Marketing and the multinational: extending internalisation theory
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- Buckley, P.J. & Casson, M. J. of the Acad. Mark. Sci. (2011) 39: 492. doi:10.1007/s11747-010-0243-0
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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”.