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Heterogeneity of regional trading blocs and global marketing strategies A multicultural perspective

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Author
Agarwal, James
Malhotra, Naresh K.
Baalbaki, Imad
Accessioned
2015-01-15T17:23:34Z
Available
2015-01-15T17:23:34Z
Issued
1998
Other
Market Strategy
Multiculturalism & Pluralism
Studies
Subject
International Trade
Market Segments
Type
journal article
Metadata
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Abstract
With the rapid emergence of trading blocs in the multicultural market, this paper attempts to meet several ojectives. First, it discusses the growing importance and underlying motives of regional trading blocs in a multicultural setting. The level of heterogeneity of each trading bloc is examined with implications for market segmentation. The critical role of strategic alliances in the context of regional trading blocs is discussed next. Finally, marketing strategies are recommended for firms marketing to countries within its trading bloc as well as to countries outside its trading bloc.
Refereed
Yes
Postprint uploaded 01/12/2015 link to publisher's version with doi. Publisher's source acknowledged
 
Citation
Malhotra, N. K., Agarwal, J., & Baalbaki, I. (1998). Heterogeneity of regional trading blocs and global marketing strategies A multicultural perspective. International Marketing Review, 15(6), 476-506. Retrieved from http://ezproxy.lib.ucalgary.ca/login?url=http://search.proquest.com/docview/224329257?accountid=9838
Corporate
University of Calgary
Faculty
Haskayne School of Business
Url
http://www.emeraldinsight.com.ezproxy.lib.ucalgary.ca/
Publisher
Emerald Insight
Doi
http://dx.doi.org/10.11575/PRISM/34112
Uri
http://hdl.handle.net/1880/50309
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  • Haskayne School of Business Research & Publications

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