Why does global marketing work — or not work?

摘要: Abstract Gobal marketing is a worthy element in firm's search for competitive advantage. But it must be done carefully. Using the results of research into nine firms and their seventeen global programs, Kamran Kashani focuses on decision-making process as clue to success or failure programs. He discovers that use “facilitators” soften subsidiaries' resistance head office initiatives essential. The most important these are: having managers “champion” using test results, encouraging participation subsidiaries consultation process, creating efficient formal organisational structures co-ordinate international marketing. even with improve decision-making, still have all qualities good any other context succeed.