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Marketing and the Multinational: Extending Internalisation Theory

In: The Multinational Enterprise and the Emergence of the Global Factory

Author

Listed:
  • Peter J. Buckley

    (University of Leeds)

  • Mark Casson

    (University of Reading)

Abstract

Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights the importance to marketingled firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.

Suggested Citation

  • Peter J. Buckley & Mark Casson, 2014. "Marketing and the Multinational: Extending Internalisation Theory," Palgrave Macmillan Books, in: The Multinational Enterprise and the Emergence of the Global Factory, chapter 2, pages 20-51, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-40238-7_2
    DOI: 10.1057/9781137402387_2
    as

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