Journal of the Academy of Marketing Science

, Volume 39, Issue 4, pp 492–508

Marketing and the multinational: extending internalisation theory


DOI: 10.1007/s11747-010-0243-0

Cite this article as:
Buckley, P.J. & Casson, M. J. of the Acad. Mark. Sci. (2011) 39: 492. doi:10.1007/s11747-010-0243-0


Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights the importance to marketing-led firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.



Copyright information

© Academy of Marketing Science 2010

Authors and Affiliations

  1. 1.Centre for Institutional Performance, School of EconomicsUniversity of ReadingReadingUK
  2. 2.Centre for International Business StudiesUniversity of LeedsLeedsUK