Global Marketing

This study investigates global marketing’s relevance for Zimbabwean enterprises, particularly in a turbulent economic landscape. It emphasizes the strategic necessity of adapting marketing approaches to fit international standards while respecting local nuances. Successful examples from companies like Tanganda and Haus of Stone highlight how digital platforms and innovative strategies can facilitate access to global markets, driving growth and resilience. Practical recommendations urge improved infrastructure, national policy reforms, and institutional training to bolster global marketing capabilities among Zimbabwean small and medium enterprises (SMEs). The findings advocate for the integration of cultural sensitivity and local understanding into marketing practices to better compete in an increasingly interconnected world.