134 CHAPTER 6 MARKETINGINGLOBALM ARKETS
Corporate
level
Business
level
Selectionof
entrymethods
Functional
level
Organization/
allocationof
resources
Dataon
potentialmarkets
Externalenvironment
Levelofcommitment
Resources/capabilities
FIGURE6.1 Thedecisionsequenceininternationalmarketing
TheCorporateLevel
We beginatthecorporatelevel, wherefi:111Sdecidewhethertobecomeinvolvedininter-
nationalmarketsanddeterminetheresources theyarewillingtocommit.Thus,thisstage
isprimarilyconcernedwiththeanalysisofintern ational markets.Decisionsherewillbe
dependentonmatchingtheresultsofthatanalysiswiththecompany'sobjectives.These
objectives,in turn,willbedeterminedbythemanymotivatingfactorswehavediscussed
intheearliersections. Thelevelofre sources thatthecompanyiswillingto commitshould
bedeterminedbythestrategythati:.neededto achievetheobjectivesthathavebeenset.
TheBusinessLevel
Business-levelconsideration:;beginwiththeassessmentofthestakeholdersinvolved:'1the
business.Itis importanttoclearlyidentifythedifferentstakeholdergroups,understandtheir
f;xpectations,andevaluateteeirpower,becausethestakeholdersprovidethebroadguide-
