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- Title
Multinational Product Planning: Strategic Alternatives.
- Authors
Keegan, Warren J.
- Abstract
Formulating an explicit product strategy for international expansion is one of the major untapped opportunities facing headquarters executives of multinational companies. This article identifies strategic alternatives and shows how to select the most effective strategy given any particular product-company-market mix.
- Subjects
INTERNATIONAL business enterprise management; MARKETING strategy; CORPORATE growth; PRODUCT management; STRATEGIC planning; EXPORT marketing; NEW product development; MARKETING planning; PLANNING; EXECUTIVES; COMMERCIAL product marketing; MARKET penetration
- Publication
Journal of Marketing, 1969, Vol 33, Issue 1, p58
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248747