TY  - JOUR
AB  - The debate over the standardization and/or localization of marketing strategy has proceeded without a sound theoretical underpinning. Attempts to generate such an underpinning through the development of a conceptualization of the globalization of world markets. Further, and more importantly, presents a three‐step process to assist marketing managers in assessing the appropriateness of strategy implementation. Utilizes the electronics industry as an illustration of the appropriateness of the model. Provides a much‐needed conceptualization of the globalization process and an enumeration of the necessary economic conditions for marketing strategy determination.
VL  - 15
IS  - 3
SN  - 0263-4503
DO  - 10.1108/02634509710165911
UR  - https://doi.org/10.1108/02634509710165911
AU  - Hu Michael Y.
PY  - 1997
Y1  - 1997/01/01
TI  - Conceptualizing the global marketplace: marketing strategy implications
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 117
EP  - 123
Y2  - 2024/04/25
ER  -