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LA DIMENSIONE GLOBALE DEI MERCATI E DELLE STRATEGIE COMPETITIVE
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Journal Article
LA DIMENSIONE GLOBALE DEI MERCATI E DELLE STRATEGIE COMPETITIVE
1989
Overview
Global marketers, global products, global thinking. Why is global becoming a key word, used more and more by managers, entrepreneurs and scientists to give new meanings to old concepts? The paper aims to explain why globalization is regarded as the new feature in today's life. First of all the paper will give the reasons for the extension of globalization from the market of raw materials to the consumer product's sector and the consequences of it. Then demand and supply will be discussed. The reader can find out why international segments are growing in today's economy and how cultural barriers could stop the technological thrust which leads to the standardization of needs and products. But today's globalization is not only linked to standardization; in fact a new phenomena in company strategy will be discovered which aims to gain the competitive advantage all over the world in every business function. Finally the paper will have a look at threats and opportunities for Italian businesses in today's global economy. In this context the position of small and medium sized firms in front of global competitors will be considered too.
Publisher
Societa Cattolica Italiana per gli Studi Scientifici
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