Most of the firms are eyeing at the global marketplace to improve their competitiveness. Considerable controversy has risen in recent years, concerning the most appropriate strategy in international markets. Deciding how to deal with the globalization of markets, poses tough issues and choices for managers and their firms. They must consider both - external environmental forces and internal organizational factors, before they arrive at an international marketing strategy.
The growing integration of international markets as well as the growth of domestic competition on a worldwide scale implies adoption of a global perspective in planning marketing strategy. This paper will discuss the factors that enable the industry to globalize it will also discuss the concept of global competitiveness and studies the factors leading to global competitiveness. In this paper, ideas from available literature are integrated in a comprehensive conceptual framework in which strategies can be formulated. The paper, further presents a basis for developing international marketing strategies along with a comprehensive discussion on developing domestic and global competitiveness.
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