Organizing in a changing global environment: marketing as a reference point
The world is ever in the revolution process, this means that the world is changing every day, the changes are experienced in different areas including environmental, climatic, agriculturally, and even physically. It is therefore important to note that all aspect of life is ever changing.It is therefore a reality that those involved in business can do very little in preventing the global changes. This is due to the fact that change is inevitable only that people do not embrace the change. This paper elaborates on how marketers can organize themselves in a changing global environment.
The trend at which the global has been changing in the recent past has been sky-scraping. This has been evidenced by the rate at which new products are introduced in the market. In most cases these new products have been an advancement of the old ones as evidenced in the electronics industry. The changes have a philosophical impact on global marketing either directly or indirectly as follows; increased risks and uncertainty since the products fade off more easily; real time information management; and rapid response to global development, this is because the marketers must be drawing the picture of the ever-changing market hence thinking outside the box in discounting the present to create the future and move far from benchmarking.It is therefore very important that before developing a marketing strategy, the marketers should accept the changes and embrace the idea in the marketing plan. There is need to change in the decision making orientations including shift from stable environment to more turbulent environments in the world of marketing .Many articles, papers, presentations and books have been written about global marketing, and ever changing global environment. In their paper global market management, Laze & Shawn (2000) discussed the global economic changes which are under way at the dawn of the new millennium, such as the new Euro currency, Asian economic downturn, instantaneous flows of capital, new global conglomerates, and the growth of the Internet the paper urges global marketers to think outside the box in development of marketing plans. Marketing is a very important element in determining the level of global change in terms of economic this is because it reflects the nature of the human being. It is therefore very important to define marketing in order to understand the real meaning and how it relates to ever changing...
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