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Journal of the Academy of Marketing Science

, Volume 39, Issue 4, pp 492–508 | Cite as

Marketing and the multinational: extending internalisation theory

  • Peter J. Buckley
  • Mark Casson
Article

Abstract

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”.

Keywords

Marketing Multinational Internalisation Entrepreneurship Systems Knowledge 

Notes

Acknowledgements

We are grateful to Tomas Hult and four anonymous referees for helpful comments on how to improve this paper. We are also grateful to the two Janets for help with the presentation of the paper.

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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

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