Managing Country Risk in Global Marketing: The Triadic Model

Abstract

Managing country risk is a critical task for companies engaged in global marketing. To help achieve this goal, the authors present a framework called the “Triadic Model,” which is a hierarchical, multilevel schematism, that represents marketing activities to reduce country risk. The three categories of marketing activities are: (i) long-term relationships (ii) the continuous change and (iii) the management of paths for information.