Strategi Pemasaran Global di Pasar Indonesia

Authors

  • Freddy Simbolon Bina Nusantara Univerisity

DOI:

https://doi.org/10.21512/bbr.v4i1.1406

Keywords:

globalization, global marketing strategy

Abstract

Globalization is a new challenge for companies in the implementation of marketing strategy. Due to globalization, companies are required to compete with world class companies that have large capital and higher quality products. Indonesia currently becomes the market target for global companies to enjoy huge profits, while the Indonesian companies lost the competition. This study aims to obtain global marketing strategy for Indonesian companies in Indonesian market. Research method used is descriptive analisys. Merger between adaptation of marketing strategies and standard marketing strategy is appropriate strategy in Indonesian market.

Author Biography

Freddy Simbolon, Bina Nusantara Univerisity

Management Department

References

Al-Rodhan, Nayef R.F. (2006). Definitions of Globalization: A Comprehensive Overview and a Proposed Definition. Geneva: Ambassador Gérard Stoudmann, Geneva Centre for Security Policy.

Ginting, P. (2008), Mencermati Misteri Globalisasi: Menata Ulang Strategi Pemasaran Pariwisata Indonesia dengan Tourism Satisfaction (Toursat) Approch, Pidato Pengukuhan Guru Besar Tetap dalam Bidang Manajemen Pemasaran pada Fakultas Ekonomi, Universitas Sumatera Utara, Medan.

Larsson, T. (2001). The Race to the Top: The Real Story of Globalization. U.S.: Cato Institute.

Levitt, T. (1983). The Globalization of Markets. Harvard Business Review, (May-June), pp. 92-102.

Maulana, A. (1999). Strategi Pemasaran Global. Agrimedia. Vol 5, No. 3, pp. 34-37.

Viswanathan, N.K. and Dickson, P.R. (2006). The Fundamental of Standardizing Global Marketing Strategies. International Marketing Review. Vol 24, No.1, pp. 46-63.

Vrontis, D., and Thrassou, A. (2007). Adaptation vs. Standardization in International marketing – the country-of-origin effect. Innovative Marketing. Vol. 3, Issue 4, pp. 7-20.

Yücel, R., Elibol, H. and Dağdelen, O. (2009). Globalization and International Marketing Ethics Problems. International Research Journal of Finance and Economics. Issue 26, pp. 93-104.

Zou, S., and Cavusgil, T.S. (2002). The GMS: a broad conceptualization of global marketing strategy and its effect on firm performance. Journal of Marketing. Vol. 66 No. 4, pp. 40-56.

Downloads

Published

2013-05-31
Abstract 2543  .
PDF downloaded 11448  .