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| Author: | Chang, T.-L. |
| Title: | Formulating adaptive marketing strategies in a global industry |
| Journal: | International Marketing Review
1995 : VOL. 12:6, p. 5-18 |
| Index terms: | FLEXIBILITY GLOBAL MARKETING INFORMATION INDUSTRY |
| Language: | eng |
| Abstract: | Marketing adaptation has been considered a factor critical to a firm's success in international markets. In order to know how companies can effectively adapt their marketing activities to international markets, one has to go beyond marketing function to understand the development of a firm's experience curve advantage. The article presents a framework for a firm to improve its adaptive abilities in developing appropriate marketing strategies for global expansion. Strategic managers should manage the process of investing organizational slacks in order to enhance adaptive ability. |
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