Conclusions

Ibrahim Sirkeci

Chapter Chapter 5 in Transnational Marketing and Transnational Consumers, 2013, pp 65-67 from Springer

Abstract: Abstract We have discussed the transnationality of the organisation in reference to the UNCTAD’s measurement. Although it makes sense to analyse the spread of assets, employees, and sales of a firm across national borders, it is also important to consider the role of transnational business mentality when setting up marketing strategies. It determines the transnationality of marketing and of the organisation. What matters is the transnationality, the degree of connectedness between consumers across national boundaries; and the degree of connectedness and exchanges within and between organisations across national borders and boundaries. Mobility and movement are key to this but connectedness is also achieved without movement of individuals or groups of customers. While increasing transnational connectedness and mobility moderating consumers needs, wants and desires, firms and organisations need to adjust their marketing strategies accordingly.

Keywords: Marketing Strategy; National Border; Mass Customisation; Cross Border Trade; Habitual Residence (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-642-36775-5_5

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DOI: 10.1007/978-3-642-36775-5_5

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