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.
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
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