Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
70FC
Gm
Global Marketing Strategy
Family
15. Global Marketing Strategy (VI · Context)
Era
Period 5: Assets and Accountability, 2000s
Block
FC · Formulation, content
Tier
Landmark
Cell card
Description
Zou and Cavusgil integrated the standardization, configuration-coordination, and integration perspectives into a broad conceptualization of global marketing strategy and showed its effect on firm performance.
Managerial Implications
A global marketing strategy is a configuration of standardization, coordination, and integration across markets, driven by external globalization forces and internal orientation, and it improves performance when it fits those drivers. The managerial decision is a profile, not a switch: which activities to standardize, how tightly to coordinate across countries, and where to concentrate activities. Set the profile deliberately for each product line.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
