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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Main Author: Жељка Краљевић
Format: Article
Language:English
Published: University of Banja Luka, Faculty of Economics 2021-05-01
Series:Acta Economica
Subjects:
Online Access:http://ae.ef.unibl.org/index.php/ae/article/view/353
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spelling 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.
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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