Developing a Global Vision

Multinational Corporation
A company that is heavily engaged in
international trade, beyond exporting and
importing
Global Marketing
Access to
new markets
Access
foreign Gain scale
investment economies

Overcome Access lower

trade barriers costs

Offset
Enhance domestic
brand image cycles
Global Marketing Miscues

"If I am selling to you,

I speak your language.
If I am buying from
you, dann müssen Sie
in meiner Sprache
sprechen.”

- German Chancellor Willy

Brandt
Global Marketing Standardization

Production of uniform products

that can be sold the same way all
over the world.
 Global Marketing Standardization
Same Change
Product Product

Same One Product Product

Message One Message Adaptation

Message Product
Change Adaptation Invention
Message
Example

Same Change
Product Product

Same
Message

Change
Message
Entering the Global Marketplace

Export
Licensing
Contract Manufacturing
Joint Venture
Direct Investment