Strategic International Marketing
International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to wor
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Strategic International Marketing With 44 Figures and 33 Tables
Springer-Verlag Berlin Heidelberg New York London Paris Tokyo Hong Kong
Professor Dr. Hans Gunther Meissner Lehrstuhl fUr Marketing Universitiit Dortmund Postfach 500 500 0-4600 Dortmund 50, FRG
ISBN-13:978-3-642-75479-1 e-ISBN-13:978-3-642-75477-7 DOl: 10.1007/978-3-642-75477-7 Library of Congress Cataloging-in-Publication Data Meissner, Hans Gunther. [Strategisches internationales Marketing. English) Strategic international marketing / Hans Gunther Meissner. p.cm. Translation of: Strategisches internationales Marketing. Includes bibliographical references.
ISBN-13:978-3-642-75479-1 (U.S.)
1. Export marketing--Germany (West) 2. Foreign trade promotion--Germany (West) 3. Export marketing. I. Title. HF 1009.7.G3M4513 1990 382' .6'0943--dc20
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Foreword
The growing dynamic of the world economy is exerting an increasing influence on the economy and the economic development of many countries and many companies. The international division of labour has become a key factor in economic development. The commercial success of many companies is determined both by international possibilities of sales and purchase, and also by international alternatives of finance and production. The importance of internationalisation and its significance for company policy first made themselves felt with the multinational and international companies and contributed to the world success of individual companies. However, with increasing export quotas and with the differentiation of foreign activities, internationalisation is growing in significance for those companies which have previously only been nationally oriented, and consequently, for firms of medium size. The internationalisation of the activities of companies is influenced in a far-reaching manner by the field factors which companies have to take into account on a variety of foreign markets. Here, in addition to legal and economic field factors, one is dealing in particular with sociocultural constraints which the companies can influence either not at all or only to a very limited extent, so that they must adjust
