Marketing Policies in Multinational Corporations

by Richard Holton



The growing involvement of American business in international production and marketing has caused both practicing managers and professors of business administration to ask themselves if international management really differs from the management of domestic operations. It is tempting to argue that the principles of good management surely are not culture-bound, and that the sensitive and perceptive professional can readily transport his managerial skills to another environment and operate successfully. In an attempt to uncover whatever features might be unique to foreign marketing operations, the author interviewed a sample of multinational corporations. The objective was to determine the rationale underlying the design of marketing practices abroad, not only in teaching international marketing to the business school students, but also provide, hopefully, some observations which will assist firms in the job of training managers for their international operations. This exercise may help clarify the discussions about whether or not international marketing courses are justified, or whether marketing is marketing no matter what the environment.

California Management Review

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