Global
Marketing in
Firm
Dr. Ananda Sabil Hussein
Dr. Ananda Sabil Hussein
 International
Program – 4th Floor E
building
 [email protected]
 @misterhussein
 081234768883
 http://Sabilfeb.lecture.ub.ac.id
Globalization vs
Internationalization
 Globalization
– reflects the trend of firms
buying, developing producing and selling
products and services in most countries
and region of the world
 Internationalization – doing business in
many countries of the worl but often
limited to a certain region
Developing global marketing
plan
LSEs vs SMEs
strategy =
StrategicRealized
Formation
intended + unintended strategy
Learn from Lego
Stay or Go
ERPG framework
 Ethnocentric
 Regiocentric
 Polycentric
 Geocentric
GLOCAL
Global
+ Local = GLOCAL
Global Integration and Market
 McDonald’s
Glocal strategy
Responsiveness
Forces for Global Integration
 Removal
of trade barriers
 Global account customers
 Relationship Management
 Standardized wordwide technology
 Worldwide market
 Global village
Forces for market
responsiveness
 Cultural
differences
 Regionalism
 Deglobalization : McDonadization and
Coca-Colonization
International Competitive
Advantage
Pocoyo – upstream and
downstream cooperation
Information Business and
Virtual Value Chain
 The




use of information in creating value
Managing risks
Reducing cost
Offering products and services
Inventing new products
Q&A