With respect to global marketing management,the argument for managing in international arena for the 1990s was framed as:

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The argument for managing in the international arena for the 1990s was framed as global integration versus local responsiveness. This refers to the tension between standardizing products and marketing activities across different countries (global integration) versus adapting them to the specific needs and preferences of local markets (local responsiveness). This has been a key issue for global marketing management, as companies need to balance the benefits of economies of scale and scope with the need to meet local customer needs and preferences in order to stay competitive.

With Respect to Global Marketing Management,the Argument for Managing in International