THE IMPACT OF GLOBALIZATION ON MARKETING STRATEGIES OF AUTOMOBILE INDUSTRY OF PAKISTAN

Abstract

Purpose Globalization provides opportunities however, bring competition and uncertainty. Spite ofthe fact that such impacts have just been widely explored in earlier research, there is still a paucity of empirical data linking them to business success. This entails looking into the connections between globalization and performance. Methodology & Design The nature ofthis study is explanatory and the approach is deductive because ofthe intention to test is already established concept. It starts with a hypothesis or general statement, and thus observes the prospects to reach a defined, consistent deduction. This research is quantitative in nature and the collection ofthe data is done with the help of questionnaire. Findings Present study data analysis results shows that all three hypothesis developed during the literature review were significant and highly associated with the dependent variable that is firm performance. Limitations This conducted over a limited time frame with a specified sample size. research study has been Hence it is difficult to generalize the overall findings. Sampling technique was convenience due to which generalizability of this study is limited. This study is specific to an automobile industry ofPakistan; therefore all the analysis and outcomes are limited to a chosen sector. Recommendations Appropriate methods, such as creating networking links with other businesses, must be fully devised and implemented in order to capitalize on global market opportunities while minimizing the hazards posed by rising competitive intensity.