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Global strategy: a review and an integrated conceptual framework

Shaoming Zou (Kansas State University, USA)
S. Tamer Cavusgil (Michigan State University, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 January 1996


A review of the literature reveals that global strategy is characterized by diverse perspectives and lack of a unified theory. Identifies gaps in the literature as the contributors to its current state: lack of integration of the diverse perspectives and domination by the industrial organization (IO) theoretical view. Attempts to integrate the diverse perspectives of global strategy into a six‐dimension global strategy construct, and to integrate the IO‐based theory with the resource‐based theory of strategy and competitive advantage. Presents an integrated conceptual framework of global strategy which helps reduce the ambiguity and confusion in the global strategy literature, and that serves as a theoretical foundation for future research. Discusses the managerial implications.



Zou, S. and Tamer Cavusgil, S. (1996), "Global strategy: a review and an integrated conceptual framework", European Journal of Marketing, Vol. 30 No. 1, pp. 52-69.




Copyright © 1996, MCB UP Limited