The article synthesises previous work on non-market strategy and draws upon literature from across the social sciences to offer a typology of international non-market strategies (INMS). The intent is to recognise the importance of international market strategies in establishing and sustaining an overseas market presence and that these strategies can be classified to a limited number of types using a legitimisation-articulation framework.
|Media of output||academic edu|
|Number of pages||20|
|Publication status||Published - 30 Sep 2014|