Figure 1 conceptual model of dynamic global marketing

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Unformatted text preview: rjoun, 2002). Figure 1 Conceptual Model of Dynamic Global Marketing Strategy and Firm Survival 2.1 Dynamic global marketing strategy Dynamic global marketing strategy is defined as activities to which a firm globalizes its marketing behavior in various countries through standardization of marketing activities and integration of dynamic moves across the markets (Cavusgil, Yeniyurt and Townsend, 2004; Zou and Cavusgil, 2002). Dynamic global marketing strategy is a key element of this research. The term “global marketing strategy” emphasizes the role of strategic management as the marketing activities coordinated and integrated across multiple country markets (Johansson, 2000). The term dynamic environment consists of changing surroundings in which the agent navigates. Grewal, Chandrashekaran and Dwyer (2008) indicate that the high level of dynamism offers great contingencies to organizations. A business creates its own unique marketing mix, which is directed specifically at their target market. There are several different factors that affect a firm’s marketing plan by changing over time such as customer, supplier, competitor, technology and socio-political component (Duncun, 1972). In other words, dynamic global marketing strategy is viewed as strategy of using a common marketing plan and program for all countries in which a company operates, thus selling the product or services the same way everywhere in the world. Here, dynamic global marketing strategy consists of five dimensions enumerated as follows: INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 79 Continuous innovation improvement concentration. Continuous innovation improvement concentration refers to the ongoing intention to develop new creative idea and new ways of marketing themselves to potentially or to continuously existing customers (Dean and Bowen, 1994; Morgan, Clark and Gooner, 2002. According to Slater and Narver (1995), the most likely way in which service companies innovate is by developing new services or reformulating existing ones, creating new distribution channels and discovering new approach...
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This document was uploaded on 01/28/2014.

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