Dynamics of international marketing strategies

A fundamental shift is occurring in the world economy. We are moving rapidly away from a world in which national economies were relatively self-contained entities, isolated from each other by barriers to cross-border trade and investment; by distance, time zones, and language; and by national differences in government regulation, culture, and business systems. And we are moving toward a world in which barriers to cross-border trade and investment are tumbling; perceived distance is shrinking due to advances in transportation and telecommunications technology; material culture is starting to look similar the world over; and national economies are merging into an interdependent global economic system.

International marketing environment is rapidly changing. The global forces like technology, transport and communication and changes in the economic environment have reshaped the international transaction. Today, every organization is directly or indirectly facing international competition. The companies are using all possible efforts to win in the race of competition. The international incentives attract companies to find way out to reach international or global market. Traditionally there were few strategies for marketing across the boundary. But today the international dimension of marketing has changed. Companies operating within a political boundary also can engage in international marketing either by supplying raw material to multinational companies or selling its product to overseas customers in the home country.

The present paper attempts to throw light on dimensions of international marketing, strategic decisions for successful marketing abroad and it mainly focuses on evolution and international entry strategies. Selecting a right set of market is crucial for any international marketing firms. It also highlights on the technique for identifying international market opportunities.