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Global Marketing Strategies And Implications For Us Based Firms, Rebecca Larson
Global Marketing Strategies And Implications For Us Based Firms, Rebecca Larson
Faculty Publications and Presentations
Global market strategies are essential for global market success. Much research has been done that denotes a direct correlation between profitability success and global market strategy success. There are several types of global market strategies by definition, but the conclusion of this author is that three possibilities surface: standardization, a form of adaptive or customized strategy, and the relatively new Global Market Strategy, or GMS. With the resulting review of each strategy, the US firm entry into the global marketing environment is reviewed.