Boutin Jr., Philip J., "Environmental Scanning and Global Marketing Strategy: A Multitheoretical Normative Conceptual Framework" (2017). EKU Faculty and Staff Scholarship. 102.
Management, Marketing, and International Business
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.
2017 Winter American Marketing Association Conference