پیکربندی و هماهنگی فعالیت‌های بازاریابی بین‌الملل

پیکربندی و هماهنگی فعالیت‌های بازاریابی بین‌الملل

Configuration and coordination of international marketing activities

سال نشر:

2015

نویسندگان:

Stefan Schmid , Philipp Grosche, Ulrike Mayrhofer

تعداد صفحه فارسی/انگلیسی:

-

13

کلمات کلیدی:

Keywords: International value chain , International configuration . International coordination, International marketing ,activities Automotive industry

دانشگاه

3 University

نشریه

International Business Review

چکیده مقاله

A B S T R A C T

With this paper, we contribute to the literature of configuration and coordination in international firms.
While previous literature emphasized that headquarters decide upon the configuration and coordination
of their foreign subsidiaries, we suggest that the configuration–coordination decision takes place at the
level of activities. With a focus on international marketing activities, our study on German firms from the
automotive industry comes up with the following major findings: (1) With respect to configuration,
firms tend to centralize the planning and the control of marketing activities, but to decentralize the
implementation of marketing activities. (2) For the coordination of marketing activities, direct personal
supervision and informal communication are preferred to other approaches, such as socialization or
formal bureaucratic coordination. (3) When combining configuration and coordination of marketing
activities, we identified distinct clusters. Firms that have a high decentralization of marketing activities
and that use a high level of coordination yield better coordination results than firms from other
configuration–coordination clusters.

دانلود مقاله

دریافت لینک دانلود برای دریافت فایل مدنظر نام و ایمیل خود را در فرم زیر وارد کنید تا لینک دانلود برای شما ارسال شود  حتما آدرس ایمیل خود را به صورت صحیح وارد کنید .

مقاله های مرتبط