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| Author: | Kashani, K. |
| Title: | Why Does Global Marketing Work-or Not Work? |
| Journal: | European Management Journal
1990 : JUNE, VOL. 8, p.150-155 |
| Index terms: | INTERNATIONAL MARKETING DECISION MAKING COMPETITION |
| Language: | eng |
| Abstract: | In an in-depth study, 17 global marketing programs involving international standardization of marketing decision- making processes were examined. The study aimed to search for patterns of effective and ineffective decision- making processes. A five-stage model representing the different stages in the management decision-making process was used to guide the search for such patterns. |
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