Marketing Solutions to the Challenges of a Volatile, Uncertain, Complex and Ambiguous (VUCA) Environment: Applications in International Marketing

International marketing suggests a domain trying to understand consumer behaviour in international markets so as to adjust marketing strategies and practices overseas. In the last decade, global environment has become extremely turbulent in terms of volatility, uncertainty, complexity and ambiguity (VUCA). In this chapter we addressed the effects of the most prominent exogenous factors global brands face including consumer ethnocentrism, animosity, and consumer confidence. In particular, in this chapter, we illustrate the impact of these VUCA conditions on the effectiveness of marketing strategies to illustrate the need of a localized strategic and tactical approach. Furthermore, we introduce brand experience as the basic link between marketing mix and consumer perceptions reflecting the basic marketing strategies that can be used to forge brand preference in foreign markets. Last, but not least, agile marketing and Marketing Technology is illustrated to enable adaptability and effective data-driven marketing intelligence.