El éxito en la internacionalización en un entorno globalplanificación de marketing, cooperación y compromiso internacional
- Yagüe Guillén, María Jesús (coord.)
ISSN: 1698-3726
Ano de publicación: 2007
Título do exemplar: Nuevos enfoques del marketing y la creación de valor
Número: 11
Páxinas: 113-128
Tipo: Artigo
Outras publicacións en: Mediterráneo económico
Resumo
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.