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

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  • Shaoming Zou
    Marketing and International Business, Department of Marketing, College of Business, University of Missouri–Columbia.
  • S. Tamer Cavusgil
    University Distinguished Professor and The John W. Byington Endowed Chair in Global Marketing, Department of Marketing and Supply Chain Management, Michigan State University.

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<jats:p> Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes a global marketing strategy and whether it affects a firm's global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives—namely, the standardization, configuration–coordination, and integration perspectives—of global marketing strategy. They also develop a conceptual model that links the GMS to a firm's global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad GMS perspective and the fundamental relationship between the GMS and firms' global market performance. The authors also discuss theoretical and managerial implications of their findings. </jats:p>

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