Reviewing the pre-and post-1970 global environment, the author discusses the implications of changes for international marketers. The discussion is organised around the topical categories of international financial system, international trade patterns, commercial policy, technological changes, and global competition. The author also elaborates on the likely future developments in international marketing.
The Triad nations—Japan, North America, and Western Europe— have emerged in recent decades. To cope with the growing international competition between these areas, firms based in these countries have formed strategic alliances, frequently with partners from another member of the Triad. This article examines these alliances to determine the patterns, similarities, and differences between alliances formed in different parts of the Triad.
The issue of “piggybacking”, an old and early form of
strategic partnering, is addressed. In particular, piggy‐backing is
discussed as a strategy to serve foreign markets, especially where the
market has high entry barriers. The main requirements for piggybacking
are producing quality goods and finding firms to carry them for you.
Piggybacking is a viable alternative for firms with limited exporting
activities, limited resources and lack of foreign market knowledge. The
authors assess the pros and cons for both “carrier” and
“rider”, and give case examples of recent piggy‐backing
activity, including the implications for developing countries.
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