Author： Korey George
Publisher： Emerald Group Publishing Ltd
ISSN： 0885-8624
Source： The Journal of Business and Industrial Marketing, Vol.10, Iss.3, 1995-08, pp. : 74-82
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Abstract
Because of differences in culture, tradition or the way of managing business, it is necessary to look at the multinational perspectives in international marketing dynamics. Creative thinking is required in the process of decision making when considering global marketing opportunities. The following perspectives are used: technical, organizational, personal, international, cultural. It is useful to consider also time requirements, limitations of the products, functional limitations, financial limitations and geographical scope of operations. Lists some ingredients assuring success - like access to capital and technology, managerial skills, use of familiar product names, access to research and development, and experience in operating in other countries.
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