International Marketing Essay Example | Topics and Well Written Essays - 1750 words

International Marketing - Essay Example 63-65, 1996). Yet, the fundamental question remains and revolves around the reason of why shall the company use the services of consultants for the same and why the internal talent be utilized for the same. There are many reasons in this regard. Firstly, strategy building is a difficult and painful exercise since it requires making hard and avoidable choices. In fact, strategy builders have to get out of their comfort zones and take decisions to undertake discussions, which they would have not even imagined under normal circumstances. It has been an observation (Porter, pp. 69-74, 1996) that at times, it becomes extremely difficult for the company to make those choices considering the human and emotional constraints. This also explains why many Chinese and Japanese companies avoid having clear and well-defined strategies since the process of the same would require them to go against their culture of collectivism, uncertainty avoidance and achieving consensus for every decision (OMahoney, pp. 64-6 9, 2010). Quite understandably, when managers are making the strategies, there is a high probability that the emotional element would get into the process to make it more biased. Many companies successfully develop good strategies but fail to execute them; however, it would be a complete disaster if the company designs a biased and mediocre strategy and then executes it with all possible energies (Curnow & Reuvid, pp. 79-84, 2003). Furthermore, over the years, the field of strategic management has developed to great limits. New complexities, inventions, and use of latest tools, ever-changing industry scenario, new elements and dynamics and others have made it even more complex for any nonprofessional or even an average middle manager to involve himself in the process of strategic management and promise great results. Management consultants bring with themselves vast experience in their fields of helping companies making turnarounds and taking otherwise