EKU Faculty and Staff Scholarship
 

Department

Management, Marketing, and International Business

Document Type

Conference Proceeding

Publication Date

2-2017

Abstract

This research paper involves the development of a normative conceptual framework of global or international marketing strategy for academic researchers and practitioners that is informed by multiple literature streams and theoretical foundations, including environmental scanning, the strategy fit paradigm (environment-strategy coalignment), industrial organization theory, the resource-based view, and perceived environmental uncertainty.

Conference Name

2017 Winter American Marketing Association Conference

Included in

Marketing Commons

Share

COinS