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Consistency across international marketing strategy, international marketing experience, and value-adding roles of foreign subsidiaries
Linnaeus University, School of Business and Economics, Department of Marketing. (Marknadsföring)
2013 (English)In: Journal of International Marketing Strategy, ISSN 2152-5307, Vol. 1, no 1, 15-25 p.Article in journal (Refereed) Published
Abstract [en]

An industrial firm’s implementation of international marketing strategy can be hampered where there is limited consistency across the strategy, the firm’s international marketing experience, and the value-adding role of the foreign subsidiary. This paper develops a framework consisting of three dimensions: international marketing strategy in terms of character of main competitive advantages, international marketing experience, and value-adding role of the foreign subsidiary. Propositions are put forward regarding consistent relationships between the dimensions. The propositions are generated based on case studies of Swedish firms and their subsidiaries in the US market. Contributes to theory are discussed.

Place, publisher, year, edition, pages
Virginia Beach, Virginia, USA, 2013. Vol. 1, no 1, 15-25 p.
Keyword [en]
Consistency, Strategy, International marketing, Experience, Subsidiary, Role
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-29657OAI: oai:DiVA.org:lnu-29657DiVA: diva2:656705
Available from: 2013-10-16 Created: 2013-10-16 Last updated: 2014-05-13Bibliographically approved

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Pehrsson, Anders

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf