Titlebook: Global Marketing Strategy; An Executive Digest Bodo B. Schlegelmilch Book 2022Latest edition Springer Nature Switzerland AG 2022 Culture.Em

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https://doi.org/10.1007/978-0-230-58239-2ation in the context of global pricing and the closely related question of where price decisions should be made: centrally or locally. Other topics discussed in this chapter include transfer prices within multinational companies, dumping, gray markets, and parallel imports.

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From Resistance to Accommodation,cal or unethical. An understanding of the main issues underlying these debates helps executives to navigate through the thorny field of business responsibility in global marketing strategy and shows that responsible business conduct and economic success are two sides of the same coin.

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Balancing Global Synergies and Local Responsiveness,undations, the remaining discussion focuses on how managers can best achieve a balance between local responsiveness and global synergies. The chapter concludes with a list of instruments facilitating global marketing integration and arguments in support of local marketing autonomy.

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Global Business Responsibility,cal or unethical. An understanding of the main issues underlying these debates helps executives to navigate through the thorny field of business responsibility in global marketing strategy and shows that responsible business conduct and economic success are two sides of the same coin.

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