The Global Marketing Environment

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 2 in Global Marketing Strategy, 2022, pp 19-49 from Springer

Abstract: Abstract This chapter introduces different analytical frameworks to analyze foreign market characteristics. We discuss two approaches in depth: the CAGE framework, which looks at cultural, administrative, geographic, and economic differences between countries, and the PESTEL framework, which focuses on political, economic, social, technological, environmental, and legal aspects. Subsequently, we use the PESTEL framework to illustrate the relevance of some pertinent market characteristics in developing global marketing strategies.

Keywords: Market characteristics; CAGE; PESTEL; Belt and Road Initiative; Brexit; Sanctions; Boycotts; Political risks; Gini coefficient; Triad powers; Culture; Hofstede’s cultural typologies; Schwartz value framework; Gartner’s hype cycle; Digital paradigm shift; Sustainable Development Goals; Case law; Code law (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_2

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DOI: 10.1007/978-3-030-90665-8_2

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