ABSTRACT
This chapter discusses globalization and the ways it affects global marketing. It reviews the trends that have influenced global marketing so far, and the future developments of global marketing. The chapter also discusses the ways in which technology supports globalization, and the ways to develop global marketing strategies both in developed and in emerging markets. Globalization—the trend toward an increasingly integrated and interdependent world—is driven by international trade and made possible largely by information technology. Global marketing requires the coordination and integration of production, marketing, and other functional activities across countries. For many firms, a global marketing strategy requires a centralized operation to leverage scale advantages, optimize resources, and reduce costs. The chapter discusses the global marketing framework with attention to the dependent variable: global marketing performance. If global marketing strategy takes into consideration external globalizing drivers, there should be a significant impact on the firm’s global performance.
