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Determinants of International Marketing Strategy

Jeen-Su Lim, Thomas W. Sharkey and Ken I. Kim
MIR: Management International Review
Vol. 33, No. 2 (2nd Quarter, 1993), pp. 103-120
Published by: Springer
Stable URL: http://www.jstor.org/stable/40228146
Page Count: 18
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Determinants of International Marketing Strategy
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Abstract

This study investigates various dimensions of competitive advantage and other factors as determinants of Ansoffs four types of growth strategy in an export marketing context. Multivariate discriminant analysis results show that top management vision and commitment, and international market aspirations are the two key factors that discriminate firms involved in different international marketing activities and growth strategy.

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