The intent of this paper is to investigate the relative influence of strategic marketing decisions and operating practices on the performance level of foreign firms manufacturing industrial products in the U.S. Using multiple discriminant analysis (MDA), firms are placed in one of two categories: “successful” or “underachieving” on the basis of a threshold of five percent U.S. market penetration.
CITATION STYLE
Shipchandler, Z. E., Moore, J. S., & Terpstra, V. (2015). Linking Marketing Strategy and Foreign Firm Performance in the United States. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 226–227). Springer Nature. https://doi.org/10.1007/978-3-319-17320-7_60
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