The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance

  • Zou S
  • Cavusgil S
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Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes a global marketing strategy and whether it affects a firm's global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives-namely, the standardization, configuration-coordination, and integration perspectives--of global marketing strategy. They also develop a conceptual model that links the GMS to a firm's global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad GMS perspective and the fun- damental relationship between the GMS and firms' global market performance. The authors also discuss theoreti- cal and managerial implications of their findings

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  • Shaoming Zou

  • S. Tamer Cavusgil

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