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Economic and Strategic Fundamentals
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Economic and Strategic Fundamentals The marketing strategy of a global company will be different than one only facing domestic issues. There are various concepts that must be understood that are particular to a multi-national environment. In this module, we discuss fundamental concepts, which are important to understand before moving on. We will look at the various types of advantages that a company can seek in a global environment, such as first-mover advantage. We will also discuss the difference between country and firm-specific advantages, and which are more sustainable. In addition, we will outline the phenomenon of leading markets and their affect on a global strategy. Finally, we will discuss major problems that global companies often face, such as global competitors, exchange rates and barriers to entry. A Online course provided by UCLA Extension in Los Angeles, California, United States
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