ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING

Abstract

This paper examines the nature and extent of organisational adaptation of international marketing involvement. The domestic and international marketing strategies of firms are compared. The results demonstrate significant differences between the domestic and international marketing operations of firms, including the product market strategies and the commitment of human resources.

Citation

Buatsi, S.N. (1986), "ORGANIZATIONAL ADAPTATION TO INTERNATIONAL MARKETING", International Marketing Review, Vol. 3 No. 4, pp. 17-26. https://doi.org/10.1108/eb008314