Compare the way a multinational firm organizes the marketing research effort with the way a global or transnational firm approaches the organizing issue.

Multinational firm operates in many countries and in all those countries, it organizes marketing research the same way as it has a centralized system in one head office country. Marketing research is done through a one system central approach and decisions are taken by the head office or parent.

Transnational firm operates in many states but without a central system and marketing research relates to a single unique market environment so each firm in each country has its own market research.