MKTG3310 Study Guide - Final Guide: Optical Fiber, Social Innovation, Agnosticism
Document Summary
Week 12 marketing trends and globalisation: social innovation in the commercial world. Globalisation: a process by which firms operate on a global basis, organising their structure, capabilities, resources and people in such a way as to address the world as one market. Objective serve the global market by maximising the capabilities and advantages that individual countries have to offer. Integrates the activities of an organisation to capture the links among countries and to treat the entire world as a single, borderless market. I(cid:373)ple(cid:373)e(cid:374)ti(cid:374)g the (cid:272)o(cid:373)pa(cid:374)y"s glo(cid:271)al st(cid:396)ategy (cid:396)e(cid:395)ui(cid:396)es less (cid:271)u(cid:396)eau(cid:272)(cid:396)a(cid:272)y, flatte(cid:396) o(cid:396)ga(cid:374)isatio(cid:374)al st(cid:396)u(cid:272)tu(cid:396)es, effective and quicker communication and a clear understanding in each market area of the corporate vision. Increased vulnerability to global events such as natural disasters, war and terrorism. Lack of supply chain transparency really need to be aware of when you are looking at a firm that is globalised or is thinking of becoming more international.
