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Globalization - Education and Management Agendas
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The World Financial Review
In an article based on his recent book, Transnational Marketing and Transnational Consumers, Ibrahim Sirkeci argues that there is a paradigm shift in business and marketing management. As the speed of communication and transportation increases, local consumers and organisations are ever more connected but not identical despite the blurring national boundaries. Companies face a tough challenge to achieve efficiencies while customising to the extreme to satisfy “glocal” consumers in this new era of transnational marketing.
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Journal of Business Research
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Globalisation has become an unavoidable fact of life. It has extended all across the globe dissolving national boundaries bringing unprecedented changes in international business, in particular, for marketers. The purpose of this paper is to integrate and critically assess the current research on the challenges posed by globalisation for marketers. It explores the conceptual and operational issues involved and also identifies areas that need further research
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Marketing, marketing research and firm's strategy are some of the main tools used for the current success of most of the SME-s and large firms around the globe, while Albanian firms for several reasons don't use these tools frequently. Marketing, marketing research and firms' strategy help on gaining competitive advantage on the path of challenges towards a globalizing economy. The attention of research it has been focused on marketing, marketing research and firms' strategy, configuring the paper mainly based on primary resources. Conclusions and recommendations have been drawn as a result. Findings of the research help local firms to gain competitive advantage towards current EU integration and globalization trends. Globalization offers the opportunity of reaching a wider range of consumers. The essence of changes in marketing management is focused on use of tools/techniques which drives the company's marketing worldwide. The basics are: core technology, design, branding, product specification, marketing mix, promotion, customer support, etc, but marketing research must be the main issue for local firms, gaining competitive advantage. Working out the physical channels to market is not enough: marketers now need to understand the informational channels to market. The nature of market research and marketing is changing to take this into account. The new market environment is characterized by significantly greater organizational fluidity, especially in the marketing function. The move towards globalization requires marketing managers to abandon old fashion modifying its own views/installs a set of processes/structures that relate to the emerging reality of the business and not to past practice, applying marketing research tools.
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The purpose of this research was to analysis the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that Coca-Cola did not effectively utilize all of the strategies in each country.
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