Marketing and the Multinational: Extending Internalisation Theory

Peter J. Buckley; Mark Casson

doi:10.1057/9781137402387_2

Marketing and the Multinational: Extending Internalisation Theory

Peter J. Buckley, Mark Casson

PMO Comparative & International Business

Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

Abstract

Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights the importance to marketing led firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.

Original language	English
Title of host publication	The Multinational Enterprise and the Emergence of the Global Factory
Editors	Peter J. Buckley
Place of Publication	Basingstoke
Publisher	Palgrave Macmillan Ltd
Chapter	2
Pages	20–51
Number of pages	32
ISBN (Electronic)	9781137402387
ISBN (Print)	9781137402363, 9781349486687
DOIs	https://doi.org/10.1057/9781137402387_2
Publication status	Published - 21 Nov 2014

Keywords

supply chain
knowledge flow
multinational enterprise
international business study
channel leader

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10.1057/9781137402387_2

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KW - channel leader

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Marketing and the Multinational: Extending Internalisation Theory

Abstract

Keywords

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