International business, as compared with domestic business, is usually characterized by increased uncertainty. A study of 10 multinational companies uncovered several methods of coping with uncertainty. This paper focuses on 2 methods which may not be apparent control and flexibility. A framework of analysis suggesting appropriate methods for coping with uncertainty is also developed.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.jibs.8490552.pdf

Coping with Uncertainty in International Business

Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services between producer and user across international boundaries. Proposes that data should be collated across the marketing mix to ensure that an objective analysis is made. Hints that there may be some justification for applying the type of ‘localised’ strategy described to a few highly specialised markets.

International marketing presentations: some options

Planning is the intermediate step between forecasting and tactical day-to-day decision making. The planning process develops long range strategies by which an enterprise mobilizes its human and physical resources to maximize its operational efficiencies and performance within the frame work of the forecasts. The authors analyze how three variables unique to the international planning process, greater uncertainty, socio-political and cultural conditions, and market conditions, act as constraints in shaping the long-range models of multinational enterprises.

P. J. Hovell

Papers

International operations and corporate planning