Political risk and the evolution of the control of foreign business: Equity, earnings and the marketing mix

Humayun Akhter, Robert F. Lusch

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

Extreme forms of government intervention such as expropriation, nationalization, and confiscation have received much attention in the business and academic communities. This paper argues that in the future governments will attempt to regulate foreign business activities by exercising control over marketing mix variables to achieve socioeconomic and political objectives. Therefore, international marketing managers should anticipate the likely effects of political risk on marketing mix variables and develop strategies accordingly.

Original languageEnglish (US)
Pages (from-to)109-128
Number of pages20
JournalJournal of Global Marketing
Volume1
Issue number3
DOIs
StatePublished - Jan 1 1988

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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