Globalization and Marketing Competition Strategy: A Conceptual Analysis of Consumer Behaviour

Abstract

Marketing strategies are changing fast in the global marketplace as the competition is increasingly growing since the beginning of this century. Multinational companies believe that customer is not just a buying entity but a powerful business partner. In this growing competitive spree multinational companies are exploring remote markets to position global brands. The paper examines the new concepts put forth by contemporary research studies on emerging marketing strategies and their effects on consumer behavior. Global shifts in consumer strategies in reference to quality of relations, competitive leadership and shopping behavior of consumers in the emerging markets are critically analyzed and future directions for research in changing business environment are proposed. The paper is not based on empirical data and does not use econometric or statistical methods to validate the new strategies and theories. This is a new field of research and the paper is the first step in formulating a valid hypothesis. New strategies and perspective can be used to establish a new ethical and behavioral equilibrium between corporations and customers. The paper uses the reported changes in marketing perspective and strategy to establish a theoretical base for the new marketing theories.