Globalization & International Marketing Strategy

Running head: GLOBALIZATION & INTERNATIONAL MARKETING STRATEGY
Implementation of International Marketing Strategy
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1INTERNATIONAL MARKETING STRATEGY OF HRM
The phenomenon of globalization is an ongoing process of transformation
towards an increasing social, cultural, financial, economic and political, market and
environmental interrelationship among various nations. Along with the marketing strategies
the roles and responsibilities of human resource management of multinational companies are
changing the nature as the contemporary business faces the stress of globalization. Modern
business scenario is surrounded with numerous complicated issues due to factors like
globalization, and in order to handle all these challenges in a right way, human resource
department (McDonnell, Lavelle and Gunnigle 2014) need to make changes within the
business enterprise. Multinational IT companies like IBM, Microsoft have adopted policies of
outsourcing experts from different parts of the world to fulfil business requirements. Talent
management has become difficult across the world, as there is a long-term demand of highly
skilled employees everywhere. The success of a company depends on the performance of
human resource and it helps to sustain competitive advantage in the market. This article
investigates the effects of globalization in the marketing function of a multinational company.
The term ‘globalization’ refers to the economic and political interdependence of countries,
financial and market collaborations, development of social and cultural communication as
mentioned previously, induced by the advancement of communication and transportation
technologies and flexible trade policies of the countries. There are certain advantages of
globalization with a strong impact on business. The global market comes with a variety of
product for consumers and companies. The flow of information has become smoother and
faster worldwide and overcome all the barriers of culture depending upon the developed
technologies. The same factor acts positively when a business organisation wants to invest
over an international project. Considering the threats and opportunities driven by the
globalization, the business firms have begun to adapt necessary organizational strategies and
structures. The companies who have followed the business trends so far, turned out to be