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Strategic Alternatives Of Marketing In The Global Economy

Author

Listed:
  • Pashkus Natalia A.

    (Herzen State Pedagogical University)

  • Pashkus V.Y.

    (St. Petersburg State University)

Abstract

The article discusses the three dominant strategies of modern international marketing: the strategy of global standardization, the strategy of fragmentation and the strategy of global fragmentation. The paper discusses the pros and cons of the strategy of global standardization and fragmentation and concludes that modern international marketing is leaning toward the «composite strategy» of global fragmentation.

Suggested Citation

  • Pashkus Natalia A. & Pashkus V.Y., 2018. "Strategic Alternatives Of Marketing In The Global Economy," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    • Handle: RePEc:mmb:journl:articl_v3_6_18
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    File URL: http://www.marketing-mba.ru/article/v3_18/Pashkus.pdf
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    References listed on IDEAS

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    1. International Monetary Fund, 2013. "Czech Republic: Selected Issues," IMF Staff Country Reports 2013/243, International Monetary Fund.
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    Cited by:

    1. Barbarossa, Camilla & Buzeta, Cristian & De Pelsmacker, Patrick & Moons, Ingrid, 2022. "Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country," International Business Review, Elsevier, vol. 31(5).
    2. Kang, Seongwhan & Heo, Seongmin & Realff, Matthew J. & Lee, Jay H., 2020. "Three-stage design of high-resolution microalgae-based biofuel supply chain using geographic information system," Applied Energy, Elsevier, vol. 265(C).
    3. Asadulaev A. Ð’. & Baltykov B. O., 2020. "Measurements Of Cultural Aspects: Theory Of Cross-Cultural Differences Of Herert Hofstede," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, May.

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