Determinants and benefits of global strategic marketing planning formality

Global strategic marketing Planning has become increasingly important with the advent of worldwide competition and the growing rapidity of change in t he international marketplace. In this article, research and commentaries fr om the strategic management and international marketing planning literature s are brought together in a model examining what factors influence global s trategic marketing planning formality, and whether competitive and organiza tional benefits accrue from the process. Responses from 90 multinational co rporations were subjected to a LISREL analysis. Corporate culture, supply c hain elements foreign regulations and competition were identified as key de terminants of planning formality. Considerable non-financial benefits also accrue as planning formality increases.