What is it about?
We introduce a completely new 7-P Framework for international marketing. These Ps are Potential, Path, Process etc. See the article.
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Why is it important?
This will help firms to undertake feasibility report writing and researchers to use this as a theoretical lens.
Perspectives
We provide perspectives about how LATAM firms internationalised. WE highlight the theoretical relationship Performance = f (Potential, Path, Process, Pace etc).
DR JUSTIN PAUL
Universidad de Puerto Rico Recinto de Rio Piedras
Read the Original
This page is a summary of: Toward a 7-P framework for international marketing, Journal of Strategic Marketing, January 2019, Taylor & Francis,
DOI: 10.1080/0965254x.2019.1569111.
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