Understanding multi-level institutional convergence effects on international market segments and global marketing strategy

David A. Griffith

Journal of World Business, 2010, vol. 45, issue 1, 59-67

Abstract: Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments. An oversimplified understanding of the complexities of this convergence could lead to ineffective global marketing strategy execution. This study develops a multi-level institutional approach to address level-based convergence effects necessary to understanding market segment convergence and its influence on global marketing strategy. A model of influential level effects on global marketing strategy is developed having implications for global marketing academics and practitioners.

Keywords: Marketing; strategy; Institutional; economics; Convergence; Market; segments (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (22)

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