Se Alliance Market
In 2001 telecommunications leader Ericsson and the Sony Corporation joined forces to establish Sony Ericsson Mobile Communications. Because of this joint venture, Sony Ericsson recognized sales of over seven billion dollars in the first year. This was mainly because the combined mobile phone business company now offered a range of mobile communication products that went far beyond the simple mobile phone technology of its time.
Global Marketing
The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows. Products developed in one country are finding enthusiastic acceptance in other countries. In fact, international trade is booming. Since 1969, the number of multinational corporations in the world's fourteen richest countries has more than tripled. According to Business Week, written by Gail Edmondson, "many U.S. companies have long been successful at international marketing: Coca-Cola, McDonald's, IBM, Xerox, Corning, Gillette, Colgate, General Electric, Caterpillar, Ford, Kodak, 3M, Boeing, and dozens of other American firms have made the world their market. And in the United States, names such as Sony, Toyota, Norelco, and Mercedes have become household words" (Edmondson, G., 2000).
Globalization has become the increasing tendency of the world to act as one market. Technological advances in travel and communications are the driving force behind market globalization. For instance, new communication technologies, such as the ones offered by Sony Ericsson, allow people and/or teams from all over the world to work on projects and share information without leaving their desks. At the same time, advanced technologies allow manufacturers to produce their goods in foreign locations that offer an abundant supply of low-cost labor (Mescon, M, Courtland, B., & Thill, J., 1999)
Innovation
Companies today need to take advantage of their innovative capabilities to...
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