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Design of Global Marketing Information Systems

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1991

Abstract

Discusses the transition between multinational and global business orientation and the implications for the industrial corporation′s marketing information systems. Presents a framework for analyzing a corporation′s pretransition status and designing strategies for the transition. Concludes that effective globally oriented marketing information systems represent various opportunities for creating or enhancing competitive advantage.

Keywords

Citation

Higgins, L.F., McIntyre, S.C. and Raine, C.G. (1991), "Design of Global Marketing Information Systems", Journal of Business & Industrial Marketing, Vol. 6 No. 3/4, pp. 49-58. https://doi.org/10.1108/EUM0000000002755

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited