Abstract
This article addresses the strategic role of an inpatriate marketing staffing approach in the development of a global marketing mind-set within global organizations. The premise lies in addressing the liability-of-foreignness concept, which, the authors suggest, impedes the inpatriate marketing manager's integration process, from the individual level of analysis. Drawing from reference point theory, the article highlights potential hardships manages face with an analysis of the managerial and contextual liability of foreignness that inpatriate marketing managers may perceive in their transition from home countries to headquarter locations. Implications of identifying and attending to such hardships are important in light of the significance attributed to these semipermanent to permanent assignments across different cultural contexts.
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