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VOL. 3, ISSUE 3 (2021)
Challenges in marketing: A global perspective
Authors
Vaibhav R Bhalerao, Bhalchandra B Bite
Abstract
Globalization is certainly a widely debated topic in current scenario. To the large expansion of the concept contributed the multitude of perspectives which can be addressed on the topic. This paper focuses on the various different perspectives on globalization, looking to explain how the process of globalization has influenced the marketing as a whole. Moreover, by analysing a series of practical examples, the paper helps to provide some answers to the dilemma of internationalization versus globalization in marketing sector. The study contributes to the literature by showing that globalization has some, implications for international business strategy and that only those businesses that are able to appropriately respond to the global changes will be able to survive and flourish in the long term. Findings from this secondary survey can provide useful theoretical and strategic insights into how market can cope with pressures emanating from globalization. The entry of new markets, deregulation, and privatisation create a constantly expanding economic and financial environment. These developments highly contribute to an economy’s globalisation, leaving the field open to enterprising and innovative players. What is something new about the globalisation phenomenon is that it partly escapes from nation-state control and legislation. The field of technical-economic change speeds up under the influence of global competition. The world has entered into a race where speed is imposed by business dynamism and competitive games which indirectly contribute to globalization. This section is often faster than that of political, civil and institutional society.
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Pages:12-15
How to cite this article:
Vaibhav R Bhalerao, Bhalchandra B Bite "Challenges in marketing: A global perspective ". International Journal of Commerce and Economics, Vol 3, Issue 3, 2021, Pages 12-15
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