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Book Review: Forum Marketing Research: Methodological Foundations

It would not be surprising if international business knowledge were to be improved dramatically by the development of a useful taxonomy of multinational strategies. Leroy's attempt to develop a typology of multinational product strategies from a general set of determinants represents an initial contribution in this regard. Of course, in taxonomy research there is an important risk of defining relevant, yet too broad classifications which would not particularly help in the understanding of why phenomena occur. The author seems to be aware of this possible shortcoming when he applies a multinational product strategy appropriate to a set of product and firm characteristics. Using an in-depth analysis of the same five companies and the 52 products, he searched for relations first between the most frequent multinational product strategies observed and characteristics specific to the firm, then between the same strategies and characteristics specific to the firm's product. Even if this part of the study is exploratory and inductive in nature, the first set of relations is of great interest because of the recognition and emphasis on the importance of the firm as an entity. Observations derived from the second set of relations-strategies/characteristics of the firm's product-do not provide the same benefits. For example, General Motors and Ford offer products with similar characteristics for European standards, and yet have two very different overall strategies of product innovation and diffusion in Europe. This book could prove useful to researchers interested in refining a useful typology of multinational strategies. Moreover, it could assist in the development of a classification of multinational firm strategies based on a general set of determinants integrating characteristics specific to the firm's environment and to the firm itself.