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Dimensions Constructing and Scales Designing on Global Marketing Strategy of Service Companies |
WU Xiao-yun LIU Xia |
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Abstract Based on the principle of selective absorbing and creative developing, this research constructs the global marketing strategy dimensions for service companies, then designs a set of measurement scales, and finally tests the reliability and validity of the scales through data collected from researches of 220 service MNCs. The results of this research provide a good platform for future studies. Furthermore, for the construction of global marketing strategy of service companies, this research gives management advices on how to improve global operation performance.
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Received: 11 March 2008
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Corresponding Authors:
LIU Xia
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