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1、本科毕业论文外文文献及译文文献、资料题目：Theeffectsofglobalizationonmarketingstrategyandperfonrumce文献、资料来源：http:〃fioinblyim・com/views/specific/3004/FThesisDetail・jsp?dxNumbe—350101557614&d二DD1160C3BACE399145643C0FFC007D15&sw二market+strategy文献、资料发表（出版）日期：2014院（部）：商学院专业：市场营销班级：营销111姓名：李小乐学号：20
2、11091422指导教师：高桂平翻译日期：2015.6.15外文文献TheeffectsofglobalizationonmarketingstrategyandperformanceByAMONRATTHOUMRUNGROJEABSTRACTBuildingoninternationalbusiness,strategicmanagement,andmarketingliterature,thisdissertationadvancespriorknowledgeonglobalizationandbusinessbyanalyzingd
3、ifferenteffectsofglobalizationonfirms.Globalization一theprocessofincreasingsocial,cultural,political,andeconomicinterdependence一hasresultedinseveralchangesinbusinessenvironmen匸Globalmarketopportunitiesandthreatsaremajoreffectsofglobalization・Whiletheformerreferstotheincreas
4、esinmarketpotential,tradeandinvestmentpotential,andresourceaccessibility,thelatterreferstotheincreasesinnumberandlevelofcompetition,andthelevelofuncertainty.Twoempiricalstudiesincludedinthisdissertationexplorehowtheseeffectsinfluencefirmsinternationalmarketingactivitiesand
5、performance.Thefirstempiricalstudyinvestigatestheeffectsofglobalizationonfirmperformance.Thesecondstudyexaminestheroleoffirmscooperationinalliancesinenhancingtheirperformanceamidglobalizationbyspecificallyfocusingoncomarketingalliancesandinternationalmarketingperformanceof
6、firms.Conceptualmodelsaredevelopedbasedonenvironment-organizationliterature,transactioncosteconomics,andmarketpowerperspective.Resultsfrombothempiricalinvestigationslendsupporttotheoreticalconjectures.Specifically,thefirststudyfoundthatwhilefirmperformanceisenhancedbyincre
7、asedmarketopportunitiesevokedbyglobalization,itisalsohamperedbygrowingcompetitivethreats.Moreover,thesecondstudyindicatesthatglobalizationdrivesmorecollaborationininternationalmarketingactivitiesamongfirmsinco-marketingalliances,andsuchcooperationenablesfirmstoenhancetheir
8、internationalmarketingeffectiveness.Thus,centralcontributionsofthisdissertationinclude:fi
