Understanding Internationalisation of International Marketing Firms Through Theories of International Trade

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HBM223/HBI223N TRANSITIONAL MARKETING/INTERNATIONAL MARKETING SEMESTER 2, 2012 Understanding Internationalisation of International Marketing Firms Internationalization is a well-understood concept that refers to the increasing economic interdependence among nations as a result of liberalized and technologically facilitated, human resources, manufactured end products and services. Understanding internationalisation through theories of international trade is imperative as it shows how multinational companies monopolize themselves in the international market. It helps understand how the saturation of domestic markets is making firms pursue business internationally and how an increasing level of international competition brings about global co-operation. The theories of trade include: mercantilism, absolute advantage, comparative advantage, factor endowments, international product-life-cycle, national competitive advantage and transaction cost theory. The main ones however that this essay will focus on with be comparative advantage, international product-life-cycle and transaction cost theory as these three theories can be linked back from the others. To understand why international trade and investment occur, these trade theories are used to provide a number of fundamental principles to help businesses design effective strategies for anticipating changes in the international market in the future. The concept of comparative advantage was originally introduced by David Ricardo to explain that the driving force behind international trade is a comparative advantage. That is, even if a country has absolute advantage in all the goods (i.e. it can produce all the goods more efficiently than other countries), it can still benefit from international trade through increasing specialization in the goods where its comparative advantage lies. A country has
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