The specific Forum reflects the trends in globalisation as developed both in the literature and the empirical field – i.e. the daily activities and policies of governmental and non-governmental organizations. The concept of globalisation has been considered to include seven different forces: in this paper, emphasis is given on the globalisation of markets – one of the seven forces mentioned above. The trends on the globalisation of markets – as highlighted in relevant studies – could help to understand the importance of this concept for the increase of the effectiveness of governmental and commercial strategies.
The globalisation of markets has affected the strategies and performance of governmental and non-governmental organizations – referring especially to the commercial firms – both positively and negatively. The specific issue is highlighted in the study of Perrone et al. (2010) who focus on the effects of globalisation on small and medium enterprises – a study which can be used also in order to evaluate the effects of globalisation on large and multinational firms. In accordance with Perrone et al. (2010) ‘globalisation represents a threat, since new emerging companies are entering their domestic market, but on the other hand, it represents the opportunity to enter new emerging and growing markets’ (Perrone et al., 2010, p.356). From another point of view, globalisation can highly affect a speficic part of commercial firms: the corporate governance (Berry, 2010, 234); the different principles and cultures of the global market and the national market could negatively affect the firms that try to enter the global market. The importance of culture, the social ethics and the political system – actually referring to the traditions, the social principles and the politics of a specific country - on the success of the efforts for entering the global market is also highlighted in the study of Standing et al. (2010, p. 56). The above