International Business Perspective INTRODUCTION The conduct of international

Within the context of the evolving global perspective, American firms are focusing their strategy on five dominant areas of interestpricing, quality, service, product differentiation, and productivity. This research examines the application of these strategic factors in the global marketing effort. Organizational changes required for the adaptation of these factors to the global marketing effort, together with any necessary action plans, are also discussed.

Each of the five areas of interest considered in this research are interrelated with each of the other factors. Thus, while pricing is a major consideration for firms marketing globally, pricing is also a function of productivity, product quality, and other factors. Thus, it would be a mistake for a firm to attempt to deal with each factor independently.

The effects on pricing strategy of the other factors addressed in this research are discussed within the context of those specific factors. The consideration of pricing strategies in this section involves those organizational actions which do not bear direct

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ty control a minor function of middle or lowerlevel management. What Deming sought was a mathematical means of controling the level of quality by seeking ever finer manufacturing tolerances. While this system of quality control demanded a commitment from the highest management levels, it depended upon the participation of personnel from all levels of the organization involved in the production process. Participation meant more than input from production workers. It also meant that managers must be a part of the production process. In American industry in the 1950s and 1960s, however, the concept of the professional manager developed though an MBA education and a fasttrack management development program meant that managers would have little or no contact with the actual production process. Shortterm financial goals took precedence over all elseparticularly quality control. Thus, American manufacturing in the 1960s demanded an increasing accommodation by the production function for the norms established by the organizational finance function. It was this approach to product quality, with its patronizing attitude toward consumers, which has been cited by some analysts as the underlying cause
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Some common words found in the essay are:
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Approximate Word count = 2322
Approximate Pages = 9 (250 words per page)