search query: @author Daniels, J. D. / total: 10
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| Author: | Daniels, J. D. |
| Title: | Bridging national and global marketing strategies through regional operations. |
| Journal: | International Marketing Review
1987 : AUTUMN, VOL. 4:3, p. 29-44 |
| Index terms: | MARKETING MULTINATIONAL COMPANIES CORPORATE STRATEGY REGIONAL DIFFERENCES |
| Language: | eng |
| Abstract: | An examination of the European regional office experience of 16 US firms in the types of responsibilities they handle and problems of removing control and/or duties from country subsidiaries and the relationship between a regional and global strategy and implementation. The method, purposes of a regional approach, pooling of resources, standardisation, strategic product thrust, problems and approaches. Lack of clear cut responsibility, and regional versus global control. An Exhibit lists marketing use of regional operations. |
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