ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING

1 April 1986

journal article
Published by Emerald Publishing in International Marketing Review

Vol. 3 (4) , 17-26
https://doi.org/10.1108/eb008314

Abstract

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.

Keywords

INTERNATIONAL MARKETING
EXTENT
ADAPTATION TO INTERNATIONAL
MARKETING STRATEGIES
DOMESTIC AND INTERNATIONAL
FIRMS

This publication has 1 reference indexed in Scilit:

Are Domestic and International Marketing Dissimilar?
Journal of Marketing, 1968