International marketing displays an interesting paradox with respect to control situation.

International marketing displays an interesting paradox with respect to control situations.

While control of multinational operations is far more formidable and poses additional challenges, not many business firms exercise control over international operations as thoroughly as they should. 

Controlling international operations is more complex than controlling domestic marketing activities because former has a number of unknown and uncontrollable variables and such variables cannot be forecasted with accuracy.

As a result, planning and controlling of international operations becomes difficult. Following are some important barriers which make controlling international operations more complex:

(i) The speed and width of environmental change in an international company is a factor dependent on each of the markets in which the company operates.

Environment prevailing in one country would be different from other countries in terms of economic status, literacy, culture and climatic conditions.

(ii) The rate of exchange is highly variable.

(iii) The heterogeneity of environmental challenges make the task of controlling difficult.

(iv) If the company is a large sized company, its size of international operations will be large. The large size of international operations requires formation of intermediate headquarter, creating an additional organizational level for the control mechanism.

(v) International marketing operations present unique communication problems. These communication problems emanate from the large distance of the two countries and variations in languages, cultures and business practices across the markets.

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