Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations
Paper
Paper/Presentation Title | Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations |
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Presentation Type | Paper |
Authors | |
Author | Mills, Michael K. |
Journal or Proceedings Title | Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities |
Number of Pages | 23 |
Year | 2012 |
Place of Publication | Toowoomba, Australia |
ISBN | 9780987218810 |
Conference/Event | 2012 Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities Workshop |
Event Details | 2012 Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities Workshop Event Date 20 Jun 2012 Event Location Brisbane, Australia |
Abstract | Many scholars and executives are convinced that conventional strategy paradigms are inadequate given the challenges of today's rapidly changing business environment. In particular the literature suggests that organizations do not have the required tools to optimally determine the appropriateness of utilizing a regional versus global strategy approach. This article suggests the time is right for 'unpacking' and re-conceptualizing strategic orientation in light of the difficulties faced by marketers in an increasingly global marketplace, and suggests a new management framework for analysis and regional strategy development. |
Keywords | strategic orientation |
ANZSRC Field of Research 2020 | 350706. International business |
350605. Marketing management (incl. strategy and customer relations) | |
350711. Organisational planning and management | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q1q09/marketing-planning-challenges-in-international-business-a-managerial-analysis-framework-for-regional-and-global-strategy-development-considerations
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