Formulating adaptive marketing strategies in a global industry

Marketing adaptation has been considered a factor critical to a firm′s success in international markets. In order to know how companies can effectively adapt their marketing activities to international markets, one has to go beyond marketing function to understand the development of a firm′s experience curve advantage. Presents a framework for a firm to improve its adaptive abilities in developing appropriate marketing strategies for global expansion. Strategic managers should manage the process of investing organizational slacks in order to enhance adaptive ability. Globally‐oriented Taiwanese PC firms were studied to examine the relationship between a firm′s adaptive ability and its performance. Indicates that companies can improve performance by enhancing their adaptive abilities in the areas of technology, marketing mix and finance. Suggests further research.