Power dynamics of the international marketing within firms and how they shape international performance

The status of marketing within the firm and its cross-functional interactions continue to draw academics and practitioners' attention. Using power, rather than influence, and power asymmetry concepts in an industrial international marketing (IM) context for the first time, the study examines the interface between IM and non-IM functions and investigates whether powerful IM functions benefit international performance. Findings show that IMs are...