptual framework in which strategies can be formulated. The paper, further presents a basis for developing international marketing strategies alongwith a comprehensive discussion on developing global competitiveness.

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International Strategy: From Local to Global and Beyond

September 2015
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