The Impact of Implementing Global Marketing Strategies on Enhancing Marketing Performance

This study aims to examine the impact of implementing global marketing strategies on improving marketing performance, using the case of the Yemeni company, Al-Kabous, as a practical model. The company has evolved from a local entity to a regional brand by adopting several strategies, including market expansion, regional promotion, and adapting the marketing mix to suit local contexts. A conceptual model was used to explore the relationship between global marketing strategies (independent variable) and marketing performance (dependent variable), while testing the mediating role of competitive advantage. The results revealed a significant and positive effect of global marketing strategies on marketing performance, both directly and indirectly through the enhancement of competitive advantage. Strategies such as advertising on regional satellite channels and establishing production branches abroad contributed to increased sales, improved market share, and higher customer satisfaction. The study's significance lies in its contribution to both theoretical and practical understanding of how global marketing strategies can succeed in unstable environments like Yemen. It also highlights the challenges faced by local firms during international expansion and provides actionable recommendations to enhance future marketing performance.