Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations

Mills, Michael K. (2012) Marketing planning challenges in international business: a managerial analysis framework for regional and global strategy development considerations. In: 2012 Regional Development: Connectedness, Business and Learning: Creating Sustainable Communities, 20 Jun 2012, Brisbane, Australia.

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Abstract

Many scholars and executives are convinced that conventional strategy paradigms are inadequate given the challenges of today's rapidly changing business environment. In particular the literature suggests that organizations do not have the required tools to optimally determine the appropriateness of utilizing a regional versus global strategy approach. This article suggests the time is right for 'unpacking' and re-conceptualizing strategic orientation in light of the difficulties faced by marketers in an increasingly global marketplace, and suggests a new management framework for analysis and regional strategy development.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: 2012 USQ Faculty of Business and Law Research Retreat.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 20 Jan 2013 05:15
Last Modified: 04 Sep 2017 23:20
Uncontrolled Keywords: strategic orientation
Fields of Research : 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150308 International Business
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150312 Organisational Planning and Management
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/22401

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