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Showing posts with the label business firms

Creating Successful Global Marketing Strategies

Companies moving onto the global scene are conducting business around the world 24/7. Increased trade requires new research to help understand the factors that make the difference.  Research by Akkrawimut, et. al. (2011) of 154 Thailand jewelry exporters helps define what makes some companies successful global marketers. Their strategies can are used to encourage other executives to formulate their own approaches.  Global marketing strategy is important for reaching those customers most likely to purchase products. It can be defined as the marketing activities a company uses to turn global through standardization and integration (Cavusgil, et. al 2004). Focus shifts from domestic to a dynamic global far-reaching approach.  Companies cannot engage in global marketing without some capabilities. Teece et. al. (1997) defines these capabilities as the firm’s ability to integrate, build, and reconfigure competencies (internal and external) to address shifting market needs. The co