Question
Explain the concepts of global orientation and multinational orientation.
Answer :
Word Count : 259
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: Global Orientation
This orientation is characterised by a strategy of marketing standardized products in different countries. It is an appropriate orientation when there is little economic reason to offer products or services with special features or locally available options. Manufacturers of office equipment, consumer goods, computers, tires, and containers, for example, can offer the same basic product in almost any country.
The goal of efficiency dominates this orientation. Production efficiency is gained through volume sales and a small number of large manufacturing
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