The GMS: a broad conceptualization of global marketing strategy and its effect on firm performance

by Zou, Shaoming, S. Tamer Cavusgil Journal of Marketing 66, no. 4 (2002): 40-56

Abstract Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes global marketing strategy and whether it affects a firm’s global market performance. The authors develop a broad conceptualization of global marketing strategy, the… more »