การศึกษากระบวนการจัดทำแผนการประชาสัมพันธ์เชิงกลยุทธในองค์กรธุรกิจข้ามชาติ

Abstract

International firms tent to follow strategic guidelines from their head quarter offices. These guidelines would then be transform and blended with local strategies. However, lack of cross-cultural communication skills may cause problems within the process. For example, administrator from head quarter may refuse creativities and innovation suggested by local office. In many organizations, strategies upwardly initiated are well taken with socio-cultural and economic differences are taken into considerations.

International firms can use decentralization and mix forms in their administrations style. It was found that centralization (globalized) technique was mostly used with product – related policy while decentralization (localized) was frequently used for marketing, PR, and crisis management programs. Many organizations which follow the mother firms may adjust their strategies to fit the consumers and both the above the line (TV, radio, newspapers and magazines) and below the line (direct marketing and events) techniques are used.