C. Samuel Craig, Susan P. Douglas, (2000). Configural Advantage in Global Markets. Journal of International Marketing: Vol. 8, No. 1, pp. 6-26.
doi: 10.1509/jimk.8.1.6.19564

Configural Advantage in Global Markets

C. Samuel Craig,

1. New York University’s Stern School of Business

Professor of Marketing and International Business1Susan P. Douglas

2. New York University’s Stern School of Business

Professor of Marketing and International Business2



Abstract

Achieving a sustainable competitive advantage in global markets depends on the geographic scope and diversity of the firm’s operations and their interlinkage, as well as on the extent of market integration and interdependence. The spatial configuration of the firm’s assets, capabilities, and resources and the ability to manage and use these resources effectively are crucial elements of the firm’s global strategy. The authors examine the nature of a firm’s configural advantage in global markets in terms of its key components, capabilities, and management issues.

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