Skip to main content
SpringerLink
Log in

Globalizing Internationals: Standardization of Product and Marketing Strategies in the ICT Field

  • Chapter
Internationalization

Part of the book series: The Academy of International Business ((AIB))

Abstract

In the information and communication technology (ICT) industry the pressure to globalize an already international business is great. The industry consists of a range of different companies from manufacturers to service providers, but the focus in this research is on manufacturers of ICT equipment including network infrastructure systems, terminals and personal computers. International companies in particular in these sectors need a well-planned global strategy to be able to leverage their potential fully. The companies have to decide about global market participation, global product and marketing strategies, and the global location of activities as well as global competitive moves. In the ICT field, effective product and marketing strategies are especially important.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Aaker, DA. and Joachimsthaler, E. (2001) ‘The Brand Leadership Spectrum: the key to the brand architecture challenge’, The 67th Conference on Design Management in the Digital Environment, 29 April-1 May, Pasadena, California, 8–23.

    Google Scholar 

  • Aaker, D.A. and Joachimsthaler, E. (1999) ‘The Lure of Global Branding’, Harvard Business Review, November–December, 137–44.

    Google Scholar 

  • Alahuhta, M. (1990) Global Growth Strategies for High Technology Challengers, Electrical Engineering series no. 66, thesis for the degree of Doctor of Technology, Helsinki.

    Google Scholar 

  • Ansoff, I. (1987) Corporate Strategy, first published 1965, rev. edn 1987 (London: Penguin).

    Google Scholar 

  • Bartlett, C.A. and Ghoshal, S. (1987) ‘Managing Across Borders: New Strategic Requirements’, Sloan Management Review, Summer, 7–17.

    Google Scholar 

  • Bengtsson, L. (2000) ‘Corporate strategy in a Small Open Economy: Reducing Product Diversification While Increasing International Diversification’, European Management Journal, 18 (4), August 2000, 444–53.

    Article  Google Scholar 

  • Boddewyn, J.J., Soehl R. and Picard, J. (1986) ‘Standardisation in International Marketing: Is Ted Levitt in Fact Right?’, Business Horizons, November–December 1986, 69–75.

    Google Scholar 

  • Buckley, P.J. and Casson, M.C. (1998) ‘Analysing Foreign Market Entry Strategies: Extending the Internationalisation Approach’, Journal of International Business Studies, 29 (3) (third quarter 1988), 539–62.

    Article  Google Scholar 

  • Buzzell, R.D. (1968) ‘Can You Standardize Multinational Marketing’, Harvard Business Review, November–December, 102–13.

    Google Scholar 

  • Chakravarthy, B.S. and Perlmutter, H. (1985) ‘Strategic Planning for a Global Business’, Columbia Journal of World Business, Summer, 3–11.

    Google Scholar 

  • Chang, T. (1995) ‘Formulating Adaptive Marketing Strategies in a Global Industry’, International Marketing Review, 12 (6), 5–18.

    Article  Google Scholar 

  • Craig, C.S. and Douglas, S.P. (1996) ‘Developing Strategies for Global Markets: An Evolutionary Perspective’, The Columbia Journal of World Business, Spring, 31 (1), 71–81.

    Article  Google Scholar 

  • Christensen, C.M. (2001) ‘The Past and Future of Competitive advantage’, MIT Sloan Management Review, Winter, 105–9.

    Google Scholar 

  • Douglas, S.P. and Craig, C.S. (1989) ‘Evolution of Global Marketing Strategy: Scale, Scope and Synergy’, Columbia Journal of World Business, Fall, 47–59.

    Google Scholar 

  • Gabrielsson, M. (1999) Sales Channel Strategies For International Expansion: The Case of Large Companies in the European PC Industry, Helsinki School Of Economics and Business Administration, A-163, Finland.

    Google Scholar 

  • Gabrielsson, P. (2002) Globalising Internationals — Global Product Strategies of the ICT Companies, Helsinki School of Economics, forthcoming licentiate thesis.

    Google Scholar 

  • Häikiö, M. (2001) Nokia Oyj:n historia: Globalisaatio, Telekommukaation maailmanvalloitus 1992–2000 (Helsinki: Edita Oyj).

    Google Scholar 

  • Hamel, G. and Prahalad, C.K. (1985) ‘Do You Really Have a Global Strategy?’, Harvard Business Review, July–August, 139–48.

    Google Scholar 

  • Hill, J.S. and Still, R.R. (1984) ‘Adapting Products to LDC Tastes’, Harvard Business Review, March–April, 92–101.

    Google Scholar 

  • Hout, T., Porter, M.E. and Rudden, E. (1982) ‘How Global Companies Win Out’, Harvard Business Review, September–October, 98–108.

    Google Scholar 

  • Jain, S.C. (1989) ‘Standardization of International Marketing Strategy: Some Research Hypotheses’, Journal of Marketing, 53, January, 70–9.

    Google Scholar 

  • Johanson, J. and Vahlne, J.E. (1977) ‘The Internationalization Process of the Firm — A Model of Knowledge Development and Increasing Foreign Market Commitments’, Journal of International Business Studies, 8(1), Spring/Summer, 23–32.

    Google Scholar 

  • Keegan, W.J. (1969) ‘Multinational Product Planning: Strategic Alternatives’, Journal of Marketing, 33, January, 58–62.

    Google Scholar 

  • Keillor, B.D., Hausknecht, R.D. and Parker, R.S. (2001) ‘Thinking Global, Acting Local: An attribute Approach to Product Strategy’, Journal of Euromarketing, 10 (2), 27–48.

    Article  Google Scholar 

  • Kotier, P. (1984) Marketing Management: Analysis, Planning and Control, fifth edn, (Englewar Cliff, NJ: Prentice-Hall, Inc.).

    Google Scholar 

  • Levitt, T. (1983) ‘The Globalisation of Markets’, Harvard Business Review, May–June, 99–102.

    Google Scholar 

  • Luostarinen, R. (1970) Foreign Operations, first pub. 1970, 4th edn 1982, Helsinki.

    Google Scholar 

  • Luostarinen, R. (1979) Internationalisation of the Firm, Series A: 30, thesis for the degree of Doctor at the Helsinki School of Economics.

    Google Scholar 

  • Luostarinen, R. (1994) Internationalisation of Finnish and their Response to Global Challenges, UNU World Institute for Development Economic Research.

    Google Scholar 

  • Luostarinen, R. and Gabrielsson, M. (2001) ‘Born Globals of SMOPEC — What, Where, When, Why and How’, a working paper at the 27th Annual Conference of the European International Business Academy in Paris, December 13–15, 1–22.

    Google Scholar 

  • McGrath, M.E. (1995) Product Strategy for High-technology Companies: How to Achieve Growth, Competitive Advantage, and Increased Profits (New York: McGraw-Hill).

    Google Scholar 

  • Melin, L. (1992) ‘Internationalisation as a Strategy Process’, Strategic Management Journal (13), 99–118.

    Google Scholar 

  • Moore, G.A., (1998) Inside the Tornado, first pub. 1995 (Oxford: Capstone Publishing Limited).

    Google Scholar 

  • Oviatt, B.M. and McDougall, P.P. (1994) ‘Toward a Theory of International New Ventures’, Journal Of International Business Studies, 1st quarter, 45–64.

    Google Scholar 

  • Ozsomer, A., Bodur, M. and Cavusgil, S.T. (1991) ‘Marketing Standardisation by Multinationals in an Emerging Market’, European Journal of Marketing, 25 (12), 50–64.

    Article  Google Scholar 

  • Perlmutter, H.V. (1969) ‘The Tortuous Evolution of the Multinational Corporation’, Columbia Journal of World Business, January–February 1969, 9–18.

    Google Scholar 

  • Porter, M.E. (1986) ‘Changing Patterns of International Competition’, California Management Review, XXVIII. 2, Winter, 9–40.

    Google Scholar 

  • Prahalad, C.K. and Doz, Y.L. (1987) The Multinational Mission: Balancing Local Demands and Global Vision (New York: Free Press).

    Google Scholar 

  • Quelch, J.A and Hoff, E.J. (1986) ‘Customizing Global Marketing’, Harvard Business Review, May–June, 59–68.

    Google Scholar 

  • Rosenblom, B., Larsen, T. and Mehta, R. (1997) ‘Global Marketing Channels and the Standardization Controversy’, Journal of Global Marketing, 11 (1), 49–64.

    Article  Google Scholar 

  • Sawhney, M.S. (1998) ‘Leveraged High-variety Strategies: From Portfolio Thinking to Platform Thinking’, Academy of Marketing Science, Winter, 54–61.

    Google Scholar 

  • Shankar, V. (1999) ‘New Product Introduction and Incumbent Response Strategies: their Interrelationship and the Role of Multimarket Contact’, Journal of Marketing Research, 36, August, 327–44.

    Google Scholar 

  • Simmonds, K. (1985) ‘Global Strategy: Achieving the Geocentric Ideal’, International Marketing Review, Spring, 2 (1), 8–17.

    Article  Google Scholar 

  • Sorenson, R.Z. and Wiechmann, U.E. (1975) ‘Probing Opinions’, Harvard Business Review, May–June, (53), 38–54, 166–167.

    Google Scholar 

  • Verhage, B.J., Dahringer, L.D. and Cundiff, E.W. (1989) ‘Will a Global Marketing Strategy Work — An Energy Conservation Perspective’, Journal of the Academy of Marketing Science, Spring, 17 (2), 129–36.

    Article  Google Scholar 

  • Walters, P.G.P. (1986) ‘International Marketing Policy: A Discussion of the Standardisation Construct and its Relevance For Corporate Policy’, Journal of International Business Studies, 17 (2), Summer, 55–69.

    Article  Google Scholar 

  • Wernerfelt, B. (1984) ‘A Resource-based View of the Firm’, Strategic Management Journal, (5), 171–80.

    Article  Google Scholar 

  • Whitelock, J. and Pimblett, C. (1997), ‘The Standardisation Debate in International Marketing’, Journal of Global Marketing, 10 (3), 45–66.

    Article  Google Scholar 

  • Yip, G.S. (1989) ‘Global Strategy … In a World of Nations?’, Sloan Management Review, 29, Fall, 29–41.

    Google Scholar 

  • Yip, G.S. (1992) Global Strategy: Managing for Worldwide Competitive Advantage (Englewar Cliff, NJ Prentice-Hall, Inc.).

    Google Scholar 

Download references

Authors
  1. Peter Gabrielsson
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Mika Gabrielsson
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. International Business Unit, University of Strathclyde, UK

    Colin Wheeler (Senior Lecturer) (Senior Lecturer)

  2. International Business Unit, Manchester Metropolitan University Business School, UK

    Frank McDonald (Principal Lecturer and Head) (Principal Lecturer and Head)

  3. Department of International Business, University of Central Lancashire, UK

    Irene Greaves (Senior Lecturer in International Business) (Senior Lecturer in International Business)

Copyright information

© 2003 Academy of International Business, UK Chapter

About this chapter

Cite this chapter

Gabrielsson, P., Gabrielsson, M. (2003). Globalizing Internationals: Standardization of Product and Marketing Strategies in the ICT Field. In: Wheeler, C., McDonald, F., Greaves, I. (eds) Internationalization. The Academy of International Business. Palgrave Macmillan, London. https://doi.org/10.1057/9780230514638_7

Download citation

Publish with us

Policies and ethics

Search

Navigation