Globalization and Redundancy of International Marketing

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Introduction:

Globalization can be represented by the reduction of geographical and economic barriers that have been boosted since 1990 with the fall of socialism in Eastern Europe and the Soviet Union.
With the appearance of Neoliberalism and its principle of free market companies felt the need to internationalize to new markets as an alternative to the domestic markets that were saturated, making products increasingly standardized commercializing them in the same way around the world considering that their global customers had homogeneous tastes.
As defined by the Oxford dictionary (2013), Globalization is the increase of trade around the world, especially by large companies producing and trading goods in many different countries.
With the increase in market competition international marketing becomes an essential area of knowledge for companies’ insertion and survival in the international markets in order to be succeeded.
This essay aims to critically analyze if with the process of globalization the concept of international marketing will become redundant,firstly analyzing the internationalization of organizations due to globalization ,then the essay will focus the international marketing strategy and finally will compare and contrast the International marketing with Glocal marketing in order to answer to the question purposed.

Body:

Globalization can be defined as a consequence of several factors that contributed to a more integrated and interdependent world economy such as reduction of costs of transportation and communication, time–space compression, economic integration (European Union), free markets and technology.

These factors led to an increase in level of trade with bigger markets, lower costs due to tariff r...

... middle of paper ...

... M. (2003) From Global to Glocal: How Gillete’s SensorExcel accomodates to
Japan. Keio Communication Review, Filadelfia, no 25.
Mindtools (2013) Hofstede`s Cultural Dimensions.[online]
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(Accessed 10 November 2013).
Oxford dictionaries (2013) Globalization definition.[online]
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(Accessed 20 November 2013).
Perlmutter ,H.V. (1969 ) The tortuous evolution of the multinational corporation.Columbia journal of world business ,4.1 ,p.9 .
Solberg.C. (1997) A framework for analysis of strategy development in globalizing markets.Journal of International Marketing ,5.1 pp.9-30 .
Svensoon , G.(2002) Beyond Global Marketing and the Globalization of Marketing activities. Management Decision, Vaxjo ,Sweden vol. 40, no 6, p. 574-583 .

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