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Chapter 1 Introduction to Global Marketing - page 16 / 21

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1-16

Management Orientations

Geocentric orientation

Entire world is a potential market

Strives for integrated global strategies

Also known as a global or transnational company

Retains an association with the headquarters country

Pursues serving world markets from a single country or sources globally to focus on select country markets

Leads to a combination of extension and adaptation elements

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