Convergence and Divergence: Developing a Semiglobal Marketing Strategy

By Susan P. Douglas. 2011

123 citations recorded by the source corpus.

Subfields: Business and International Management, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/7b1a4dd0da82494882329902d5f19f3e2b401654

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Business and International Management

1. Stephen Louis Vargo
2. Robert F. Lusch
3. Mika Gabrielsson
4. Tomi Seppälä
5. Peter Gabrielsson

In Organizational Behavior and Human Resource Management

1. Melissa Archpru Akaka
2. Stephen Louis Vargo
3. Robert F. Lusch
4. Mika Gabrielsson
5. Tomi Seppälä
6. Peter Gabrielsson
7. Linda D. Hollebeek
8. Kaj Storbacka

In Strategy and Management

1. Melissa Archpru Akaka
2. Stephen Louis Vargo
3. Robert F. Lusch
4. Peter Gabrielsson
5. Mika Gabrielsson
6. Tomi Seppälä
7. Gökhan Yildirim
8. Koen Pauwels

Citations in the corpus

• App Popularity: Where in the World are Consumers Most Sensitive to Price and User Ratings? (2018, background): “A key input into marketing decisions to globalize or localize is the extent to which consumers’ responses to marketing actions differ across countries (Douglas and Craig 2011; Steenkamp andGeyskens 2012).”
• The Complexity of Context: A Service Ecosystems Approach for International Marketing (2013, background): “This provides a foundation for furthering the development of IM research in the “recent development” phase (Cavusgil, Deligonul, and Yaprak 2005; Douglas and Craig 2011) and addresses the concern that when marketing is considered from a market view, the term “international” becomes somewhat…”
• Marketing Strategies for Foreign Expansion of Companies Originating in Small and Open Economies: The Consequences of Strategic Fit and Performance (2012, background): “With the exception of a few studies (Chetty and Campbell-Hunt 2004; Douglas and Craig 1989), there has been little research on the foreign expansion paths of firms and, in particular, their marketing strategies.”