Conceptualizing the global marketplace: marketing strategy implications
Abstract
The debate over the standardization and/or localization of marketing strategy has proceeded without a sound theoretical underpinning. Attempts to generate such an underpinning through the development of a conceptualization of the globalization of world markets. Further, and more importantly, presents a three‐step process to assist marketing managers in assessing the appropriateness of strategy implementation. Utilizes the electronics industry as an illustration of the appropriateness of the model. Provides a much‐needed conceptualization of the globalization process and an enumeration of the necessary economic conditions for marketing strategy determination.
Keywords
Citation
Hu, M.Y. (1997), "Conceptualizing the global marketplace: marketing strategy implications", Marketing Intelligence & Planning, Vol. 15 No. 3, pp. 117-123. https://doi.org/10.1108/02634509710165911
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited