The Future of Global Marketing Strategy

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: WU Vienna

Chapter 11 in Global Marketing Strategy, 2016, pp 221-249 from Springer

Abstract: Abstract It is impossible to predict the future with any degree of certainty. However, what is possible is to spot trends. This chapter aims to identify some of these trends and discusses the likely implications for global marketing strategy. Decision-makers need to understand how they can capitalize on the opportunities trends may offer and minimize the threats they represent. Hence, the chapter revisits the idea of a balanced approach to global marketing strategy. It illustrates how corporations need to find the right mix between the exploitation of existing products and services versus the exploration of emerging trends; the evolutionary and revolutionary change in transformation processes; and the global standardization and local adaptation to take best advantage of emerging trends.

Keywords: Online Shopping; Federal Trade Commission; Foreign Asset; United Nations Framework Convention; World Economic Forum (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-26279-6_11

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DOI: 10.1007/978-3-319-26279-6_11

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