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Global Strategic Marketing

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

Abstract

This chapter provides a comprehensive exploration of global strategic marketing, focusing on the essential steps organizations must take when expanding into international markets. It introduces the strategic timeline for global market expansion, highlighting key phases such as internal analysis, external market research, and the selection of appropriate entry strategies. The chapter emphasizes the importance of strategic pathways, including the Uppsala Model, Born Global, and Business-Need Internationalisation frameworks, which offer different approaches to global expansion based on the firm’s capabilities and market conditions. By exploring these theories, managers gain insights into how firms adapt their strategies to global markets, ensuring flexibility while maintaining core brand values. This chapter serves as a practical guide for decision-making, helping managers assess whether global expansion aligns with their organizational goals and how to effectively navigate the complexities of international business.

Suggested Citation

  • Emmanuel Mogaji, 2025. "Global Strategic Marketing," Springer Books, in: Strategic Marketing Management, chapter 0, pages 211-243, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_8
    DOI: 10.1007/978-3-031-99367-1_8
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