Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations

Paper

Mills, Michael K.. 2012. "Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations." 2012 Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities Workshop. Brisbane, Australia 20 Jun 2012 Toowoomba, Australia.
Paper/Presentation Title

Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations

Presentation TypePaper
Authors
AuthorMills, Michael K.
Journal or Proceedings TitleRegional Development: Connectedness, Business and Learning: Creating Sustainable Communities
Number of Pages23
Year2012
Place of PublicationToowoomba, Australia
ISBN9780987218810
Conference/Event2012 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.

Keywordsstrategic orientation
ANZSRC Field of Research 2020350706. International business
350605. Marketing management (incl. strategy and customer relations)
350711. Organisational planning and management
Public Notes

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Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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