Government, law and structure: where is transparency and what does it mean for marketing strategy?

Schuster, Camille P and Harris, Phil (2009) Government, law and structure: where is transparency and what does it mean for marketing strategy? International Journal of Business Excellence, 2 (3/4). pp. 301-316. ISSN 1756-0047

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Abstract

Marketing strategy is constrained by the rules and regulations of the location (country, region, regional trade area) in which companies do business. The role of government and the rule of law are major elements that create a structure determining the amount of transparency that exists for conducting business activities. By examining the role of government and rule of law across cultures, the structure for doing business in a specific location can be determined. Given the structural constraints in each culture, a decision tree is created to determine when and how to adapt business activities for success.

Item Type: Article
Uncontrolled Keywords: government role; rule of law; structure; transparency; politics; globalisation; cross-cultural; marketing strategy; culture; business activities.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 06 May 2015 09:10
Last Modified: 06 May 2015 09:10
URI: http://eprints.glos.ac.uk/id/eprint/2186

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