Companies are increasingly bringing personnel together into teams from different countries, physically and/or electronically, to develop products for multiple or worldwide markets. Called global new product teams (GNPTs), these groups face significant challenges, including cultural diversity....

There is limited understanding of how businesses, particularly in a global context, activate the marketing concept in order to become market‐driven. A study was conducted to delineate the activation process in an international setting, and some of the facilitating and impeding factors....

Purpose – Advances in information technology (IT) and the globalization of business are both realities and opportunities of the twenty‐first century. This article aims to examine the role of information technology in the globalization of business buying behavior. Design/methodology/approach...

Purpose – The paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms. Design/methodology/approach – Using the cultural, administrative, geographic, and economic distance framework proposed by...

Purpose The purpose of this paper is twofold: first, to propose that the nature and degree of control during new product development (NPD) outsourcing depends upon its initiation stage or implementation stage; second, to delineate the moderating effect of globalization and digitizability that...