Complete revision notes for Unit 4. Globalisation, global markets, international marketing and multinational corporations — everything you need for WBS14.
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The forces driving globalisation — why businesses trade internationally, the role of trade blocs, the impact on developed and developing economies, and the debate around free trade vs protectionism.
How businesses enter and compete in global markets — market entry strategies, assessing international opportunities, managing risk and Bartlett & Ghoshal's framework.
Adapting the marketing mix for international markets — standardisation vs adaptation, glocalisation, cultural differences and the challenges of marketing across borders.
The role and impact of multinational corporations — transfer pricing, FDI, ethical issues, the impact on host and home countries, and the power of global brands.
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