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The Future of Global Marketing Strategy

In: Global Marketing Strategy

Author

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  • Bodo B. Schlegelmilch

    (WU Vienna)

Abstract

It is impossible to predict the future with any degree of certainty. However, what is possible is to spot trends. This chapter aims to identify some of these trends and discusses the likely implications for global marketing strategy. Decision-makers need to understand how they can capitalize on the opportunities trends may offer and minimize the threats they represent. Hence, the chapter revisits the idea of a balanced approach to global marketing strategy. It illustrates how corporations need to find the right mix between the exploitation of existing products and services versus the exploration of emerging trends; the evolutionary and revolutionary change in transformation processes; and the global standardization and local adaptation to take best advantage of emerging trends.

Suggested Citation

  • Bodo B. Schlegelmilch, 2016. "The Future of Global Marketing Strategy," Management for Professionals, in: Global Marketing Strategy, edition 1, chapter 11, pages 221-249, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-26279-6_11
    DOI: 10.1007/978-3-319-26279-6_11
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    Cited by:

    1. Hua Yu & Muhammad Salman Shabbir & Naveed Ahmad & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han & Miklas Scholz & Muhammad Safdar Sial, 2021. "A Contemporary Issue of Micro-Foundation of CSR, Employee Pro-Environmental Behavior, and Environmental Performance toward Energy Saving, Carbon Emission Reduction, and Recycling," IJERPH, MDPI, vol. 18(10), pages 1-15, May.

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