Marketing management within the multinational corporation: a multidisciplinary approach

Abstract

This paper presents a multi-disciplinary framework for the study of marketing management within the multinational corporation (MNC). Research domains of MNC management, the role of knowledge within the firm and international marketing is combined. We identify overlaps between the different domains and we clarify how these intersecting areas produce synergetic effects for further investigation of marketing management within the MNC. More specifically, we see potential in the knowledge related literature for the formulation of paradigmatic assumptions that serve as a basis for research on MNC management in an international marketing context.