International Marketing Strategies Essay Example | Topics and Well Written Essays - 2000 words

International Marketing Strategies - Essay Example A major issue involves the organization structures that are conducive to global marketing strategy implementation (Appelbaum et al, 1998). While centralization vs. decentralization and product division vs. geographical division have received some discussion in the literature, other dimensions of organizational structure have not been investigated adequately. For example, how a firm’s decision to enter into international joint ventures (or any other modes of foreign market entry) affects its ability to implement a global marketing strategy, and how various knowledge management systems relate to a firm’s ability to implement a global marketing strategy are among important issues to be researched (Bellamy and Graham, 1987). Still another major issue in global marketing is the type of organization cultures that facilitates global marketing strategy implementation (Beyers and Lindahl, 1999). Perhaps the strength of the organization culture is an important variable, or the content of the organization culture is more relevant. Researchers need to develop sound classification schemes for organization cultures, and link them to a firm’s ability to implement a global marketing strategy. Empirical research in this area is particularly scarce. In addition to the aforementioned issues that relate to a firm’s internal organizational resources, research is also needed to identify various industry globalization drivers and the specific mechanisms through which a global marketing strategy can lead to competitive advantages for a firm.