Global Marketing Organization

Abstract

In global marketing, firms can enter international markets with a variety of modes and pursue various marketing strategies. To implement their international marketing strategies effectively, however, firms must ensure that they develop the right organization structures that fit their marketing strategies. This chapter discusses various international marketing entry modes and international marketing strategies, and describes the right organization structures that are conducive to implementation of different types of international marketing strategies. These range from the simpler organizational structures for small and medium-sized enterprises (SMEs) to complex organization structures for large multinational corporations (MNCs). The rationale for the match between firms’ international marketing strategies and their required organization structures is also discussed.