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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

Are Companies Seeking Marketing Graduates with a Global Perspective?

Sales management is an important skill in a global community where products buzz world round in only a few days. Executives are having a hard time finding college graduates that have sufficient skill to compete for top sales positions. The demand for sales professionals has outpaced supply at colleges. A study by Deeter-Schmelz & Kennedy discusses their findings of why business colleges are having such a hard time filling this need (2011).  Few studies have explored why colleges are not graduating a sufficient supply of college prepared sales professionals that can step into a more complex world. Problems span an array of issues ranging from the changing nature of sales management in a larger world to a lack of preparedness of professors. Their paper focuses on the assessment of the state of sales education in a global business environment.  Marketing has changed over the past decade becoming more complex with high technology functionality. There are hundreds of way