Transnational Marketing Discussion: Competencies and Mobility Factors

This discussion board post provides an overview of transnational marketing, focusing on the competencies required for successful implementation and the contribution of mobility. It defines transnational marketing as borderless and stateless, drawing upon multiple cultures and territories. Key competencies discussed include developing a global vision, considering the country environment, creating effective branding strategies (both global and local), and planning for contingencies. The document also highlights how mobility enhances efficiency, visibility, and credibility in transnational marketing through the use of technology and improved access to expertise. The post concludes by referencing relevant academic sources that support the arguments presented, offering a concise yet comprehensive exploration of the topic.

Running head: DISCUSSION QUESTIONS
Discussion Questions
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1DISCUSSION QUESTIONS
Executive Summary:
The report aims at providing an overview of translational marketing. The report commences
with a brief overview about translational marketing and the competencies related to it. There
is also discussion on contribution of mobility as a factor for translational marketing.

2DISCUSSION QUESTIONS
Table of Contents
Competencies Related to Transnational Marketing...................................................................3
Contribution of Mobility to Transnational Marketing...............................................................5
References:.................................................................................................................................5

3DISCUSSION QUESTIONS
Competencies Related to Transnational Marketing
Transnational marketing refers to the administrative and geographic span of the
strategy operations and behaviour. In addition, translational marketing is borderless, stateless
and draws upon the multiple cultures, territories along with multiple reference points (Sirkeci,
2013). The competences related to the transnational marketing involves a combination of the
global reach coordination of the operations along with unique advantages of the local market
for driving market share, profit growth and sales.
However, the competencies related to Translational marketing include (Haery,
Aghajani & Bahrami, 2013):
Development of Global Vision
Transnational marketing represented operations in various global markets,
establishment of the value added activities and designing of the responsive organizational
structure that ensures the exploitation of the national differences and similarities. Thus, the
foundation of translational strategy lies in developing a global vision along with the
customized implementations for the region and the local markets.
Consideration of the Country Environment:
The environment of the country acts as a key aspect in translational marketing.
Business owners must choose a country based on the business environment prevailing
currently along with consideration of a sizeable estimate of the political and business
environment in a three to five years time. Emerging nations possess the power of encouraging
translational marketing through building linkages with local economy and thereby target the
local consumers.

4DISCUSSION QUESTIONS
Creation of Branding
Translational marketing might use the global brands or they might lead to the creation
of the specialized local brands. In this context, Japanese and American automakers however
believes in developing strategies related to single set brands compared to the development of
different brands in the different regions across the world. This helps in creating more
efficiency. However, global brands help in sharing certain characteristics that ensures
consistency in its market positioning.
Planning for Contingency
Contingency planning must is a vital aspect Translational marketing. This type of
marketing should not only consider the diversification of the supply sources but also have
alternative distributors kept as an option for contingency planning. In addition, the
management must take into account the customers and whether they would express
willingness of paying for the cost of maintaining and establishing the backup distribution and
supply arrangement.

5DISCUSSION QUESTIONS
Contribution of Mobility to Transnational Marketing
Mobility has not only become an integral part of the lives of the individuals but has
now become very important for business in enhancing its sales productivity (Alberti 2014).
However, the contribution of mobility to transnational marketing is as follows (Yoon 2014):
Enhance efficiency: The power of machine learning and artificial intelligence helps
in empowering sales team. The influence of mobility has empowered the sales people in
adjusting to the Smart phones for helping them with the basic tasks like get directions to
customer meetings via Siri app.
Enhance Visibility: This helps the sales team in effectively finding and using content
through surfing and searching through various folders and files.
Enhance Credibility: Brings the experts and the sales team closer to the experts.
With the emergence of the mobility solutions, the sales people can anytime reach the experts
either via the audio, text chat or video for improving the efficiency of the sales team.

6DISCUSSION QUESTIONS
References:
Alberti, G. (2014). Mobility strategies,‘mobility differentials’ and ‘transnational exit’: the
experiences of precarious migrants in London’s hospitality jobs. Work, employment
and society, 28(6), 865-881.
Haery, F. A., Aghajani, M., & Bahrami, M. (2013). Studying the Effect of Managerial
Executive Competencies on Marketing Effectiveness in Firms. International Journal
of Academic Research in Business and Social Sciences, 3(11), 433.
Sirkeci, I. (2013). Transnational marketing and transnational consumers (p. 75). New York,
Heidelberg, London: Springer.
Yoon, K. (2014). Transnational youth mobility in the neoliberal economy of
experience. Journal of youth studies, 17(8), 1014-1028.