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| Author: | Olusoga, S. A. |
| Title: | Market concentration versus market diversification and internationalization: implications for MNE performance. |
| Journal: | International Marketing Review
1993 : VOL. 10:2, p. 40-59 |
| Index terms: | DIVERSIFICATION INTERNATIONAL MARKETING MARKETING STRATEGY MULTINATIONAL COMPANIES |
| Language: | eng |
| Abstract: | Investigates the influence of market concentration, market diversification and internationalization strategies on the performance of multinational enterprises (MNEs). Using a sample of 450 large, medium and small MNEs, and three alternative definitions of market concentration and market diversification , results indicate that market diversification strategy produces better performance results for MNEs than market concentration-low internationalization strategy performed better than those using market concentration-high internationalization strategy. Discusses implications of the study's findings for improved MNE performance. |
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