An Exploratory Investigation into the Role of Formalized Political Activity in International Marketing Strategy
Abstract
The international market environment is one in which politics plays a fundamental role. Individual firm success is, in large part, dictated by the willingness and ability of the firm to engage in non-market, political activities. While U.S. firms are generally acknowledged to incorporate political behavior into their strategic approaches to the domestic market, they have been criticized for not undertaking the same activities in the global market. This study explores the importance firms place on politics and different political activities for gaining access to foreign markets. The results show that U.S. firms who have formalized political structures do place a high level of importance on political activities in their international operations.
Publication Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Recommended Citation
Keillor, B., Luke, R., & Boller, G. (2015). An Exploratory Investigation into the Role of Formalized Political Activity in International Marketing Strategy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 264-268. https://doi.org/10.1007/978-3-319-13147-4_65
