Building on the accomplishments of the classical theories of international competition and explanations of multinational corporations (MNC) pursuits, this paper goes beyond the interpretations of the international product life cycle (IPLC) model and the recently popularized global marketing concept and attempts to integrate the economic with the behavioral parameters of international trade and marketing.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||10|
|State||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2015, Academy of Marketing Science.
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