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Description:
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Мета статті полягає у дослідженні стандартизації як складової міжнародної маркетингової стратегії фірми з позицій виокремлення домінант її впровадження під впливом ринкового середовища та потенційних наслідків для компаній. Доведено, що концепція стандартизації з точки зору застосованих методологічних підходів до її дослідження потребує як між-, так і трансдисциплінарного дослідження, адже саме на таких засадах можливо виявити її фундаментальний вплив на розвиток стратегій міжнародного маркетингу, визначивши стандартизацію як міру, в якій фірми застосовують єдину сукупність змінних (єдину сукупність показників) маркетингової діяльності на національних ринках. На прикладі сформульованих й протестованих в межах концептуальної моделі Шайлка-Рейманна-Томаса восьми гіпотез щодо впливу стандартизації на результативність роботи фірми в умовах здійснення нею міжнародної діяльності, продемонстровано спосіб, в який може піддаватися ревізії будь-яка міжнародна маркетингова стратегія на відповідність сучасним вимогам глобального ринку. The article is devoted to the study of foreign trade marketing, which involves deliberate and purposeful combination of instruments for international business management. Five global marketing strategies are emphasized, enabling for making a right choice of business directions at firm level: internationalization strategy (expansion into new markets); globalization strategy (standardization of products on the basis of international standards and identification of country-specific characteristics of markets); diversification strategy (launch of new products manufacturing); segmentation strategy (manufacturing of goods according to consumer groups, i. e. segments); cooperation strategy (cooperation with other companies by the principle of mutual benefit). It is revealed that because the current globalization process in the world economy requires continuing development and improvements in business strategy, the existing models need further specification.
The objective of this research is to investigate standardization as a component of the international marketing strategy at firm level by emphasizing the dominants of its implementation under the impact of the market environment and potential implications for companies. It is demonstrated that from the point of view of methodologies applicable for its analysis, the concept of standardization requires both interdisciplinary and transdisciplinary studies, as they can lay foundations for identifying its fundamental impact on the development of international marketing strategies by defining standardization as a degree to which firms apply a single set of variables (a single set of indicators) of marketing activities on domestic markets. Using eight hypotheses on the impact of standardization on the performance of a firm engaged in international business, formulated and tested by O.Shilke, M. Reimann, J. S. Thomas, a method is demonstrated by which any international marketing strategy can be subject to revision to the effect of its compliance with the current requirements of global market. The conclusion is made that standardization should be considered in light of other important policies and strategies of a firm, and certain organizational activities and characteristics may have significant implications for the effectiveness of global standardization.
The effectiveness of an international marketing strategy depends on the competition strategy of a firm, because international marketing and competition strategies need to be properly coordinated. Previous studies proposed two main competition strategies that could be adopted by firms striving to increase profit rate: differentiation and cost leadership. Both strategies continue to have impact on the strategic management in theoretical and applied research, being considered as important moderators of the link between standardization and performance.
Global marketing strategies depend on the competitive structure of an industry, which is essentially determined by the supplier-consumer balance, coming of new actors on the market and introduction of innovative goods.
The competition on global market has been strengthening, turning into hyper-competition, which provokes redistribution of competitive forces. Therefore, companies running business on international market need to be ready to flexible strategic decisions enabling them to adapt to new market situations and moods with minimal time and resources, in order to make effective use of their own competitive advantages. |