Abstract
The strategy of successful relationship marketing and customer focus are instrumental to domestic and global business growth. Many domestic companies face the dilemma of launching global-based operations while competing with the growth of indigenous competitors. The strong influence of native competitors in foreign markets necessitates a multinational company to develop a marketing strategy that would offer the firm a culturally diversified global market advantage. Many companies do not succeed in international markets, but most can succeed with the awareness of effective strategic leadership, marketing and cultural competence needed to be successful in international business environment.
ADEBOWALE ONATOLU, EFIONG AKWAOWO, PAULA ZOBISCH. (2016) Business Strategic Leadership, Marketing, and Cultural Competence in International Business, International Review of Management and Business Research, Volume 5, Issue 3.
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