Exporting accounts for some 10% of global activity.
Direct exporting - the company sells to a customer in another country.
Indirect exporting – the company sells to a buyer (importer or distribution) in the home country, who in turn exports the product.
Initially, Internet marketing focused on domestic sales, however, a surprisingly large number of companies started receiving orders from customers in other countries, resulting in the concept of international Internet marketing (IIM).
Particularly for high technology and big ticket industrial products.
Considerations of where decisions will be made, by whom, and by which method constitute a major element of organizational strategy.
Centralized versus decentralized organizations
An infinite number of organizational patterns fro the headquarters activities of multinational firms exist, but most fit into one of three categories:
No single traditional organizational plan is adequate for today’s global enterprise seeking to combine the economies of scale of a global company with the flexibility and marketing knowledge of a local company.
Schematic Marketing Organization Plan Combining Product, Geographic, and Functional Approaches