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Journal cover: International Marketing Review

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Determinants and benefits of global strategic marketing planning formality

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Title:Determinants and benefits of global strategic marketing planning formality
Author(s):Myung-Su Chae, (Department of International Trade, Hankuk University of Foreign Studies, Seoul, South Korea, and), John S. Hill, (Management and Marketing Department, University of Alabama, Tuscaloosa, Alabama, USA)
Citation:Myung-Su Chae, John S. Hill, (2000) "Determinants and benefits of global strategic marketing planning formality", International Marketing Review, Vol. 17 Iss: 6, pp.538 - 563
Keywords:International marketing, Marketing planning, Marketing strategy, Multinationals
Article type:Research paper
DOI:10.1108/02651330010356609 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Global strategic marketing planning has become increasingly important with the advent of worldwide competition and the growing rapidity of change in the international marketplace. In this article, research and commentaries from the strategic management and international marketing planning literatures are brought together in a model examining what factors influence global strategic marketing planning formality, and whether competitive and organizational benefits accrue from the process. Responses from 90 multinational corporations were subjected to a LISREL analysis. Corporate culture, supply chain elements, foreign regulations and competition were identified as key determinants of planning formality. Considerable non-financial benefits also accrue as planning formality increases.

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