The Parker Pen Company

1.1 Executive Summary
The reason for studying and giving recommendations and findings for he Parker Pen case study is for me to further develop my international marketing skills and to practice my knowledge of understanding and solving problem cases.
My finding in this case study is that Parker Pen Company was not necessarily driven by the wrong man, but by the wrong strategy. Global marketing strategy was implemented, but with no luck. It led to conflicts and dissatisfied employees. This does not mean that global marketing is a bad strategy overall. It simply means that it was not the right one for the Parker Pen Company. I suggest that Parker Pen should use a multinational marketing approach by using different local marketing companies for the different types of markets. Use a French marketing company for the French market because they know that segment best. Use an Italian marketing firm for the Italian market etc. I believe they should still centralize and standardize produ...