ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING

ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING

This paper examines the nature and extent of organisational adaptation of international marketing involvement. The domestic and international marketing strategies of firms are compared. The results demonstrate significant differences between the domestic and international marketing operations of fir...

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Veröffentlicht in:International marketing review 1986-04, Vol.3 (4), p.17-26
1. Verfasser: Buatsi, Seth N.
Format: Artikel
Sprache:eng
Schlagworte:
Adaptation
International trade
Market strategy
Marketing
Marketing mixes
Plastics industry
Standardization
Statistical analysis
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Beschreibung
Zusammenfassung:This paper examines the nature and extent of organisational adaptation of international marketing involvement. The domestic and international marketing strategies of firms are compared. The results demonstrate significant differences between the domestic and international marketing operations of firms, including the product market strategies and the commitment of human resources.
ISSN:0265-1335
1758-6763
DOI:10.1108/eb008314