Making International Marketing Decisions Under WTO Rules

摘要

With the conclusion of the Uruguay Round and the establishment of the World Trade Organization (WTO) in April 1994, a comprehensive set of rules emerged that affect in a pervasive manner the activities of firms on foreign markets. This body of rules is overwhelmingly presented in the literature from a trade policy or legal viewpoint. The result is that, for many marketers, WTO rules are somewhat confusing, and their impact on international business operation is difficult to assess. This paper is purely analytical and does not aim to provide any contribution to international marketing theory. Its purpose is to identify which rules, among the many the WTO system encompasses, are of direct concern to firms. It aims to expose in a straightforward manner how they may be coped with or taken advantage of by international marketers. It focuses on WTO measures, which deal with so-called international marketing mix decisions, namely decisions pertaining to (1) entry and international distribution, (2) product and service, (3) pricing, and (4) international communication. Commitments made during the WTO Fourth Ministerial Conference in Doha (November 9-14, 2001) that are relevant to issues raised in this paper are accounted for.