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How Does Globalization Affect International Marketing

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Compared to domestic, International markets have more complex variables that any business needs to take into account before venturing into this sector. For instance, strategies, gaining timely information, diversity of geographic locations and difference in the environmental setting such as cultural, market, legal, political, and financial processes. Roy Choi should, therefore, consider an international standardization of their products and services. Standardization is an important marketing strategy, especially when it comes to the international expansion of the business. International marketing is defined as the process of identifying markets for goods and services outside the domestic market or home country. The international place varies with the domestic market process in adapting to the specific countries’ needs. According to (Burca, Brown and fletcher, 2004), the international market is sensitive to almost every company activity. Consequently, it is imperative for Roy Choi to come up with business strategies that go along with these international markets. Moreover, any decision by the company to enter new markets should be dependent on the company’s overall strategy.
According to (Johnson and Turner, 2003), globalization affects international marketing …show more content…

According to (Yamin and Sinkovics, 2007), globalization and other drivers in the market. Such as market liberalization, rapid advancement in the information technology; are forcing multinational to adopt multinationals to a global subsidiary structure in their global operations which correspond to devolving of powers of the country manager. The global strategy views market competitive advantage based on capturing the scale of economies by integrating the business and handling customers

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