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      The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance

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      Journal of Marketing

      American Marketing Association (AMA)

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          Most cited references 36

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          The Capabilities of Market-Driven Organizations

           George S. Day (1994)
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            A Historical Comparison of Resource-Based Theory and Five Schools of Thought Within Industrial Organization Economics: Do We Have a New Theory of the Firm?

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              Towards a dynamic theory of strategy

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                Author and article information

                Journal
                Journal of Marketing
                Journal of Marketing
                American Marketing Association (AMA)
                0022-2429
                October 2002
                October 2002
                : 66
                : 4
                : 40-56
                Article
                10.1509/jmkg.66.4.40.18519
                © 2002

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