Marketing Strategy: A Global Discipline

Bodo B. Schlegelmilch
Additional contact information
Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 1 in Global Marketing Strategy, 2022, pp 1-17 from Springer

Abstract: Abstract This introductory chapter makes the point that managers cannot afford to think in functional silos and that marketing and strategy always go together. It maps out the field by explaining the key terms: marketing, strategy, and global. Next, we look at theories that explain the rationale for globalization, focusing particular on firm-level explanations. We explain the Uppsala Model of Internationalization, the Born Global Model, and Dunning’s Eclectic Paradigm (OLI model) in detail. Finally, we also mention other motives to globalize, such as knowledge seeking, learning in industry clusters, market seeking, and challenging competitors.

Keywords: Marketing ubiquity; Strategy as choice; Global; Globalization; Semiglobalization; VUCA; Absolute cost advantage; Comparative cost advantage; Market imperfection theory; Uppsala Model; Born Global Model; Dunning’s Eclectic Paradigm; Knowledge seeking; Learning in industry clusters; Market seeking; Challenging competitors (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_1

Ordering information: This item can be ordered from
http://www.springer.com/9783030906658

DOI: 10.1007/978-3-030-90665-8_1

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().