The global corporate strategy is a tradeoff between the need for local adaptation and the pressure to reduce costs. This leads to the choice of global, multidomestic, transnational, or home replication strategy.

What is the importance of the alignment of the marketing strategy with the corporate strategy? Is it possible to have one global marketing strategy such as a standardized marketing mix, or must the marketing strategy be adapted for each individual market? How might organizations determine the best marketing mix and ensure that the marketing mix supports the overall global corporate strategy?

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