Global Value Chains and International Marketing Coordination

Abstract

Global value chains (GVCs) have transformed the structure of international business by fragmenting production, distribution, and marketing activities across multiple countries. In this context, effective international marketing coordination has become a critical determinant of competitive advantage for multinational enterprises (MNEs). This research article explores the interrelationship between global value chains and international marketing coordination, emphasizing how firms align marketing strategies across geographically dispersed value chain activities. Drawing on international business, global supply chain, and marketing literature, the study develops an integrative framework explaining coordination mechanisms, governance structures, and strategic outcomes. The paper highlights the role of digital technologies, relational governance, and institutional contexts in shaping marketing coordination within GVCs. The study concludes with managerial implications and future research directions, contributing to a deeper understanding of global marketing strategy in fragmented production networks..