Patterns and determinants of global marketing

This paper discusses the patterns and determinants of global marketing, based on a contingency framework of industry globalization drivers, company position and strategy, organizational factors, and parent company characteristics. These patterns and determinants are examined in a sample of 64 businesses belonging to very large American, European and Japanese multinational companies. The study finds that these businesses mostly use global branding and global packaging but make much less use of global uniformity in other elements of the marketing mix. Several factors, including nationality, explain the use of global marketing.