The current work adds to the body of knowledge as to why
some GMOs outperform others; this is a central issue to
scholars and managers alike. Specifically, we attempt to
build an understanding of the unique dimensions that help
form the GMOs within an integrative and unifying framework.
To this end, this study takes a step toward addressing a
gap in the marketing literature by conceptualizing a set of
key strategic constructs (i.e., strategy, structure, leadership,
processes, culture, and industry globalization drivers) and
empirically testing a framework composed of the interrelationships
between these constructs and their impact on both
marketing and financial performance. As such, the findings
usher marketing managers to a normative terrain in that the
manager finds a set of dictums for better performance.
Specifically, this study mandates that (1) the development of
leadership, strategy, and culture precedes the structure of
GMOs; (2) strategy precedes structure; and (3) organizational
structure and processes influence marketing and financial
performance.