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A reconceptualization of the degree of company globalization

International Marketing in Rapidly Changing Environments

ISBN: 978-1-78190-896-9

Publication date: 10 October 2013


The pervasiveness of the globalization phenomenon has triggered a significant number of studies related to the measurement of globalization and its implications for firms. Interestingly, most of the work is based on objective data, neglecting the importance of subjective and perceptual measures of degree of company globalization (DoCG). This study reviews the preliminary attempts to develop a subjective construct and a perceptual measurement tool for company globalization. Based on the work of Cavusgil, Yeniyurt, and Townsend (2004) a confirmatory factor analysis with partial least squares (PLS) path modeling illustrates relevant factors that capture the degree of globalization from a sample of multinationals. Post-hoc tests for the applicability of the generated framework are conducted to examine the consistency of results from the factor analysis. We also test the relationship between subjective and objective measures of company globalization. Although the small sample size does not allow the generalizability of the findings, this study contributes to the body of research aspiring to clarify the nature of a global company, offers a subjective measure for this phenomenon that can stimulate survey-based research with corporate elites, and thus provides a platform for further research.



Sinkovics, R.R. and Kuivalainen, O. (2013), "A reconceptualization of the degree of company globalization", International Marketing in Rapidly Changing Environments (Advances in International Marketing, Vol. 24), Emerald Group Publishing Limited, Leeds, pp. 217-244.



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