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2022 | OriginalPaper | Chapter

1. Marketing Strategy: A Global Discipline

Author : Bodo B. Schlegelmilch

Published in: Global Marketing Strategy

Publisher: Springer International Publishing

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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.

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next chapter The Global Marketing Environment
Footnotes
1
Martin (2013).
 
2
Drucker (1954).
 
3
Greyser (1997).
 
4
McKenna (1991).
 
5
Levitt (1983, p. 96).
 
6
Friedman (2006).
 
7
Milanovic (2003).
 
8
Florida (2005).
 
9
Rugman (2005).
 
10
Ambos and Schlegelmilch (2010).
 
11
Moore and Rugman (2002, p. 15).
 
12
Ghemawat (2003).
 
13
Petricevic and Teece (2019).
 
14
Eden (2020).
 
15
Smith (1776).
 
16
Ricardo (1817).
 
17
Heckscher (1919) and Ohlin (1933).
 
18
Leontief (1953).
 
19
Hymer (1976), Kindelberger (1969) and Caves (1971).
 
20
Vernon (1966).
 
21
Krugman et al. (2006).
 
22
Pomfret (2016) and Nakanishi (2019).
 
23
Johanson and Vahlne (1977, 1990).
 
24
Vahlne and Johanson (2020).
 
25
Penrose (1959).
 
26
Knight and Cavusgil (2004, p. 124).
 
27
Autio et al. (2000) and McDougall and Oviatt (2000).
 
28
Logitech (2007).
 
29
Oviatt and McDougall (1995).
 
30
Logitech (2020).
 
31
Logitech (2007) and Logitech (2020).
 
32
Mets (2009).
 
33
Mets (2013).
 
34
Olson (2016).
 
35
Gallagher (2017).
 
36
Wortham (2010).
 
37
Airbnb (2019).
 
38
Malik (2011).
 
39
Airbnb (2018).
 
40
Dunning (1979).
 
41
Kobrin (1991).
 
42
Williamson (1985).
 
43
Buckley and Casson (2016).
 
44
Cantwell (1989) and Chung and Alcácer (2002).
 
45
Nachum and Zaheer (2005).
 
46
Buckley et al. (2007).
 
47
Deng (2007) and Li et al. (2012).
 
48
Braw (2019).
 
49
Bartlett (2004).
 
50
The difference between transnational companies, TNCs (a term preferred by the United Nations), and multinational companies, MNCs, is mainly semantic. According to the International Labor Organization, a MNC has its operational headquarters based in one country with several operating branches in other countries. UNCTAD, in contrast, defines TNCs as enterprises which own or control production or service facilities outside the country in which they are based. MNCs are supposed to focus more on adapting their product offerings to each individual foreign market they serve, whereas TNCs have a central corporate facility but divulge more decision-making power to individual foreign markets. In this text, such a distinction is not made.
 
51
Doz et al. (2001).
 
52
Wesson (2004).
 
53
Porter (1998).
 
54
Shaver and Flyer (2000).
 
55
Makino et al. (2002).
 
56
Graham (1998).
 
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Metadata
Title
Marketing Strategy: A Global Discipline
Author
Bodo B. Schlegelmilch
Copyright Year
2022
Publisher
Springer International Publishing
Book
Global Marketing Strategy

Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-90665-8_1