1- Keegan, Warren J. and Green, Mark C. (2014). Global Marketing Management. 8th edition, Pearson. 2- Hunger, J.D. and T.L. Wheelen (2017). Essentials of Strategic Management. 2th Edition, Upper Saddle River N.J.: Prentice-Hall. 3- Kathuria, R; Joshi, M. and porth, S.J. (2007). Organizational Alignment and Performance: Past, Present and Future. Management Deliusion. Vol.45, No. 3, Pp. 126-145. 4- Mintzberg, H. and, J.B. Quinn. (1991). The Strategy Process: Concepts, Contexts, Case. 2nd Edition. Englewood Cliffs N.J., Prentice-Hall. 5- Pearce, J.A. and R.B. Robinson (1991). Strategic Management Practice: Riding in Strategic Management. New York: McGraw-Hill. 6- Doty, D.H.; W.H. Glick and G.P. Huber (1993). Fit, Equifinality and Organizational Effectiveness: A Test of Two Configurational Theories, Academy of Management Journal, Vol. 36, No. 6, Pp. 8-25. 7- Cousins, P.D. (2005). The Alignment of Appropriate Firm and Supply Strategies for Competitive Advantage. International Journal of Operation & Production Management.Vol.25, No.5. Pp.403-428 8- Miller, D. (1992). Environmental Fit versus Internal Fit. Organ. Sci. Vol.3, No.2 pp.159-178. 9- Nadler, D., M.L. Tushman. (1980). A Congruence Model for Diagnosing Organizational Behavior. Resource Book in Macro Organizational Behavior. Goodyear, Santa Clara, CA. 30-46. 10- Barney, J. (1991). Firm Resources and Sustained Competitive Advantage, Journal of Management, Vol. 7, No. 3, Pp. 99-120. 11- Chorn, Norman H. (1991). The Alignment Theory: Creating Strategic Fit, Management Decision, Vol. 29, No. 1, Pp. 120-145. 12- Daft, Richard L. (2015). Organization Theory and Design. 12th Edition. York: South-Western College Publishing. 13- Galbraith, J. and R. Kazanjain (1986). Strategy Implementation. Boston: West Publishing. 14- Itami, H. (1987). Mobilizing Invisible Assets, Harvard University Press. 15- Leavit, H.J. (1965). Applied Organizational Change in Industry: Structural, Technological and Humanistic Approaches; New Perspectives in Organizational Research. In March J.G; hand book of organization, Chicago: Rand McNally, Pp. 55-71. 16- Prahalad, C.K. and C. Hamel (1990). The Core Competence of Corporation. Harvard Business Review, May-June. 17- Scott, G. William & Mitchell, R. Terence, (1972). Organization Theory: A Structural and Behavioral Analysis, 2nd ed. Irwin, Inc. 18- Andrews, R. Kenneth (1987). The Concept of Corporate Strategy. 3rd Edition. London: Richard D. Irwin, Inc. 19- Chandler, A. 1962. Strategy & Structure. New York: MIT Press. 20- Dvir, D.; E. Segev and A. Shenhar (1993). Technologies Varying Impact on the Success of Strategic Business Units within the Miles and Snow Typology, Strategic Management Journal, Vol. 4, No. 2, Pp. 155-161. 21- Fisher, J. and V. Govindarajan (1990). Strategy, Control Systems and Resource Sharing: Effects on Business Unit Performance, Academy of Management Journal, Vol. 32, No. 2, Pp. 259-285. 22- Waterman, R.H. (1986). The Seven Elements of Strategic Fit, Journal of Business Strategy, Vol. 2, No. 3, Pp. 35-46. 23- Woodward, J. (1965). Industrial Organization: Theory and Practice. Oxford: Oxford University Press. 24- Melenyk, S. A., Calantone, R.J., Luft, G., Steeat, D. M., Zsidisin, G.A., Hanson, G., and Burns, L. (2005). An Empirical Investigation of the Metrics Alignment Process, International Journal of Productivity and Performance Management, Vol.54 No. 5/6, pp.312-324. 25- Paul.B, Sam and Dr. Radha Ganesh Kumar (2020). Global Marketing in India- Opportunities and Challenges, Journal of Global Marketing (Our Heritage), ISSN: 0474-9030 Vol-68-Issue-1-January-2020, PP. 4561-4570. 26- Sabherwal, R. Hirschheim, R. and Goles, T. (2001). The Dynamics of Alignment: Insights from a Punctuated Equilibrium Model, Organization Science, Vol. 12, No. 2, March- April. 27- Holopainen, Jani and et. al. (2020). Stakeholder Strategy and Design Alignment Framework for Design Science Research-A Study in the Context of VR-Aided Marketing and Sales, Hawaii International Conference on System Science. ISBN: 978-0-9981331-3-3, http://hdl.handle.net/10125/63926. 28- Fuller, C.W. Vassie, L.H. (2002). Assessing the Maturity and Alignment of Organizational Culture in Partnership Arrangements, Employee Relations, Vol.24, No.5, Pp. 540-555. 29- Gregor, S., Hart, D. and Martin, N. (2002). Enterprise Architectures: Enables of Business Strategy and IS/IT Alignment in Government, Information Technology & People, Vol. 20 No.2, Pp. 96-120. 30- Kyobe M. (2008). The Influence of Strategy-making Types on IT Alignment in SMEs, Journal of Systems and Information Technology, Vol. 10, No. 1, Pp. 22-38. 31- Clarke, Steve (2006). Information System Strategic Management: An Integrated Approach, 7th Edition, Routledge. 32- Mintzberg, Henry (2007). Tracking Strategies: toward a General Theory. 1st Edition. Oxford: Oxford University Press. 33- Robbins, Stephen P (2018), Organizational Behavior, Prentice Hall. 34- Porter, M.E. (1985). Competitive Advantage: Creating & Sustaining Superior Performance. New York: Free Press. 35- Figenbaum, Avi and Hart D. Schendel (1996). Strategic Reference Point Theory, Strategic Management Journal, Vol. 17, No. 3, Pp. 219-235. 36- Bamberger, Peter and Avi Figenbaum (2008). The Role of Strategic Reference Points in Explaining the Nature and Consequences of Human Resource Strategy, Academy of Management Review, Vol. 21, No. 4, Pp. 219-235. 37- Burrell, G. and G. Morgan (1979). Sociological Paradigms and Organizational Analysis. London: Heinemann. 38- Hall, R.H. (2004). Organization: Structures, Processes and Outcomes. 8th Edition, New Jersey: Prentice-Hall Inc. 39- Scott, Richard W. (2002). Organization: Rational, Natural and Open Systems, 5th Edition, Prentice Hall. 40- Pegan, Giovanna and Donata Vianelli and Patrizia de Luca (2019). International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice. Springer, PP. 23-28. 41- Lymbersky, Christoph. (2018). Market Entry Strategies. 1st Edition. New York: Management Laboratory Press. 42- Solberg Carl Arthur (2011). The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance. Journal of International Marketing. Vol.10. No.3. Pp. 1-23. 43- Pegan, Giovanna and Donata Vianelli and Patrizia de Luca (2019). International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice. Springer, PP. 23-28. 44- Samiee, Saeed and Suthawan Chirapanda (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, Vol. 76, Issue: 6. PP, 75-91. 45- Hulberg, Jon (2006). Integrating Corporate Branding and Sociological Paradigms: A Literature Study. Brand Management. Vol. 4. No. 1/2. Pp. 60–73. 46- Zou Shaoming & Cavusgil S Tamer (2002). The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance. Journal of Marketing. Vol. 66. No. 4. Pp. 40-57. 47- Ozsomer Aysegul and Prussia Gregory (2000). Competing Perspectives in International Marketing Strategy: Contingency and Process Models. Journal of International Marketing. Vol. 8. No. 1. Pp. 27-50. 48- Ozsomer AyYegql, Simonin Bernard L. (2004). Marketing program standardization: A cross-country exploration. International Journal of Research in Marketing. vol.21. pp.397–419 49- Javalgi, Rajshekhar (Raj) G. et.al (2016). Toward the Development of an Integrative Framework of Subsidiary Success: A Synthesis of the Process and Contingency Models with the Strategic Reference Points Theory. Thunderbird International Business Review. Vol. 48. No 6. Pp 843–866. 50- Solberg Carl Arthur (2011). The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance. Journal of International Marketing. Vol.10. No.3. Pp. 1-23. 51- Theodosiou & Leonidou (2013), Standardization versus Adaptation of International Marketing Strategy: An Integrative Assessment of the Empirical Research. International Business Review.Vol. 12. Pp. 141–171. 52- Zou Shaoming & Cavusgil S Tamer (2002). The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance. Journal of Marketing. Vol. 66. No. 4. Pp. 40-57. 53- Katsikeas, Constantine and et.al. (2019). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review. ISSN: 0265-1335. Vol. 85, Issue: 3. PP, 70-85. 54- Rahnavard, Farajolah and Saeed Nikzad (2012). The Alignment between Organizational Elements, Public Management Press, Routledge Taylor and Francis Group. 55- Tanaka, Kazuo (1996). An Introduction to Fuzzy Logic for Practical Applications, 1th edition, Springer, New York. 56- Grint, keith (1998). Fuzzy Management: Contemporary Ideas and Practices at Work, 1th Edition, Oxford university Press. 57- Karpagalakshmi S. and Muthusamy A. (2019). A Study on Export Performance of Cocoa Products in India. International Journal for Innovative Research in Multidisciplinary Field, ISSN:2455-0620, Vol. 5, Issue: 2. PP, 101-106. 58- Katsikeas, Constantine S. et.al (2000). Firm-Level Export Performance Assessment: Review, Evaluation, and Development. Journal of the Academy of Marketing Science. Vol. 28. Pp. 493. 59- Hulberg, Jon (2006). Integrating Corporate Branding and Sociological Paradigms: A Literature Study. Brand Management. Vol. 4. No. 1/2. Pp. 60–73. 60- Griffith, David A (2006). Fitting Strategy Derived from Strategic Orientation to International Contexts. Thunderbird International Business Review. Vol. 48. Pp. 75-91. 61- Lymbersky, Christoph. (2018). Market Entry Strategies. 1st Edition. New York: Management Laboratory Press. 62- Kotler, Philip T. and Keller, Kevin Lane. (2014). Marketing Management, 14th edition, Pearson. 63- Radebaugh, Lee H. and John D. Daniels. (1998). International Business. 9th Edition. New York: Prentice Hall. 64- Kotler, Philip T. and Keller, Kevin Lane. (2014). Marketing Management, 14th edition, Pearson. 65- Cateora & Graham (2012), International Marketing, 11th Edition. Boston: McGraw-Hill.