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Global Perspective of International Firms

International firms are taking a global perspective today to a much greater degree than in the past. Globalization is a particular way of looking at the markets of the world and a particular way of responding to international pressures. Companies today are arranging their entire business structure to respond to global demands. Manufacturing is done at different points around the world; distribution is shaped to different requirements; products are repackaged and even reformulated for different world regions; and marketing is shaped to appeal to people in different parts of the world.

There are four types of marketing mindset that can be brought to bear on a marketing problem. The global perspective takes a different view of opportunities and facts about the world market than the domestic, international, or multinational perspectives would do. The global perspective in fact encompasses all cultures or nationalities and might be seen as hovering like a satellite above the earth:

International and multinational perspectives depend on experience gained from direct contact with one or several other countries and cultures. The marketing executive with a global perspective achieves that view throughout the world, even for areas where no direct prior experience exists. This becomes essential because managers who receive global responsibility for a product, a segment, a category, or some other project could not possibly have been exposed to all those countries before (Hennessey 231).

The marketing executive must obviously think differently about the world to use this perspective.

The difference in perspective is emphasized by Sergey Frank, a marketing and sales troubleshooter for General Tire Co., a subsidiary of Continental A.G., who recently stated:

First of all, let me make a distinction between internationalizing on the one hand and globalizing on the other. If I decide to take advantage of the newly integrated marke...

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Global Perspective of International Firms. (1969, December 31). In LotsofEssays.com. Retrieved 01:17, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1684039.html