ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING
Seth N. Buatsi
(Department of Marketing & International Business, Hofstra University, Hempstead, NY)
5025
Abstract
This paper examines the nature and extent of organisational adaptation of international marketing involvement. The domestic and international marketing strategies of firms are compared. The results demonstrate significant differences between the domestic and international marketing operations of firms, including the product market strategies and the commitment of human resources.
Citation
Buatsi, S.N. (1986), "ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING", International Marketing Review, Vol. 3 No. 4, pp. 17-26. https://doi.org/10.1108/eb008314
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited