haku: @author Diamantopoulos, A. / yhteensä: 37
viite: 36 / 37
| Tekijä: | Diamantopoulos, A. Schlegelmilch, B. B. |
| Otsikko: | Comparing marketing operations of autonomous subsidiaries. |
| Lehti: | International Marketing Review
1987 : WINTER, VOL. 4:4, p. 53-64 |
| Asiasana: | MARKETING STRATEGY MULTINATIONAL COMPANIES SUBSIDIARY COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | An empirical study of the marketing practices of 23 subsidiaries of a large US multinational, operating world-wide on a decentralised basis. Use of cluster analysis to derive 4 classifications reflecting economic, cultural and competitive characteristics and organisational variables. Exploration of differences in terms of salient marketing variables, emphasizing the promotional activities. But no systematic differences were found among the autonomous subsidiaries. Four Tables and three Figures provide data. |
SCIMA