Global
Marketing in Firm
Dr. Ananda Sabil Hussein
Dr. Ananda Sabil Hussein
International Program – 4th Floor E building
@misterhussein
081234768883
http://Sabilfeb.lecture.ub.ac.id
Globalization vs
Internationalization
Globalization – reflects the trend of firms buying, developing producing and
selling products and services in most countries and region of the world
Internationalization – doing business in many countries of the worl but often limited to a certain region
Developing global marketing
plan
LSEs vs SMEs
Strategic Formation
Realized strategy =intended + unintended strategy
Learn from Lego
Stay or Go
ERPG framework
Ethnocentric
Regiocentric
Polycentric
Geocentric
GLOCAL
Global + Local = GLOCAL
Global Integration and Market Responsiveness
McDonald’s Glocal strategy
Forces for Global Integration
Removal of trade barriers
Global account customers
Relationship Management
Standardized wordwide technology
Worldwide market
Global village
Forces for market responsiveness
Cultural differences
Regionalism
Deglobalization : McDonadization and Coca-Colonization
International Competitive
Advantage
Pocoyo – upstream and
downstream cooperation
Information Business and Virtual Value Chain
The use of information in creating value
Managing risks
Reducing cost
Offering products and services
Inventing new products
