Abstract
The global manager should consider engineering first before marketing because optimal engineering efficiency creates more values than customized marketing efficiency. Although the debate over the global standardization continues in the area of global strategic management, global firms need to conduct this new type of global strategy. Foreign consumers actually prefer global products to locally customized products in many industries such as automobiles, electronics, food, and others in which engineering applications are important. Therefore, the most important task of the global firm is to change local products to global products through enhanced engineering.
This chapter, in parts, is based on Moon [21] and is has been adapted with permission.
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Moon, HC. (2008). Engineering Versus Marketing: An Appraisal in a Global Economic Environment. In: Misra, K.B. (eds) Handbook of Performability Engineering. Springer, London. https://doi.org/10.1007/978-1-84800-131-2_9
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DOI: https://doi.org/10.1007/978-1-84800-131-2_9
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