Marketing and the multinational: extending internalisation theory

Journal of the Academy of Marketing Science · 2011 · Volume 39 · Issue 4

Abstract

Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights the importance to marketing-led firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.

Keywords

Marketing, Multinational, Internalisation, Entrepreneurship, Systems, Knowledge

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