Now more than ever, marketing has a key boundary-spanning role — a role that has also redefined the composition of the marketing organization. In this SpringerBrief, the marketing organization's integrative and mutually reinforcing components of marketing activities, customer value-creating...

Significant research has been devoted to studying the factors that affect firm multinationality. In this study, the authors organize the vast multinationality literature by levels of analysis using a multilevel framework based on the interaction paradigm and conduct a meta-analysis that...

Drawing upon internalization theory, this study investigates the complex relationships involving firm-specific assets, multinationality, and financial performance. Through a meta-analysis of 120 independent samples reported in 111 studies, we test the predictions of internalization theory in the...

Now more than ever, marketing is assuming a key boundary-spanning role-a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating...