Marketing Science 1992
Internal and external firms strategy: International investment approach
Abstract
New economic environment is characterized by domination of technological factor and by orientation to global market. Firms have to adopt new and different internal and external strategies in order to compete in such circumstances. Main components of new strategic orientation become pattern and relationship among different forms of investment. Domination of investment comparing to export is central feature of external firm strategy. Increasing importance of intangible investment and their complementarity to physical investment become core point of internal firm strategy.
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