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The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance
Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes a global marketing strategy and whether it affects a firm's global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives-namely, the standardization, configuration-coordination, and integration perspectives-of global marketing strategy. They also develop a conceptual model that links the GMS to a firm's global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad GMS perspective and the fundamental relationship between the GMS and firms' global market performance. The authors also discuss theoretical and managerial implications of their findings. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6604 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2002 |
|---|---|
| Edisi | Vol. 66, No. 4, Oct., 2002 |
| Subjek | Financial performance Statistical analysis Models Market strategy studies Effects Polls & surveys International markets Global market strategy |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 17 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |