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Strategy Generation and Strategy Choice

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Strategic development

This module covers the following topics:

The process of strategy development

  • Strategy generation

Formation of the plan

  • Implementation of the plan
  • Designing a strategic plan for international marketing
  • The marketing mix
  • Costs and profits
  • The Extended Marketing Mix for Services

Strategy choice

  • The “born-global” enterprise
  • Expansion strategies
  • Generic strategies
  • Factors that indicate failure
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