International and multinational companies are showing an increasing interest in developing global strategies, that is, in taking integrated and globally uniform approaches to their strategy and planning process. There have been a number of studies discussing the merits of a global versus a local approach. However, none of these studies have empirically tested the complex implementation issues of a global marketing strategy, let alone an integrated global marketing strategy (Sheth,2001; Guerini 2006, 2007). Therefore a thorough analysis and research of global marketing operations integration is definitely needed. The framework of this paper is constructed on the basis of multi-disciplinary prior research by the author. Moreover, integrating marketing with further inter- and intra- functional activities, on a worldwide scale, involves some understanding of various issues in international business, including organization theory, trade theory, strategic management, marketing organization and strategy, social sciences, and an understanding of behavioral, relationship and cultural issues. The first part briefly reviews the main concepts regarding those theories in order to establish a conceptual foundation of the study. It then outlines the research questions and methodology, and the proposed output. The second part analyzes five Italian companies in order to gain a sound understanding of how and why Italian companies are implementing an integrated global marketing approach. The strategy used is a combination of case study research and archival analysis. The third part shows the main findings of the research and its limitations.
Centralization versus decentralization of marketing activities in leading Italian firms
CATTANEO, ELEONORA;GUERINI, CAROLINA
2008
Abstract
International and multinational companies are showing an increasing interest in developing global strategies, that is, in taking integrated and globally uniform approaches to their strategy and planning process. There have been a number of studies discussing the merits of a global versus a local approach. However, none of these studies have empirically tested the complex implementation issues of a global marketing strategy, let alone an integrated global marketing strategy (Sheth,2001; Guerini 2006, 2007). Therefore a thorough analysis and research of global marketing operations integration is definitely needed. The framework of this paper is constructed on the basis of multi-disciplinary prior research by the author. Moreover, integrating marketing with further inter- and intra- functional activities, on a worldwide scale, involves some understanding of various issues in international business, including organization theory, trade theory, strategic management, marketing organization and strategy, social sciences, and an understanding of behavioral, relationship and cultural issues. The first part briefly reviews the main concepts regarding those theories in order to establish a conceptual foundation of the study. It then outlines the research questions and methodology, and the proposed output. The second part analyzes five Italian companies in order to gain a sound understanding of how and why Italian companies are implementing an integrated global marketing approach. The strategy used is a combination of case study research and archival analysis. The third part shows the main findings of the research and its limitations.
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