Column 15 · Global Marketing Strategy · Era 5, Assets and Accountability (2000s)
Global Marketing Strategy
Formulation, content · Landmark · Cluster VI, Context
Description
Zou and Cavusgil integrated the standardization, configuration-coordination, and integration perspectives into a broad conceptualization of global marketing strategy and showed its effect on firm performance.
Managerial Implications
A global marketing strategy is a configuration of standardization, coordination, and integration across markets, driven by external globalization forces and internal orientation, and it improves performance when it fits those drivers. The managerial decision is a profile, not a switch: which activities to standardize, how tightly to coordinate across countries, and where to concentrate activities. Set the profile deliberately for each product line.