50 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework

Volume: 20, Issue: 5, Pages: 491 - 507
Published: Oct 1, 2011
Abstract
null null When going and operating abroad, firms face the challenge of finding the optimal balance between standardizing and adapting their marketing strategies across national borders in order to be successful. In this contribution, we present the major results of a systematic literature analysis in the field of international marketing standardization/adaptation. Based on our findings, we introduce a theoretical framework combined with the...
Paper Details
Title
50 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework
Published Date
Oct 1, 2011
Volume
20
Issue
5
Pages
491 - 507
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