Corporate Strategy and International Marketing: Compete in the Age of Digital Globalization

Corporate Strategy and International Marketing: Competing in the Age of Digital Globalization explains how companies can achieve success in international markets by integrating corporate strategy and global marketing. The book highlights the importance of defining a clear mission, vision, and values, as well as analyzing the business environment using strategic tools that enable the identification of opportunities and risks.The book addresses topics such as international market research, consumer segmentation, brand positioning, and the balance between adaptation and standardization across different cultures. It also analyzes the main strategies for entering foreign markets, including exporting, franchising, licensing, strategic alliances, and foreign direct investment.Finally, it highlights the role of digital transformation, artificial intelligence, innovation, and sustainability as key factors for the competitiveness and growth of organizations in today's global economy.