金砖国家、英国脱欧及其后:营销渠道的国际动态综述

IF 0.7

Journal of Marketing Channels Pub Date : 2016-10-01 DOI:10.1080/1046669X.2016.1224299

R. Vogt

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引用次数: 1

摘要

本文考察了全球治理架构演变过程中的两个重要变化:日益分化的全球治理架构以及对跨国治理的国内政治支持的衰退。通过分析金砖国家和英国脱欧作为这些趋势代表的案例，本文表明，新的但较弱的全球治理参与者可能会激增。这对全球经营的企业来说意义重大，因为全球经济一体化和相互依存与全球层面上有意义的监管监督和政策协调之间将出现更加明显的不匹配。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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BRICS, Brexit, and Beyond: International Dynamics of Marketing Channels—An Overview

This article examines two important changes in the evolution of the global governance architecture: its increasing fragmentation and a decay in domestic political support for transnational governance. By analyzing the case of the BRICS and Brexit as exponents of these trends, the article suggests that a proliferation of new but weak global governance actors is likely. This is significant for globally operating businesses as there will be a more pronounced mismatch between global economic integration and interdependence on the one hand and meaningful regulatory oversight and policy coordination at the global level on the other.

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.