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| Author: | Özsomer, A. Prussia, G. E. |
| Title: | Competing perspectives in international marketing strategy: contingency and process models |
| Journal: | Journal of international marketing
2000 : VOL. 8:1, p. 27-50 |
| Index terms: | International marketing Marketing strategy |
| Language: | eng |
| Abstract: | This study investigates the causal ordering between marketing strategy and marketing structure as determinants of subsiadiary performance. The authors propose a multiple contingencies approach that tests both the contingency and the process frameworks in the subsidiary context. Results suggest adapting marketing startegies to local markkets as a way of enhancing performance. |
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