Developing global products and marketing strategies: A construct and a research agenda
Developing global products and marketing strategies: A construct and a research agenda
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开发全球产品和营销策略：构建和研究议程
DOI：
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发表时间：
1991
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通讯作者：
J. Wills
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作者：
J. Wills
美国的贸易逆差使人们对美国公司国际营销战略的有效性产生了疑问。跨国公司必须开发更好的国际产品，提高其国际营销工作的绩效。他们必须知道什么时候全球化或本地化他们的营销实践。本文将学习，参与，扩散/采用和文化背景作为全球产品和营销战略发展决策模型的维度。制定的模式是“全球化，地方化”。消费者行为模式的跨国公司的产品开发决策的背景下，强调的相互关系。本文提出了研究问题，需要解决未来的成功，在跨国和/或多元文化市场。
The U.S. trade deficit brings to question the effectiveness of international marketing strategies of American firms. Multinational corporations must develop better international products and improve their performance in their international marketing efforts. They must know when to globalize or localize their marketing practices. This article incorporates learning, involvement, diffusion/adoption and culture context as dimensions of a global product and marketing strategy development decision model. The model developed is “be global, act local.” The interrelationship of consumer behavior models in the context of a multinational product development decision is emphasized. This article raises research issues which need to be addressed for future success in multinational and/or multicultural markets.