Why does global marketing work -- or not work?

Kamran Kashani

European Management Journal, 1990, vol. 8, issue 2, 150-155

Abstract: Gobal marketing is a worthy element in a firm's search for competitive advantage. But it must be done carefully. Using the results of research into nine firms and their seventeen global marketing programs, Kamran Kashani focuses on the decision-making process as the clue to the success or failure of global marketing programs. He discovers that the use of "facilitators" to soften subsidiaries' resistance to head office initiatives is essential. The most important of these are: having managers to "champion" the programs, using test results, encouraging the participation of subsidiaries in the consultation process, and creating efficient formal organisational structures to co-ordinate international marketing. But even with "facilitators" to improve decision-making, global marketing must still have all the qualities of good marketing in any other context to succeed.

Date: 1990
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/026323739090079L
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:eurman:v:8:y:1990:i:2:p:150-155

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/115/bibliographic
http://www.elsevier. ... me/115/bibliographic

Access Statistics for this article

European Management Journal is currently edited by Michael Haenlein

More articles in European Management Journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().