Page 67 - GLOBAL STRATEGIC MARKETING

Figure 1.1: The Strategic Marketing Process

One of the key areas of analysis includes the MACRO environment
(PEST) which is discussed in the following section.

1.9 The political environment

Several political factors stand out as influences on internationalisation over
the course of the next hundred years (Douglas and Craig, 1995; Doole and

Lowe, 2008; Woods, 2001). They include:

• The integration of developing countries and formerly centrally planned
economies into the international economy

• The difficulties and challenges that come as a result of the economic
inequality across the world

• The question of who runs the world; decisions of involvement are
made by the largest multinational companies, raising questions of

where the centre of control actually is, and whether the main decisions
are made in the boardroom or by the government

• The role of world organisations such as the OECD, the World Bank,
the WTO, the European Commission and the IMF in relation to