Stretch your marketing with a global partner

Given the current times of turbulence in financial markets, some people might say worry about what you can control, focus on stability to keep your firm in existence and don't worry about the environment and the company's social responsibility. While some companies have made bad bets and must batten down the hatches in this financial storm, most companies will be letting a great opportunity pass if they don't distinguish themselves during these troubled times. Globalization research, using a sample of Chinese firms, published in the Journal of the Academy of Marketing Science in 2005 indicates that companies have performance advantages of marketing resources when they have global partnerships and leverage their intangible resources such as promoting corporate social responsibility (CSR).