Abstract
Market orientation is rapidly becoming an important issue for multinational enterprises. Changes in the market place are forcing these enterprises to adopt market-orientation strategies that give them competitive advantages. Using international facility locations is an approach well suited for gaining competitive advantages. This paper develops a mathematical model to help multinational enterprises design a strategic location plan in the global economic system. The model developed here can be used to evaluate tha profitability of international locations among several alternatives.
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CITATION STYLE
Canel, C., Bejou, D., & Khumawala, B. M. (2015). International Facility Locations: A Competitive Marketing Strategy for Multinational Enterprises. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 612–616). Springer Nature. https://doi.org/10.1007/978-3-319-17323-8_130
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