The Global Marketing Environment

Schlegelmilch, Bodo B.

doi:10.1007/978-3-030-90665-8_2

Bodo B. Schlegelmilch²

Part of the book series: Management for Professionals ((MANAGPROF))

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1 Citations

Abstract

This chapter introduces different analytical frameworks to analyze foreign market characteristics. We discuss two approaches in depth: the CAGE framework, which looks at cultural, administrative, geographic, and economic differences between countries, and the PESTEL framework, which focuses on political, economic, social, technological, environmental, and legal aspects. Subsequently, we use the PESTEL framework to illustrate the relevance of some pertinent market characteristics in developing global marketing strategies.

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Notes

1.
Ghemawat (n.d.).
2.
Ghemawat (2007a).
3.
Ambos et al. (2006).
4.
Ghemawat (2007b).
5.
Petricevic and Teece (2019, p. 1489).
6.
Reuters (2020).
7.
Stothard (2016).
8.
McKinsey (2013) and Bjarnegård (2020).
9.
McKinsey (2013) and PwC Myanmar Co (2018)
10.
Hardaker (2017) and Mon (2018).
11.
Whipp (2015) and Yoma Strategic Holdings (2014).
12.
Paik et al. (2017)
13.
Bell and Shellman (2011).
14.
Yoma Strategic Holdings (2019)
15.
Matsui (2015).
16.
Mon (2018) and Hardaker (2017).
17.
Mon (2018).
18.
Matsui (2015).
19.
Yoma Strategic Holdings (2020).
20.
Yoma Strategic Holdings (2019).
21.
Bjarnegård (2020).
22.
Rosefielde (2015).
23.
The World Bank (2019).
24.
Index Mundi (n.d.).
25.
WTO (2019).
26.
WTO (2020.)
27.
Rugman and Verbeke (2004).
28.
Ohmae (1985).
29.
Sheth et al. (2020).
30.
Buist (2018).
31.
Figures from Trading Economics (2020); EU refers to EU 28, i.e., including the United Kingdom.
32.
OECD (2020).
33.
United Nations (2019, p. 6).
34.
Population Reference Bureau (2021).
35.
United Nations, Dept. of Economic and Social Affairs (2019).
36.
Baldwin et al. (2006).
37.
Hofstede and Bond (1988, p. 6).
38.
Still and Hill (1985).
39.
Keegan and Schlegelmilch (2001).
40.
PwC (2007, p. 22).
41.
Hall (1977).
42.
Hofstede (2011).
43.
Schwartz (1990).
44.
Awanis et al. (2017), for example, use the Schwartz framework in their empirical study, while Lee et al. (2017) use Hofstede as theoretical frame.
45.
It is currently debated, whether it is realistic that Moore’s law will continue; see Bentley (2018).
46.
Coughlin (2018).
47.
Kuhn (1962).
48.
Yokoi et al. (2019).
49.
Bradley et al. (2015, p. 1).
50.
Yokoi et al. (2019, p. 5).
51.
Gartner (2020).
52.
Anthony et al. (2018).
53.
Yokoi et al. (2019).
54.
PwC (2016, p. 13).
55.
Schlegelmilch (2020).
56.
McKinsey (2019).
57.
The Economist (2018).
58.
Makri et al. (2019).
59.
Zablocki et al. (2019).
60.
United Nations (2015).
61.
Gapframe (n.d.).
62.
Muff et al. (2017).
63.
Szöcs and Schlegelmilch (2020).
64.
Woetzel et al. (2020).
65.
See Keegan and Schlegelmilch (2001) for a more detailed discussion of the legal environment.
66.
Kamiya (2008).
67.
Schlegelmilch and Szőcs (2020).

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WU Vienna, Vienna University of Economics and Business, Vienna, Austria
Bodo B. Schlegelmilch

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Schlegelmilch, B.B. (2022). The Global Marketing Environment. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90665-8_2

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DOI: https://doi.org/10.1007/978-3-030-90665-8_2
Published: 16 February 2022
Publisher Name: Springer, Cham
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Online ISBN: 978-3-030-90665-8
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