Indicators of glocal dimensions of TNCs’ marketing environment
Journal Title: Економіка. Фінанси. Право - Year 2017, Vol 8, Issue
Abstract
The paper presents the author’s approach to the identification of indicators of glocal dimensions of transnational corporations’ (TNCs’) marketing environment and grouping them by the territorial coverage scale and by the factors of STEEPLE-analysis. Marketing environment factors, affecting product, price, place and promotion policies of TNCs in different countries, are generalized and systematized. The impact of the TNCs’ marketing environment dimensions is considered on the examples of business activity of such corporations as «Continental Airlines», «Deutsche Telekom», «Ferrero», «Kellogg», «Nestlé», «Procter & Gamble» and «Unilever».
Authors and Affiliations
Alona Anatoliivna Bekh
Keywords
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