Routledge Frontiers in the Development of International Business, Management and Marketing

There are various aspects in which diver factors affect the way international business activities are performed in general and the functional areas of management and marketing in particular. The process of globalisation based on deepened economic interdependence among countries due to international flows of goods and services, investment, and knowledge has recently being put to a test with trends in diminishing the significance of integrations and rising tendencies towards nationalism via protectionism. Good universally known examples are the Brexit and the policy of the current President of the US Donald Trump.

Globalisation encompasses globalisation of markets and globalisation of production. From the 1980s, the market globalisation has been interpreted as standardisation of products worldwide. However, with the recent developments this type of globalisation tends to become less of an issue. More specifically, the developed national markets of the United Kingdom and the United States will present new challenges to international business development. Hence, marketing activities will have more country-specifics that will challenge the creation of future marketing strategies. The limitations in the globalisation of markets can spur production globalisation. Apart from by using it, firms take advantage of a difference in the factors of production, in the new realities of regulated cross-border transactions overseas production could be a solution to overcoming the new national protectionist limitations. Nonetheless, globalisation of production will continue to suffer, possibly increasingly, mostly from trade barriers, but also from increasing costs of transportation, augmenting political, economic and social risks among many other factors.

This series is responsible for the publication of a variety of comprehensive books devoted to the major challenges and corresponding trends in the current development of international business, management and marketing. By means of uniform high quality in terms of product, content clarity and writing style, every volume delivers indispensable contributions for clarifying the specifics and interpretations of the current challenges and ways to deals with them in the fields of international business, management and marketing. The volumes in the series afford wide-ranging sources to all studying and researching in this broad field.