An investigation of crossmarket standardisation strategies
Abstract
Purpose The importance of the European Union (EU) to international business cannot be stressed too greatly. Recently it has expanded to 25 country markets. Its total population has reached 455 million people, which is the world's largest economic organisation. Previous international marketing standardisation (IMS) studies focused on the EU are mainly descriptive in nature and they have not specifically examined issues related to firms’...
Paper Details
Title
An investigation of crossmarket standardisation strategies
Published Date
Nov 1, 2005
Volume
39
Issue
11/12
Pages
1345 - 1371
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Notes
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