TITLE

Understanding multi-level institutional convergence effects on international market segments and global marketing strategy

AUTHOR(S)
Griffith, David A.
PUB. DATE
January 2010
SOURCE
Journal of World Business;Jan2010, Vol. 45 Issue 1, p59
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Abstract: Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments. An oversimplified understanding of the complexities of this convergence could lead to ineffective global marketing strategy execution. This study develops a multi-level institutional approach to address level-based convergence effects necessary to understanding market segment convergence and its influence on global marketing strategy. A model of influential level effects on global marketing strategy is developed having implications for global marketing academics and practitioners.
ACCESSION #
45421565

 

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