According to Morschett, Schramm-Klein, and Zentes (2015), global marketing is applying the same marketing strategies in all markets on a global scale. Based on ignoring the differences, global marketing are characterized by the standardization of marketing strategies and applying them uniformly to all markets. The global market is expanding of the domestic market geographically. The purpose of global marketing is to take advantage of global opportunities for large production in order to enhance competitiveness in the global trend of the economy and global markets (Mühlbacher, Leihs and Dahringer, 2006).
The above situation leads to the concept of global marketing strategy that has been concerned very much in a long time (Porter, 1986). According to Shankar, Carpenter, Farley, and Hamilton (2012, p.24), the definition of global marketing strategy is “an organization’s integrated pattern of decisions that specify its crucial choices concerning marketing behaviors directed at customers in multiple country markets to efect specific affective, cognitive and behavioral predispositions in them towards its product offering in order to facilitate their engaging in revenue-generating transactional and relational exchanges with the organization and thereby enable the organization to achieve specific objectives”. Overall, global marketing strategy is a set of marketing campaigns deployed on a global scale of the enterprises towards the target customers in all countries in which businesses sell products. As a result, this strategy is not easy for every business because of large scale and number of customers beyond national borders as well as many other factors. To provide a clear famework for the understanding of global marketing strategy and connect the different views on this issue, Douglas & Craig (2010) show their article: “Global marketing strategy: Perspectives and Approaches”.
In this article, Douglas & Craig (2010) give the definitions of some key words, such as “global”, “marketing strategy” to creat the basic knowledge for the reader before entering the core issues. This is familiar approach that help the authors express the important concepts used throughout the article in order to create a uniform and clear theoretical framework from the beginning. At the same time, the initial theories also help the author show their views about the concepts in order to form a step for later arguments. In addition, Douglas & Craig (2010) refer to the alternative approaches and perspectives to the global marketing strategy, namely: The transaction cost approach mentions the ways to entry the global markets and the use of costs of the enterprises when doing this to reach the highest profits and reduce the risks. The standardization / adaptation perspective refers to the marketing mix strategy of the businesses when operating in global scale. The global configuration / coordination perspective mentions the possibility of coordination among departments of businesses and stakeholders to create the most effective and achieve competitive advantage in the global markets. The global integration perspective refers to the ability of enterprises when integrating into the international environment. The enterprises have to adjust and develop follow the rules of the international market in order to survive and develop. The evolutionary perspective shows that the process of integration into world market of the businesses must be carried out step by step to reach the efficiency. From there, it can be seen that Douglas & Craig (2010) state comprehensively the various aspects of global marketing strategy. Depending on them, the businesses can learn important lessons before entering the international market.
Besides, the authors mentions the three key decisions for the enterprises that want to integrate into the global market: choose the country wants to penetrate; select modes of operation; and decide the the appropriate time to entry. It can be said that they are the 3 main factors that administrators have to clearly defined before penetrating into any foreign markets. They represent the careful preparation of the business towards success in new markets. Moreover, Douglas & Craig (2010) present some different aspects in term of refining, developing, and integrating the global marketing strategy. According to them, when the businesses enter the global markets, they need to operate and develop within these market in order to compete with existing rivals, capture the market share and gain profits. To reach those, the businesses have to implement some certain strategies, such as marketing mix. However, when deploying these global strategies, the enterprises also have to face some issues coming from complex management, fierce competition, and opportunities in emerging countries. Therefore, the message that are conveyed in the article is that the businesses have to know how to adapt to the new environment and respond promptly to changes in the global environment to make themselves become more consistent and uniform when joining the global market. At the same time, the businesses have to predict the risks, stress, competition from the new business environments in order to take measures to respond appropriately. It can be easily recognized that this message is very meaningful for businesses planning to penetrate into the international markets. This is really an important experience for administrators to consider carefully and think thoroughly before making a decision.
According to Tallman (2010), global marketing strategy has been always evolving constantly, which requires every business must well plan before deciding whether to participate into the global market or not. Obviously, the integration into the global market is not easy because many obstacles coming from marketing, sourcing, finance,… (Smith & Taylor, 2004). Therefore, all the companies that intend to entry the global market have to prepare carefully all plans and situations such as finance, marketing, … in order to avoid risks, create competitive advantages, and attract potential customers. Especially, the businesses have to pay attention to the marketing strategies because on the global scale, they become very difficult to control and reach high efficiency. Thereby, to gain expected results, the companies need to determine, choose, apply, and combine various marketing tools.
Douglas, S. P. & Craig, C. S. (2010). Global marketing strategy: Perspectives and Approaches. Part 6. International Marketing, DOI: 10.1002/9781444316568, accessed on 3 April, 2015, available at:
Morschett, D., Schramm-Klein, H., and Zentes, J. (2015). Strategic International Management: Text and Cases. Springer, pp. 481 – 502.
Mühlbacher, H., Leihs, H., and Dahringer, L. (2006). International Marketing: A Global Perspective. Cengage Learning, pp. 33 – 72.
Porter, M. E. (1986). Competition in Global Industries. Research colloquium, pp. 111 – 156.
Shankar, V., Carpenter, G. S., Farley, J., and Hamilton, B. A. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing, p. 24.
Smith, P. R. & Taylor, J. (2004). Marketing Communications: An Integrated Approach. Kogan Page Publishers, pp. 264 – 289.
Tallman, S. (2010). Global Strategy. Global Dimensions of Business, 4 (1). New York: John Wiley & Sons, pp. 92 – 145.