In recent years there has been much discussion about the globalisation of markets which has resulted from a number of developments in consumption patterns, in supply, in technical progress and the process of competition which greatly influences the international dimensions and relationships of business. This means that globalisation of innovation is an important issue for successful operation. One might wonder to what extent the international "marketeer" is really able to implement an innovative approach to products, services, manufacturing and marketing. An overall determining influence in the analysis of global innovation is that of the mission one uses, the objectives, the time span and the aggregation level. In our branch of the industry transnational thinking is necessary. Is the ultimate aim global brands, uniform products, uniform packaging, uniform sales and service? This has yet to be seen. Standardisation of working methods is undeniable increasing rapidly. It. cannot, be denied that the distribution channels differ considerably from country to country. A tendency to concentration is however applicable in the most important regional markets; similarities can be recognised from types of entrepreneurial behaviour at the level of trade throughout, countries. Trade is organising itself on a more international level. Nevertheless, this instrument is probably the most locally or regionally oriented in the chain of "global marketing". Some characteristics of the international innovation culture of our organisation are dealt with in the following and also some elements are given of the adaptation to local market and trade requirements by our world-wide network of national organisations. Finally, some aspects of the innovation of working methods in marketing are dealt, with.
The world is quickly becoming smaller, local market conditions are shifting into the background, international marketing issues demand increased attention. Technology and the communications revolution can cause frontiers to disappear: competition is also manifesting itself more and more on a world scale. Whether all this will result in a uniform worldwide range of products or a localised" market approach is another question. - Consumer behaviour is becoming more individual and perhaps more fickle. The term "mosaic culture" is often heard in this respect. - The business climate is becoming more inspiring, but rapid adaptation and flexibility in ones actions is called for more than ever. Co-operation, specialisation, etc. will become attractive in view of the risks involved in business. A key role is assigned to the importance of fully fledged marketing and service. Knowledge of the market, something to which lip service was paid in the past, is increasingly becoming a precondition for survival.