El éxito en la internacionalización en un entorno globalplanificación de marketing, cooperación y compromiso internacional
- Yagüe Guillén, María Jesús (coord.)
ISSN: 1698-3726
Any de publicació: 2007
Títol de l'exemplar: Nuevos enfoques del marketing y la creación de valor
Número: 11
Pàgines: 113-128
Tipus: Article
Altres publicacions en: Mediterráneo económico
Resum
The increasingly globalization of the markets obliges the enterprises to reconsider their internalization strategies. From the business point of view, it is fundamental to analyze their success factors. The specific object of this article is to determine the influence of those who have the conductual strategy variable on the success of the internalization. From the analyse made it can be concluded that the traditional model of the steps in the internalization process is stopping from being valid and that the managers initiative, flexibility and capability characteristics to cooperate are the main determines of the success for the international enterprises.