| Tekijä: | Kotler, Ph. |
| Otsikko: | Globalization - realities and strategies |
| Lehti: | Unternehmung
1990 : APR, VOL. 44:2, p. 79-99 |
| Asiasana: | INTERNATIONALIZATION INTERNATIONAL BUSINESS MULTINATIONAL COMPANIES EEC EUROPE, EAST MARKETS |
| Kieli: | eng |
| Tiivistelmä: | The best way for a company to organize and capitalize on the opportunities presented by globalization is searched for. The indicative factors for the organization of a global company are identified. The following types of companies are also discussed: multinational company, international company, transnational company. The roles of the national units of a globally organized company are highlighted. The key-themes and strategies that seem to be called for the nineties, given the European Common Market, the opening of the East-European Markets and the growing globalization are discussed: strategy of quality, customer-driven strategy, marketing research-oriented strategy, strategy of global coordination etc.. |
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