Globalization and Its Impact on Marketing Strategies
DISSERTATION ON
“GLOBALIZATION AND ITS IMPACT ON
MARKETING STRATEGIES”
OBJECTIVE OF STUDY
The objective of this research is to gain a better understanding of the effects of globalization on firms’ international marketing cooperation and performance of firms, both in developed and emerging economies.
This dissertation mainly focus on two questions, first is does globalization affect firm performance? And second is the relationship between global market opportunities and performance stronger than the relationship between global market threats and performance? By answering these questions, the study indicates the extent to which firms in two different economic contexts are affected by globalization. It also shows which dimension of globalization effects tends to have stronger impact on the performance of firms that are located in very different market environments.
SCOPE OF THE STUDY
The emphasis of this dissertation is on how the degree of cooperation in co marketing alliances enables firms to manage globalization effects and stay competitive in international markets. As suggested in past literature, globalization makes alliances an essential part of a firm’s strategy in order to stay competitive and to achieve superior performance. To better capture global opportunities, firms tend to cooperate with other firms to capitalize on and leverage their limited resources since it is impossible for one firm to “do it all and go it alone. Similarly, in order to cope with increasing global competitive threats, firms are likely to form alliances .Based on the classical industrial organization perspective—the market power, firms form alliances to reduce competition and uncertainty. Through such cooperation, companies gain market power that helps alleviate competition and improve its competitive position.
Therefore, the next two research questions of this dissertation are: 1) Does globalization affect the degree of cooperation in co-marketing alliances? and 2) Do
“GLOBALIZATION AND ITS IMPACT ON
MARKETING STRATEGIES”
OBJECTIVE OF STUDY
The objective of this research is to gain a better understanding of the effects of globalization on firms’ international marketing cooperation and performance of firms, both in developed and emerging economies.
This dissertation mainly focus on two questions, first is does globalization affect firm performance? And second is the relationship between global market opportunities and performance stronger than the relationship between global market threats and performance? By answering these questions, the study indicates the extent to which firms in two different economic contexts are affected by globalization. It also shows which dimension of globalization effects tends to have stronger impact on the performance of firms that are located in very different market environments.
SCOPE OF THE STUDY
The emphasis of this dissertation is on how the degree of cooperation in co marketing alliances enables firms to manage globalization effects and stay competitive in international markets. As suggested in past literature, globalization makes alliances an essential part of a firm’s strategy in order to stay competitive and to achieve superior performance. To better capture global opportunities, firms tend to cooperate with other firms to capitalize on and leverage their limited resources since it is impossible for one firm to “do it all and go it alone. Similarly, in order to cope with increasing global competitive threats, firms are likely to form alliances .Based on the classical industrial organization perspective—the market power, firms form alliances to reduce competition and uncertainty. Through such cooperation, companies gain market power that helps alleviate competition and improve its competitive position.
Therefore, the next two research questions of this dissertation are: 1) Does globalization affect the degree of cooperation in co-marketing alliances? and 2) Do