search query: @author Craig, C. S. / total: 8
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| Author: | Douglas, S. P. Craig, C. S. |
| Title: | Evolution of global marketing strategy: Scale, scope and synergy |
| Journal: | Columbia Journal of World Business
1989 : VOL. 24:3, p. 47-59 |
| Index terms: | MARKETING STRATEGY INTERNATIONAL MARKETING MARKETS RATIONALISATION |
| Language: | eng |
| Abstract: | The development of effective international marketing strategy should take into consideration the extent of a firm's experience overseas and the stage in the evolution of its international development. The three key phases in this evolution are analyzed: (1) initial foreign market entry; (2) expansion of national markets; and (3) global rationalization. The dominant strategic thrust, international levers, and key decisions which characterize each phase are identified, together with the triggers that prompt the firm to move from one phase to the next. |
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