Understanding multi-level institutional convergence effects on international market segments and global marketing strategy Academic Article uri icon


  • Dynamic changes in the global marketplace have increased opportunities for marketing strategy standardization due to the convergence of cross-national market segments. An oversimplified understanding of the complexities of this convergence could lead to ineffective global marketing strategy execution. This study develops a multi-level institutional approach to address level-based convergence effects necessary to understanding market segment convergence and its influence on global marketing strategy. A model of influential level effects on global marketing strategy is developed having implications for global marketing academics and practitioners. © 2009 Elsevier Inc. All rights reserved.

published proceedings

  • Journal of World Business

author list (cited authors)

  • Griffith, D. A.

citation count

  • 57

complete list of authors

  • Griffith, David A

publication date

  • January 2010