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Product and Promotion Transfers in Consumer Goods Multinationals

Product and Promotion Transfers in Consumer Goods Multinationals 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Product and Promotion Transfers in Consumer Goods Multinationals

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339110144749
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 1, 1991

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