Zou, Shaoming; Tamer Cavusgil, S. - In: European Journal of Marketing 30 (1996) 1, pp. 52-69
theory. Identifies gaps in the literature as the contributors to its current state: lack of integration of the diverse … global strategy into a six‐dimension global strategy construct, and to integrate the IO‐based theory with the resource …‐based theory of strategy and competitive advantage. Presents an integrated conceptual framework of global strategy which helps …