Economic Themes (2011) 49 (4) 9, 651-666
Aleksandar Grubor
Abstract: Globalisation process has resulted in a new international business paradigm, parallel with product globalization and business process globalization. Conducting business operations in the global market requires knowledge of complex business trends and fundamental tenets of achieving marketing competitiveness. On the one hand, changes in global environment remove companies’ restrictions on market entry, while, on the other, they undoubtedly change the conditions of long-term sustainable competitiveness. Global marketing competitiveness increasingly rests on the rational exploitation of available business resources, active innovation of marketing know-how, and focus on both customers and competitors. The basis for this is sustainable and transferable competitive advantage, which is also perceived by global consumers as consumer advantage. Global companies strive to achieve high absolute value, i.e. high value in relation to minimised costs. This implies finding ways of meeting global challenges that competitors will not find easy or quick to respond to in an appropriate manner.
Keywords: globalization; marketing competitiveness; competitive advantage
GLOBAL MARKETING COMPETITIVENESS
Aleksandar Grubor
Abstract: Globalisation process has resulted in a new international business paradigm, parallel with product globalization and business process globalization. Conducting business operations in the global market requires knowledge of complex business trends and fundamental tenets of achieving marketing competitiveness. On the one hand, changes in global environment remove companies’ restrictions on market entry, while, on the other, they undoubtedly change the conditions of long-term sustainable competitiveness. Global marketing competitiveness increasingly rests on the rational exploitation of available business resources, active innovation of marketing know-how, and focus on both customers and competitors. The basis for this is sustainable and transferable competitive advantage, which is also perceived by global consumers as consumer advantage. Global companies strive to achieve high absolute value, i.e. high value in relation to minimised costs. This implies finding ways of meeting global challenges that competitors will not find easy or quick to respond to in an appropriate manner.
Keywords: globalization; marketing competitiveness; competitive advantage
