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Strategid Marketing Alliance

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Issue:

Business

 

Written by:

Howard S

 

Date added:

January 12, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

3 / 645

 

Was viewed:

2995 times

 

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Essay content:

companies and international partners has grown by nearly 27% annually since 1985, roughly one-third of all such alliances have failed. Ohmae (1989) contends that one reason for this may be that most firms are "nearsighted" with "their field of vision dominated by home country" stakeholders and that everyone else "is simply part of ‘the rest of the world’" (p...
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38). As the globalization of business increases so does the likelihood that at least some members of a firm’s marketing network will be foreign controlled. By definition, these global alliances are almost always cross-cultural relationships. To be successful in such cross-cultural marketing relationships firms must understand and develop the skills necessary to deal with both the real and the perceived cultural differences that often dominate such relationships...
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