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

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  • Griffith, David A.

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.

Suggested Citation

  • Griffith, David A., 2010. "Understanding multi-level institutional convergence effects on international market segments and global marketing strategy," Journal of World Business, Elsevier, vol. 45(1), pages 59-67, January.
  • Handle: RePEc:eee:worbus:v:45:y:2010:i:1:p:59-67
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    Cited by:

    1. Gao, Yu & Gao, Shanxing & Zhou, Yunyue & Huang, Kuo-Feng, 2015. "Picturing firms' institutional capital-based radical innovation under China's institutional voids," Journal of Business Research, Elsevier, vol. 68(6), pages 1166-1175.
    2. Xuenan Ju & Yuan Cheng & Zuohao Hu & Mengyuan Lv & Xi Chen, 2015. "Determinants and consequences of price-leadership strategy: Evidence from Chinese manufacturer exporters," Transnational Marketing Journal, Transnational Press London, UK, vol. 3(2), pages 81-111, October.
    3. Nicolai Pogrebnyakov, 2017. "A Cost-Based Explanation of Gradual, Regional Internationalization of Multinationals on Social Networking Sites," Management International Review, Springer, vol. 57(1), pages 37-64, February.
    4. Moeller, Miriam & Harvey, Michael & Griffith, David & Richey, Glenn, 2013. "The impact of country-of-origin on the acceptance of foreign subsidiaries in host countries: An examination of the ‘liability-of-foreignness’," International Business Review, Elsevier, vol. 22(1), pages 89-99.
    5. repec:spr:amsrev:v:2:y:2012:i:1:d:10.1007_s13162-012-0024-7 is not listed on IDEAS
    6. Hatani, Faith, 2016. "Institutional plasticity in public-private interactions: Why Japan’s port reform failed," Journal of World Business, Elsevier, vol. 51(6), pages 923-936.
    7. repec:spr:manint:v:51:y:2011:i:6:d:10.1007_s11575-011-0104-1 is not listed on IDEAS
    8. Yang, Deli & Sonmez, Mahmut, 2013. "Integration and divergence of patent systems across national and international institutions," Journal of World Business, Elsevier, vol. 48(4), pages 527-538.
    9. Steven Dahlquist & David Griffith, 2015. "A framework for the formation of governance portfolios in international interfirm marketing collaborations," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 45-59, June.
    10. repec:eee:jouret:v:91:y:2015:i:4:p:610-626 is not listed on IDEAS
    11. repec:spr:amsrev:v:5:y:2015:i:1:d:10.1007_s13162-015-0065-9 is not listed on IDEAS

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