Chapter | Competition in Global Industries | 1986

Three Roles of International Marketing in Global Strategy

by Hirotaka Takeuchi and Michael E. Porter

Keywords: Globalized Markets and Industries; Global Strategy; Marketing;

Citation:

Takeuchi, Hirotaka, and Michael E. Porter. "Three Roles of International Marketing in Global Strategy." In Competition in Global Industries, edited by M. E. Porter. Boston, MA: Harvard Business School Press, 1986.