Marketing and the Multinational: Extending Internalisation Theory

Peter J. Buckley and Mark Casson
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Peter J. Buckley: University of Leeds

Chapter 2 in The Multinational Enterprise and the Emergence of the Global Factory, 2014, pp 20-51 from Palgrave Macmillan

Abstract: 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 marketingled firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.

Keywords: Supply Chain; Knowledge Flow; Multinational Enterprise; International Business Study; Channel Leader (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-40238-7_2

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DOI: 10.1057/9781137402387_2

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