The antecedents and consequences of integrated global marketing

International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted from understanding and explaining between‐country differences to identifying transnational similarities; and from country‐by‐country functional adjustment of marketing mix elements to seeking global cross‐functional integration. In this paper, the authors discuss how the contextual factors of international marketing are changing to make between‐country differences less relevant for international marketing practice. The emergence of integrated global marketing has a greater potential for theory development in international marketing as it is not contextually bound and thus can be generalized.

[1]  P. Kotler,et al.  Marketing in the Network Economy , 1999 .

[2]  J. Sheth,et al.  Revisiting marketing's lawlike generalizations , 1999 .

[3]  J. Sheth,et al.  Relationship marketing in consumer markets: Antecedents and consequences , 1995 .

[4]  P. Rajan Varadarajan,et al.  Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation , 1993 .

[5]  Preet S. Aulakh,et al.  An Assessment of Theoretical and Methodological Development in International Marketing: 1980-1990 , 1993 .

[6]  K. Wetherell,et al.  Making the technology connection , 1993 .

[7]  Saeed Samiee,et al.  The Influence of Global Marketing Standardization on Performance , 1992 .

[8]  J. Sheth.  Emerging Marketing Strategies in a Changing Macroeconomic Environment: A Commentary , 1992 .

[9]  Atul Parvatiyar,et al.  Towards a theory of business alliance formation , 1992 .

[10]  T. Clark,et al.  International Marketing and National Character: A Review and Proposal for an Integrative Theory , 1990 .

[11]  Michael E. Porter,et al.  The Competitive Advantage of Nations. , 1990 .

[12]  W. Diebold,et al.  The Borderless World , 1990 .

[13]  Brian Toyne,et al.  International Exchange: A Foundation for Theory Building in International Business , 1989 .

[14]  P. Drucker.  The New Realities , 1989 .

[15]  J. Sheth,et al.  Global marketing perspectives , 1989 .

[16]  S. Davis.  Future Perfect , 1987 .

[17]  S. Ghoshal.  Global strategy: An organizing framework , 1987 .

[18]  B. Guile,et al.  Technology and Global Industry , 1987 .

[19]  M. Porter.  Competition in Global Industries , 1986 .

[20]  Peter Walters.  International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy , 1986 .

[21]  J. Quelch.  Customizing Global Marketing , 1986 .

[22]  Y. Wind.  THE MYTH OF GLOBALIZATION , 1986 .

[23]  Robert A. Peterson,et al.  Empirical Research in International Marketing: 1976–1982 , 1984 .

[24]  J. Arndt.  The Political Economy Paradigm: Foundation for Theory Building in Marketing , 1983 .

[25]  T. Levitt.  THE GLOBALIZATION OF MARKETS , 1983 .

[26]  Igal Ayal.  International Product Life Cycle: A Reassessment and Product Policy Implications , 1981 .

[27]  Franklin R. Root,et al.  International Trade and Investment , 1978 .

[28]  J. Johanson,et al.  The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments , 1977 .

[29]  M. Yoshino.  Japan's Multinational Enterprises , 1976 .

[30]  Jeffrey S. Arpan,et al.  International business blunders , 1972 .

[31]  Louis T. Wells.  A Product Life Cycle for International Trade? , 1968 .

[32]  P. Kennedy,et al.  The Rise and Fall of Great Powers , 1966 .