Developing global products and marketing strategies: A construct and a research agenda

James Wills, A. Coskun Samli, Laurence Jacobs

Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 1

Abstract

The U.S. trade deficit brings to question the effectiveness of international marketing strategies of American firms. Multinational corporations must develop better international products and improve their performance in their international marketing efforts. They must know when to globalize or localize their marketing practices. This article incorporates learning, involvement, diffusion/adoption and culture context as dimensions of a global product and marketing strategy development decision model. The model developed is “be global, act local.” The interrelationship of consumer behavior models in the context of a multinational product development decision is emphasized. This article raises research issues which need to be addressed for future success in multinational and/or multicultural markets.

Keywords

Marketing, Consumer Behavior, Marketing Strategy, Consumer Research, Early Adopter

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