Abstract
This paper assesses the current status of the PLC, both conceptually and its applications, in the context of changes in the international marketplace, for example the drastic shortening of ‘time to market.’ The paper considers other approaches to the international PLC, including incremental and evolutionary cycles. There is a special focus on the positioning of global brands in this scenario, together with a number of topical illustrations from brand companies. The Paper concludes by proposing two models in place of the traditional PLC.
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Electronic References
http://www.honda.com/ (January 1998)
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Hibbert, E.P. (2015). ‘Re-defining the International P.L.C. - Deception or Diagnosis?’. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_120
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DOI: https://doi.org/10.1007/978-3-319-17356-6_120
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
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