This article sheds light on MNC product transfers to subsidiarieswhether from the US or from thirdparty markets and onpromotion transfers. Findings indicate that consumer goods subsidiarieshave product mixes with heavy US orientations, but that this orientationdiminishes over time. Promotion synergies are also shown to decreasewith time. Overall, this research confirms the Levitt thesis that USproducts can in many cases be globalised, and that MNCs perceiveintermarket similarities to be more important than differences in theirformulating of international product strategies.
International Marketing Review – Emerald Publishing
Published: Feb 1, 1991