Introduction improved consideration of the way in which


Globalization is a reference often used by a lot of people and is defined in various ways. It means the rising fusion of the globe’s trade and Industry order by way of cutback of such hurdles to global business as levies, export charges and import rations. The aim is to add to material affluence, commodities and services by way of an intercontinental sharing out of effort through good organization(s) enhanced by global associations, specialism and contention (Chapman, 2009, p. 27).

It depicts the means through which area financial systems, civilizations, and customs have turned out to be incorporated by way of communication, haulage, and doing business. The reference is for the most part directly linked with the reference economic globalization. This refers to the amalgamation of state-run financial systems into the intercontinental economy by way f buying and selling, overseas direct venture, resources flows, migration, the broadening of expertise, and armed forces being there.

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Nevertheless, globalization is normally made out as being caused by a blend of financial, scientific, socio-cultural, opinionated and organic features. The reference can also point to the worldwide flow of initiatives, lingos, or popular culture by way of assimilation. A feature of the globe that has undergone the course can be said to be globalized.

As a result globalization, it is imperative that businesses and various other ventures have to alter their way of doing things so as to stay afloat or survive in the marketplace.

This means that they need to rethink their strategies in order to incorporate the reality of globalization. International marketplaces and especially the surfacing ones present lucrative prospects (Hanksworth & Cookson, 2010). For a lot of businesses it is the single front for advancement as subsisting marketplaces get established with a small number of opportunities for lucrative chances.

As international markets develop by way of the rising use of the World Wide Web and with enhanced delivery chains, it is probable that there are a lot of unexploited sectors around the globe that would open to a transnational firm, in spite of the trade. Progressively, the globe is turning out to be an accessible international business place. To stop production, selling, and offering services at one’s home-base boundaries is not just whimsical, but also ill-judged.

Intercontinental marketing and existence is mostly characterized majorly in conditions of the echelon of participation of the firm in the worldwide marketplace, and sell overseas, transnational and worldwide marketing are most extensively mulled over. As a result, these are the major areas in which the strategies of any international venture or one that aims to go that way need to ponder over.

Globalization and global marketing

Local and even multinational firms need to build up global selling tactics as globalization becomes enhanced the more so as to perk up business performance by way of augmentation and reinforcing their cut-throat advantage. There needs to be crafted various tactics for various markets in order to have a feel of these markets. The various strategies as well assist the firm have an improved consideration of the way in which the various markets work.

The various markets are vital as they assist in presenting to the firm the ways and features of the markets and as a result the firm can be in a position to change in the altered surroundings (Gordon, 2004, p. 36). Coming up with various tactics will assist any firm in making certain that it stumbles upon minor difficulties while embarking on a new market. Through employing various tactics the firm will not have given anything that will give it more setbacks.

The strategies that firms will use in this case will have to bear in mind the kind of environment in which they conduct business. For instance, in urbanized nations it is to some extent easier to get in as they normally have totally up to date infrastructure, supply and various other aspects, which are the helping features. The case is not the same in developing economies. In such cases the strategies will have to be a bit different from the ones employed in developed nations.

A more bendable advance is called for; reason being that in such set ups there tends to be more of resentment of their state privileges and less sophisticated in their infrastructure. All that the strategists of various businesses willing to conduct their trade in such set ups need to know is that the sales prospects of such areas are pretty sizable. Such markets can be exploited productively so long as the business is prepared to find its feet.

Globalization has had and will continue influencing the strategies of international businesses as has been observed by business experts since 2006. It has been seen that the most flourishing intercontinental ventures are assertively building their universal strategies around given theses, failure of which they risk losing out to their competitors. Strategies have to change due to the greater than before market contact due to the opening up of markets in places such as China and Europe (Bhagwati, 2004, p. 41).

There needs to be aggression in marketing and the services and commodities offered need not to run out at crucial times. Still on the global markets and their prospects, crafted strategies have to bear in mind the greater than before market chances. These are as a result of the exemption of lots of markets, such as the monetary market and denationalization of state-owned utilities. New tactics have got to ensure homogeny of business standards in order to remain relevant.

For instance, this is highly encouraged by the European Union. As a result, businesses out to venture into this region have to at least meet the set standards at the minimum. Another shift in strategy for international businesses in the face of globalization is in the obtaining of commodities, components and services from a broader array of countries, especially those up-and-coming markets with a far above the ground proportion of expertise to cost.

For instance, it will be more lucrative to invest in a place where there is cheap and available labor for labor-intensive firms. Businesses that hope to remain afloat have to shift to more internationally standardized commodities and services, especially in sectors of new-fangled expertise. This is due to the high rate of adoption of latest trends and equipment.

As a matter of fact, this has to be carried out without fail in more culturally responsive commodity sectors, like that of food. Businesses specializing in sectors of information technology have got to be careful with the expenses of exploration(s) and advancement (Fiss & Hirsch, 2005, p. 29). This falls under regular expertise that is utilized in many more markets and if the associated expenses are far above the ground then such costs have got to be met through trade in a lot of countries.

Globalization will as well lead to a shift in the strategies of international businesses due to comparable client needs. This will definitely call for international client sections, being as a result of enhanced communication and movement. Strategies of businesses of such caliber have no choice but to take this into consideration. Globalization has led to and will keep enhancing the mutuality of markets. This is mainly as a consequence of the rivalry from similar firms in each key market.

This means that marketing strategies of any venture in such set up(s) will have to grapple with this. In as much as there are rivalries for market(s), there have been seen emerging international organization strategies that all the time more treat the globe as one market. It has been observed that businesses that are doing good have taken advantage of this and thus, strategies will have to go this way even in future.

With globalization comes transnational and multicultural administration. This has been a key challenge to businesses and their administrators. An international business set up is extra intricate with more variables, and thus becomes trickier to run (Globalization and business, 2010). Leadership strategies in international businesses will have to take this into consideration and draft guidelines that will ensure people from various countries and cultural backgrounds are able to work in harmony and achieve set goals for prosperity.


As national boundaries become less essential, international businesses have all the chances for growth so long as they put in place strategies that will ensure they are ever on the rise. Consumers of various commodities and services are becoming more identical as the world develops.


Bhagwati, J. (2004). In Defense of Globalization. Oxford, New York: Oxford University Press.

Chapman, R. (2009). Culture wars: an encyclopedia of issues, viewpoints, and voices, Volume 1. 2009: M.E.Sharp

Fiss, Peer and Hirsch, Pal. (2005). The Discourse of Globalization: Framing and Sensemaking of an Emerging Concept. American Sociological Review, February 2005. vol. 70 no 1: 29–52.

Globalization and business (2010). Available from, [Accessed July 5, 2011].

Gordon, P. (2004). Globalization: Europe’s Wary Embrace. Yale Global, 1 November 2004.

Hanksworth John and Cookson, G. The World in 2050, Beyond the BRICs: a broader look at emerging market growth prospects. PricewaterhouseCoopers LLP. Available from [Accessed July 5, 2011].

Held, David. McGrew Anthony. (2001). “Globalization”, in The Oxford Companion to Politics of the World by Joel Krieger (Aug 2, 2001) Oxford University Press.