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Understanding multi-level institutional convergence effects on international market segments and global marketing strategy

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  • Griffith, David A.

Abstract

Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments. An oversimplified understanding of the complexities of this convergence could lead to ineffective global marketing strategy execution. This study develops a multi-level institutional approach to address level-based convergence effects necessary to understanding market segment convergence and its influence on global marketing strategy. A model of influential level effects on global marketing strategy is developed having implications for global marketing academics and practitioners.

Suggested Citation

  • Griffith, David A., 2010. "Understanding multi-level institutional convergence effects on international market segments and global marketing strategy," Journal of World Business, Elsevier, vol. 45(1), pages 59-67, January.
    • Handle: RePEc:eee:worbus:v:45:y:2010:i:1:p:59-67
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    10. Tassilo Schuster & Dirk Holtbrügge, 2014. "Benefits of Cross‐sector Partnerships in Markets at the Base of the Pyramid," Business Strategy and the Environment, Wiley Blackwell, vol. 23(3), pages 188-203, March.
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    16. Bernhard Swoboda & Cathrin Puchert & Dirk Morschett, 2016. "Explaining the differing effects of corporate reputation across nations: a multilevel analysis," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 454-473, July.
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    18. Adeola E. Adetayo & Oludayo O. Ariyo & Adebiyi J. Abosede, 2021. "Effect of Product Attribute and Pricing Strategy on Multinational Firms Competitiveness," Business & Management Compass, University of Economics Varna, issue 2, pages 191-206.
    19. Yang, Deli & Sonmez, Mahmut, 2013. "Integration and divergence of patent systems across national and international institutions," Journal of World Business, Elsevier, vol. 48(4), pages 527-538.
    20. Xu, Kai & Hitt, Michael A. & Brock, David & Pisano, Vincenzo & Huang, Lulu S.R., 2021. "Country institutional environments and international strategy: A review and analysis of the research," Journal of International Management, Elsevier, vol. 27(1).
    21. Lin, Zhibin & You, Kefei & Lau, Chi Keung & Demir, Ender, 2019. "Segmenting global tourism markets: A panel club convergence approach," Annals of Tourism Research, Elsevier, vol. 75(C), pages 165-185.
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