search query: @author Sivakumar, K. / total: 10
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| Author: | Nakata, C. Sivakumar, K. |
| Title: | Instituting the Marketing Concept in a Multinational Setting the Role of National Culture |
| Journal: | Journal of the Academy of Marketing Science
2001 : SUMMER, VOL. 29:3, p. 255-275 |
| Index terms: | MARKETING MULTINATIONAL COMPANIES INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | A growing concern among international marketing managers is how to increase the market orientation and thereby performance of their transnational organizations. This study broaches this issue by investigating how the marketing concept, the heart of the market orientation, may be established in a multinational setting and the effects of national culture on that process. From a wide array of literature, the authors construct a theoretical framework and propositions on how global organizations may transform this philosophy from an abstract platitude to an operational reality. Their findings suggest that the process consists of complex, interdependent steps-interpretation, adoption, and implementation of the marketing concept. |
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