Developing global products and marketing strategies: A construct and a research agenda |
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Authors: | James Wills A Coskun Samli Laurence Jacobs |
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Institution: | (1) University of Hawaii, Hawaii, USA;(2) University of North Florida, Jachsonville, USA |
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Abstract: | The U.S. trade deficit brings to question the effectiveness of international marketing strategies of American firms. Multinational
corporations must develop better international products and improve their performance in their international marketing efforts.
They must know when to globalize or localize their marketing practices. This article incorporates learning, involvement, diffusion/adoption
and culture context as dimensions of a global product and marketing strategy development decision model. The model developed
is “be global, act local.” The interrelationship of consumer behavior models in the context of a multinational product development
decision is emphasized. This article raises research issues which need to be addressed for future success in multinational
and/or multicultural markets. |
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Keywords: | |
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