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Impact Of International Marketing Strategies On Performance In Diverse Global Markets

Cynthia Fraser, Robert E. Hite
Published 1990 · Economics

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Abstract In the United States and Europe, market share has been related consistently to the profitability of large corporations. The generalizability of this relationship among intermediate-size manufacturing businesses selling in diverse global regions is examined here. The associations between international marketing strategy variables and performance are examined by global region. The relationship between market share and profitability holds only weakly in the global regions examined. While each major marketing mix component appears to affect performance in one or more regions, the nature and degrees of association vary considerably across global regions.
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