Ways of choice of global marketing strategies
At the beginning of the 21th century changes caused by globalisation have became real and present in all areas of society. The most signifcant changes are changes on the market and changes in business activities. Changes in the area of the economy have raised the dilemma which international marketi...
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University of Banja Luka, Faculty of Economics
2021-05-01
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doaj-336007fef8774789b63e8c814229a8422021-06-05T14:21:23ZengUniversity of Banja Luka, Faculty of Economics Acta Economica1512-858X2232-738X2021-05-0169Ways of choice of global marketing strategiesЖељка Краљевић At the beginning of the 21th century changes caused by globalisation have became real and present in all areas of society. The most signifcant changes are changes on the market and changes in business activities. Changes in the area of the economy have raised the dilemma which international marketing strategy should be used by the companies dealing in international business transactions. Companies can choose between standardization strategy and adjustment strategy. No matter which strategy is chosen, companies must make a decision which elements of mix marketing will be standardized or adjusted and to which degree this should be done. In standardization startegy a special emphasis is put on economic effects that are caused by increased standardization of international marketing activities. On the other side, in adjustment strategy the emphasis is placed on diversity of different national markets. http://ae.ef.unibl.org/index.php/ae/article/view/353globalisation, standardization strategy, adjustment strategy, ele ments of mix marketing, economic effects |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Жељка Краљевић |
spellingShingle |
Жељка Краљевић Ways of choice of global marketing strategies Acta Economica globalisation, standardization strategy, adjustment strategy, ele ments of mix marketing, economic effects |
author_facet |
Жељка Краљевић |
author_sort |
Жељка Краљевић |
title |
Ways of choice of global marketing strategies |
title_short |
Ways of choice of global marketing strategies |
title_full |
Ways of choice of global marketing strategies |
title_fullStr |
Ways of choice of global marketing strategies |
title_full_unstemmed |
Ways of choice of global marketing strategies |
title_sort |
ways of choice of global marketing strategies |
publisher |
University of Banja Luka, Faculty of Economics |
series |
Acta Economica |
issn |
1512-858X 2232-738X |
publishDate |
2021-05-01 |
description |
At the beginning of the 21th century changes caused by globalisation have became real and present in all areas of society. The most signifcant changes are changes on the market and changes in business activities. Changes in the area of the economy have raised the dilemma which international marketing strategy should be used by the companies dealing in international business transactions. Companies can choose between standardization strategy and adjustment strategy. No matter which strategy is chosen, companies must make a decision which elements of mix marketing will be standardized or adjusted and to which degree this should be done. In standardization startegy a special emphasis is put on economic effects that are caused by increased standardization of international marketing activities. On the other side, in adjustment strategy the emphasis is placed on diversity of different national markets.
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topic |
globalisation, standardization strategy, adjustment strategy, ele ments of mix marketing, economic effects |
url |
http://ae.ef.unibl.org/index.php/ae/article/view/353 |
work_keys_str_mv |
AT želkakralević waysofchoiceofglobalmarketingstrategies |
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