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

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…