Globalization and Its Impact on Marketing Strategies

DISSERTATION ON â€Å"GLOBALIZATION AND ITS IMPACT ON MARKETING STRATEGIES† OBJECTIVE OF STUDY The objective of this research is to gain a better understanding of the effects of globalization on firms’ international marketing cooperation and performance of firms, both in developed and emerging economies. This dissertation mainly focus on two questions, first is does globalization affect firm performance? And second is the relationship between global market opportunities and performance stronger than the relationship between global market threats and performance? By answering these questions, the study indicates the extent to which firms in two different economic contexts are affected by globalization. It also shows which dimension of†¦show more content†¦The last study makes an empirical investigation of the effects of globalization on the Degree of co-marketing alliance and international marketing performance of firms from two distinct economic contexts—developed and emerging economies, which are represented by American and Thai firms, respectively. Thailand and the U.S. are appropriate research settings since these two countries differ greatly in their degree of globalization level of economic development, and national competitiveness. While the U.S. is highly globalized, Thailand is considerably less globalized. According to the survey conducted by AT Kearney and EDS Company in cooperation with Foreign Policy Magazine Thailand is ranked 48th, and the U.S. is ranked 7th on the globalization index. Thailand is classified as a lower-middle-income economy, one in which the Gross National Income (GNI) per capita is between $736 and $2,935, while the U.S. is considered a high income- economy whose GNI per capita is above $40,000. Furthermore, the national competitiveness of these two nations differs dramatically. The U.S. is The second most competitive country in the world whereas Thailand is ranked number 40 on the national competitiveness index. In this introduction, the phenomenon of globalization, including the effects of globalization on businesses, is first described. The purpose of the study, the major research questions,Show MoreRelated The Impact of Globalization on Qantas Airlines Marketing Strategy1777 Words   |  8 PagesGlobalisation is having a significant impact on marketing. 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