Competitive Marketing Planning and Strategy

Running head: COMPETITIVE MARKETING PLANNING AND STRATEGY
COMPETITIVE MARKETING PLANNING AND STRATEGY
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1COMPETITIVE MARKETING PLANNING AND STRATEGY
Abstract
With an ever increasing competition because of the emergence of globalisation, the
companies have the choice to either oppose the change, or to embrace it. Cross border
collaboration and digital cross organisation are two of the most emerging research issues of
present days. The key drivers of this development are the collaboration related systems of
information. A very well-structured discourse is necessary in this case as because of the
practical relevance as well as the interdisciplinary nature of the issue. This paper has
presented a systematic study on the publication by laying emphasis on the digital
collaboration in the cross border and in the cross organisational settings. Based on the
findings of the paper, the key implications and observations are discussed.

2COMPETITIVE MARKETING PLANNING AND STRATEGY
Introduction
A company that opt for to embracing globalisation could, even with the risks engaged,
develops a noble business cases from the opportunities that are brought by globalisation. The
competition in between the firms in the global market is rapidly increasing. It requires the
established firms to be more innovative and flexible. There are many ways of attainting and
achieving flexibility without critically changing the capabilities of a firm. One of the most
suitable way of avoiding such competition and gaining new perspectives is getting engaged in
the cross-industry collaboration. The main objective of this report is to explore on how the
companies get engaged in the cross industry collaboration for boosting their capability of
innovation. By taking into consideration that the cross-industry collaborations is a
comparatively unexplored field within the present research, an approach that is explorative is
used in this paper. The frame of reference that is conducted deals with the innovation in
general along with inter-company collaboration as well as cross-industry collaboration
specifics.
Literature Review
Cross border Collaboration
Figure 1: Ten conditions for cross-border collaboration for innovation
As per Moreno-Munoz et al. (2016), the world is becoming smaller and smaller and
the businesses are all taking the advantage of the development in technology and the people