Towards an Integrated Marketing Strategy for Developing Markets

The world has, during the past three decades, witnessed dramatic changes in the geopolitical landscape that have expanded international trade. Much of academic research during this period focused on such issues as whether global companies should standardize, adapt, and/or the degree to which they should adapt their marketing strategies to international markets. This study takes a different approach; instead of adapting firm-specific factors to the environment that firms encounter in developing markets, it focuses on how global companies can improve the infrastructure, the level of education, and the legal systems in order to improve the standard of living in developing countries while expanding markets.