Strategic Marketing

Introduction

Internationalization is a process which can be described as the procedure of increasing incorporating of international operations (Welch and Luostarinen , 1998 . In this process , the organizations mainly adopt different operations , strategies , structures and resources etc in to fit in the international environment . The main goal of this process is to have the well defined global presence in to gain competitive advantage and to improve its profitability . There are different stages of internationalization

Stages of Internationalization

The first stage is the domestic operations , in this stage the organization designs

its products and services such that it primarily serves its local customers . The second stage is Export operations . In this stage the product and services are open to other markets as well i .e . to the markets in different countries as well . Third stage in the process of internalization is Subsidiaries or Joint Venture . Here in this stage the organization firs move a little part of their operations to the different countries . Next stage after this is Multinational Operations . In this stage organization starts its new ventures in the international market , but keeps decision making authority with the headquarters in home country only . The last stage is the transitional stage wherein organizational decentralized decisional making to the fullest and organization 's operate in different countries selling products and services according to the country specific requirements (Alexander , 1997

The five major decisions in international marketing which affects the different stages are Resource and strategic commitment , selection of target markets , selection...