Marketing and the multinational: Extending internalization theory

Peter Buckley; Mark Casson

doi:10.4337/9781788110068.00010

Marketing and the multinational: Extending internalization theory

Peter Buckley^*
, Mark Casson

^*Corresponding author for this work

The University of Reading

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

Abstract

Introducing marketing explicitly into the internalization 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
Subtitle of host publication	Theory and History
Editors	Mark Casson
Publisher	Edward Elgar
Chapter	3
Pages	77-111
Number of pages	35
ISBN (Electronic)	9781788110068
ISBN (Print)	9781788110051
DOIs	https://doi.org/10.4337/9781788110068.00010
Publication status	Published - 23 Feb 2018

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Marketing and the multinational: Extending internalization theory

Abstract

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