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Marketing Strategy: A Global Discipline

In: Global Marketing Strategy

Author

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  • Bodo B. Schlegelmilch

    (Vienna University of Economics and Business)

Abstract

This introductory chapter makes the point that managers cannot afford to think in functional silos and that marketing and strategy always go together. It maps out the field by explaining the key terms: marketing, strategy, and global. Next, we look at theories that explain the rationale for globalization, focusing particular on firm-level explanations. We explain the Uppsala Model of Internationalization, the Born Global Model, and Dunning’s Eclectic Paradigm (OLI model) in detail. Finally, we also mention other motives to globalize, such as knowledge seeking, learning in industry clusters, market seeking, and challenging competitors.

Suggested Citation

  • Bodo B. Schlegelmilch, 2022. "Marketing Strategy: A Global Discipline," Management for Professionals, in: Global Marketing Strategy, edition 2, chapter 1, pages 1-17, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90665-8_1
    DOI: 10.1007/978-3-030-90665-8_1
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    Cited by:

    1. Tchai Tavor & Limor Dina Gonen & Uriel Spiegel, 2023. "Customer Segmentation as a Revenue Generator for Profit Purposes," Mathematics, MDPI, vol. 11(21), pages 1-20, October.

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