Globalisation Terminology Differences

1
Globalisation - Terminology Differences

• Export marketing
• International marketing
• Multi-national marketing
• Multi-regional marketing
• Global marketing

2
Patterns of Internationalisation

• Whether to compete internationally is a
  strategic decision that will fundamentally affect
  the firm, including its operations and its
  management
• Jeanette Hennessey
• Global Marketing Strategies
• (1995)

3
Motives

• Opportunistic development
• Following customers abroad
• Geographic diversification
• Exploiting product life-cycle
• Pursue potential abroad
• Defensive reasons
• Global logic

4
Entry Options

• Exporting as an entry
• indirect exporting
• direct exporting
• Company-owned sales subsidiary
• Licensing
• Franchising
• Local manufacturing
• assembly
• fully integrated production

5
Risks

• Political climate
• Most government actions
• buy local restrictions
• non-tariff barriers
• subsidies
• operating conditions
• ownership conditions
• take-overs