Developing global products and marketing strategies: a construct and a research agenda

Article Abstract:

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. (Reprinted by permission of the publisher.)

Models, Marketing, International aspects, International business enterprises, Multinational corporations, Product development

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Developing global products and marketing strategies: a rejoinder

Article Abstract:

In this issue of JAMS, Dr Lyn Amine presents a "comment and an extension" to our previously published article. Such efforts are often constructive, and in this spirit, we present a discussion responding to Dr Amine's comments. Our response, combined with Dr. Amine's comments, hopefully will provide constructive research avenues in international product and marketing strategy development. (Reprinted by permission of the publisher.)

Analysis

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