International Marketing Standardization
Abstract
Throughout the past four decades, researchers have examined several antecedents and consequences of international marketing program standardization. However, the findings reported in the literature are too fragmented to yield clear insights. To address this issue, the authors conduct a meta-analysis to quantitatively synthesize and analyze the empirical findings on antecedents and consequences of international marketing program...
Paper Details
Title
International Marketing Standardization
Published Date
Mar 9, 2013
Volume
53
Issue
5
Pages
711 - 739
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