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Global marketing in the firm - Coggle Diagram
Global marketing in the firm
Model global marketing
Market entry strategy
Designing global marketing programme
Decision which markets to enter
Implementing & coordinating the marketing programme
Decision whether to internationalize
LSE
Less than 1% of companies
1/3 jobs in EU provided by LSEs
Employees > 250
SME
Medium < 250 employees
99% of all companies
Small < 50 employees
Economies
Scope
Wider range of products
Unit costs are lower
Scale
Production of same product
Unit costs
Internationalize
Glocalization
Local
Globalization
EPRG-model
Polycentric
Regiocentric
Ethnocentric
Geocentric
Porter's value chain
Operations
Outbound logistics
Inbound logistics
Marketing & sales
Services
Virtual value chain
Select & gather information
Sythesize information
Define information problem
Distribute information
Physical value chain
Production
Marketing
Research & development
Sales & service