期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2006
卷号：XV
期号：01
页码：244-247
出版社：University of Oradea
摘要：A market-oriented perspective must be combined with a resource-based perspective when the firm is developing its
global marketing strategy. Because strategy attempts to leverage the firms competitive advantages, the theory of the
multinational firm with its separation of country-specific and firm-specific advantages is the natural starting point for
competitive strategy formulation. The firm has to make sure that its competitive advantages are transferable to the
new country market.
