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

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dc.contributor.authorAgarwal, Jamesen_US
dc.contributor.authorMalhotra, Naresh K.en_US
dc.contributor.authorBaalbaki, Imaden_US
dc.date.accessioned2015-01-15T17:23:34Z
dc.date.available2015-01-15T17:23:34Z
dc.date.issued1998
dc.descriptionPostprint uploaded 01/12/2015 link to publisher's version with doi. Publisher's source acknowledgeden_US
dc.description.abstractWith 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.en_US
dc.description.refereedYesen_US
dc.identifier.citationMalhotra, 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=9838en_US
dc.identifier.doihttp://dx.doi.org/10.11575/PRISM/34112
dc.identifier.issn02651335
dc.identifier.urihttp://hdl.handle.net/1880/50309
dc.language.isoengen_US
dc.publisherEmerald Insighten_US
dc.publisher.corporateUniversity of Calgaryen_US
dc.publisher.facultyHaskayne School of Businessen_US
dc.publisher.urlhttp://www.emeraldinsight.com.ezproxy.lib.ucalgary.ca/en_US
dc.subjectInternational Tradeen_US
dc.subjectMarket Segmentsen_US
dc.subject.otherMarket Strategyen_US
dc.subject.otherMulticulturalism & Pluralismen_US
dc.subject.otherStudiesen_US
dc.titleHeterogeneity of regional trading blocs and global marketing strategies A multicultural perspectiveen_US
dc.typejournal article
thesis.degree.disciplineMarketingen_US
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