An Application of Global Marketing Via International Locations

Strategic marketing management is rapidly becoming an important issue for multinational enterprises. Changes in the global markets are forcing these firms to rely heavily on marketing managers and marketing strategies. An international facility location (IFL) strategy is one useful approach for multinational firms, which was the focus of Pomper’s research. Using Canel’s (1991) model, this paper replicated and extended Pomper’s (1976) optimum location model. This paper suggests that multinational firms could benefit from a mathematical model in evaluating the profitability of an international location and developing strategic marketing management.