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The Multinational Enterprise

Theory and History

Mark Casson

This book summarises Mark Casson’s recent research on the multinational enterprise. This work is firmly rooted in history and examines the evolution of the internalisation theory of the multinational enterprise over the past forty years and, in the light of this, considers its potential for further development. The book also explores internationalisation theory in respect to marketing and brands, the supply chain, risk management as well as methodology.
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Chapter 3: Marketing and the multinational: Extending internalization theory

Peter Buckley and Mark Casson

Extract

Introducing marketing explicitly into the internalization 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 marketing-led 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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