Implementation of market orientation in the subsidiaries of global companies: The role of institutional factors

Journal of the Academy of Marketing Science

Volumn 39, Issue 5, 2011, Pages 683-699

  Kirca, Ahmet H ^a   Bearden, William O ^b   Roth, Kendall ^b  

^a MICHIGAN STATE UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTH CAROLINA   (United States)

Author keywords

Global marketing strategy; Institutional theory; Market orientation

Indexed keywords

EID: 80052039631     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-010-0234-1     Document Type: Article

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