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Essay / Research Paper Abstract
This 12 page paper discusses why companies engage in international marketing rather than a series of national marketing strategies. The paper starts by looking at models and theories that explain how and why companies internationalize and then looks at the way this reflects on marketing strategy choices. The paper argues as the companies get larger there is a natural progression to increased use of standardized international marketing. The bibliography cites 12 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEintermark.rtf
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Unformatted sample text from the term paper:
in which the company has expanded internationally and the strategy that has been chosen for that expansion as well as that stage of internationalisation that has been reached. There is
little doubt when a company expands that they will need to include marketing in their expansion plans to develop and then maintain markets in different countries but as the company
becomes larger there s also greater potential cost of marketing and potential for confusion in the international markets, especially of different messages or marketing strategies are present in each market.
In this paper we will argue that the greater the level of internationalisation the greater the likelihood a company will choose to have a greater level of standardisation in their
marketing. To consider this the paper will first look at the process of internationalisation and some theories on how this takes place. After this the paper will discuss the
ways in which international marketing can take place, considering how this fits in with the theories of internationalisation and why international marketing should be undertaken rather than a series of
national marketing strategies. 2. Internationalisation There are many divers for internationalisation, these may be pull of push factors; for example, increasing difficult competition a mature market in the home
nation may push a company looking outwards towards developing markets. Opportunities in other markets may be noticed and offer profits or opportunities that the company feel that should not miss
(Thompson, 2005). Whatever the drivers the theorists argue the processes will be similar deciding how to expand and what strategies to follow has been the subject of many papers.
Barlett and Ghoshal (1998) identify of four strategies which can be chosen by for operations when companies seek to become or are multinational corporations. These are followed through in a
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