Marketing Strategy in an Integrated Europe: Some Research Propositions

Published on Jan 1, 2015
· DOI :10.1007/978-3-319-13248-8_27
Abdolreza Eshghi12
Estimated H-index: 12
(Bentley University),
Joby John9
Estimated H-index: 9
(Bentley University),
Charlie van Nederpelt (Bentley University)
Source
Abstract
European Community 1992 (EC92) reforms have created an opportunity to extend marketing strategy concepts and theories to a global context. This paper uses the Miles and Snow typology to hypothesize how U.S. firms might adapt to the changes currently taking place within the framework of the European integration.
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