Page 5 - PR Communication Age APRIL 2016
P. 5
Cover Story
Global
Marketing: In
the Year of the
Monkey
A ccording to a new study by IBM Corp., the great- highly competitive marketplace. The global market today
est business challenge today is industry conver- is no longer monopolised by the multi-national companies
gence, in which competition increasingly comes MNCs only. Organisations, large and small, are directly or
from both inside and outside their traditional indirectly involved in international business through licens-
spheres of business, often fueled by digital innovation. The ing, franchises, joint ventures or direct investment.
advise is specific - "….Companies have to reassess their stra-
tegic direction because the world around them is changing." Global marketing includes the harmonisation of marketing
The question that surfaces is clear - are the blue-chips bet-
ter prepared to manage the increasing complexities of mar-
keting roles and responsibilities today?
In fact with the rapid process of globalisation and advance-
ment in technology the world has become a smaller but
About the author
Dr B K Mukhopadhyay
Management Economist, and an International Commen-
tator on Global Economic and Business affairs; is pres-
ently the Director at Netaji Subhas Institute of Business
Management, Jharkhand, India.He can be reached at
m .b ib has @gm ai l .c om .
PR COMMUNICAT ION AGE April 2016 5
