Marketing strategies in global markets: A transaction cost analysis.
Contrasting viewpoints have emerged regarding the selection of marketing strategies in global markets. One group of scholars recommends standardized global marketing strategies based on the premise that technological advances in telecommunication, transportation, and media are leading to similarities in customer preferences across the world. Other researchers recommend multi-domestic strategies on the premise that consumer heterogeneity continues to increase even within countries. Firms marketing products in global markets appear to adopt global marketing strategies, multi-domestic strategies, and various intermediate strategies that encompass different degrees of standardization.
Authors: | Karuppur, Devi Prasad R. |
---|---|
Institutions: | Florida Atlantic University |
Subject: | Business Administration | Marketing | Education | Business |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Perspective-taking and adaptive behavior in personal selling.
Zackai, Yael, (1993)
-
Profiles and adaptive strategies of owner-managers of medium-sized firms in Kenya
Mwaura, Muroki Francis, (1994)
-
Nguiru, Robert Gichira, (1995)
- More ...
Similar items by person