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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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