Download The Mirage of Global Markets: How Globalizing Companies Can by David Arnold PDF

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By David Arnold

Why do even the simplest businesses fight to turn into as ecocnomic in foreign markets as they're at domestic? simply because they have fallen for the "mirage" of a very international industry. in reality, the realm is produced from 1000s of intensely neighborhood markets which are changing into extra fragmented with every one passing 12 months. within the Mirage of worldwide Markets, David Arnold unearths why multinationals are literally wasting marketplace share--and how the realm is quickly accelerating in the direction of "segments of one." subsequent, he provide you with a finished new blueprint for maximizing profitability in a global of neighborhood markets. you can find why overseas advertising has turn into substantially diverse from traditional advertising, and you may methods to cost-effectively localize the entire judgements that topic so much: judgements approximately industry access, product combine, distribution, merchandising, communique, approach and extra. easily positioned, The Mirage of worldwide Markets exhibits find out how to globally deal with the intensely neighborhood advertising courses which are now completely the most important in your good fortune.

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These attributes, mostly image based, are also evident in some youth-based products, such as video games or pop music merchandising. This dynamic underpins the fact that the premium and youth segments are among the most globally homogenized of consumer categories. Business Customers. When a firm is marketing to another business, as opposed to end consumers, it is very likely indeed that its market has internationalized. Companies are far more international than consumers. In many cases, this internationalization is driven primarily by functions other than marketing, such as the relocation of manufacturing or the globalization of procurement in order to achieve economies of scale in purchasing.

6. David J. Arnold, “SADAFCO,” Harvard Business School case study 9-599021. Boston: Harvard Business School Publishing. Robert E. Kennedy, “Policy Reform, Globalization, and New Opportunities in Emerging Markets,” Harvard Business School Working Paper. Boston: Harvard Business School, 2000. 30 The Mirage of Global Markets companies rushed into countries such as China, India, and Russia, attracted by their large populations and determined not to miss out on what appeared to be a once-in-a-century opportunity for new sources of revenue growth.

The Dynamics of International Competition The ability to read international marketing situations depends upon an identification of the drivers of an individual company’s strategy. There is likely to be much greater divergence among the players in international competition than in a single-market situation simply because the underlying objective for market participation can differ so greatly. Figure 1–2 provides a framework for analyzing these dynamics. The drivers of internationalization can be categorized into market, industry, and company factors.

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