Finding an effective strategy for international markets: Which capabilities are most important?

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Effective performance in international markets significantly depends on organizations adopting appropriate strategies. Utilizing marketing capabilities more than technological capabilities can better position a firm so it is able to customize products to meet the needs of different customers.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Finding an effective strategy for international markets: Which capabilities are most important?", Strategic Direction, Vol. 36 No. 2, pp. 13-15. https://doi.org/10.1108/SD-11-2019-0219