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Marketing: A Global Discipline

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Global Marketing Strategy

Part of the book series: Management for Professionals ((MANAGPROF))

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Abstract

This introductory chapter makes the point that managers cannot afford to think in functional silos and that marketing and strategy always go together. It maps out the field by explaining the key terms: marketing, strategy and global. Next, it looks at different corporate paths and rationales for becoming a global company. This is followed by a short discussion of the contravening forces central to global marketing strategy, namely integration and coordination on the one hand, and local responsiveness on the other hand.

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Notes

  1. 1.

    Martin (2013).

  2. 2.

    Drucker (1954).

  3. 3.

    Greyser (1997).

  4. 4.

    McKenna (1991).

  5. 5.

    Freedman (2006).

  6. 6.

    Florida (2005).

  7. 7.

    Ghemawat (2003a).

  8. 8.

    Ambos et al. (2006).

  9. 9.

    Johanson and Vahlne (1977, 1990).

  10. 10.

    Knight and Cavusgil (2004).

  11. 11.

    Ambos and Schlegelmilch (2010).

  12. 12.

    Different motivations and modes of market entry are discussed in more detail in Chap. 3.

  13. 13.

    Makino et al. (2002).

  14. 14.

    Nachum and Zaheer (2005).

  15. 15.

    Dunning (1993) uses the term “innovation seeking” instead of “knowledge seeking.”

  16. 16.

    Dunning (1993).

  17. 17.

    Kobrin (1991).

  18. 18.

    The difference between Transnational Companies, TNCs (a term preferred by the United Nations) and Multinational Companies, MNCs, is mainly semantic. According to the International Labor Organization, a MNC has its operational headquarters based in one country with several operating branches in other countries. UNCTAD, in contrast, defines TNCs as enterprises which own or control production or service facilities outside the country in which they are based. MNCs are supposed to focus more on adapting their product offerings to each individual foreign market they serve, whereas TNCs have a central corporate facility but divulge more decision-making power to individual foreign markets. In this text, such a distinction is not made.

  19. 19.

    Doz et al. (2001).

  20. 20.

    Deng (2007).

  21. 21.

    Porter (1998).

  22. 22.

    Wesson (2004).

  23. 23.

    Porter (1998).

  24. 24.

    Shaver and Flyer (2000).

  25. 25.

    Graham (1998).

  26. 26.

    Love and Lattimore (2009).

  27. 27.

    The World Trade Organization (2012).

  28. 28.

    Cairncross (1997).

  29. 29.

    Bloomberg (2015).

  30. 30.

    Cole (2014).

  31. 31.

    Hout et al. (1982).

  32. 32.

    Levitt (1983).

  33. 33.

    Ghemawat (2001).

  34. 34.

    Schlegelmilch et al. (2015).

  35. 35.

    Waldmeir and Lucas (2001).

  36. 36.

    Lamont and Fontanella-Khan (2001).

  37. 37.

    Stoebe (2013).

  38. 38.

    Dye and Stephenson (2010).

  39. 39.

    Lawrence and Lorsch (1967).

  40. 40.

    Porter (1980).

  41. 41.

    Miles and Snow (1978).

  42. 42.

    Prahalad and Doz (1987).

  43. 43.

    Ghoshal and Bartlett (1989).

  44. 44.

    Roth and Morrison (1990).

  45. 45.

    Ghoshal and Nohria (1993).

  46. 46.

    Ghoshal and Bartlett (1989).

  47. 47.

    Ghemawat (2007).

  48. 48.

    Ghemawat (2003b).

  49. 49.

    Ghemawat (2007).

  50. 50.

    Ambos and Schlegelmilch (2010).

  51. 51.

    Rugman (2005).

  52. 52.

    Osegowitsch and Sammartino (2008).

  53. 53.

    Tallman and Li (1996).

  54. 54.

    Hitt et al. (1997).

  55. 55.

    Ghoshal (1987).

  56. 56.

    Bartlett and Sumantra (2002).

  57. 57.

    Das (1993).

  58. 58.

    Ghoshal and Nohria (1993).

  59. 59.

    Ghemawat (2007).

  60. 60.

    Dewhurst et al. (2011).

  61. 61.

    Carpano and Chrisman (1995).

  62. 62.

    Cray (1984).

  63. 63.

    Quelch and Hoff (1986).

  64. 64.

    Keegan and Schlegelmilch (2001).

  65. 65.

    Carpano and Chrisman (1995).

  66. 66.

    Quelch and Hoff (1986).

  67. 67.

    Quelch and Hoff (1986).

  68. 68.

    Yip (1997).

  69. 69.

    Quelch and Hoff (1986).

  70. 70.

    Quelch and Hoff (1986).

  71. 71.

    Laroche et al. (2001).

  72. 72.

    Kashani (1989).

  73. 73.

    Quelch and Hoff (1986).

  74. 74.

    Kashani (1989).

  75. 75.

    Quelch and Hoff (1986).

  76. 76.

    Ambos et al. (2006).

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  1. Vienna University of Economics and Business, WU Vienna, Vienna, Austria

    Bodo B. Schlegelmilch

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Schlegelmilch, B.B. (2016). Marketing: A Global Discipline. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-26279-6_1

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