TY  - JOUR
AB  - This article sheds light on MNC product transfers to subsidiaries
– whether from the US or from third‐party markets – and on
promotion transfers. Findings indicate that consumer goods subsidiaries
have product mixes with heavy US orientations, but that this orientation
diminishes over time. Promotion synergies are also shown to decrease
with time. Overall, this research confirms the Levitt thesis that US
products can in many cases be globalised, and that MNCs perceive
inter‐market similarities to be more important than differences in their
formulating of international product strategies.
VL  - 8
IS  - 2
SN  - 0265-1335
DO  - 10.1108/02651339110144749
UR  - https://doi.org/10.1108/02651339110144749
AU  - Hill John S.
AU  - James William L.
PY  - 1991
Y1  - 1991/01/01
TI  - Product and Promotion Transfers in Consumer Goods
Multinationals
T2  - International Marketing Review
PB  - MCB UP Ltd
Y2  - 2024/04/16
ER  -