This preview shows page 1. Sign up to view the full content.
Unformatted text preview: rjoun, 2002).
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...
View Full Document
This document was uploaded on 01/28/2014.
- Spring '14
- The Land