The Global Reach of Symbiotic Networks

Abstract

The nature of marketing is changing. Competition in international markets was traditionally the realm of large companies, with smaller businesses remaining local or regional in scope. In today's global economy, increased specialisation has led multinationals to outsource to small firms. Thus, large firms are forming alliances with networks of small businesses. Hence, by allowing multinationals to perform marketing functions for them, small firms are internationalising more than ever before. Such recent developments provide new internationalisation opportunities for smaller firms.

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