Critical mass and international marketing strategy

Journal of the Academy of Marketing Science · 1983 · Volume 11 · Issue 3

Abstract

Economies of scale have long been recognized as being important for the production side of international business. This article suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international marketing strategy.

Keywords

Marketing, Foreign Market, Critical Mass, Sales Force, International Marketing

Enable JavaScript for citation tools and additional paper interactions.