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Internationalisation in Marketing

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Uppsala model also identifies the differences that exist between and local and foreign environment. These differences are important for marketers as one strategy in a local setting may bear great benefit but the same strategy can lead to a disaster. So the difference between environments is very important and the model identifies this difference. In this regard, the model is greatly effective. The stages that are suggested in the model are also very helpful for international marketers. As the stages increase the investment in the foreign country also increases. This provides the marketers a proper framework to go by marketing their products in a stage-wise fashion.

First limited marketing is required and as the firm gains knowledge and increases its capital excessive marketing should be done. Uppsala model also holds that one kind of knowledge can be used in specific markets. This is not right for international marketers as different countries have different cultures and although the culture might be ‘ close’ it may not be the same. So different markets have different dynamics and marketers cannot generalize their strategies. This point discussed in the model is not of any use to the marketers. Overall Uppsala model provides a great framework for international marketers to help them develop a marketing strategy.

There are some things in the model which do not apply to marketers so they are not useful to marketers. Network model emphasizes on the relationships a firm develops and maintains in order to function smoothly in a foreign market. This model suggests that firms can tap into the international markets by developing networks which can help them eventually in starting up business in the international market. This model is greatly useful for international marketers because it involves building relationships.

Marketers can build a relationship with similar firms and can witness what kind of approach they are using to target the clientele in the foreign country.

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preview essay on Internationalisation in Marketing
  • Pages: 6 (1500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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