Abstract
Introducing marketing explicitly into the internalisation theory of the multinational enterprise considerably extends the power of the theory. In particular, it enables a comparison of marketing-led and technology-led multinationals and highlights the benefits of collaboration between them. It facilitates the analysis of outsourcing, and in particular of R&D. It highlights the importance to marketingled firms of owning product rather than facilities. The analysis addresses key issues relating to “hollow firms”, “flagship firms” and the “global factory”.
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© 2014 Peter J. Buckley and Mark Casson
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Buckley, P.J., Casson, M. (2014). Marketing and the Multinational: Extending Internalisation Theory. In: The Multinational Enterprise and the Emergence of the Global Factory. Palgrave Macmillan, London. https://doi.org/10.1057/9781137402387_2
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DOI: https://doi.org/10.1057/9781137402387_2
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