Ronkainen, Ilkka A.; Menezes, Ivan - In: International Marketing Review 13 (1996) 3, pp. 56-63
Whirpool Corporation is the world’s leading marketer of major appliances. Its growth in the last ten years from a mostly domestic manufacturer to a global player is the result of a customer‐driven strategy adopted in which the company’s strengths are leveraged for growth around the world....