Understanding multi-level institutional convergence effects on international market segments and global marketing strategy

Citation

Griffith, D.A. (2010), "Understanding multi-level institutional convergence effects on international market segments and global marketing strategy", Strategic Direction, Vol. 26 No. 5. https://doi.org/10.1108/sd.2010.05626ead.003

Understanding multi-level institutional convergence effects on international market segments and global marketing strategy

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5

Griffith D.A.Journal of World Business (UK), January 2010, Vol. 45 No 1, Start page: 59, No. of pages: 9

Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments. An oversimplified understanding of the complexities of this convergence could lead to ineffective global marketing strategy execution. This study develops a multi-level institutional approach to address level-based convergence effects necessary to understanding market segment convergence and its influence on global marketing strategy. A model of influential level effects on global marketing strategy is developed having implications for global marketing academics and practitioners.Article type: Research paperISSN: 1090-9516Reference: 39AC175

Keywords: Convergence, Institutional economics, Market segmentation, Marketing strategy