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Journal of the Academy of Marketing Science

Erschienen in:

01.08.2011

Marketing and the multinational: extending internalisation theory

verfasst von: Peter J. Buckley, Mark Casson

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2011

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Abstract

Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights the importance to marketing-led firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.

Vorheriger Artikel Markets as networks: implications for strategy-making

Nächster Artikel Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

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Titel: Marketing and the multinational: extending internalisation theory
verfasst von: Peter J. Buckley
Mark Casson
Publikationsdatum: 01.08.2011
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-010-0243-0

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