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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. This study develops 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. A conceptual model that links the GMS to a firm's global market performance is also developed. On the basis of a survey of business units competing in global industries, the study finds support for the broad GMS perspective and the fundamental relationship between the GMS and firms' global market performance. Theoretical and managerial implications of the findings are also discussed.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Financial performance Statistical analysis Models Market strategy studies Effects Polls & surveys International markets |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |