What are the dimensions of GM strategy and why are they important?
Global market participation is the extent to which a company had operations in major world markets.
Standardization versus adaptation is the extent which each marketing mix is standardized or adapted in various country markets.
Concentration of marketing activities is the extent to which these activities related to the marketing mix are performed on ore or a few country locations.
Coordination of marketing activities refers to the extent to which marking activities related to the marketing mix are planned and executed interdependently around the globe.
Integration of competitive moves is the extent to which a firm's competitive marketing tactics in different parts of the world are interdependent