ABSTRACT
https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780080501277/46f3fe21-8f6e-484c-9030-9772da6c3280/content/fig11_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/> We are told that today the world is effectively a global village. Similar products and services are available in Manchester, Minneapolis, Melbourne and Manila. Large corporations such as BT and MCI are forming alliances which they argue will prepare them for the global challenges of the twenty-first century. New markets are opening up around the world and formerly protected national domains are increasingly being subjected to the full rigours of international competition. This chapter focuses on the issue of marketing across national borders. Its overall objective is to provide an understanding of the key challenges facing managers attempting to develop effecting marketing strategies for a globally competitive environment. Specifically, by the end of this chapter you should be able to:
understand the key environmental forces driving global competition;
assess the globalization potential of your industry;
develop an appropriate marketing strategy for your firm;
understand your sources of competitive advantage in a global marketplace.
