GLOBALIZATION AND ITS IMPACT ON MARKETING

STRATEGIES

RESEARCH OF THE PROBLEM

Building on international business, strategic management and marketing literature, this project
advances prior knowledge on globalization and business by analyzing different effects of
globalization on firms. Globalization—the process of increasing social, cultural, political, and
economic interdependence—has resulted in several changes in business environment. Global
market opportunities and threats are major effects of globalization.
While the former refers to the increases in market potential, trade and investment potential, and
resource accessibility, the latter refers to the increases in number and level of competition, and
the level of uncertainty. Two empirical studies included in this project explore how these effects
influence firms’ international marketing activities and performance.

OBJECTIVE OF STUDY
The primary objective of this research is to gain a better understanding of the effects of
globalization on firms’ international marketing cooperation and performance of firms, both
indeveloped and emerging economies (i.e., the India, and the other countries).

The first two questions of this project are:

1) Does globalization affect firm performance?
2)Is the relationship between global market opportunities and its performance stronger
than the relationship between global market threats and its performance?

By answering these questions, the study indicates the extent to which firms in two different
economic contexts are affected by globalization. It also shows which dimension of globalization
effects tends to have stronger impact on the performance of firms that are located in very
different market environments.

RESEARCH QUESTIONS

Q1: Up to what extent Globalization is affecting different aspects of our life including culture,

environment and business or marketing?

a) Agree b) Strongly Agree c) Neutral d) Disagree

e) Strongly disagree

Q2: To study the different strategies used by the companies in this environment?

a) YES b) NO

Q3: To study the change in consumer behavior?

a) YES b) NO

Q4: To study the threats and opportunities globalization is creating?

a) Agree b) Strongly Agree c) Neutral d) Disagree

e) Strongly disagree

Q5: Companies take steps to go for globalization?

a) YES b) NO

Q6: To study “Is globalization useful for business.”?

a) Agree b) Strongly Agree c) Neutral d) Disagree

e) Strongly disagree