An Analysis Upon Impact of Global Marketing Strategies on Marketing Techniques and Performance |
Building on internationalbusiness, strategic management, and marketing literature, this dissertationadvances prior knowledge on globalization and business by analyzing differenteffects of globalization on firms. Globalization—the process of increasingsocial, cultural, political, and economic interdependence—has resulted inseveral changes in business environment. Global market opportunities andthreats are major effects of globalization. While the former refers to theincreases in market potential, trade and investment potential, and resourceaccessibility, the latter refers to the increases in number and level ofcompetition, and the level of uncertainty. Two empirical studies included inthis dissertation explore how these effects influence firms’ internationalmarketing activities and performance.