The Internationalization Of International Marketing

Internationalisation advantages purely relates to the fact that should it be advantageous to internationalise once all things are considered, it should be done. Thus, Sternquist’s (1997) adaptation of Dunning’s (1981) elective paradigm theory only captures the motives behind internationalisation and whether it is the right idea to expand globally; it does not focus on the strategy firms undertake to enter foreign markets and how they behave once there.

The internationalisation process of the firm has been a subject, which has been motive of study for a number of

Stages of company Internationalization (Uppsala Model) 1. International Marketing – Ethnocentric Orientation 2. Multinational Marketing – Poly centric Orientation 3. Global marketing – Geocentric Orientation 4. Transnational Marketing – Glocal

There are many opportunities available for companies willing to venture into new, international markets. Reaching more customers and therefore, turning a larger profit are two fairly obvious reasons for companies to consider global expansion. However, the potential benefits do no end there. Expanding to international markets can hold less obvious, yet extremely beneficial appeals such as access to new and different talent pools, grander output requires great advances in efficiency, and international expansion can, in some cases, aid in “future proofing” the company.

Well known companies like Nike, Microsoft, Sony, Shell Group are just some of the big companies that went global and expanded their trading around the world, they are large businesses that operate internationally in many countries. Development of worldwide integration urges companies to reach out international markets and interact with foreign customers. Businesses focus on fulfilling the demand of the market by its products or services, besides their target is increasing profit, in order achieve these goals they favor to expand their work in a foreign market. Other reasons to internationalize their business may be to become

Another very common approach to explain foreign market entry strategies is Dunning’s (1980) famous OLI framework. In his view, companies become more actively involved in international business activities if they possess a set of three main advantages, namely ownership, location and internalization advantage. Ownership advantage refers to the unique firm-specific resources, including both tangible and intangible assets that contribute to enhancing the competitiveness of the firm in the foreign market. Location advantage refers to how firms choose the country or region where to engage in international activities with respect to the availability as well as the costs of resources such as raw materials or favourable wage levels. Location advantage

You are required to write an essay in which you assess the usefulness to international marketers of the three theories of internationalization listed below

The first topic to be discussed is the idea of globalization. Merriam Webster online defines globalizing as “to make worldwide in scope or application.” Globalization is an important aspect in expanding an organization. Swanson and Holton (2009) state “Multinational companies are taking advantage of economies of scale and scope, proximity to markets and suppliers, and differences in the natural, political, and human resource-related infrastructure in countries around the world in order to achieve and maintain competitive advantage” (p. 421). It is more beneficial for companies to expand globally than to try to continue increasing profits just within their country. Eventually, they will reach a maximum profit that they can make unless they decide to globalize their organization.

The literature on international marketing tactics debates two significant points of view. Some researchers support the international standardization approach argue same marketing strategy, and international markets should use a standardisation marketing mix for reduce total costs and promote a global enterprise image. The companies should use a single entity selling the same items everywhere in the same way (Levitt,1983). On the other hand, some researchers support the marketing adaptation to fit the unique dimensions of each local market. Jeannet (2003) states that the trend towards of international needs should not use standardized international in marketing activities. Because international marketing

Over the last few decades there has been a substantial amount of attention being diverted towards born global firms who unlike ordinary firms, have defied the traditional stage wise process of internationalization. These firms have long puzzled researchers and challenged the basic perception of internationalization. As a result it has given way to a new field of research and aroused global interest in the emergence and success of these firms. Before going into any further detail its important to understand what born global firms really are. They are defined as “a business organization that, from inception, seeks to derive significant competitive advantage from the use of resources and the sale of outputs in multiple countries”. A more detailed definition defines born global firms as “companies who have reached a share of foreign sales of at least 25 per cent within a time frame of two to three years after their establishment”. The term “born global” was first coined together by Michael Rennie (1993) who undertook a study on firms who were capable of managing and co-ordinating resources beyond national borders and competing globally. This essay will go on explain why born global firms emerge, the factors that influence them and examples of born global firms in the real world. The Uppsala theory and Buckley and Casson’s theory of internationalization of MNE’S are used to further analyze this essay.

As globalization intensifies, the business community tends to expand its operations towards the international market. This can be as a result of intense competition in the local market, need to increase sales and profits margins, to enhance the company’s prestige, to create jobs, to increase the value of the entrepreneurs among others (Bodie, 2013). Before going global, the company’s executive has to consider factors that favour or hinder their goal towards achieving international recognition in trade. This paper reviews the topic on “Making an Investment in a Foreign Market and factors considered.

Andersson, S. (2000) The internationalization of the firm from an entrepreneurial perspective. International Studies of Management and

In order to internationalize operations, a company has to consider the potential of growth and performance in the various regions or countries. It 's majorly enabled by carrying out market

When companies decide to enter the international business market they can do so via two different strategies, the multinational and global strategies. These two may seem like they are the same but in reality each strategy is very different. The multinational strategy’s main purpose is to adjust the product being offer to better appeal to the people or place to where it is being offer, while the global strategy does not make that distinction. Using the global strategy means that the same market strategy used in one country can also be used in another country without regard to the place, people or their culture. It may perhaps sound like an unreasonable strategy but when the product you must sell is standard the most important factor is cost; the global strategy succeeds in this regard.

“The Performance of business activities that direct the flow of goods and services to customers and users in more than one country”