Multinational Marketing Control&ast

Warren J Keegan
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Warren J Keegan: Columbia University

Journal of International Business Studies, 1972, vol. 3, issue 2, 33-47

Abstract: The multinational enterprise with its operating subsidiaries spread over the globe presents formidable problems to managers responsible for marketing control. Each national market is different from every other market. Distance and differences in language, custom, and practices create communications problems. The size of operations and number of country subsidiaries often results in the creation of an intermediate headquarters, the so-called regional or area headquarters, which adds an organizational level to the control system. This article reviews the multinational marketing control practices of large U.S. multinational companies, compares these practices with domestic marketing control, and identifies the major factors which influence the design of a multinational control system.© 1972 JIBS. Journal of International Business Studies (1972) 3, 33–47

Date: 1972
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