Abstract
It is impossible to predict the future with any degree of certainty. However, what is possible is to spot trends. This chapter aims to identify some of these trends and discusses the likely implications for global marketing strategy. Decision-makers need to understand how they can capitalize on the opportunities trends may offer and minimize the threats they represent. Hence, the chapter revisits the idea of a balanced approach to global marketing strategy. It illustrates how corporations need to find the right mix between the exploitation of existing products and services versus the exploration of emerging trends; the evolutionary and revolutionary change in transformation processes; and the global standardization and local adaptation to take best advantage of emerging trends.
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- 1.
BrainyQuote (n.d.).
- 2.
Dan Quayle Quotes (n.d.).
- 3.
Goodreads (n.d.).
- 4.
Tumblr.com (n.d.).
- 5.
BrainyQuote (n.d.).
- 6.
Pitt and Schlegelmilch (2008).
- 7.
The Economist (2013).
- 8.
Globalization and Trade (2008).
- 9.
Cairncross (2001).
- 10.
Maddison (2010).
- 11.
World Trade Organization (2011).
- 12.
BBC News (n.d.).
- 13.
UNCTAD Geneva (2013).
- 14.
Keegan and Schlegelmilch (2001).
- 15.
Pitt and Schlegelmilch (2008).
- 16.
Eurobarometer 69 (2008).
- 17.
Cowen (2002).
- 18.
Barber (1995).
- 19.
BrainyQuote (n.d.).
- 20.
Euromonitor (2011).
- 21.
- 22.
BrainyQuote (n.d.).
- 23.
BBC News (2004).
- 24.
The Population Reference Bureau (2010).
- 25.
UNFPA (2014).
- 26.
UNFPA (2014).
- 27.
International Labour Organization (2013).
- 28.
UNFPA (2014).
- 29.
UNFPA and HelpAge International (2012).
- 30.
UNFPA and HelpAge International (2012).
- 31.
Hoffman (1966).
- 32.
Vernon (1971).
- 33.
Ohmae (1995).
- 34.
Rodrik (2011).
- 35.
The World Values Survey (n.d.).
- 36.
Alesina and Spolaore (2003).
- 37.
Rodrik (2013).
- 38.
Roth (2015).
- 39.
United Nations (2014).
- 40.
OECD (2006).
- 41.
The Economist (2015a).
- 42.
The Economist (2015b).
- 43.
The Fuse Joplin (2014).
- 44.
Manyika et al. (2013).
- 45.
Brown et al. (2003).
- 46.
Thompson et al. (1994).
- 47.
Brown et al. (2003).
- 48.
VW.com (n.d.).
- 49.
Davis (1979).
- 50.
Liu (2009).
- 51.
Trivett (2011).
- 52.
Apple has more than 34,000 full-time employees and we assumed an average wage bill of US$50,000 per person.
- 53.
Nestle.com (2015).
- 54.
Volkswagen.com (n.d.).
- 55.
FOA (n.d.).
- 56.
Lowry (2014).
- 57.
Simon (2007).
- 58.
Hennigan (2015).
- 59.
Palm (2014).
- 60.
Knight and Cavusgil (2004).
- 61.
Johanson and Vahlne (1977).
- 62.
Jacobides (2005).
- 63.
Arora et al. (2001).
- 64.
Macher and Mowery (1998).
- 65.
EU15 refers to the countries that where members of the European Union prior to the accession of ten additional countries in 2004. The EU15 countries are Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden and the United Kingdom.
- 66.
Citi: 10 Mega-Themes that Spell the End of Western Dominance (2010).
- 67.
United Nations Conference on Trade and Development (UNCTAD) (2010).
- 68.
UNESCO (2010).
- 69.
The Economist (2014a).
- 70.
Wang et al. (2012).
- 71.
Atsmon et al. (2011).
- 72.
Eurostat (2015).
- 73.
Arnold (2014).
- 74.
The World Economic Forum (2014).
- 75.
All retail, apparel and footwear and luxury goods figures mentioned in this paragraph are retrieved from Euromonitor, http://portal.euromonitor.com. Accessed March 30, 2015.
- 76.
The Economist (2014b).
- 77.
OECD (2001).
- 78.
- 79.
World Economic Forum (2014).
- 80.
Gruber and Schlegelmilch (2014).
- 81.
United Nations Framework Convention on Climate Change (n.d.).
- 82.
McKinsey Global Institute (2011).
- 83.
Segaran and Hammerbacher (2009).
- 84.
Zeng (2015).
- 85.
McKinsey Global Institute (2011).
- 86.
Duhigg (2012).
- 87.
Zeng (2015).
- 88.
European Commission (2014).
- 89.
Federal Trade Commission (2014).
- 90.
Payton and Claypoole (2014).
- 91.
March (1991).
- 92.
Prange and Schlegelmilch (2009).
- 93.
In Chap. 1, we already talked about global strategy as a balancing act.
- 94.
Also see Chap. 9.
- 95.
Also see Chap. 5.
- 96.
Pitt and Schlegelmilch (2008).
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Schlegelmilch, B.B. (2016). The Future of Global Marketing Strategy. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-26279-6_11
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