Page 38 - Skills Needed for Effective International Marketing: Training Implications
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                            Government regulations can quickly change, according to MacCormack,

                       Newman, and Rosenfield (1994), which requires that firms develop the


                       continuous ability to assess implications, because strategies based on import


                       government regulation advantages "may eventually be rendered obsolete by the

                       very factors that first created advantage" (69).  A recent trend which is providing


                       international marketing opportunities "is the rapid deregulation of business

                       everywhere"; however, it "also helps in opening doors to international


                       competition" (Jeannet and Hennessey 1995, 135), which may cause threats to

                       the existing market share.  For this reason, companies that use the globe as


                       their marketplace must "have the interest and stick-to-it-iveness to wade through

                       the morass of foreign government regulations and restrictions that may be vital


                       to being able to do business in the country" (Keegan 1989, 709).



                       Skill 12.  Ability to Analyze Human
                       Resource Tasks and Design Appropriate
                       Organizational Structure

                            Because the global marketing environment is very dynamic and complex,


                       an international marketer needs to develop skills in looking at strengths and

                       weaknesses.  According to Ervin R. Shames, Executive Vice President, General


                       Foods, Inc., "Attempt to find the sustainable competitive advantage" (Keegan

                       1989, 718).  The ability to learn rapidly about company policies, strengths, and


                       weaknesses is a vital ingredient to "manage effectively the impact of the terrific


                       pace [rapidity] of future market changes" (Lazer et al. 1990, 217).  These

                                                        © 1998 Ralph Jagodka
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