Thinking Globally, Acting Locally:A Pragmatic Approach to International Business Strategy
Abstract
intelligence and the ability to manage diverse teams become pivotal for multinational corporations (MNCs) to build and maintain successful
customer relationships in a globalized economy.
The study contrasts traditional “glocal” businesses, those with a strong national identity operating internationally, with newer e-commerce players that often transcend national boundaries by using Unilever as example.
Keywords
Full Text:
PDFReferences
[1]Allred,B.B.,&Swan,K.S.(2004).Global versus multidomestic:Culture’s consequences on innovation.Management International Review,Gabler Verlag.
[2]Bloch,N.,Shanker,S.,&Schaus,R.(2007).Adapting for emerging markets.[Online]Available at:http://www.bain.com/publications/articles/adapting-for-emerging-markets.aspx[Accessed 21 November 2017].
[3]Cavusgil,S.T.(1980).On the internationalization process of firms.European Research,8,273-281.
[4]Farrall,C.,&Lindsley,M.(2010).Professional English in Use:Marketing.Cambridge:Cambridge University Press.
[5]Friedman,T.L.(1999).The Lexus and the Olive Tree.New York:Farrar,Straus and Giroux.
[6]Frynas,J.,&Mellahi,K.(2011).Introduction to global strategic management.In Global Strategic Management(3rd ed.).
[7]Haidvogl,G.,Lajus,D.,Pont,D.,Schmid,M.,Jungwirth,M.,&Lajus,J.(2010).The glocal strategy of global brands.Studies in Business&Economics,5(3),147-155.
[8]Hofstede,G.(1980).Culture’s consequences:International differences in work-related values.Beverly Hills,CA:Sage.
[9]Johanson,J.,&Vahlne,J-E.(1990).The mechanism of internationalisation.International Marketing Review,7(4).Available at:https://
doi.org/10.1108/02651339010137414.
[10]Jones,G.(1991).Marketing decisions.London:Pitman.
[11]Kotler,P.(2001).Kotler on marketing:How to create,win,and dominate markets.New York:Free Press.
[12]Liu,S.(2023).Unilever global sourcing and purchasing strategies.Available at:https://www.clausiuspress.com/assets/default/article/2023/11/29/article_1701253431.pdf[Accessed 18 May 2024].
[13]Marmol,T.,Feys,B.,&Probert,C.(2015).PESTLE analysis.Place of publication:50Minutes.
[14]Ryan, Paul (2017): International Business Strategy; Michaelmas Term 2017, Trinity
College Dublin. Lecture Slides.
[15]Smartling.(2017).5 reasons why localization is important|Smartling.[Online]Available at:https://www.smartling.com/blog/5-reasons-localization-important/[Accessed 21 November 20].
[16]Tse,D.K.,Lee,K-H.,Vertinsky,I.,&Wehrung,D.A.(1988).Does culture matter?A cross-cultural study of executives’choice,decisiveness,and risk adjustment in international marketing.Journal of Marketing,52(4),81-95.
[17]Unilever.(2023).Unilever strategic report.[Online]Available at:https://www.unilever.com/files/92ui5egz/production/b09c3510ee7cec58440d5f044f02bdefe85aa186.pdf[Accessed 18 May 2024].
[18]Whitelock,J.(2002).Theories of internationalisation and their impact on market entry.International Marketing Review,19(4),342-347.Available at:https://doi.org/10.1108/02651330210435654.
[19]Zhang,S.(2017).Glocalization.[Online]Available at:https://wenku.baidu.com/view/4025987701f69e314332942c.html[Accessed 19
November 2018].
DOI: http://dx.doi.org/10.18686/fm.v9i6.13656
Refbacks
- There are currently no refbacks.
