External environment illustration External environment theory

Globalisation

Globalisation is a result of the world becoming increasinglyinterconnected due to the hugely increased trade and cultural exchange. The biggest companies are no longer just simply national firms, but multinational corporations with subsidiaries in many different countries, making business and industry aglobal enterprise.

Globalisation isn’t a direct result of the last few decades, instead it has been happening for hundreds of years, although over the last fifty years, in particular, it has sped up substantially. Many of the effects of globalisation are more obvious than others, including: increased international trade; companies functioning on a global scale in many countries; a greater dependence on the global economy; freer movement of capital, goods and services and the international recognition of companies such as McDonalds and Starbucks inless economically developed countries (LEDCs).

There’s a lot to be said for globalisation, and indeed it’s probably helping to create more wealth in many developing countries; increased awareness of global issues and bringing foreign currency to local communities, but it is not helping to close the gap and wealth distribution between the world’s poorest and richest countries. 



Supporting Documents

These downloads will help to put external-environment theory into context using real world examples from real businesses.

Planning effective marketing strategies for a target audience
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Learn how adidas employed external-environment theory to prosper in the sportswear industry by downloading our premium case study.

Using sports marketing to engage with consumers
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Learn how Kia Motors employed external-environment theory to thrive in the automotive industry by downloading our premium case study.

Balancing the marketing mix through creative and innovative strategies
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Discover how Kellogg's used external-environment theory to thrive in the manufacturing industry by downloading our premium case study.

Meeting customers' needs in growth markets - online gaming
BT logo

Find out how BT applied external-environment theory to prosper in the telecommunications industry by downloading our premium case study.

Creating the right marketing mix
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Learn how Motorola applied external-environment theory to prosper in the telecommunications industry by downloading our premium case study.