Sourcing Strategies of European and Japanese Multinationals: A Comparison

Masaaki Kotabe, Glenn S. Omura

Research output: Contribution to journalArticlepeer-review

150 Citations (Scopus)


Based on a typology of sourcing strategies, this study identifies various sourcing patterns adopted by European and Japanese multinational manufacturing firms in serving the U.S. market. The study has found that the product's market performance is not at all related to its life–cycle stage in world trade or to production location, but is positively related to the internal components sourcing and negatively related to the product adaptation. The findings strongly support Levitt's call for a global product.

Original languageEnglish
Pages (from-to)113-130
Number of pages18
JournalJournal of International Business Studies
Issue number1
Publication statusPublished - 1989 Mar 1
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Business, Management and Accounting(all)
  • Economics and Econometrics
  • Strategy and Management
  • Management of Technology and Innovation


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