Global Marketing

One of article was entitled "The Effects of Global Strategy on Local IT Manager and Management: Focus on Factors Affecting Conflicts". This article did provide an insight on Australia and its multicultural marketing that aims to explain such conflict and suggests theoretical and practical perspectives for generating solutions. The focus was about Australia's multicultural society and how it presents challenges and opportunities for marketers, (Wilkinson and Cheng, 1999). The article presented a framework of Australia and its market for analyzing multicultural marketing in terms of the interrelations with three major types of factors which were the multicultural marketplace in Australia, international markets, and the multicultural resources that exist in Australia, (Wilkinson and Cheng, 1999). It was and debated that Australia's cultural diversity, as well as that of other multicultural countries is a valuable resource for recognizing and responding to the opportunities presented in international markets, (Wilkinson and Cheng, 1999). Several case studies are used to illustrate the ways in which opportunities in the domestic and international marketplace can arise and be responded to as a result of the multicultural dimensions of a society and how to coordinate between the main headquarter office or their center point of the firm and local firms regarding Australia's cultural diversity management practices in the fields in foreign countries, (Wilkinson and Cheng, 1999). The article further stated that it was important to design and implements a multicultural marketplace strategy in Australia that is congruent with the country's overall goal in the global community.

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