INTERNATIONAL MARKETING STRATEGIES IN THE GLOBALISATION ERA

This paper aims to present an overview of the international marketing characteristics, trying to reveal the issues differentiating it from the domestic marketing. Everything starts from analysing the impact of globalisation on the removal of cross borders and the extent to which this is reflected into a trend towards a common, global strategy manifested on the global market. Yet, this transition doesn't occur suddenly; any company passing from a domestic position to a global one shall undergo several stages and adopt various instruments allowing it to go forward. From this perspective, a comparative versus competitive advantage is approached, this work outlining that the companies acting internationally shall consider the opportunity cost both of their origin country in relation to that of the target country, as well as of the companies concerned in relation to their competitors acting in the same industry. The intention of the paper is also to detect the most appropriate means for conceiving and developing adequate international marketing strategies, given the ocean of unknown variables the international company has to deal with on the foreign market, to select the most fitted marketing mix allowing it to address issues successfully.