Organizational Adaptation and Perceived International Marketing Effectiveness

American business faces a future of world wide competition for markets. Effective global marketing has been associated with the adaptation of domestic marketing, product design, financial, and personnel practices in the professional marketing literature. Perceived effectiveness in international mark...

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Bibliographic Details
Published in:Journal of global marketing 1988-01, Vol.1 (1-2), p.113-130
Main Authors: Karns, David A., Khera, Inder P.
Format: Article
Language:English
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Summary:American business faces a future of world wide competition for markets. Effective global marketing has been associated with the adaptation of domestic marketing, product design, financial, and personnel practices in the professional marketing literature. Perceived effectiveness in international markets, is correlated with a corporate culture oriented to global markets in the opinion of a sample of American executives.
ISSN:0891-1762
1528-6975
DOI:10.1300/J042v01n01_09