Multilateral Perspectives in International Marketing Dynamics

Abstract

Proposes that large national markets, which have consumer research dissimilarities, can be subdivided into regional markets dominated by key consumer preferences. States that because business grows more intricate and new requirements are imposed on managers, an orderly approach to problem solving is very important. Posits that with the growth and importance of international markets, a multinational enterprise is now the keystone of successful worldwide operations. Sums up by stating there are various problems faced by transnational enterprises and many challenges that confront their top management. Concludes that opportunities presented by world markets today, and the ways to solve problems connected with entry into these markets while simultaneously importing some knowledge, research and new techniques to host companies, provide the greatest challenge to managers with multinationals. Adds that management of multinationals has a major role to play.

Citation

Korey, G. (1986), "Multilateral Perspectives in International Marketing Dynamics", European Journal of Marketing, Vol. 20 No. 7, pp. 34-42. https://doi.org/10.1108/EUM0000000004654