Multinational Market Portfolios in Global Strategy Development

Abstract

Global marketing planning is complex, requiring a full set of tools and techniques to understand the market, the competition and the organization′s unique resources. Successful marketing strategies require decision inputs from a wide range of functional executives operating worldwide. Presents portfolio theory as an approach to choosing a well‐balanced market strategy systematically. Offers guidelines on how to integrate this tool with other strategy formulation methods in international market environments.

Citation

Harrell, G.D. and Kiefer, R.O. (1993), "Multinational Market Portfolios in Global Strategy Development", International Marketing Review, Vol. 10 No. 1. https://doi.org/10.1108/02651339310025875