Construct · 1 fields · 1 citations

global marketing strategy: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
global marketingstrategy1 CONSTRUCTGlobal marketingZOU · INTERNATIONAL MARKETING

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International marketing

the degree to which a firm globalizes its marketing through standardization, coordination and integration across countries.

In international marketing, global marketing strategy refers to the degree to which a firm globalizes its marketing through standardization, coordination and integration across countries. This meaning comes from Zou (2002) in Journal of Marketing.[1]

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Nearby constructs

coordination4 fields · 4 citationsjingle · one word, four constructsdegree1 fields · 1 citationsanchor · a standalone constructintegration5 fields · 7 citationsjingle · one word, five constructs

References

  1. Zou, S., & Cavusgil, S. T. (2002). The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance. Journal of Marketing, 66(4), 40-56. https://doi.org/10.1509/jmkg.66.4.40.18519

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