Abstract
The world is in a constant change as are the organisations, the consumers and the ways in which businesses are connected and managed. The two main drastic changes we are concerned with here are, first, the increasing mobility of goods, finances and people and second, the enormous speed and variety available in communication and transportation. In such a mobile and connected world, transnational marketing strategy is superior to other strategies and it is the ultimate level to reach for marketing success.
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Notes
- 1.
For example, two major agencies: Moody’s Investor Service (Moody’s) and Standard & Poor’s (S&P).
- 2.
Vertovec in another paper argues “not all diasporas are transnational communities, but transnational communities arise within diasporas” (2005, p. 4). This is something one should challenge as in the era of superfast communication and transportation, individuals and groups including consumers may become transnational and show transnational behavior.
- 3.
Often referred to in “Eurojargon” euphemistically as ‘creating a level playing field’ (Wigger 2007, p. 110).
- 4.
“State-owned TNC” is contradicting with the transnational concept as we tend to define TNCs as entities beyond and above national borders. However, this is the term used by the UN which reports that 11% of all foreign direct investments (FDIs) are generated by state-owned TNCs in 2010 and it is of a national security concern for many nations due to governance and ownership of these TNCs (UN 2011, p. xiii).
- 5.
When we discuss transnational consumers and transnational mobiles we will elaborate the relevance of human mobility further.
- 6.
For details of these three mentalities see Bartlett and Beamish (2011, pp. 11–13).
- 7.
However, there are challenges and barriers to such high level of staff mobility and engagement, possibly affecting larger and smaller enterprises at differing degrees. Existing regulations privilege the transnationally mobility of capital and owners of the mobile capital while not so the interests of ‘stakeholders’ who are to an extent tied to a spatially fixed and localised labour process (Overbeek et al. 2007, p. 213).
- 8.
Nestle was one of the most transnational company ranked second on UNCTAD’s 2007 transnationality index ranking (UN 2007).
- 9.
One leading NGO still pursue boycotting Nestle (see www.babymilkaction.org) while also being part of a transnational alliance of over 200 NGOs across the world: International Baby Food Action Network (IBFAN: http://www.ibfan.org/).
- 10.
I would like to thank Martina Drennow who conducted the questionnaire survey as part of her dissertation research.
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Sirkeci, I. (2013). Transnationalisation and Transnational Marketing Strategy. In: Transnational Marketing and Transnational Consumers. SpringerBriefs in Business. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36775-5_1
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