An empirical study of the desirability and challenges of implementing transnational marketing strategies.

ABSTRACT

The integration-responsiveness (I-R) framework was engageed to study the relationship among the alternate international marketing strategies (multidomestic, multifocal, global, transnational). Specifically, the investigation investigated whether firms which engage marketing strategies that are closer to the transnational protoplast perceive their marketing performance to be higher than those of firms that busy other international marketing strategy marks Data were obtained from a review of SBUs in large U.S.-based MNE and then analyzed to evaluate the performance of the SBU's marketing below the alternate international marketing strategies. accrues indicate a significant, positive relationship between the expansion to which the SBU international marketing