MULTINATIONAL PRODUCT PLANNING: A METAMARKET ANALYSIS
Richard R. Still
(Professor of Marketing & International Business, California Polytechnic State University, San Luis Obispo, CA 93407)
John S. Hill
(Assistant Professor of Marketing & International Business, Box J, University of Alabama, AL 35486)
302
Abstract
The concept of meta‐markets has been around a long time, with numerous references to the European market, the South American market and so on. An examination of MNC consumer product transfers into four OECD‐recognized meta‐markets shows that in some cases regional cultures affect MNC product adaption strategies.
Citation
Still, R.R. and Hill, J.S. (1985), "MULTINATIONAL PRODUCT PLANNING: A METAMARKET ANALYSIS", International Marketing Review, Vol. 2 No. 1, pp. 54-64. https://doi.org/10.1108/eb008270
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited