| Tekijä: | Harrell, G. D. Kiefer, R. O. |
| Otsikko: | Multinational market portfolios in global strategy development. |
| Lehti: | International Marketing Review
1993 : VOL. 10:1, p. 60-72 |
| Asiasana: | MARKETING PLANNING MULTINATIONAL COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | Global marketing planning is complex, requiring a full set of tools and techniques to understand the market, the competition and the organization's unique resources. Successful marketing strategies require decision inputs from a wide range of functional executives operating worldwide. Presents portfolio theory as an approach to choosing a well-balanced market strategy systematically. Offers guidelines on how to integrate this tool with other strategy formulation methods in international market environments. |
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