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Conclusions

In: Transnational Marketing and Transnational Consumers

Author

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  • Ibrahim Sirkeci

    (Regent’s University London)

Abstract

We have discussed the transnationality of the organisation in reference to the UNCTAD’s measurement. Although it makes sense to analyse the spread of assets, employees, and sales of a firm across national borders, it is also important to consider the role of transnational business mentality when setting up marketing strategies. It determines the transnationality of marketing and of the organisation. What matters is the transnationality, the degree of connectedness between consumers across national boundaries; and the degree of connectedness and exchanges within and between organisations across national borders and boundaries. Mobility and movement are key to this but connectedness is also achieved without movement of individuals or groups of customers. While increasing transnational connectedness and mobility moderating consumers needs, wants and desires, firms and organisations need to adjust their marketing strategies accordingly.

Suggested Citation

  • Ibrahim Sirkeci, 2013. "Conclusions," SpringerBriefs in Business, in: Transnational Marketing and Transnational Consumers, edition 127, chapter 0, pages 65-67, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-36775-5_5
    DOI: 10.1007/978-3-642-36775-5_5
    as

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