The Balancing of Country-Based Interaction Orientation and Marketing Strategy Implementation Adaptation/Standardization for Profit Growth in Multinational Corporations

For business success and continued growth, multinational corporations (MNCs) must work to efficiently leverage interactions with customers dispersed across geographic boundaries. Under the framework of the attention-based view, this study examines the MNC strategic approach of country-based interaction orientation and marketing strategy implementation adaptation/standardization as drivers of global profit growth, contingent on the environmental...