Primary Models of International Marketing

In some countries, consumer attitudes toward foreign products reflect their desire to protect the company's competitiveness in the home market. Even governmental entities tend to protect the company's competitiveness in the home market. To counter this protectionism, some organizations operate their foreign subsidiaries as independent units with minimum interference from headquarters and allow their foreign subsidiaries to take more responsibility, such as adapting designs and manufacturing product to meet local needs. Conversely, other organizations operate their entire international operations as a single, global-market segment and market the same product worldwide maximizing economies of scale both in production and research and development (R&D). Discuss the three primary models of international marketing that address the marketing mix: •ethnocentric •geocentric •olycentric Discuss the three models and how they differ. •Describe whether a company markets a product or service influences the choice of one model over another. •Discuss how cultural differences may affect the choice of model.