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...