International Business and International Marketing

SUMMARY: Management of a global marketing organization is a complex task. It requires detailed planning, organizing and controlling. Global organizations must organize their structures in such a way, that they can maintain some flexibility. As environmental conditions will vary from country to country, a standard set of policies or strategies cannot be used by all subsidiaries. It is also important for global marketing organizations to plan their structures so that all resources are fully utilized.

A global company has to closely monitor the performance of its subsidiaries. This is called controlling. The degree to which a parent company controls a subsidiary depends on several factors such as the size and performance of the subsidiary, the nature of the product, the stability and diversity of the environment in