Drivers of Internation Marketing

Competitors from Different Continents and Countries:
Global competition among rivals from different continents trends to be severe.
Interdependent Countries:
Competitive interdependence among countries through shared business activities can help such firms to
subsidize attacks on competitors to counterattack these subsidies.
Globalized Competitors:
When a business’s competitors use global strategy to exploit industry globalization potential, the business
needs to match or preempt these competitors.
Other environmental drivers:
Revolution in IT & telecoms, international financial markets, reduction of tariffs, creation of trade blocs,
privatization drives
To conclude the discussion so far:
• A commitment to international market place is important for sustained growth and superior profitability.
• Doing business is a creative enterprise. Doing business outside one’s own country is a much more
demanding and complicated enterprise.
• Business environments of countries are different.
• International business necessitates an awareness of the clash of cultural standards among countries.
• In 1950’s and 60’s international business was a means of capitalizing on new opportunity, today’s changing
economic environment has made international business dealings vital for survival.
• North American companies will take longer to reach outer limit than will companies in Singapore (smaller
market with less room to grow).
• Basic nature of marketing does not change from domestic to international marketing but marketing
outside national boundaries poses special problems.